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StatSocial Digital Tribes — One Stop Pop

Sep 1, 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 “One Stop Pop.

Digital Tribe Summary: One Stop Pop

Front Row (l-r): Ariana Grande, Halsey, Shaw Mendes, Troye Sivan, Daniel Howell, Ed Sheeran. Back Row (l-r): Harry Styles, Nick Jonas, Camila Cabello, Zayn Malik. 

Living in the city and nearby suburbs, this tribe skews heavily female, and young (73% being between ages 18 and 24).

They are united, first and foremost, in the love they share for pop music and pop stars.

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

DEMOGRAPHICS —One Stop Pop

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 1.64 times.

 

Nearly 82% of this tribe’s members are women, which is significant.

Profound, however, is that 73.29% of those found here are between ages 18 and 24, which is 4.16 times greater than the baseline.

Camila Cabello and Shawn Mendes.

INFLUENCERS — One Stop Pop

Nearly everyone here is a pop star. Two former members of One Direction (why Harry and Zayn, of course) rank prominently here, as does Camila Cabello, a former member of the ‘X Factor USA‘-spawned Fifth Harmony.

Shawn Mendes and Troye Sivan both began their singing careers, when just teenagers, on YouTube.

Dan Howell, a favorite of 10.46% of this tribe’s members, also started his career on YouTube, but not as a singer. Howell is best known as one-half of the hugely popular (on YouTube, at least) comedy duo, Dan & Phil. The pair of Brits parlayed their YouTube popularity into numerous multimedia ventures, including a four-year stint as broadcasters on BBC radio.

Dan & Phil

BRANDS—One Stop Pop

The most dramatically over-indexed brand upon this list is the much discussed Tik Tok, the currently insanely popular video sharing app. It is a favorite brand of a segment of this group that is 15.76 times greater than the baseline.
Vans‘ classic, checkered slip-on shoe, first gained national attention after its very visible role in 1982’s ‘Fast Times as Ridgemont High.’ It was the shoe of choice for Sean Penn‘s surfer character, Jeff Spicoli. 5.32% of this tribe’s members are dedicated Vans wearers. This exceeds the index by 4.98 times. 

INTERESTS—One Stop Pop

25.64% of this tribe are interested in beauty (which encompasses all aspects of hair, style, skin care, and cosmetics, as well as media discussing these things). Given the number of cosmetics, and cosmetic-adjacent, brands that they favor, this makes perfect sense.

This percentage is 1.98 times greater than the index.

Rain on Me,’ the 2020 duet single featuring Ariana Grande, and Lady Gaga (seen above being performed at the 2020 MTV VMAs), was co-produced by British electronic producer and DJ, BURNS. Electronic music is a top interest for 12.69% of this tribe’s members. A segment that is 1.86 times greater than the American average. 

TV SHOWS—One Stop Pop

Freeform’s ‘Pretty Little Liars‘ is a favorite program with 18.21% of this tribe’s members. This percentage is 6.92 times larger than the index.

Top Influencer, Troye Sivan, is seen above performing live, with Charli XCX, on ‘The Tonight Show Starring Jimmy Fallon.’ Fallon’s show is a favorite of 17.38% of this tribe’s members. This exceeds the index by a slight 1.14 times. 

YOUTUBE CHANNELS—One Stop Pop

PewDiePie, who, by some margin, has the most subscribed to independent channel on the entire platform (sitting at 106 million subs and counting), is a favorite of 15.35% of this tribe’s members. This is 7.46 times larger than the U.S. average.

Felix “PewDiePie” Kjellberg and his wife, Marzia (née Bisognin). 

WEBSITES—One Stop Pop

YouTube — as mentioned above, the birthplace (as it were) of top influencers Shawn Mendes, Troye Sivan, and Dan Howell — is a top web destination for  24.54% of those here. This is 2.67 times greater than the average.

Ed Sheeran‘s artist homepage on Spotify. 33.66% of this tribe’s members think that Sheeran is the bee’s knees, and the segment that routinely listens to streaming music giant, Spotify, is 2.63 times larger than the baseline. 

PERSONALITY TRAITS —One Stop Pop

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.

Anxiety, from a personality standpoint, describes one who is not merely anxious, or nervous, but also eager and ready to get moving to the next destination (in terms both literal and figurative).

This youthful bunch averages in the 78.65th percentile for this trait.

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INTERESTED?

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