StatSocial Digital Tribes — Energetic Emos

Aug 28, 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 “Energetic Emos.

Digital Tribe Summary: Energetic Emos

Latter-day Warped Tour attractions, and some of the artists who salt this tribe’s potatoes.  

This tribe is almost entirely suburban, with some of its members living far from any city. Women make up the slight majority, and things skew decidedly younger.

They are united by a love for emo / screamo / metalcore (etc.) type bands, most commonly associated with the ’00s and early-’10s.

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

DEMOGRAPHICS —Energetic Emos

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 1.18 times.


Women are a solid, but ultimately slight, majority here, at 59.15%.

Those within this tribe who are between 18 and 24-years of age are present to a degree that is 2.60 times larger than the U.S. average. Those earning under $50k a year are here to a degree exceeding that index by 1.52 times.


INFLUENCERS — Energetic Emos

This entire list consists of the members of bands with names that are sentence fragments (sometimes, to be fair, taken from the titles of novels… also, some are full sentences). The next chart better illustrates that this is not a reductive joke.

Andy Trick of Christian metalcore act, The Devil Wears Prada, is a top influencer for over 15% of this tribe’s members. This segment surpasses the American average by 88.85 times.

Austin Carlile (a top influencer with 29.46% here, which is 85.23 times greater than the average) and Valentino Arteaga (a fave of 9.87% here, exceeding the index by 96.94 times), of the band, Of Mice & Men


The oldsters reading have been thrown a bone.

My Chemical Romance, finds favor with 18.62% of this tribe’s members. This percentage is 26.72 times larger than the index.

If only for a day, you can know what it feels like to really feeeeeel, with one of these handsome emo wigs. 

BRANDS—Energetic Emos

So, we have two proper energy drinks, and one honorary entry, in the caffeinated fave that is Mountain Dew. Cosmetics, a non-profit that pursues the genuinely noble goal of helping kids find help when they’re hurting themselves, proper fast food, and a family restaurant chain that fills an almost honorary fast food space.

Oh, and two (essentially) sneakers brands, both of whose shoes would surely have been found inside the closets of many within this tribe, and may very well still be, at one time or another, during their lives.

The closest we could find to an on-topic image was the above, which accompanied this review in Minneapolis’ City Pages, wherein a self-described (in all fairness) goth reviewed what was, in December of 2018, Taco Bell’s “new goth taco.” The fast food perennial is a favorite of over 10.5% of this tribe’s members, a percentage that is 6.59 times greater than the average.  

INTERESTS—Energetic Emos

This is a bunch who loves music. 12% love to skate, 11% dig body art, but music seems to be, above all else, the glue making of this bunch a tribe.

Of the numerous genres that have influenced the kind of bands this bunch digs most, heavy metal is the most prominent; both in sound, and in the hearts of this bunch. 53.59% of this tribe’s members are metal fans.

Body art (which can be seen above — along with what’s probably something more akin to body adornment — on the persons of on-topic individuals) is an interest of 11.35% of this tribe’s members. This exceeds the baseline by 6.63 times. 

TELEVISION—Energetic Emos

Comedy Central‘s ‘Tosh.0‘ is a favorite show of 28.28% of this tribe’s members, a percentage that is 3.07 times larger than the baseline.

The CW‘s ‘Supernatural‘ is a favorite program of a segment of this tribe that is 7.37 times greater than the index. 

WEBSITES—Energetic Emos

It’s a question of eras, really. But, the first site to cross many minds when discussing a tribe of this general description would possibly be MySpace.

But the ages of this tribe’s members, and the era of the bands (and band members) named above, have it all making much more sense that the segment of this tribe still regularly visiting Tumblr is 6.68 times greater than the average.

A glimpse at the dashboard for the “Emo Aesthetic” tag on Tumblr, in 2020. 


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.

In the context of personality, Emotionality (yes, yes, we know, but emo’s are gonna emo, after all) means a comprehension of one’s own emotions, and an ability to access them in a healthy manner.

This tribe averages in the 76.95th percentile for this trait.

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