StatSocial Digital Tribes — Poppermost

Aug 18, 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 “Poppermost.

Digital Tribe Summary: Poppermost

FRONT ROW (l-r): Calvin Harris, Alicia Keys, Ariana Grande, Miley Cyrus, Adele. BACK ROW (l-r): Taylor Swift, Carly Rae Jespen, Justin Bieber, Lady Gaga, Britney Spears. 

This tribe of city-folk and nearby suburbanites skews female and younger.

They are united in their love for many of the most popular musical acts of the past 10 to 20 years.

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


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 1.36 times.


Women represent a clear majority here, making up 68.11% of this tribe. But there are still plenty of men to be found.

Those ages 34 and under account for 56.15% here, with those between ages 18 and 24 being represented to a degree that is 1.51 times greater than the U.S. average.

Ariana Grande and Lady Gaga.

INFLUENCERS — Poppermost

Canadian-born singer-songwriter, Carly Rae Jespen, is perhaps best known to general audiences for her 2012 mega-hit, “Call Me Maybe.” In the years since then, however, she has grown into a critically praised artist, often lauded for her smart, well-crafted, and unapologetic pop.

She is a favorite with 7.49% of this tribe’s members, a percentage exceeding the baseline by 5.30 times.

Would you just look at what you made Taylor Swift do? The singer-songwriter, and mega-star, is a favorite for over 35% of those here.     

TV SHOWS —Poppermost

The most over-indexed program here is a throwback to the millennial youths of many within this tribe. Nickelodeon‘s ’00s hit, ‘iCarly,‘ is a favorite with a segment of this tribe that is 4.25 times larger than the U.S. average.

The cast of ‘How I Met Your Mother,’ a favorite for 11.66% of this tribe’s members. 

INTERESTS —Poppermost

No single interest appears to completely overwhelm the baseline, but of some note is the interest in sci-fi & fantasy, shared by nearly ¼ of those found here.

Electronic music (a top interest among 12.6% here) DJ, producer, songwriter, singer, and top-influencer, Calvin Harris


New Jersey’s Jonas Brothers rate as a fave for 26.27% of those within this group, this exceeds the average by 8.64 times.

One Direction, a favorite for 38.19% of this tribe’s members, during the time when they ruled the world. 


A mix of brands appear here, but fashion dominates, with communications tech (both hardware and software) making a mark, and a TV network perhaps fondly remembered from youth also appearing.

Top-influencer, Adele, seen here carrying a bag by Chanel (a favorite brand for a segment of this tribe that is 3.58 times larger than the American average).


YouTube is a top site for 28.96% of this tribe’s members, and this is 3.15 times greater than the baseline.

While seldom referred to as a YouTuber who found success, Justin Bieber (a favorite of 28.71% of those here) did get his start on the platform. Today, at 56 million subscribers, he has the site’s 11th biggest channel. 


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.

In the context of personality, Emotionality means a comprehension of one’s own emotions, and an ability to access them in a healthy manner.

This tribe averages in the 65.85th percentile for this trait.

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