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
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
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.
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.
BRANDS—One Stop Pop
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.
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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