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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 “Hip Hop, Soul, & R&B of Quality.”
Digital Tribe Summary: Hip Hop, Soul, & R&B of Quality
Front Row (l-r): J. Cole, Janet Jackson, John Legend, Mary J. Blige. Second Row (l-r): Rev. Run, Missy Elliott, Alicia Keys, Rihanna. Back Row (l-r): Katt Williams, Solange. This tribe resides in the suburbs and city, is a bit over ⅔ female, and its members are mostly between ages 25 and 44.
They are united by their love for Hip Hop, soul, and R&B, favoring respected artists from the ’80s through-to-today.
Please Note: The baseline used to calculate all of the statistics shown below is the average American online audience.
DEMOGRAPHICS —Hip Hop, Soul, & R&B of Quality
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 1.35 times.
Men only account for a bit under ⅓ of this tribe’s members.
Those earning under $50k annually are present here to a degree that is 1.36 times larger than the average.
Janet Jackson and J. Cole, from the music video for “No Sleep.” INFLUENCERS — Hip Hop, Soul, & R&B of Quality
Solange Knowles, the critically-acclaimed kid sister of a certain Beyoncé, is a favorite artist of a little over 31% of this tribe’s members. This percentage exceeds the index by 20.16 times.
Solange. PRINT MEDIA—Hip Hop, Soul, & R&B of Quality
The three most over-indexed periodicals here are each dedicated to coverage of music and entertainment, with a focus on Hip Hop and R&B.
The Source is the world’s longest-running Hip Hop magazine, and it finds favor with a segment of this tribe that is 20.43 times larger than the baseline.
TV SHOWS—Hip Hop, Soul, & R&B of Quality
VH1‘s long-running reality TV franchise, ‘Love & Hip Hop,’ counts 28% of this tribe’s members as fans. This percentage is 17.81 times greater than the index.
Freeform‘s short-lived drama, ‘Famous in Love,’ counts as fans a segment of this tribe that is 28.19 times greater than the U.S. average. BRANDS—Hip Hop, Soul, & R&B of Quality
7.12% of this tribe’s members are customers of Verizon, a percentage that is 3.98 times greater than the average.
LeBron James in Beats By Dre headphones. The segment of this tribe that uses BBD is 3.88 times larger than the index. INTERESTS—Hip Hop, Soul, & R&B of Quality
29.33% of this tribe loves boxing, a percentage that is 4.84 times greater than the American average.
John Coltrane and Miles Davis. 22.21% of this tribe’s members are fans of jazz, a percentage exceeding the index by 8.91 times.WEBSITES—Hip Hop, Soul, & R&B of Quality
Instagram is a top web destination for 37.62% of this tribe’s members, a percentage exceeding the baseline by 4.98 times.
Black celebrity-centric news and gossip site, Bossip, is a top web destination with a segment of this tribe that is 23.23 times greater than the average.PERSONALITY TRAITS —Hip Hop, Soul, & R&B of Quality
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.
Excitement-seeking, as a personality trait, describes a need for stimulation, novelty, and surprise. As consumers, they are far more likely to try new brands and products. This tribe averages in the 71.3rd percentile for this trait.
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