StatSocial Digital Tribes — Hooray for Hollywood

Aug 25, 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 “Hooray for Hollywood.

Digital Tribe Summary: Hooray for Hollywood

“I am big. It’s the pictures that got small.” — Gloria Swanson as Norma Desmond, in director Billy Wilder‘s 1950 masterpiece, ‘Sunset Boulevard.’ 

This largely urban tribe is made up evenly of men and women. While Gen Z is a bit under-represented, membership otherwise evenly spans generations.

They are united in their loves for cinema, showbiz, and filmmakers.

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

DEMOGRAPHICS — Hooray for Hollywood

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 1.02 times.


Men and women are, give or take, present here to equal degrees.

While those within the best represented age-bracket are between 35 and 44, membership here represents the whole run of ages to roughly similar degrees. The exception being the young ones, with those 18 to 24 under-indexing by 0.38 times.

Charles Chaplin, Mary Pickford, and Douglas Fairbanks, circa-late-1910s. The three Hollywood mega-stars who (along with director D.W, Griffith) co-founded the ambitious, creator-centric studio, United Artists.

INFLUENCERS — Hooray for Hollywood

All names above are filmmakers, indicating that this gang’s interest in movies runs a bit deeper than the average movie-goer.

Highly respected director (although his films are widely described as “strange,” “unnerving,” “impenetrable,” etc.), and Transcendental Meditation evangelist and hype man, David Lynch, is a favorite of 12.23% of those here. This segment is 11.79 times larger than what you’d find within the average U.S. audience.

The Influencers. Front row (l-r): Rian Johnson, Ava DuVernay, David Lynch, Guillermo del Toro, Edgar Wright. Back row (l-r): Robert Rodriguez, Paul Feig, Adam McKay, Ron Howard, Jon Favreau

BRANDS—Hooray for Hollywood

Here we see some of the small handful of companies responsible for today’s major film releases (theatrically and streaming). We also see the comics publishers whose, often, decades old properties have provided source material for not only the past decade’s most successful films, but the highest grossing films of all time.

Marvel Entertainment, a Disney acquisition that many at the time were scratching their heads over, came to virtually define mass media, and particularly movies, in the 2010s. The brand receives love from 26.07% of those within this tribe. This exceeds the U.S. average by 11.58 times.

Star Wars‘ is a favored brand among 13.59% of this tribe. That segment is 4.49 times greater than the baseline. 

INTERESTS—Hooray for Hollywood

Some of these interests — specifically those involving cameras and photography, as well as screenwriting — suggest that this tribe contains within it those either working in film, or hoping to one day do so.

In these days of media consumption being provided via streaming services, 19.41% of this tribe’s members still value physical media (as indicated by the Home Video DVD line item, which would also encompass Blu-Ray). This percentage is 38.22 times larger than what you’d find within the average American audience.

Animation — as suggested (inanimately) in the above still from Walt Disney’s wildly ambitious and utterly brilliant, 1940 film, ‘Fantasia‘ — is a passion for 29.14% of those here. This percentage is 34.65 times greater than the U.S. average. 

TELEVISION—Hooray for Hollywood

HBO‘s highly cinematic, ‘Game of Thrones,‘ is a top program with 12.72% of those here. This percentage exceeds the index by 4.73 times,

Taraji P. Henson and Terrence Howard on Fox‘s ‘Empire,’ a show faithfully watched by 18.51% of this tribe’s members. This percentage is 14.78 times larger than the average. 

WEBSITES—Hooray for Hollywood

Websites providing film news, gossip, and reference, sit along with at least one site that just straight-up provides (subscribers with) films.

Netflix is a favorite online destination of 27.23% of this this tribe’s members, which surpasses our baseline by 8.57 times.

The website for  Variety is routinely visited by 26.13% of those within this tribe. This percentage is 25.51 times greater than the index. Above is the the most famous headline the industry trade rag ever published. The day after the 1929 stock market crash, they reported on it using the same sort of snarky showbiz slang they’d have employed to chaff a Broadway show that had flopped. 

PERSONALITY TRAITS —Hooray for Hollywood

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, self-efficacy describes one who is driven and self-assured. They are confident in their abilities to succeed at any task they choose to take on. This tribe’s members average in the 70.05th percentile for possessing this trait.

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