StatSocial Digital Tribes-Dwelling on Dwellings

Jun 24, 2020 | Digital Tribes

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 Dwelling on Dwellings.”

Digital Tribe Summary: Dwelling on Dwellings

This largely suburban tribe is about ⅔ female, with over half of its members being aged 45 and up. 

They are bonded by shared interests in home improvement, real estate, and interior décor.

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

DEMOGRAPHICS — Dwelling on Dwellings

EXPLANATION: The blue bar reports the percentage of the Dwelling on Dwellings tribe that is male or female. The index score reports, at-a-glance, the degree to which this percentage is in keeping with, falls short of, or exceeds the baseline (in this case, the average U.S. online audience). Under-indexed numbers are in red, and over-indexed in green. The female portion of this tribe exceeds what would be found within the Average U.S. audience by 1.31 times.
EXPLANATION: The blue bar reports the percentage of the Dwelling on Dwellings tribe earning within the bracket indicated in the left hand column. The grey bar shares the baseline, which here is the average American online audience (also signified by the dotted vertical line). The index score reports, at-a-glance, the degree to which this percentage is in keeping with, falls short of, or exceeds the baseline. In this case, the percentage of this tribe earning over $100k a year is larger than what you’d find within the average U.S. online audience by 1.12 times.

This tribe’s members remain close to the baseline, for each income bracket, but those earning over $100k annually are here to a slightly greater degree.

Ninety-square foot studio apartment in Manhattan’s pricey West Village neighborhood. 

INTERESTS — Dwelling on Dwellings

Most of these tie in with the over-arching themes that are evident here. Needlework could even be thought to tie into decorating, but coupled with jewelry making suggests that that tribe, in general, has a creative streak, as well as an interest in hand-crafting.

Top influencer, former HGTV star, entrepreneur, carpenter, etc., Chip Gaines, getting his hands dirty with some home repair.

INFLUENCERS — Dwelling on Dwellings

The presence of the Gaines and Scotts of HGTV, and home repair legend, Bob Vila, do nothing but affirm this tribe’s priorities. Descending the list, real estate mogul, Barbara Corcoran, fleshes things out, fashion designer, Vera Wang, adds a bit of flavor, and celebrity chefs, Giada and Bobby, add a whole lot more.

This Old House‘ creator, Bob Vila (left), with Tim Allen, during one of Vila’s many guest appearances on the sitcom, ‘Home Improvement.‘ The segment of this tribe that admires Vila exceeds the average by 22.79 times. 

BRANDS—Dwelling on Dwellings

A whole story could be contended to be told within this list. Furnishings, household items of all descriptions, etc.

The bank is for financing, natch, and both museums have online stores from which all sorts of classy home décor can be acquired.

Baseball is just a good time for all, and the United Way is a good cause.

1985 Ikea catalog.

TV SHOWS — Dwelling on Dwellings

Appealing to 11.67% of this tribe, DIY Network‘s, ‘Building Alaska,’ finds favor with a segment of this tribe 85.43 times larger than the U.S. average.

HGTV‘s ‘Property Brothers,’ Jonathan and Drew Scott.

WEBSITES — Dwelling on Dwellings

With some slight detours into what could be more culinary, fashion, or entertainment areas, the web destinations the over-index most strongly for this tribe all revolve around home browsing, buying, renting, and selling, and home decorating.

Over 14% are regular visitors to the website of the long-running magazine, ‘House Beautiful.’ That percentage is 86.26 times larger than the U.S. average.

PERSONALITY TRAITS —Dwelling on Dwellings

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, cooperation describes those for whom collaboration and teamwork are priorities. They seek to unite, not divide.

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