StatSocial Digital Tribes — Hipsters

Sep 16, 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 “Hipsters

Digital Tribe Summary: Hipsters

Front Row (l-r): Björk, Wayne Coyne, Julian Casablancas, Jack White, James Blake. Back Row (l-r): Bon Iver, Neko Case, Thom Yorke, Beck, Tom Waits. 

This tribe lives in the city and skews slightly male, with a majority of its members between 25 and 44-years of age.

They are united in their loves for music, TV, brands, etc., that could be said to be, in combination, of particular appeal to “hipsters” (or, at least, former hipsters).

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 male portion of this tribe exceeds what would be found within the average U.S. online audience by 1.13 times.


At 56.69%, men are a slight majority here.

Nearly 58% are between ages 25 and 44, with the segment between 25 and 34 being present here to a degree that surpasses the index by 1.24 times.


Author Robert Lanham‘s satirical, ‘The Hipster Handbook,’ was published in 2003 (to illustrate that we know we’re dealing with a dated stereotype here). 


Wayne Coyne of Oklahoma’s The Flaming Lips is a top influencer for a segment here that is 57.06 times larger than the U.S. average.

Wayne Coyne and Miley Cyrus  . 


Grammy-winning act, Arcade Fire, is a favorite of a segment of this tribe that is 21.42 times larger than the index.

Arcade Fire.  


Horses (as in the majestic animal), are of tremendous interest to a segment of this tribe that is 7.81 times larger than the national average.


TV SHOWS—Hipsters

Comedy Central‘s ‘Nathan for You‘ is favorite program for a segment of this tribe that is 14.57 times larger than the index. .


Nathan Fielder on ‘Nathan for You.’


Online music streaming and selling site, Bandcamp, is a top online destination for 5.28% of this tribe’s members. This percentage is 48.60 times larger than the American average.

Vampire Weekend on Bandcamp.


Donald Glover’s YouTube channel (which mostly hosts uploads of his enormously popular rap alias’ — Childish Gambino — rap videos) is a favorite of 20.9% of this tribe’s members. This percentage is 10.76 times larger than the baseline.

As of this writing, ‘The is America’ by Childish Gambino (aka, Donald Glover) sits at 718 million views on YouTube


From this assortment of music and culture oriented sites, Pitchfork, at 44%, is a favorite of the largest segment here. This percentage is 31.55 times larger than the baseline.


Pitchfork‘s reliably fawning fondness for Radiohead was once a widely goofed on thing.


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, Emotionality (yes, yes, we know, but emo’s are gonna emo, after all) means a comprehension of one’s own emotions, and an ability to access them in a healthy manner.

This tribe averages in the 76.5th percentile for this trait.

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