StatSocial Digital Tribes — Habitual Audiovisual

Aug 31, 2020 | Digital Tribes, Youtube

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 “Habitual Audiovisual.

Digital Tribe Summary: Habitual Audiovisual

This tribe’s members enjoy the work of a wide variety of musical acts. Some are pictured here, more can be found below.  

This tribe mostly resides in the suburbs, skews slightly female, and favors millennials and younger Gen X-ers.

They are united by a deep love for a variety of alternative pop music genres, and an eclectic array of acts from many different eras.

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

DEMOGRAPHICS —Habitual Audiovisual

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 1.10 times.


While all age-brackets are definitely present and ready to be counted, 53.74% of this tribe’s members are between 25 and 44-years of age. The segment between 25 and 34 being present here to a degree that is 1.14 times greater than the U.S. average.

Two of this tribe’s favorite musical acts, Jimmy Eat World and Green Day.

INFLUENCERS — Habitual Audiovisual

Bootsy Collins of Parliament-Funkadelic, Bootsy’s Rubber Band, and numerous other wild, woolly, and inconceivably funky acts and projects, receives love from a segment of this tribe that is 22.99 times greater than the index.

Ozzy Osbourne, a top influencer for 24.66% of those found here, with the late Randy Rhoads (circa-early-’80s). The segment of this tribe made up of Ozzy fans is 14.36 times greater than the average. 

MUSICAL GROUPS—Habitual Audiovisual

37% of this tribe’s members are fans of Rock and Roll Hall of Famers, and undisputed, all-around godfathers of heavy music, Black Sabbath. This percentage is 20.51 times greater than the baseline.
Wayne Coyne of The Flaming Lips, a favorite musical act of 14.38% of this tribe’s members. This percentage is 38.99 times greater than our index. 

INTERESTS—Habitual Audiovisual

43.97% of those found here are fans of heavy metal, a segment size exceeding the index by 2.99 tiimes. .

Bad Brains — seen here in ’82 — didn’t play metal, per se, but their aggressive, pummeling brand of rock was a big influence on many metal bands. They did play reggae, though, and quite well. Reggae is beloved by 10.54% of this tribe, a percentage that is 10.97 times greater than the U.S. average. 

BRANDS—Habitual Audiovisual

A diverse assortment of brands, with apparel and footwear easily being the prominent consumer concern here.

The at one time liquidated, and possibly slowly returning, Toys”R”Us is a favorite brand among a segment of this tribe that is 3.56 times greater than the index.

In its U.K. iteration, Apple‘s popular “I’m a PC,” ad campaign, featured British comedy double-act, Mitchell and Webb. Apple is a favorite brand of 31.84% of this tribe’s members, a segment that is 6.03 times larger than the U.S. average.

TELEVISION—Habitual Audiovisual

BET‘s now canceled, but often missed music video show, ‘106 & Park,’ is a top program for 15.66% of this tribe’s members. This percentage exceeds the baseline by 5.59 times.

Cage The Elephant, a favorite musical act of 20.39% of this tribe’s members, are seen here performing on ‘Conan,’ a favorite program of 16.73%. 

WEBSITES—Habitual Audiovisual

By some margin, the most significantly over-indexed website among this tribe’s members is music news and reviews site, Pitchfork.

A favorite online destination of 16.7% of those found here, this percentage is 11.97 times greater than the U.S. average.

Electronic musician, Paul van Dyk, a favorite of a segment of this tribe that is 33.73 times larger than the baseline, as he exists on Twitter.com. The website is a top online destination for 36.87% of this tribe’s members. A percentage exceeding the index by 2.42 times. 

PERSONALITY TRAITS —Habitual Audiovisual

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, morality describes one with a well-developed personal sense of right and wrong, and more directly a constitutional incapability to take advantage of another for one’s own gain.

This tribe averages in the 61.85th percentile for this trait.

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