Social Media Preferences



Decision Matrix

How does the profile make purchasing decisions?
Hesitant
Decisive
Function
Form
Conservative
Ostentatious
Practical
Fun

Acquisition Activity

Are profiles actively making purchases and spending money?
Inactive
Active

Purchasing Quality Index

What does this profile value more? Affordability or Quality?
Affordability
Quality

Soccer Mom

The Soccer Mom is an active participant in the lives of her children. They are involved in ensuring that the children get to their extracurricular activities safely and on time. While watching their children play or perform they may enjoy a Tim Horton’s coffee, and check out their connections on Facebook. They will stop at the drive through for fast food if running late. They own a family van, SUV or full sized pick-up truck to move the kids and equipment. The family probably owns more than 3 vehicles with 1 being a compact car. They consume all forms of media and are becoming more frequent users of Twitter and Pinterest.


Age: Range between 25 and 50 years of age

Gender: Female

Marital Status: Single, Married or Separated

Purchasing Quality Index: Average 3.5

Vehicle Group: Up to 10 years old, Minivans, Pick-up trucks, SUVs, Sport sedans, valued over $25K

Preferred Vehicles*: Chrysler Voyager, Town & Country, Grand Caravan, Toyota Sienna, Honda Odyssey, Ford Explorer, Escape, Hyundai Santa Fe, Chevrolet Silverado, Equinox, GMC Sierra, Toyota Highlander, Venza, Nissan Quest, Murano, Acura RDX, BMW X3, X5, Lexus RX 350, RXh, Audi Q3, Q5, Buick Encore, Ford Escape, Lincoln MKC, MKT, MKX Mazda CX-9, Toyota Tacoma, Tundra, RAM 1500

Home/Condo: Own a home or condo, may also rent a townhouse

Home Value: The property is valued at more than $125K

Income Range: Low end $25K per year; high end $100K per year

Smoker: Below average likelihood

 

*Note – Vehicle list represents typical vehicles preferred but not all possible choices