StatSocial Digital Tribes — London Calling

Aug 17, 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 “London Calling.

Digital Tribe Summary: London Calling

The legendary London fog, shown here in the 1950s. 

This tribe’s members mostly live well outside of the city, and skew slightly female.

They are bonded by a shared fondness for mass media, journalism, and sports (or rather, sport) originating from the United Kingdom.

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

DEMOGRAPHICS —London Calling

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 1.17 times.


At 58%. women represent the slight majority here.

Those ages 18 to 24 make up 28.72% of this tribe’s members, and this is 1.63 times greater than the U.S. average.

Legendray British cricketer, and current commentator, Sir Ian Botham.

INFLUENCERS — London Calling

Comic performers, actors, and particularly quick-witted panel show perennials, Rob Brydon and David Mitchell, are among the 10 names here.

Brydon is a favorite of 14.71% of this tribe’s members, and this exceeds the index by 74.41 times. 13% of this group admire Mitchell, a percentage that is 50.70 times greater than the U.S. average.

Rob Brydon (left) and David Mitchell.   

TV SHOWS —London Calling

Much as soap operas are the most reliably top rated shows in the U.K., they occupy the top three slots here.

James Corden, a household name in Britain before coming to the states to host CBS‘ ‘The Late Late Show,’ is a favorite of 41.16% of this tribe’s members. This exceeds the baseline by 27.02 times.

An iconic ‘EastEnders’ moment:Dirty” Den (right, played by actor Leslie Grantham) serves Angie (Anita Dobson) with divorce papers, during one of the most viewed moments in British television history (30.2 million tuned in, back in 1986). 

INTERESTS —London Calling

Cricket, a sport that is utterly enigmatic to most Americans, and even leaves many Brits confused, receives love from 16.6% of this tribe’s members. That percentage exceeds our index by 24.48 times.

Rugby, an interest shared by a segment of this tribe that is 17.71 times greater than the average.

MUSICAL GROUPS —London Calling

English / Irish girl group, The Saturdays, a primarily overseas phenomenon during the ’00s, are a favorite of 18.67% of this tribe’s members. That percentage is 90.01 times greater than the U.S. average.

Mancunian superstars, Oasis, perform live at London’s Wembley Stadium

BRANDS—London Calling

What do we find here? Well, football clubs, as are to be expected, but at the top are two airlines. Means of traveling from from the United States to the country from where one originated? Perhaps, for at least some of this tribe’s members, at least.

British Airways is a favorite of a segment of this tribe that is 16.03 times greater than the average, and Virgin‘s fans surpass that baseline by 14.85 times.

British Airways and Virgin.

WEBSITES—London Calling

Britain’s Sky Sports‘ website receives regular visits from 11.45% of this tribe’s member, and that exceeds the average by 40.83 times.

British online fashion retailer, ASOS, is a routine online destination for a segment of this tribe that is 30.87 times greater than the average.


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.

Artistic interests, in a personality context, describes those with a keen grasp of the abstract. They seek to express themselves creatively, but also find unlikely solutions to challenges.

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