StatSocial Digital Tribes — Latte, NPR, & Brunch

Jul 8, 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 “Latte, NPR, & Brunch.

Digital Tribe Summary: Latte, NPR, & Brunch

This tribe of urbanites and nearby suburbanites skews slightly female, and decidedly older (ages 35 and up).

Their common loves revolve around left-leaning media, in particular NPR, current events, and city living.

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

DEMOGRAPHICS — Latte, NPR, & Brunch

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 female portion of this tribe exceeds what would be found within the average U.S. online audience by 1.16 times.

Women are the majority here, but, at 58%, not overwhelmingly so.

Over 40% of this tribe earns under $50k annually, An additional 40% earns between $50k and $100k.

The segment earning over $100k a year surpasses the U.S. average by 1.73 times.

INFLUENCERS — Latte, NPR, & Brunch

Ira Glass is the co-creator and long-running host of public radio perennial, and very popular podcast, ‘This American Life.

The percentage of this tribe who are fans of Mr. Glass surpass our baseline by 36.82 times.

Ira Glass.

TV SHOWS —Latte, NPR, & Brunch

Real news, “alternative media,” and satirically slanted news commentary programs make up most of this list.

But in 9th place, there is ‘Seinfeld,‘ which can count fans among this tribe to a degree that exceeds the American average by 6.44 times.

Trevor Noah host of Comedy Central‘s ‘The Daily Show,‘ a favorite show of over 20% of this tribe’s members.  

INTERESTS —Latte, NPR, & Brunch

Sizable segments of this tribe display an interest in politics, current events, the arts, and finance.

For example: Over 29% have a general interest in fine art, over 23% are interested in the Democratic Party, nearly 35% are interested in politics in a general way, and 28% keep up with local news.

Over 23% of this tribe is interested in matters related to the Democratic Party. In the above pic, Democrat, Franklin D. Roosevelt —  America’s longest-serving president — accepts the party’s nomination, at the 1936 Democratic convention. 

PODCASTS—Latte, NPR, & Brunch

The experimental, groundbreaking, informative, and wildly compelling ‘Radiolab,’ is the third most over-indexed podcast here.

The radio show / podcast is a production of New York City public radio station, WNYC. The segment of this tribe who are fans of the podcast exceeds the U.S. average by 29.91 times.

The host of NPR‘s ‘Fresh Air,’ Terry Gross. The percentage of this tribe who are fans of the program / podcast exceeds what you’d find within the average U.S. audience by 31.78 times.

BRANDS —Latte, NPR, & Brunch

There’s a bit of NYC-centricity evident here and there throughout these insights.

Nowhere, however, is this more evident than here, where the MTA — the corporation that oversees NYC’s public transit system — tops the list, exceeding the index by 37.29 times.


New York’s Metropolitan Museum of Art is a favored brand with a segment of this tribe that is 9.75 times larger than the average. Shown here is a tiny bit of their vast and expansive 2009 retrospective of the works of painter, Francis Bacon

WEBSITES —Latte, NPR, & Brunch

The NYC slant bubbles up again here, with Gothamist — a New York City-centric blog (one of a group of such, which includes DCist, LAist, etc.)having 39.10 times more readers within this tribe than within the average American online audience.

Gothamist founder, Jake Dobkin.


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 78.3rd percentile for exhibiting this trait.

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