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?

Empty Nester

The Empty Nesters are predominantly couples with children that have recently moved out or are about to. They are mostly suburban and have enjoyed post secondary education, in a two-income family. They continue or have worked in a white-collar job or white-collar service sector and are often self-employed. They are enjoying the transition to a more leisurely life-style. You will find them fitness walking, reading magazines, and planning a vacation. They are likely to have GIC’s or Term Deposits. They may enjoy a trip to the casino, a show, dinner out and a snack. They consume traditional media and are slowly adopting Social media, often starting with LinkedIn.

Age: Greater than 60

Gender: Male or Female

Marital Status: Married or Single

Purchasing Quality Index: Average 2.0

Vehicle Group: Less than 7 years old, valued at more than $35K, often an entry level luxury brand

Preferred Vehicles*: BMW 3 Series, 5 Series, X3, X5, Infinity G37, Q50, Lexus ES 350, RX 350, Audi A4, Q3, Mercedes C Class, Honda Accord EX, Acura TSX, TL, TLX, Cadillac CTS, SRX, Nissan Maxima, Toyota Venza, Hyundai Santa Fe, Genesis, Lincoln MKZ, Chrysler 300, Lincoln MKZ, Dodge Challenger

Home/Condo: Have moved into a Condo or own a home, some have become tenants

Home Value: Greater than 50% of the average value in the postal code

Income Range: Low end $50K per year; high end $150K per year

Smoker: Average likelihood


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