StatSocial Digital Tribes   —  Reading is Fundamental

Jun 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 “Reading is Fundamental.”

Digital Tribe Summary: Reading is Fundamental

This tribe of predominantly city-folk, ages 35 and up, skews close to being ⅔ female.

The loves that bring this bunch together revolve around books and authors.

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

DEMOGRAPHICS — Reading is Fundamental

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 1.31 times.

Those ages 34 and under are greatly under-indexed here. Those over age 54 can be found here to an extent to exceeds the average U.S. online audience by over three-times.

A bookseller. 

INFLUENCERS — Reading is Fundamental

Neil Gaiman, author of such modern genre classics as ‘American Gods,’ is a favorite of over 31% of this tribe. That percentage exceeds the baseline by 39.73 times.

BRANDS — Reading is Fundamental

If the influencer list didn’t hit the point home, then this list of brands will remove any doubt. The first four entries are actual publishing imprints, and the fifth a journal dedicated entirely to literary criticism.

Richard Simon and Max Schuster.

WEBSITES — Reading is Fundamental

U.K. paper. The Guardian, is read by over 20% of this tribe’s members. That segment-size surpasses the average by 5.33 times.

An April 1821 prospectus, laying out the aims and ambitions of The Manchester Guardian, later changed to just The Guardian, the proposed newspaper which was to begin publication the following month.

PODCASTS — Reading is Fundamental

True crime podcast, ‘My Favorite Murder,’ finds favor here to an extent 1.61 times greater than the baseline.

Karen Kilgariff and Georgia Hardstark, co-hosts of the ‘My Favorite Murder’ podcast.

PERSONALITY TRAITS — Reading is Fundamental

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 a personality context, sympathy describes one whose default setting is compassion and understanding. This tribe averages in the 77.25th percentile for exhibiting the trait.

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