StatSocial Digital Tribes — Team Spirit

Aug 20, 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 “Team Spirit.

Digital Tribe Summary: Team Spirit

This tribe’s top influencers (l-r): J. Moss, Fred Hammond, Dr. Jamal H. Bryant, Donnie McClurkin, Tye Tribbett, Kim Burrell, Deitrick Haddon, Marvin Sapp, Kierra Sheard, Yolanda Adams

This largely rural, and distantly suburban, tribe skews comfortably female (about 65%), with the majority of its members being over 45-years of age.

They are united in their love for contemporary gospel music and faith in Christianity.

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


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 1.30 times.


Women are the majority here, accounting for over 65.15% of this tribe’s members.

Nearly 53% of this tribe earns under $50k annually, a percentage surpassing the U.S. average by 1.15 times.

The slight but confident majority of this tribe’s members are over 45-years of age, with 26.46% being at least 54.

Inspirational music legend, and one of the chief architects of the contemporary gospel sound, the late Rev. James Cleveland.


Award winning, multiple-time Grammy nominated gospel singer / songwriter, and Founder / Senior Pastor of Grand Rapid, Michigan’s Lighthouse Full Life Center Church, Marvin L. Sapp, is a favorite of 29.3% of those here. This segment-size exceeds our index by 76.83 times.

Donnie McClurkin, a top influencer for 27.55% of this tribe’s members, a percentage that is 84.11 times greater than the baseline 

INTERESTS —Team Spirit

The secular sounds of the gospel influenced genres of R&B & Soul can count 21.21% of this tribe’s members as big fans. This percentage is 1.58 times larger than the average.

The late and legendary Queen of Soul, Aretha Franklin, from the gospel performance film, ‘Amazing Grace‘ (documenting the making of the best-selling album of the same name). While filmed in 1972, the ‘Grace‘ movie did not finally see the light of day until 2018.     

BRANDS —Team Spirit

Christian charity, Compassion International, whose mission statement is to “release children from poverty, in Jesus’ name,” is a favorite cause for a segment of this tribe that is 6.74 times greater than the index.

Pastors Joel and Victoria Osteen‘s Lakewood Church. The building  is the former home of the NBA‘s Houston Rockets, The Summit.

TV SHOWS —Team Spirit

BET‘s gospel music singing competition program, ‘Sunday Best,’ is a favorite of 53.07% of this tribe’s members. This percentage is 72.56 times larger than the U.S. average.

Televangelists Kenneth and Gloria Copeland, whose broadcasts are enjoyed by 13.05% of this tribe’s members, a percentage exceeding the average by a dramatic 103.25 times. 

WEBSITES —Team Spirit

BibleGateway.com, a site owned by HarperCollins Christian media subsidiary, Zondervan, is a favorite web destination for a segment of this tribe that is 29.75 times larger than the average.

Instagram, a favorite website of 24.21% of this tribe’s members, is the social media home to many major Christian influencers; such as (pictured above), Bishop T.D. Jakes, founder of Dallas’ The Potter’s House Church.


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.

Altruism, as a personality trait, describes those who find putting the needs of others before their own to be its own reward. This tribe’s members average in the 74.8th percentile for possessing this trait.

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