StatSocial Digital Tribes — HipComs Plus

Sep 1, 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 “HipComs Plus.

Digital Tribe Summary: HipComs Plus

The lead casts of ‘Workaholics,’ ‘Broad City,’ ‘It’s Always Sunny in Philadelphia,’ ‘Arrested Development,’ ‘Parks & Recreation,’ ‘Community,’ and ‘New Girl.’   

This is an urban and suburban tribe, skewing female and under age 34.

They come together via a shared loved for some of the more unique and creative American sitcoms of the ’00s and ’10s.

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


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 1.29 times.


Over 64% of this tribe is made up of women, and over 61% is under age 34.

Those earning under $50k a year are present here to a degree that is 1.22 times greater than the index. While those earning between $50k and $100k are under-indexed by 0.13 times, they still represent more than ⅓ of this tribe’s members. 

And then there was that time Prince (!) guest starred on ‘New Girl.’ This was an appearance that His Royal Badness sought out himself, simply because he loved the show. 

TV SHOWS — HipComs Plus

Comedy Central’s ‘Broad City,’ a truly original and hilarious love letter to both the beauty of close friendship, and New York City, is a top program for 10.2% of those found here. This percentage over-indexes by 22.52 times.

From Comedy Central‘s ‘Kroll Show,’ a favorite with 15% of this tribe’s members, a percentage that is 15.14 times greater than the average. Nick Kroll (left) and John Mulaney are seen as George and Gil, septuagenarian Manhattanite roommates, that the two comedians wound up taking all the way to Broadway in the play, ‘Oh, Hello.’  


Five series regulars, and one memorable recurring performer, from NBC‘s ‘Parks & Recreation‘ populate the above list.

Aubrey Plaza is a favorite performer of 38.38% of this tribe’s members, a percentage that is 24.59 times greater than the average.

Ben Schwartz (a favorite with a segment here exceeding the index by 18.47 times), as the gloriously irritating Jean-Ralphio Saperstein, torments Ron Swanson, played by Nick Offerman (a favorite of 39.34% of this tribe’s members), on ‘Parks & Rec.’  

BRANDS—HipComs Plus

Patton Oswalt guested on ‘Parks & Rec,’ in 2013. He played a resident of the show’s fictional Pawnee, IN, filibustering a bill put before the city council. He did this by going into a long, convoluted pitch for a ‘Star Wars‘ / ‘Avengers‘ cross-over film.

The very amusing ramble was 100% ad-libbed, and producers uploaded the full, uncut nine-minute take to the internet. The clip wound up going viral.

13.84% of this tribe’s members are ‘Star Wars‘ fans, a percentage that is 4.57 times greater than the American average. Fans of Marvel are here to an extent that surpasses the index by 2.83 times.

The non-profit American Civil Liberties Union (ACLU) is a favored brand with a segment of this tribe that is 4.52 times greater than our index. 


59.85% of this tribe’s members are fans of sci-fi & fantasy, which is 2.85 times larger than the baseline.

Ed Helms (a top influencer with 18.79% of this bunch, exceeding the baseline by 20.04 times) as Andy Bernard, on ‘The Office,’ with his cast mates in a local Scranton production of Stephen Sondheim‘s ‘Sweeney Todd.’ Musical Theater is of great interest to a segment of this tribe that is 6.20 times greater than the average. 


Crash Course is a YouTube channel founded by Hank and John Green, platform vets who first gained notoriety as The Vlog Brothers.

They’ve since found success in numerous ventures, including founding the annual VidCon gathering, and becoming authors. John wrote the widely acclaimed best-seller, ‘The Fault in Our Stars.’

Crash Course is an 11 million subscriber channel featuring high quality educational videos. 12.95% of those within this tribe are fans, a segment-size exceeding the baseline by 8.92 times.

Left to Right: Hila and Ethan Klein (aka, H3H3, whose channel is a favorite here with a segment 2.37 times greater than the U.S. average), Jack Douglass (aka, Jacksfilms), and Erik Hoffstad (of ‘Internet Comment Etiquette with Erik‘). 


BuzzFeed — a site which initially built its empire upon the backs of a vast array of animated GIFs excerpted from many of the shows highlighted here — is a favorite of 18.66% of this tribe’s members. This is 5.67 times greater than the baseline.

Arrested Development‘ is a favorite show with 39.95% of this tribe’s members. Canceled by Fox in 2006, Netflix — while still relatively new to the original content game — revived the show in 2013. The streaming giant is a top web destination for 16.43% of this tribe’s members, a percentage that is 5.16 times greater than the baseline.


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.

Self-consciousness, as a personality trait, describes one who is self-aware, considerate, and understanding of their place in a given situation and/or discussion. This tribe averages in the 66.85th percentile for exhibiting this trait.

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