Social Media Preferences

Decision Matrix

How does the profile make purchasing decisions?

Acquisition Activity

Are profiles actively making purchases and spending money?

Purchasing Quality Index

What does this profile value more? Affordability or Quality?

Mall Walker

The Mall Walker is over 60 years of age, and lives in a home with a value of less than $250K. They may also reside in a complex targeted at Senior Citizens or live in a condo or rent in a high rise apartment. They live in an urban neighbourhood which may be located in an older section of the city or town or an older suburban location. They have a mixed education, some with only reaching grade 9. They have worked in a service sector, either blue collar or white. When they travel they may take a bus tour, enjoy a casino and take in sessions on estate planning. They watch funniest video programs and may choose a Canadian wine and read Chatelaine magazine. They prefer to drive sedans and may use telephone banking. They consume traditional media and own a cell phone for emergencies.

Age: A senior citizen older than 60 years of age

Gender: Male or Female

Marital Status: Married or Single

Purchasing Quality Index: Average 0.5

Vehicle Group: Up to 15 years old, generally a practical vehicle, often a traditional North American brand, valued under $28K

Preferred Vehicles*: Buick LeSabre, Honda Chrysler Intrepid, 300, Minivans, Neon, Caliber, Dart, Ford Taurus, Fusion, Five Hundred, Chevrolet Malibu, Impala, Mazda 323, Pontiac G5, Nissan Altima, Maxima, Hyundai Sonata, Santa Fe, Scoupe, Accent, Saturn Astra, Honda Accord, Civic, Toyota Corolla, Camry

Home/Condo: Own a home, or condo, or are a tenant

Home Value: If the property is owned it is generally valued at less than $250K, it may be higher or depending on the age of the neighbourhood

Income Range: Low end $35K per year; high end $65K per year

Smoker: Slightly higher than average likelihood


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