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 “Jet City Athletics.”
Digital Tribe Summary: Jet City Athletics
Left to right: Félix Hernández, Robinson Canó, Gary Payton, Russell Wilson, Doug Baldwin, Macklemore, Matt Hasselbeck, Richard Sherman, Gov. Jay Inslee, Pete CarrollThis tribe lives far outside of the city, probably surrounded by a lot of pine trees. Skewing a bit male, this is a bunch that spans income brackets and ages.
They are united in their love for Seattle media, TV, and especially the city’s fine sports teams.
Please Note: The baseline used to calculate all of the statistics shown below is the average American online audience.
DEMOGRAPHICS — Jet City Athletics
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 1.22 times.
With men accounting for 60.75% of this tribe’s members, they are hardly dominating.
Income-wise, things are sticking very close to our U.S. average baseline, with those earning over $100k under-indexing by a not-all-that-noticeable .07 times.
Vintage post card.INFLUENCERS — Jet City Athletics
Not everyone on this list is currently playing, or working, for a Seattle sports team.
First off, Macklemore’s on the list.
But, making that necessary exception, everyone on this list did play, or work, for one of Seattle’s major teams, at some point, with most achieving a level of national notoriety while doing so.
The Seattle Seahawks’ head coach, Pete Carroll, 10 years after landing that gig (winning the Super Bowl once during his tenure, so far), is beloved by by 47.53% of this tribe’s members.
Seahawks quarterback, Russell Wilson (a favorite of 54.47% here), and Seattle-based rapper, Macklemore (appreciated by 15.29% of this tribe’s members), as they appeared together in a 2015 commercial for Bose. BRANDS—Jet City Athletics
Although Boeing moved their operations from Seattle to Chicago in 2001, the aerospace giant and the city in which it was founded will forever be inextricably linked. “Jet City,” and all.
Boeing finds favor with a segment of this tribe that is 6.72 times greater than the baseline.
The gorgeous interior of the SoHo, NYC REI location. REI is a Seattle-headquartered retail chain that trades in goods and gear for outdoorsy types. It is a top shop for a segment of this tribe that is 4.63 times larger than the average. PRINT MEDIA—Jet City Athletics
The Seattle Times is a favorite publication of 41.07% of this tribe’s members, a percentage that is a profound 113.50 times greater than the U.S. average.
The Seattle Times. TELEVISION—Jet City Athletics
Seattle’s NBC affiliate, with its awesome call letters, KING, is a favorite station of 31.84% of this tribe’s members. This exceeds the average by 99.21 times.
‘Seahawks Game Day,’ post-game show on Seattle‘s KCPQ, Q13. WEBSITES—Jet City Athletics
Owned by the essentially Seattle-headquartered, Microsoft, the Bing web search engine could be said to be a local favorite. Sort of like a local microbrewery, only a powerful search engine owned by one of the world’s biggest corporations.
The search engine is a favorite with a segment of this tribe that is 4.91 times larger than the baseline.
The front page of the Seattle edition of food blog, Eater; a favorite site of a segment of this tribe that is 3.24 times greater than the index. INTERESTS —Jet City Athletics
Putting the spotlight back on the topic of sports — gridiron styled football, as played in the NFL, is a major area of interest for 71.18% of those within this group.
The other kind –– what literally the rest of the world calls football — finds favor with 17.68% of this tribe’s members. This exceeds the index by 2.96 times.
As Major League Soccer‘s Seattle Sounders FC averaged an attendance of 40,000 fans per home game in 2019 (as opposed to Major League Baseball‘s Mariners, who averaged 22,000 per game), this result is ultimately unsurprising.
The Washington State Fair, formerly the Puyallup Fair, named for the Washington city (about 35 miles south of Seattle) that hosts it. Fairs and Farmer’s markets find favor with a segment of this tribe that is 7.95 times greater than the baseline. PERSONALITY TRAITS —Jet City Athletics
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.
Dutifulness describes one who meets responsibilities without complaint, and is loyal and truthful. This tribe averages in the 65.95th percentile for this trait.
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