StatSocial Digital Tribes  — Mostly Marvel

Jul 28, 2020 | Digital Tribes

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 “Mostly Marvel.

Digital Tribe Summary: Mostly Marvel

Marvel Superheroes

This tribe of urbanites and suburbanites is nearly half-and-half men and women, and skews younger (age 18 to 44).

Their greatest common interests revolve around superheroes and, especially, Marvel Comics characters.

Please Note: The baseline used to calculate all of the statistics shown below is the average American online audience.

DEMOGRAPHICS — Mostly Marvel

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 female portion of this tribe exceeds what would be found within the average U.S. online audience by 1.04 times.

The gender split is nearly even, but women are in the very slight majority

Over 60% of this tribe earns under $50k annually, and that percentage is 1.25 times larger than the average U.S. audience.

The segments earning over $50k a year fall well short of the baseline.

INFLUENCERS — Mostly Marvel

Above we have six MCU actors, one MCU director, two ‘Star Wars’ stars, and the podcaster who helped legitimize nerd culture. ‘Nuff said.

John Boyega and Mark Hamill.

TV SHOWS —Mostly Marvel

Eight superhero shows, four Marvel, and two fantasy/sci-fi shows make up this list.

The CW‘s ‘Supernatural,’ which is to be wrapping up its run this year, is a favorite with over 22% here, and that percentage exceeds the index by 41.71 times.

Marvel’s Agents of S.H.I.E.L.D.’  

INTERESTS—Mostly Marvel

The interests listed here conform comfortably to expectation.

Comic books are of interest to over here, and that segment-size exceeds the index by 12.89 times.


BRANDS —Mostly Marvel

Over 32% of this tribe’s members are fans of Marvel‘s chief rival DC Comics.

DC Comics.

WEBSITES —Mostly Marvel

Online destinations related to movies and video games are most prominent. .

Over 30% of this tribe regularly visits IGN, a segment-size 6.81 times greater than the U.S. average.


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.

Self-consciousness, as a personality trait, describes one who is self-aware, considerate, and understanding of their place in a given situation and/or discussion. This tribe averages in the 62nd percentile for exhibiting this trait.

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