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