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