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 “Fashionista Passionistas.”
Digital Tribe Summary: Fashionista Passionistas
This suburban and urban tribe skews a bit female, with over ¼ of its members being at least 54-years of age.
They are united in their loves for beauty, style, clothing, makeup, footwear, and all things fashion.
Please Note: The baseline used to calculate all of the statistics shown below is the average American online audience.
DEMOGRAPHICS — Fashionista Passionistas
Hanging in there, accounting for over 38% of this tribe, men are very much a presence here.
Those ages 18-24 are under-indexed here to a degree that falls 0.28 times below the baseline.
Age divisions are otherwise diverse, but those over age 54 are represented here to an extent surpassing the index by 1.52 times.
INFLUENCERS — Fashionista Passionistas
Nine fashion / style names, and then British institution, comedian Stephen Fry, grace this list.
Designer Marc Jacobs finds favor with a segment of this tribe exceeding the index by 3.24 times.
PRINT MEDIA —Fashionista Passionistas
37.79% of this tribe’s members are readers of Vogue. This percentage is 13.46 times greater than the American average.
INTERESTS —Fashionista Passionistas
It’s a short list of interests that are shared among the members of this tribe to degrees exceeding the index. It is a somewhat telling, and on topic list, though.
Beyond the craftiness displayed in the top three most over-indexed interests, we see that beauty — meaning not so much the concept, but the industry, and cosmetics, skin care products, hair care products, etc. — is explicitly of interest to 17.19% of those found here. This percentage is nearly 1⅓ times larger than the baseline.
WEBSITES —Fashionista Passionistas
A mix of image posting, hosting, and sharing, fashion news, food reviews, retail, video, and social media populate the above road map to this tribe’s web surfing habits.
24.88% of those within this tribe frequent Twitter, and this percentage is 1.63 times greater than the baseline.
TV SHOWS —Fashionista Passionistas
As goes with this tribe’s shared interests, so goes with the favorite TV shows they have in common.
Only four programs find favor here to a degree exceeding the baseline, and only one to a dramatic degree. That program, however, is definitely one of the few you could expect. ‘Project Runway‘ is a favorite show among a segment of this tribe that is nearly 12 times larger than the U.S. average.
YOUTUBE CHANNELS—Fashionista Passionistas
This tribe’s passions for fashion and beauty are evident in many of the most highly over-indexed channels found here.
Hair influencer, Jaleesa Moses, describes herself as “a fine artist interested in inspiring women all over the world to embrace who they really are.” Her channel is a favorite of a segment of this tribe that is 5.12 times larger than the U.S. average.
PERSONALITY TRAITS —Fashionista Passionistas
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.
Artistic interests, in a personality context, describes those with a keen grasp of the abstract. They seek to express themselves creatively, but also find unlikely solutions to challenges.
This tribe averages in the 66.45th percentile for exhibiting this trait.
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