StatSocial Digital Tribes — Puck Heads

Aug 17, 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 “Puck Heads.

Digital Tribe Summary: Puck Heads

St. Louis Blues left wing, Basil McRae (right), rings the bell of Dallas Stars defenseman, Richard Matvichuk, in 1996. 

This tribe mostly consists of male suburbanites, in the lower-to-upper-middle-class range, heavily skewing toward those ages 44 and under.

What unites them most of all is a love for hockey, specifically as played by the NHL.

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 male portion of this tribe exceeds what would be found within the average U.S. online audience by 1.42 times.


While men do account for the comfortable majority here, 28% of this tribe’s members are women. Accordingly, their presence is felt.

Those between ages 18 and 24 can be found dwelling within this tribe to a degree that outstrips what you’d find within the average American online audience by 1.38 times.

The 1974 Philadelphia Flyers, the iconic “Broad Street Bullies,” after winning that year’s Stanley Cup finals against the Boston Bruins.


The summary is as follows:

4 NHL players
3 sportscasters and / or sportswriters
1 NBA team owner / investor / entrepreneur / cast member of TV’s ‘Shark Tank
1 golf legend
1 standup comic, and popular TV host

Left to Right: Evgeni Malkin, Andrew Shaw, T. J. Oshie, Patrick Kane 

BRANDS —Puck Heads

The New York Yankees of hockey, Les Canadiens de Montréal (or, the Montreal Canadiens, if you will) — with their 24 big, fat, career Stanley Cup victories — is a favorite brand of 21.45% of this tribe’s members. That percentage exceeds the index by 61.74 times.

Canada’s proudest son, Wayne “The Great One” Gretzky, holds aloft the Stanley Cup, for the first of the four times he would help bring the Cup to Edmonton


The pay-television, NHL Network, is a favorite of 23.75% of this tribe’s members. This exceeds our index by 85.35 times.

NHL Network host, Jackie Redmond. 


Professional ice hockey is an explicitly and distinctly identifiable interest of 72.42% of this tribe’s members. This percentage is 10.51 times greater than the average.

Google to find out what happened with the U. S. National Hockey Team, at the 1980 Winter Olympics. It was a whole big tadoo. 

PODCASTS —Puck Heads

Comedic sports podcast, ‘Pardon My Take,’ is a favorite with 10.12% of this tribe’s members, a percentage exceeding the index by 10.99 times.

The hosts of Barstool Sports‘ ‘Pardon My Take‘ podcast.

WEBSITES —Puck Heads

These hockey-stans can make time to swipe, and (at least theoretically) subsequently socialize. Mobile dating app, Tinder, is used by a segment of this tribe that surpasses the index by 4.82 times.

Deadspin, a preferred website of a segment of this tribe that is 6.35 times greater than what you’d find among the average U.S. audience.


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.

Dutifulness describes one who meets responsibilities without complaint, and is loyal and truthful. This tribe averages in the 58.8th percentile for this trait.

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  3. Programmatic Audiences

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