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?

House Poor

The House Poor live in a detached home that they struggle to maintain. Their wealth is tied up in their home/property and has a significant mortgage obligation. They are at a point in life where their wants exceed their means. They tend to be younger and have a family. They have a mixed education with some college or university and work in a service sector. They enjoy classic rock radio, pasta and may go camping in the summer. They consume many forms of media and are active in Social media. They are often a multi-vehicle family, with 2 incomes. They may own a Hybrid as a way to control expenses.

Age: Range between 25 years old and 40 years of age

Gender: Male or Female

Marital Status: Married or Single

Purchasing Quality Index: Average 3.0

Vehicle Group: Up to 10 years old, generally a practical vehicle, valued under $25K, usually 2 door or 4 door vehicles, some Hybrids

Preferred Vehicles*: Acura TL, TLX, Integra, Ford Fusion, C-MAX, Escape, Volkswagen Rabbit, Golf, Mazda 323, Mazda 3, 6, Subaru Impreza, Chrysler 200, Dodge Dart, Journey, KIA Optima, Chevrolet Malibu, Pontiac G5, Nissan Altima, Maxima, Rogue, Toyota Camry, RAV4, Corolla, Prius, Sienna, Hyundai Sonata, Honda Civic, Accord, CRV, HRV, Jeep Cherokee, Lincoln MKZ

Home/Condo: Own a home, or a detached condo

Home Value: The property value ranges between $150K and $400K

Income Range: Low end $50K per year; high end $85K per year

Smoker: Slightly higher than average likelihood


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