StatSocial Digital Tribes — Electric Youth

Jun 9, 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 “Electric Youth.”

Digital Tribe Summary: Electric Youth

This is a tribe of mostly late-teen and 20-something, suburban women.

They’re physically active, very online, music fans, and consumers of streaming video, apparel, and cosmetics.

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

DEMOGRAPHICS — Electric Youth

EXPLANATION: The blue bar reports the percentage of the Electric Youth 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 a considerable 1.44 times.
EXPLANATION: The blue bar reports the percentage of the Electric Youth 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 under $50k a year is larger than what you’d find within the average U.S. online audience by 1.37 times.

Each demographic category reports a clear majority. Those between ages 18 and 24 account for nearly 76% here, with nearly 72% being female. 65.6% earn under $50k a year.

INFLUENCERS — Electric Youth

This list shows favor to musical performers, but largely those with explicit internet origins.

Producer, DJ, and rather profound social media presence, Kam Bennett, finds fans here to a degree that exceeds the baseline by 12.93 times.

L-R: Bretman Rock, Jay Versace, Kam Bennett

BRANDS — Electric Youth

Three beauty brands, three fast food brands, an automaker, an app developer, and an apparel brand. Oh, and ‘Fortnite.’

Everything here seems consistent with the broad expectations one might have for this group. Oxnard, California’s ColourPop Cosmetics finds favor here to a degree surpassing the U.S. average by 6.96 times.

As assortment of ColourPop eyeshadow palettes.

INTERESTS — Electric Youth

Cheerleading finds admirers/practitioners here to a degree 10.17 times greater than the U.S. average.

As worthy of note, however, is the 19.43% who are into astrology.

Is this a ‘Star Trek’ cartoon meme, or an astrology meme? Both?

TV SHOWS — Electric Youth

Many of these programs thrive on streaming services, such as Netflix and Hulu.

Wherever they’re watching them, it’s an intriguing mix of reality, dramedy, and “grown-up” sitcoms dating back to when they were really young, or even before they were born.


For this generation, especially, to get a more full concept of televisual consumption, you do need look at fave YouTube channels.

This is a list of some of the platform’s biggest names. With four channels on this list, beauty/makeup is revealed to be the favorite genre with this tribe.

James Charles and Tana Mongeau.

WEBSITES — Electric Youth

For as enormously popular as Instagram already is, this tribe still loves it to a degree exceeding the average U.S. audience by 1 ½ times.


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.

Anger, as a personality trait, does not necessarily describe one who is irrational or out of control. It describes one who is fiery and passionate, and willing to defend the people and beliefs that mean the most to them.

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