StatSocial Digital Tribes — Newsies

Aug 4, 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 “Newsies.

Digital Tribe Summary: Newsies

Newsboys, or “newsies,” in Newark, New Jersey, 1909. 

This tribe of urbanites and nearby suburbanites skews slightly female, and is decidedly older (ages 45 and up).

Their common interests revolve around print and broadcast news.

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

DEMOGRAPHICS — Newsies

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 1.04 times.

 

The gender split is nearly even, but women are in the slight majority

Over 43% of this tribe earns under $50k annually, An additional 42% earns between $50k and $100k.

The segment earning over $100k a year surpasses the U.S. average by 1.37 times.

Clark Kent, mild-mannered reporter for The Daily Planet

INFLUENCERS — Newsies

CNN‘s Anderson Cooper is a favorite of over 17% here. This percentage surpasses our baseline by 6.64 times.

Anderson Cooper.

TV SHOWS —Newsies

News, news analysis, and news commentary programs make up most of this list.

ABC‘s ‘20/20‘ is a favorite with over 18% here, and that percentage exceeds the index by 8.25 times.

Michael Strahan and top-influencer, George Stephanopoulos, on ABC‘s ‘Good Morning America.’  

WEBSITES —Newsies

The online homes of newspapers, news networks, and news agencies can all be found here.

Over 30% of this tribe regularly visits Fox News‘ website, a segment-size 8.37 times greater than the U.S. average.

Illustrated postcard featuring The New York Times building, circa 1910. 

INTERESTS—Newsies

The older age of this tribe’s members is reflected in their interest in senior living.

Their interest in local, national, and international news is at least four times greater than the baseline.

The godfather of American broadcast journalism, Edward R. Murrow. 

BRANDS —Newsies

Eight of the 10 brands listed here are federal government agencies or services, but the additional interest in Adobe Photoshop suggests that some within this tribe might work in the news business.

PERSONALITY TRAITS—Newsies

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 67.8th percentile for exhibiting this trait.

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INTERESTED?

We encourage you to reach out to us here.

More information on our data can be found here.

And the links below provide information on a variety of the solutions we provide:

  1. Data & Insights Solutions
  2. Earned Media & Influencer Attribution
  3. Programmatic Audiences

To request a full-on demo, click here.

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