StatSocial Digital Tribes — Suburban Globetrotters

Jul 31, 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 “Suburban Globetrotters.

Digital Tribe Summary: Suburban Globetrotters

This tribe of urbanites and nearby suburbanites skews slightly female, and decidedly older (ages 35 and up).

Their greatest common loves all involve travel — be it by air, water, or land — and hotel accommodations.

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

DEMOGRAPHICS — Suburban Globetrotters

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.

Women are the majority here, but, at 57.73%, not overwhelmingly so.

Nearly 43% of this tribe earns under $50k annually, An additional 41.56% earns between $50k and $100k.

The segment earning over $100k a year surpasses the U.S. average by 1.45 times.

INFLUENCERS — Suburban Globetrotters

Chef and culinary expert, Andrew Zimmern, is most famous for his Travel Channel series, ‘Bizarre Foods,’ which explores the foods and cultures of the globe’s far flung corners,

Zimmern is a favorite influencer of a percentage of this tribe that is 13.3 times larger than the U.S. average.

Andrew Zimmern.

BRANDS —Suburban Globetrotters

Airlines, hotel chains, and a cruise line populate this list.

Over 23% of this tribe’s member fly on Southwest Airlines, and that percentage surpasses the index by 34.55 times.

Four Seasons Hotel, New York City.  

TRAVEL DESTINATIONS —Suburban Globetrotters

A mix of destinations foreign and domestic, including whole regions and countries, as well as specific cities, make up this list.

StatSocial‘s beautiful and indomitable hometown, New York City, is a favorite of nearly 20% of those here, and that exceeds the baseline by 20.41 times.

Dominican Republic surfing. 

PODCASTS—Suburban Globetrotters

NPR‘s ‘Planet Money‘ podcast — which seeks to simply explain economic issues and concepts — finds favor with a segment of this tribe that is 1.40 times larger than the average.

Mignon “Grammar Girl” Fogarty.

INTERESTS —Suburban Globetrotters

Nearly 65% of this wandering tribe has a thing for cruises, and that percentage is 35.37 times larger than the baseline.

Air travel: A 1960s Lufthansa postcard.  

WEBSITES —Suburban Globetrotters

TripAdvisor’s website and app are regularly used by 27.69% of those in this group. That segment-size is 35.93 times greater than the average.

Not the KAYAK search engine — a favorite website of over 14% of this tribe’s members — but an actual kayak; seen here on the Amazon River in Ecuador

PERSONALITY TRAITS —Suburban Globetrotters

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.

Cooperation, in a personality context, describes someone for whom maintaining peace is a priority. This tribe averages in the 82.05th percentile for possessing this trait.

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