StatSocial’s Digital Tribes is a new consumer segmentation model with a social psychographic twist. 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 “Alternative Nation.”
Digital Tribe Summary: Alternative Nation
Nearly 50/50 male and female, the majority of those within this tribe of suburbanites are millennials, or younger. Notable, as what they rally around is most commonly associated with Gen X.
What is that? Alternative Rock.
These people love alternative rock and they spend a lot of time and money on it.
Please Note: The baseline used to calculate all of the statistics shown below is the average American online audience.
DEMOGRAPHICS — Alternative Nation
This tribe cuts across all ages, and is only slightly over-indexed with the 35-to-54 year old set.
Incomes for members of this tribe skew slightly lower than our average.
BRANDS — Alternative Nation
Music festivals and fast food both vie for the spotlight here.
Lollapalooza is an annual, four-day festival, started by Jane’s Addiction’s Perry Farrell. It is the direct descendant of the ‘90s touring festival of the same name, which was the quintessential Alternative Rock event.
INFLUENCERS — Alternative Nation
All influencers here are musicians. Apart from John Mayer, they all fall under the Alt-Rock banner.
The presence of artists associated with the early-’00s reveals the slightly younger skew within this group.
INTERESTS — Alternative Nation
All interests revolve around music, apart from Cocktails/beer, which is more arguably related (depending upon who you ask).
MUSICAL ACTS-Alternative Nation
A mix of ’90s and ’00s acts, the majority still active, make up most of this list.
Imagine Dragons, whose first release came out in 2012, are the only exception.
WEBSITES — Alternative Nation
Three types of sites reside here: Those reporting on music, those streaming music (and podcasts), and humor sites.
PERSONALITY TRAITS — Alternative Nation
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.
This tribe averages in what’s nearly the 81st percentile for Intellect. As a personality trait, Intellect is characterized by a need to ponder the big questions.
They also average in the 77.5th percentile for Imagination. In this context, it describes those who bore easily. For them, fantasy is not an escape, but a means of creating a rich inner-life.
NEEDS — Alternative Nation
Needs is the dimension considered when seeking to determine which aspects of a product or service will resonate with which consumers.
The IBM Watson™ Personality Insights® Needs model encompasses 12 characteristic sub-categories (challenge, closeness, curiosity, excitement, harmony, ideal, liberty, love, practicality, self-expression, stability, and structure).
Curiosity, love, and excitement, are expected Needs to be shared among a group whose dominant common trait is a love for music.
Practicality, perhaps, relates to the simple truth that many in this tribe are not kids any longer, and some are even moms and dads.
VALUES — Alternative Nation
Values is the dimension in IBM Watson™ Personality Insights’ analysis of our data that reveals a consumer’s beliefs and motives, granting insights into why certain choices are made.
The IBM Watson™ Personality Insights® Values model encompasses five characteristic sub-categories (Conservation, Hedonism, Openness to Change, Self-enhancement, Self-transcendence)
As a Value, Hedonism describes a recognition of the worth, not in excess, but in simply seeking pleasure.
Openness to change and Conservation are values that comes with diametrically opposed descriptions. A love of the same music does not automatically come with a shared set of Values.
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