StatSocial Digital Tribes — Ready to Rumble

Sep 10, 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 “Ready to Rumble.

Digital Tribe Summary: Ready to Rumble

Front Row (l-r): Joe Rogan, Conor McGregor, Cain Velasquez, Jon Jones, Ronda Rousey. Back Row (l-r): Chael Sonnen, Urijah Faber, Georges St-Pierre, Chuck Liddell. Nathan Diaz, Dana White. 

This tribe is mostly distantly suburban, and skews heavily male and under 44-years of age.

They are, most of all, united by the love they share for combat sports, especially mixed martial arts.

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

DEMOGRAPHICS —Ready to Rumble

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 1.70 times.


Those between ages 25 and 44 are the most heavily represented here, with those 35 to 44 dwelling within this tribe to a degree that exceeds the average by 1.42 times.


From the 2017 boxing match between undefeated, five-division champion boxer, Floyd Mayweather, and then current UFC, lightweight champion, Conor McGregor. At 4.3. million buys, the pay-per-view broadcast was the second most purchased in history. 

INFLUENCERS —Ready to Rumble

The current king of podcasting, long-time UFC ring announcer, and stand-up comedian, Joe Rogan, is a favorite of 60.59% of those found here. This percentage is 25.14 times larger than the baseline.

Left to Right: Ronda Rousey, Georges St-Pierre, Cain Velasquez, Jon Jones. 

BRANDS —Ready to Rumble

Strikeforce was a fight promotion that existed between 1985 and 2013, starting off with kickboxing, and eventually moving into mixed martial arts.

UFC eventually absorbed the promotion, and purchased its fighters’ contracts. Still, it is a favorite brand of nearly 10% of those found here. This exceeds the baseline by 170.58 times.

Ad promoting a 2011 Strikeforce fight between (one of this tribe’s top influencers) Nick Diaz and Paul Daley.   

INTERESTS —Ready to Rumble

Suggesting that a portion here don’t just like their sports rough and tumble, but also seek such thrills from their leisure activities, off-road vehicles are a top interest of 26.52% of the folks in this group. This is 11.16 times larger than the baseline.

Following her informal retirement from MMA, in the wake of her second-ever defeat in 2017, one-time, superstar UFC women’s bantamweight champion, Ronda Rousey, signed to wrestle with WWE. Professional wrestling is a top interest of 40.99% of those in this tribe, which is 4.66 times greater than the average.  

WEBSITES—Ready to Rumble

Fox Sports‘ website is a favorite of 14.33% of those within this tribe. This percentage is times greater than the American average.  


Georges St-Pierre and Conor McGregor, two of this tribe’s top influencers, as they appeared on the cover of Muscle & Fitness magazine; the online home of which is a top web destination for a segment here exceeding the index by 9.41 times. 

TV SHOWS —Ready to Rumble

10.14% here are fans of the Bill Burr-created, Netflix animated series, ‘F is for Family.’ This percentage is 11.09 times greater than the average.

The logos for this tribe’s two most over-indexed TV programs. ‘AXS TV Fights‘ was AXS TV‘s branding for its muay thai, kickboxing, and MMA fight programming. ‘Inside MMA‘ was its post-fight, wrap-up show. Both ended in 2019. 

PODCASTS —Ready to Rumble

While not the most over-indexed, the podcast appealing to the largest portion of this tribe has no rival, and is no surprise at all.

The Joe Rogan Experience‘ — a podcast, of which, it should be noted, there is an exclusively MMA oriented edition (not quite a spin-off, but treated as something other than the main series) — is a favorite of 84.02% of this tribe’s members. This surpasses the baseline by 34.87 times.

Video thumbnail from a 2016 episode of ‘The Joe Rogan Experience,’ featuring two-time, UFC, light-heavyweight champion, Jon Jones


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.

Excitement-seeking, as a personality trait, describes a need for stimulation, novelty, and surprise. As consumers, they are far more likely to try new brands and products. This tribe averages in the 60th percentile for exhibiting this trait.

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