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
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
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.
MUSICAL GROUPS—Energetic Emos
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.
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.
PERSONALITY TRAITS —Energetic Emos
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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