StatSocial Digital Tribes — Screaming for Vengeance

Jul 17, 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 “Screaming for Vengeance.

Digital Tribe Summary: Screaming for Vengeance

L-R: Dave Mustaine and James Hetfield, circa-early-80s.  

This tribe is over 60% male, skews working-to-lower-middle class, and mostly resides in the suburbs.

The most prominent shared passions here revolve around heavy metal and very hard rock music.

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

DEMOGRAPHICS — Screaming for Vengeance

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 male portion of this tribe exceeds what would be found within the average U.S. online audience by 1.24 times.

Women make up up over 38% of the tribe, so they are definitely part of this party.

Over a quarter of this group’s members fall between the ages of 18 and 34, despite skewing older over all.

INFLUENCERS — Screaming for Vengeance

Over 15% of this tribe are fans of the late, great Edward Van Halen, and that percentage surpasses the index by 80.10 times.

This tribe’s most over-indexed influencer, Black Sabbath axe-man, Tony Iommi. 

MUSICAL GROUPS —Screaming for Vengeance

Metallica, Slayer, Megadeth, and Anthrax — the so-called, “Big Four” of American thrash metal — have all found themselves with spots on this list.

Megadeth tops the chart, and they appeal to a segment of this tribe 43.40 times greater than the average.

Slayer, a band that never deviated from their initial mission statement, and who is a favorite with a segment of this tribe 34.29 times larger than the U.S. average.

INTERESTS —Screaming for Vengeance

Nearly 95.6% of this tribe is directly interested in metal, and that percentage is 5.52 times larger that what you’d find within the average U.S. audience.

The late Eddie Van Halen, a man as responsible as any single person for the interest that over 46% of this tribe has in guitar

TV SHOWS—Screaming for Vengeance

The Walking Dead‘ finds fans within this tribe to an extent that 4.13 times larger than the average.

L-R: Jim Florentine, Eddie Trunk, and Don Jamieson, co-hosts of VH1 Classic‘s ‘That Metal Show.’ While it left TV screens in 2015, die-hard fans dwell within this tribe to a degree surpassing our baseline by a dramatic 119.78 times. 

BRANDS —Screaming for Vengeance

The citizens of the Detroit metropolitan-area have long been noted for their love of heavy music, so finding the Red Wings and Tigers upon this list is unsurprising.


The legendary Rob Halford, frontman of Judas Priest, straddling the Harley-Davidson motorcycle he would ride out on stage each night.  

WEBSITES —Screaming for Vengeance

Metal is in this tribe’s blood, therefore it follows that the above list is dominated by sites that stream, review, and report on music.

Pitchfork knows what’s up. 

PERSONALITY TRAITS —Screaming for Vengeance

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.

Artistic interests, as a personality trait, describes those with a keen grasp of the abstract. They seek to express themselves creatively, but also find unlikely solutions to challenges.

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