StatSocial Digital Tribes — Sporty, Indoors and Out

Sep 10, 2020 | Digital Tribes

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 “Sporty, Indoors and Out.

Digital Tribe Summary: Sporty, Indoors and Out

This largely rural tribe is over ¾ male, skewing younger (ages 18 to 35).

What unites them is a love for sports, both as spectator and participant. Loves for hunting and fishing are particularly evident.

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

DEMOGRAPHICS —Sporty, Indoors and Out

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 1.54 times.


Those between ages 18 and 24 are present within this tribe to a degree that is 2.37 times larger than the U.S. average.

53.62% here earn under $50k annually, which surpasses the baseline by 1.16 times.

James Caan in ‘Rollerball‘ (dir. Norman Jewison, 1975), a film about an indoor sport from the (then) not-too-distant future that never came to pass. 

INTERESTS — Sporty, Indoors and Out

10.28% of this tribe loves fly fishing, a percentage that is 9.58 times greater than the website.

Fly fishing.   

BRANDS—Sporty, Indoors and Out

6.51% of this bunch frequents Bass Pro Shops. This percentage exceeds the national average by 25.54 times.

The Memphis Pyramid was once a 21,000 seat arena. More recent years have found the building repurposed as a massive Bass Pro Shops superstore. Contained within this shop is the Ducks Unlimited Waterfowling Heritage Center

INFLUENCERS—Sporty, Indoors and Out

Kirk Herbstreit, football analyst for ESPN‘s ‘College Game Day,’ is a top influencer for 8.06% of this tribe’s members. This percentage exceeds the index by 5.71 times.

Tiffany Lakosky with husband Lee, and family. The Lakoskys are the stars of Outdoor Channel‘s long-running hunting show, ‘Crush with Lee & Tiffany.’ Tiffany finds fans within this tribe to a degree exceeding the U.S. average by 14.71 times. 

PRINT MEDIA—Sporty, Indoors and Out

Long-running hunting and fishing periodical, ‘Field & Stream,’ is read by a segment of this tribe that is 76.77 times greater than the baseline.

Vintage Field & Stream covers from the 1920s and 1930s. 

WEBSITES—Sporty, Indoors and Out

ESPN‘s online home is a routine web stop for 75.84% of those found here, a percentage that is 4.83 times larger than the baseline.

An outdoor sportsman makes a Tinder match. The dating app is used by a segment of this tribe exceeding the index by 3.21 times.

TV SHOWS—Sporty, Indoors and Out

41-years into its existence, ESPN‘s daily ‘SportsCenter‘ program is a favorite for 47.33% of this group, a percentage surpassing the American average by 4.86 times.


PERSONALITY TRAITS —Sporty, Indoors and Out

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 the context of personality, assertiveness describes one who is not necessarily uncompromising, bossy, or demanding so much as they are unafraid to ask for what they want.

This tribe averages in the 62.3rd percentile for this trait.

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More information on our data can be found here.

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  2. Earned Media & Influencer Attribution
  3. Programmatic Audiences

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