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
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.
DEMOGRAPHICS —HipComs Plus
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.
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.
INFLUENCERS — HipComs Plus
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.
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.
PERSONALITY TRAITS —HipComs Plus
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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