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
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.
DEMOGRAPHICS — Puck Heads
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.
INFLUENCERS — Puck Heads
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
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.
INTERESTS —Puck Heads
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.
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.
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.
PERSONALITY TRAITS —Puck Heads
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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