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 “Pretty Little Vampires.”
Digital Tribe Summary: Pretty Little Vampires
This is a tribe of predominantly 20-something women, living in suburbia.
Their greatest loves are suspense and/or supernatural TV series aimed at young adults. They especially love ‘The Vampire Diaries’ and ‘Pretty Little Liars.’
Please Note: The baseline used to calculate all of the statistics shown below is the average American online audience.
DEMOGRAPHICS — Pretty Little Vampires
Women are in this tribe to a degree that surpasses the baseline by 1⅔ times.
Over 77% of this group is under age 34, and over 65% earn under $50k a year. The latter is likely owing to this tribe’s youth.
INFLUENCERS — Pretty Little Vampires
The rundown is this*:
5 actors from ‘The Vampire Diaries’
4 from its spin-off, ‘The Originals’
4 from ‘Pretty Little Liars’
2 from The CW’s ‘Roswell, New Mexico’
2 from MTV’s supernatural drama, ‘Teen Wolf’
*The total exceeds 10 due to performers appearing on two or more of the shows.
TELEVISION — Pretty Little Vampires
‘The Originals’ is a spin-off of ‘The Vampire Diaries.’
Six of the programs here are (or were) broadcast on The CW.
When sorted by index score, ‘Pretty Little Liars’ is in fifth place, but over 50% of this tribe’s members are viewers.
WEBSITES — Pretty Little Vampires
Showbiz comings and goings are very important to this bunch.
Tawdry and tabloid gossip sites bump elbows with both industry trade sites, and those who play nice with celebrities.
Oh, and also Snapchat.
PERSONALITY TRAITS — Pretty Little Vampires
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.
Emotionality, in this context, is used to describe those who are aware of their emotions, and know how to access them productively.
Orderliness applies to those who not only desire order, but know how to maintain it. Here, it relates to mindfulness, not compulsion.
NEEDS — Pretty Little Vampires
Needs is the dimension considered when seeking to determine which aspects of a product or service will resonate with which consumers.
The IBM Watson™ Personality Insights® Needs model encompasses 12 characteristic sub-categories (challenge, closeness, curiosity, excitement, harmony, ideal, liberty, love, practicality, self-expression, stability, and structure).
Love describes those with a Need for social contact and community. It manifests itself in displays of compassion, and an inherent sympathy for others.
Practicality, as a Need, refers to the desire to see a task be completed with skill and precision. Those for whom this is a Need are often skilled in many areas themselves.
VALUES —Pretty Little Vampires
Values is the dimension in IBM Watson™ Personality Insights’ analysis of our data that reveals a consumer’s beliefs and motives, granting insights into why certain choices are made.
The IBM Watson™ Personality Insights® Values model encompasses five characteristic sub-categories (Conservation, Hedonism, Openness to Change, Self-enhancement, Self-transcendence)
Conservation, as a Value, relates to a dislike of being wasteful. It additionally diplays as a resistance to change, but also fierce loyalty.
Hedonism, here, does not refer to a pursuit of excesss. It relates to simply beliving that seeking one’s own pleasure is a healthy pursuit.
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