StatSocial Digital Tribes  —  Rural Roundball

Jun 3, 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 “Rural Roundball.”

Digital Tribe Summary: Rural Roundball

This is a tribe of mostly men, in their 20s and 30s, hailing from rural locales.

What makes them a tribe is their shared love of sports, particularly basketball.

DEMOGRAPHICS — Rural Roundball

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 1.16 times.

This group is overwhelmingly male, and skews decidedly young. The majority earns under $50k a year.

INFLUENCERS — Rural Roundball

Professional basketball dominates, with a number of the sport’s finest players featured here. But, the NFL’s Odell Beckham Jr. pops his head in.

Dwyane Wade and Carmelo Anthony

BRANDS — Rural Roundball

This tribe’s favorite brands punctuate the story directly. They adore sports. They minor in football, but major in basketball.

Duke University, while a fine school, is almost certainly here because of its basketball program’s consistently good-to-excellent teams. The school’s football team is, however, also a big name on the national stage.

TV SHOWS — Rural Roundball

Sports, sports, sports. Then a bit of “sports entertainment” (what Vince McMahon had rebranded professional wrestling as), and finally a children’s talent competition program co-created by Steve Harvey and Ellen DeGeneres, now currently hosted by Melissa McCarthy.

The percentage of ‘First Take’ fans within this audience surpasses our baseline by 11.49 times.

And ESPN ‘First Take’ meme.

INTERESTS — Rural Roundball

If you couldn’t guess, by now, what this tribe’s top interest would be, you’ve not been paying close enough attention.

But they also enjoy a whole mess of other sports, even those fantastical sorts, that only exist on paper, and in your imagination.

WEBSITES — Rural Roundball

Did we mention that they like sports?

The appearances of XXL, HNHH, and WorldStarHipHop, suggest they do additionally have a fondness for hip hop.


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, speaks to a certain restlessness. This tribe averages in the 63.75th percentile for this facet of Extraversion.

They’re driven to explore, try new things, and not be weighted down by sentimentality. Life is lived face forward.

NEEDS — Rural Roundball

Needs is the dimension considered when seeking to determine which aspects of a product or service will resonate with which consumers.The IBM WatsonPersonality Insights® Needs model encompasses 12 characteristic sub-categories (challenge, closeness, curiosity, excitement, harmony, ideal, liberty, love, practicality, self-expression, stability, and structure).

Curiosity is a natural Need to follow on from Excitement-seeking. It describes the related, strong desire to know, and to understand that which is new, and therefore exciting.

VALUES — Rural Roundball

Values is the dimension in IBM Watson™ Personality Insights’ analysis of our data that reveals a consumer’s beliefs and motives, granting insights into why certain choices are made.

The IBM Watson™ Personality Insights® Values model encompasses five characteristic sub-categories (Conservation, Hedonism, Openness to Change, Self-enhancement, Self-transcendence).

Self-enhancement, as a Value, describes those for whom constant growth and improvement are the priorities. They approach each new challenge as an opportunity to learn.

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