StatSocial Digital Tribes — Just a Jump to the Left

Aug 19, 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 “Just a Jump to the Left.

Digital Tribe Summary: Just a Jump to the Left

Left to right: Lawrence O’Donnell, Jonathan Capehart, Melissa Harris-Perry, Rachel Maddow, Alex Wagner, Ari Melber, Chris Hayes, Howard Fineman, Joan Walsh, Steve Kornacki, Eugene Robinson  

This tribe is mostly suburban and a bit urban, with a slight majority of its members being over 54-years of age.

They are united in their fondness for center-left media, particularly the personalities, reporters, and programs of the MSNBC and CNN TV news networks.

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

DEMOGRAPHICS —Just a Jump to the Left

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 1.04 times.


The gender split her is very close to even, and in terms of income things stick pretty close to the baseline. That is, apart from those who earning over $100k a year, who under-indexed here by 0.33 times.

Those over age 54 are somewhat dramatically over-indexed within this tribe, with their presence exceeding the U.S. average by 3.15 times.

Rachel Maddow and Chris Hayes

INFLUENCERS — Just a Jump to the Left

Washington Post columnist, and NBC / MSBC political analyst, Eugene Robinson, is the most over-indexed influencer here. A favorite of 9.35% of this tribe’s members, those who keep up with him are represented here to a degree that is 22.07 times greater than the average.

MSNBC‘s Rachel Maddow, who is a favorite of 55.28% of those within this group, a segment-size exceeding the index by 12.94 times    

INTERESTS —Just a Jump to the Left

Of the more commonly partisan interests on this list, matters surrounding the LGBTQ community are of overt concern to the largest percentage; a segment of this tribe that surpasses the index by 1.42 times.

Rachel Maddow during MSNBC‘s coverage of the 2008 Democratic National Convention. 47.54% of this tribe’s members are interested in the Democratic party, a percentage that is 6.61 times greater than the baseline.  

TV SHOW —Just a Jump to the Left

71.56% of this tribe’s members are faithful viewers of ‘The Rachel Maddow Show.’ This percentage is 17.16 times greater than the baseline.

HBO‘s ‘Real Time with Bill Maher,’ is a favorite program of 35.64% of this tribe’s members, a segment size that is 8.87 times greater than the index. 

BRANDS —Just a Jump to the Left

No brands dramatically surpass the index among this tribe’s affinities, but of those that do branches of the federal government, as as well as federal agencies, are most apparent.

Private non-profits are here as well. Planned Parenthood is supported by a segment of this tribe that is 2.44 times greater than the U.S. average, and the ACLU finds support here to a degree exceeding the index by 2.75 times.

United States House of Representatives, a brand that of interest to a segment of this tribe that is 5.04 times greater than the index.  

WEBSITES—Just a Jump to the Left

29.37% of this tribe’s members routinely visit the online home of “The Old Grey Lady,” The New York Times. This percentage is 2.87 times greater than the baseline.

Eugene Robinson, this tribe’s most over-indexed influencer, and columnist for The Washington Post. The Post‘s online home is a favorite destination of 20.44% of this tribe’s members, a percentage exceeding the index by 4.30 times. 

PERSONALITY TRAITS —Just a Jump to the Left

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.

Sympathy, as a personality trait, describes one who is sincerely understanding from where others are coming. They believe in cooperation with, and respect for, others.

This tribe averages in the 66.55th percentile for exhibiting this trait.

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