StatSocial Digital Tribes — Left-Handed Smoke-Shifter

Jul 18, 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 “Left-Handed Smoke-Shifter.

Digital Tribe Summary: Left-Handed Smoke-Shifter

Front Row (l-r): Elizabeth Warren, Robert Reich, Amy Goodman, Samantha Bee, Kirsten Gillibrand. Middle Row (l-r): Joy Reid, David Corn, Chris Hayes. Back Row (l-r): Al Franken, Adam Schiff. 

This mostly urban tribe slightly skews female (approximately 55%), and the majority of its members are over 45-years of age.

They are united by their concerns and affinities for causes, policies, media figures, and politicians traditionally associated with liberal politics and the Democratic party.

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

DEMOGRAPHICS — Left-Handed Smoke-Shifter

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 1.10 times.


While skewing female, this tribe is pretty evenly split, gender-wise. Income brackets break-out to degrees even closer to the baseline.

Accounting for 30.66% of this group, those ages 54 and up can be found here to a degree that is 1.84 times greater than the U.S. average.

Vice President Joe Biden, in 1972. As of this writing, he is the presumptive Democratic nominee in the 2020 presidential election. 

INFLUENCERS — Left-Handed Smoke-Shifter

Massachusetts senator, Elizabeth Warren, is a favorite of nearly 56.5% of this tribe’s members. This percentage is 16.07 times greater than the index.

MSNBC host, Chris Hayes, a top influencer for over 28% of those here, a percentage that surpasses the index by nearly 17 times. 

INTERESTS —Left-Handed Smoke-Shifter

Five of the first six interests listed above are, in our current climate, regarded as strongly partisan, and by far of greatest concern to those on the left.

The (we would hope) non-partisan matter of physics, however, is of interest to over 39% of those within this tribe. That percentage is 4.51 times greater than the baseline.

An 1870 political cartoon, by Thomas Nast, that is the earliest known occurrence of a donkey being used to symbolize the Democratic Party.    

WEBSITES —Left-Handed Smoke-Shifter

Liberal / progressive blog and forum, Daily Kos, has been working the left-side of the internet’s political streets for nearly two-decades now. The site is a regular web destination for 11.54% of this tribe’s members, a percentage that is 33.63 times greater than the average.

Daily Kos founder, Markos Moulitsas.

TV SHOWS —Left-Handed Smoke-Shifter

Being a favorite program of over 52% of this tribe’s members, MSNBC’s ‘The Rachel Maddow Show‘ has fans here to a degree that is 12.52 times greater than the U.S. average.

John Oliver on HBO‘s ‘Last Week Tonight with John Oliver,‘ a favorite program of 22.39% of this tribe’s members. 

BRANDS —Left-Handed Smoke-Shifter

The ACLU is a top brand (as it were) with 46.22% of those within this tribe. This segment-size exceeds the index by 25.34 times.

On the 1988 presidential campaign trail, then GOP nominee, George H. W. Bush, pointedly referenced Democratic opponent, Massachusetts Governor, Michael Dukakis‘ status as a, “card-carrying member of the ACLU.” This was done to characterize Dukakis as something of a radical. The above ad was the ACLU‘s response. 

PERSONALITY TRAITS —Left-Handed Smoke-Shifter

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.

Intellect, in a personality context, describes those who are not only willing, but driven to ponder the big questions, and to never stop searching for the answers. This tribe averages is in the 64.6th percentile for possessing this trait.

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