StatSocial’s Digital Tribes is a new consumer segmentation model with a social psychographic twist.
Digital Tribes are powered by StatSocial’s Silhouette, the industry’s most advanced Audience Intelligence Platform. Our unique technology enables us to make sense of the billions of unstructured earned and social web interactions that go on each day — allowing you to dive deep into nearly any audience you can imagine.
Using billions of inputs for over 120 million U.S. consumers, we have segmented naturally occurring populations into 100 distinct Digital Tribes.
This entry is a deeper dive into the tribe we call “Hip Pop Life.”
Digital Tribe Summary: Hip Pop Life
Front Row (l-r): T.I., Kanye West, J. Cole, Jay-z, Rihanna. Back Row (l-r): Wiz Khalifa, Kendrick Lamar, Drake, Lil Wayne, Gucci Mane. This suburban tribe skews slightly male and toward the younger side (18 to 34).
What unites them is a love of Hip Hop and R&B, with a focus on those all-time best-selling Hip Hop acts who are still going strong today.
Please Note: The baseline used to calculate all of the statistics shown below is the average American online audience.
DEMOGRAPHICS —Hip Pop Life
EXPLANATION: The index score reports the degree to which the corresponding percentage falls short of or exceeds the baseline. These affinity insights have been calculated using the average American online audience as our index (with a base 100 baseline). The male portion of this tribe exceeds what would be found within the average U.S. online audience by 1.19 times.
65.83% of this tribe’s members are between 18 and 34-years of age. The 41.83% who are between 25 and 34 are present among this tribe’s ranks to a degree exceeding the average by 1.64 times.
Jay-z and Kanye West. INFLUENCERS —Hip Pop Life
24.61% of this tribe’s members are into Drake, and that percentage is 2.48 times times larger than the average.
24.26% are fans of Lil Wayne, and that exceeds the index by 3.07 times.
Lil Wayne and Drake. MUSICAL GROUPS —Hip Pop Life
Staten Island, New York’s Wu-Tang Clan (who gave the world Ghostface Killah, Raekwon, Method Man, RZA, GZA, Inspectah Deck, the late, great ODB, and more), is beloved by a segment of this tribe that is 5.82 times larger than the American average.
Wu-Tang Clan. PRINT MEDIA —Hip Pop Life
The Hip Hop focused, XXL Magazine, is read by 13.82% of those found here. This percentage exceeds the baseline by 12.14 times.
XXL Magazine. WEBSITES—Hip Pop Life
HNHH (HotNewHipHop), is a favorite web destination of a segment here that is 5.32 times greater than the index.
Instagram is a favorite site for 30.08% of this tribe’s members. This exceeds the average by 3.98 times.
BRANDS—Hip Pop Life
The NBA is a top brand for 11.5% of those within this tribe, and this segment is 1.89 times larger than the American average.
A dedicated shop for the NBA‘s Miami Heat’s merchandise, located in the Pembroke Mall in Pembroke, FL. The Heat are a top brand for a segment of this tribe that is 2.49 times larger than the average. YOUTUBE CHANNELS —Hip Pop Life
All pages here are Hip Hop related (although Post Malone may be more tangentially related).
Georgian group, Migos, find 13.91% of this tribe’s members being into their 10.4 million subscriber YouTube channel. This percentage is 12.15 times larger than the index.
Migos‘ YouTube channel. TV SHOWS —Hip Pop Life
Even years after its cancellation, 31.8% of those found here still carry a torch for BET‘s music program, ‘106 & Park.’ This percentage is 11.36 times larger than the U.S. average.
‘106 & Park.’ PERSONALITY TRAITS —Hip Pop Life
In psychology, the Big 5 personality traits describe a popularly-employed taxonomy that breaks down human personalities into five, broad, over-arching categories.
IBM Watson™ employs this model, and the five traits that give it its name — Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism — as the umbrella categories under which numerous, more specific personality traits can be found.
Immoderation, from a personality standpoint, doesn’t necessarily describe someone who is reckless or excessive, but more one who has no hang-ups about prioritizing convenience, pleasure, and fun. From a consumer standpoint, as an example, one described by this trait will be less likely to purchase a brand other than the one they prefer, simply because it’s on sale.
This tribe averages in the 76.75th percentile for exhibiting this trait.
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