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StatSocial Digital Tribes — Foodies and Wineys

Aug 27, 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 “Foodies and Wineys.

Digital Tribe Summary: Foodies and Wineys

Front Row (l-r): Éric Ripert, Richard Blais. Ruth Reichl. Second Row (l-r): Michael Voltaggio, Michael Chiarello, Gail Simmons, Bryan Voltaggio. Back Row: Thomas Keller, David Chang, Amanda Hesser. 

This largely urban tribe skews slightly female, and confidently older, with the majority of its members being over 45-years of age.

They are united by a passion for all manner of food related media, celebrity chefs, wine, and beer.

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

DEMOGRAPHICS —Foodies and Wineys

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 1.15 times.

 

At 57.5% women represent a slight majority here,

Very nearly 54% of the members of this tribe are over age 45.

Those earning under $50k a year are present here to a degree that is 1.20 times greater than the baseline.


INFLUENCERS— Foodies and Wineys

Nearly every name above is that of a chef, and most of those names have, at one time or another, been involved with Bravo’s long-running franchise of cooking competition shows, ‘Top Chef.’

The exceptions are New York Times‘ former food editor, and current CEO of Food52, Amanda Hesser, and David Chang, chef and founder of the Momofoku Restaurant Group.

Amanda Hesser

PRINT MEDIA—All the Latest From Hollywood

Almost half of this group’s members regularly read the monthly, Food Network Magazine. A little over half, however, read Condé Nast‘s Bon Appétit. In the case of the latter, that percentage is 46.61 times larger than the U.S. average.

An assortment of early-60s Bon Appétit magazine covers. 

WEBSITES—Foodies and Wineys

The assortment of sites to be found on this list covers food from all angles. You’ve got food news and reviews, and then recipes and pointers for your own food preparation, and finally platforms that aid you in ordering delivery from a number of eateries local to you.

Food blog, Eater, has 25, or so, editions featuring — in addition to their top-line content — articles and reviews relating to the local food concerns of specific metropolitan areas (including London and Montreal). 33.57% of this tribe’s member regularly visit the site, which is a segment 33.51 times larger than the American average.

Eater.  

TV SHOWS—Foodies and Wineys

An unsurprising entry here, for anyone who has read the above influencers list, is ‘Top Chef.’ 10.94% of this tribe are fans, and that percentage is 47.28 times greater than the index.

The late Anthony Bourdain’s CNN series, ‘Parts Unknown,’ is a favorite show of over 60% of those here, a segment that surpasses the U.S. average by 21.74 times.

An ad for ‘Anthony Bourdain: Parts Unknown.’ 

INTERESTS—Foodies and Wineys

Cuisines from around the globe receive a lot of support here.

68.42% of those within this group are fans of wine. This exceeds our index by 20.22 times.

The segment of this tribe that, without reservation, loves cheese, of all sorts, is 35.52 times larger than the baseline. 

BRANDS—Foodies and Wineys

The brands that over-index to the greatest degrees here reveal a love for beer at the heart of this tribe. Less revelatory is this tribe’s fondness for kitchen supplies and appliances.

Minnesota-based, organic agriculture industry advocacy group, Organic Consumers Association, receives support from a segment of this tribe that is 18.22 times larger than the average.

An assortment of Kendall-Jackson wines, which receive love from a segment of this tribe exceeding the index by 34.37 times. 

PERSONALITY TRAITS —Foodies and Wineys

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, cooperation describes one who is chiefly concerned with reaching agreements, maintaining peace, and respecting the space and opinions of others.

This tribe’s members average in the 79.8th percentile for this trait.

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INTERESTED?

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More information on our data can be found here.

And the links below provide information on a variety of the solutions we provide:

  1. Data & Insights Solutions
  2. Earned Media & Influencer Attribution
  3. Programmatic Audiences

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