StatSocial Digital Tribes — All the Latest From Hollywood

Sep 1, 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 “All the Latest From Hollywood.

Digital Tribe Summary: All the Latest From Hollywood

Airport arrival.  

This mostly suburban tribe skews heavily female, with a majority of members ranging in age from mid-20s to mid-40s.

They share loves for fashion, reality TV, and most of all, celebrity news and gossip.

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

DEMOGRAPHICS —All the Latest From Hollywood

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 1.73 times.

 

Accounting for 86.72% of those found here, women are a dominant majority. Their presence within this tribe is 1.73 times greater than the U.S. average.

65.59% of this tribe’s members are between ages 25 and 44, with those between 25 and 34 accounting for very nearly 38% of those in this group .

From Federico Fellini’s 1960 film, ‘La Dolce Vita.’ Italian actor, Walter Sentesso (center), plays intrusive photographer, Paparazzo. The word paparazzi was coined in reference to this character.  

PRINT MEDIA — All the Latest From Hollywood

People Magazine is a favorite periodical of 63.84% of this tribe’s members, a segment that is 19.22 times larger than the baseline.

Some very 70s covers of some of this tribe’s fave mags. 

WEBSITES—All the Latest From Hollywood

Perusing showbiz reporting and gossip accounts for a significant quantity of the time this tribe’s members spend online.

Perez Hilton’s nominal site is a regular web destination for 29.52% of those found here, a segment that is 12.22 times greater than the average. .

Hollywood Life,’ a top web destination for a segment of this tribe that is 7.96 times greater than the baseline. 

TV SHOWS—All the Latest From Hollywood

Cancelled in August 2020, after 29 years of being beamed into the homes of millions of Americans, ‘E! News‘ is a favorite show of 65.44% of this tribe’s members. This percentage exceeds the index by 14.88 times.

Chelsea Handler, and fellow top influencer, Ryan Seacrest. Seacrest‘s morning show, ABC‘s ‘Live with Kelly and Ryan‘ is a favorite with 41.18% of this tribe’s members, which is 7.11 times greater than the average.  

INFLUENCERS—All the Latest From Hollywood

The top four most over-indexed names here are all cast members of MTV’s ‘The Hills.’  

The most over-indexed Kardashian, Kourtney, is a favorite of 45.73% of this tribe’s members. This exceeds the American average by 7.13 times.

Lauren Conrad, Heidi Montag, Audrina Partridge, and Lo Bosworth, from season one (2006), of MTV‘s ‘The Hills.’ All four are among this tribe’s most over-indexed influencers.  

INTERESTS—All the Latest From Hollywood

It should come as no surprise by now that this tribe’s greatest, and most over-indexed, interest is celebrity & fan gossip.

This passion for showbiz gab and dish is shared by 83% of this tribe’s members, a percentage exceeding the index by 6.84 times.

Liza Minnelli, Lena Horne, and late, legendary gossip columnist, and New York City institution, Liz Smith

BRANDS—All the Latest From Hollywood

Three of the brands above — Kristin Cavallari, SJP, and Dash Boutique — are associated with people who first achieved notoriety via such avenues as TV.

In an overall way, apparel, footwear, style, and beauty pretty much covers all that you’ll find above.

Kristen Cavallari first found fame while being featured on MTV’s reality series, ‘Laguna Beach: The Real Orange County.’ She is currently the headline attraction in E!‘s ‘Very Cavallari.

Kristen’s footwear brand is a favorite of 25% of those within this group, a percentage that is 32.83 times greater than the index.

Michael Kors, Honorary Chairman and Chief Creative Officer of the fashion label that shares his name. This same label is a favorite of a segment of this tribe that is 5.12 times larger than the average. 

PERSONALITY TRAITS —All the Latest From Hollywood

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.

Modesty, in a personality context, describes one who is humble, and quick to downplay their own gifts and achievements, while praising the accomplishments of others. This tribe averages in the 72.35th percentile for this trait.

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More information on our data can be found here.

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