StatSocial Digital Tribes  —  Do You Even Lift?

Jun 11, 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 “Do You Even Lift?”

Digital Tribe Summary: Do You Even Lift?

This is a tribe of suburban men and women, skewing between ages 25 and 50.

What makes them a tribe is their concern with personal fitness, not just as a good habit, but as a way of life.

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

DEMOGRAPHICS — Do You Even Lift?

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 1.16 times.

This tribe skews a bit female, at 54%.

Annual incomes are split among this tribe by percentages not too far off the baselines. But, a slight majority earn under $50k.

Those aged 54 and up can be found here — looking out for themselves as they get on in years — to a degree exceeding the baseline by 1.29 times.

Classic Charles Atlas ad that ran in comic books for decades.

INTERESTS — Do You Even Lift?

Bodybuilding is the top interest among this crowd. Finding enthusiasts here to a degree exceeding the baseline by 32.49 times.

Yoga… And for the record, we could totally do this too, if we wanted. But, we’re not the kinds to show-off.

INFLUENCERS — Do You Even Lift?

Personal trainer, Bob Harper, who first became famous by appearing on reality TV show, ‘The Biggest Loser,’ tops this list.

Harper’s fans can be found among this tribe to a degree exceeding the baseline by a significant 39.82 times.

Fave influencers, Ronda Rousey and Arnold Schwarzenegger, enjoying a (strictly hypothetical) run.

BRANDS — Do You Even Lift?

Over 10% of this tribe wears the exercise garb made by Lululemon. Consumers of the brand can be found here to a degree exceeding the average U.S. online audience by 30.55 times.

Exercise tracker Fitbit's Charge 4

TV SHOWS — Do You Even Lift?

Over 12% of this tribe are fans of ‘The Biggest Loser.’ The reality program’s viewers are members of this tribe to a degree that surpasses the baseline by 28.25 times.

Jennifer Widerstorm, number one influencer, Bob Harper, and Dolvett Quince, on ‘The Biggest Loser.’’

WEBSITES — Do You Even Lift?

Regular visitors to Muscle & Fitness magazine’s website can be found here to an extent exceeding the baseline by 65.08 times.

There’s really no excuse for not getting huge like Thanos.


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.

As a personality trait, dutifulness describes one who regards personal obligations as a priority. It is very important to such people that they not disappoint friends and/or loved ones.

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