StatSocial Digital Tribes  —  Smiling Suburbanites

Jun 30, 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 “Smiling Suburbanites.”

Digital Tribe Summary: Smiling Suburbanites

Opening shot from David Lynch’s 1985 film, ‘Blue Velvet.’

Skewing ever-so-slightly female, this suburban tribe finds its ages fairly evenly distributed among those brackets 25 and up.

The shared affinities here are a bit of a mixed bag, but comedy and museums are among them.

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

DEMOGRAPHICS — Smiling Suburbanites

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 1.08 times.

Those aged 45 to 54 dwell within this tribe to a degree exceeding the average U.S. online audience by 1.54 times.

Suburban man with lawnmower.

INFLUENCERS — Smiling Suburbanites

It’s Always Sunny in Philadelphia’ and ‘Taxi’ star, Danny DeVito, is a favorite of over 17% of this tribe. That percentage exceeds the index by 13.55 times.

“Paging Mr. Herman…” Paul “Pee-Wee Herman” Reubens in 1985’s, ‘Pee-Wee’s Big Adventure.’

INTERESTS — Smiling Suburbanites

90% of this tribe has an interest in humor, and 47% is interested in science fiction & fantasy.

The ultimate night in for the members of this tribe. Where movies, humor, paranormal phenomena, science-fiction, and role playing games intersect in one perfect thing.

BRANDS — Smiling Suburbanites

Adobe’s game-changing Photoshop, both brand-name and verb alike, surpasses the index here by 7.99 times.

Andy Warhol, whose artworks inhabit Pittsburgh’s Andy Warhol Museum, one of three museums among this tribe’s most over-indexed brands. 

TV SHOWS — Smiling Suburbanites

Most of these programs are comedies, to varying degrees, but some notable space has been made for ‘Rachael Ray’ and ‘Mythbusters.’

Jimmy Kimmel and Conan O’Brien.

PODCASTS — Smiling Suburbanites

The Doug Benson hosted, ‘Doug Loves Movies’ podcast, appeals to a segment of this audience 7 ⅖ times larger than what’s found within the average audience.

Live taping of the ‘Doug Loves Movies’ podcast, with (left to right): Host, Doug Benson, and guests, Jeff Garlin, Pete Holmes, and T.J. Miller.

PERSONALITY TRAITS — Smiling Suburbanites

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.

As a personality trait, sympathy describes one whose default setting is compassion and understanding.

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