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?

Scraping By

Scraping By tends to be lower income and live in accommodations older than 15 years with less than 1800 sq. ft. in an urban neighbourhood. They primarily rent their accommodations. They are found working in blue collar positions and have a mixed educational background. They have limited discretionary income. They have limited access to all forms of media, however they take advantage of available Wi-Fi to remain connected. They will attend bingo, and eat pre-packaged or fast food. They watch DVD’s and listen to top 40 radio. When strapped they will take advantage of personal loans and coupons to extend their purchasing power.

Age: Less than 45 years of age

Gender: Male or Female

Marital Status: Married or Single

Purchasing Quality Index: Average 0.5

Vehicle Group: Up to 10 years old, generally a practical vehicle that may also display a sporty flair, 2 doors or 4 doors, valued under $22K

Preferred Vehicles*: Honda Accord, Civic, Toyota Corolla, Camry, Chrysler/Dodge Minivans, Neon, Dodge Dart, Caliber, Ford Taurus, Chevrolet Malibu, Volkswagen Rabbit, Golf, Jetta, Mazda 3, Subaru Impreza, Pontiac G5, Nissan Altima, Hyundai Sonata, Santa Fe, Scoupe, Accent, Saturn Astra

Home/Condo: May own a small home, duplex, row house, semi-detached, townhouse or rent in a low/high rise, row house, town house

Home Value: If the property is owned it is generally valued at between than $150K and $200k

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

Smoker: Higher than average likelihood


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