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 “Television Singin’.”
Digital Tribe Summary: Television Singin‘
While, ironically, Randy Jackson did not refer to him as “dawg,” he did think his performance was strong, if a little pitchy. Adam Levine bantered with Blake Shelton, then added that Butch Dog shows a lot of promise. This tribe lives way outside of the city, in distant suburbs and the country, and skews heavily female.
What unites them is a shared love for a number of TV’s many talent and singing competition programs.
Please Note: The baseline used to calculate all of the statistics shown below is the average American online audience.
DEMOGRAPHICS —Television Singin’
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 1.58 times.
Men only account for a bit over ⅕ of this tribe’s members.
While the younger age brackets are under-indexed — those 18-24 make up only 11.7% of this bunch, which falls 0.34 times below the baseline — the 25 to 34 group is present to roughly the same degree as those over age 54. The latter group, however, is present to a degree exceeding the index by 1.25 times.
After the first season of ‘American Idol‘ proved to be a national phenomenon, the producers tried to make the most of it. One misguided venture was the release of an old-fashioned “Frankie and Annette” type movie; ‘From Justin to Kelly,’ starring first season winner, Kelly Clarkson, and runner-up, Justin Guarini. It was not a hit, nor is it fondly remembered. TV SHOWS — Television Singin’
‘The Voice‘ is a favorite show of 53.33% of this tribe’s members, ‘The X Factor’ for 33.86%, and ‘American Idol‘ for ‘20.58%.’
If this doesn’t already confirm for you where this tribe’s heads and hearts are at, the next section should certainly clarify things.
Chris Blue, the winner of season 12 of ‘The Voice‘ (2017), during his memorable “Knockout Round” performance of Stevie Wonder’s “Superstition.” INFLUENCERS—Television Singin’
This expanded list of influencers is provided to illustrate just how deep down the road of televised talent competitions this group has traveled. It seems they can’t quite decide on which judge, competitor (victors and runners up alike) or host to throw the full weight of their love behind.
We promise you the list just keeps going on like this. Please let the record show that there are factions within this tribe dedicated to any number of people associated with this genre of programming.
Adam Lambert (right) — beloved by a faction within this tribe whose presence exceeds the average by 5.89 times — was the runner-up on ‘American Idol”s eighth season. Here he’s seen doing one of his two day jobs (the other being his solo career), playing to adoring throngs around the world with Brian May and Roger Taylor of Queen. BRANDS—Television Singin’
Digging deeper into the stats beyond just the 10 brands listed above reveals a situation similar to the influencers list. Small factions within this tribe can be found dedicating themselves to a vast array of brands.
That said, the brand boasting the largest segment of customers here is Starbucks. 7.21% of this tribe’s members are loyal to the chain, and that is 1.38 times larger than the index.
Gwen Stefani — one of many pop stars to be a judge on ‘The Voice‘ — is seen here posing with one of her celebrity friends, while visiting the Magic Kingdom, within Orlando’s Walt Disney World. Stefani appeals to a segment of this tribe that is 6.94 times larger than the average. The presence of Disney World fans found here exceeds the index by 1.44 times. INTERESTS—Television Singin’
29.65% of this tribe’s members are fans of country music. This percentage is 2.39 times larger than the U.S. average.
Carrie Underwood was the winner of ‘American Idol”s fourth season, and is a country superstar. She is beloved by 13.82% of this tribe’s members, a segment exceeding the average by 4.34 times. WEBSITES—Television Singin’
An interest in music is a great deal more than detectable above, with streaming music and a ticket seller present. Portions of this tribe also appear to enjoy keeping up with the comings and goings of their favorite celebrities.
15.54% of this tribe’s members use instagram. The temptation is to say “doesn’t everybody?,” and the answer (in this context) is that this percentage is 2.06 times larger than the U.S. average.
Instagram posts from some memorable personalities whose careers led them to judging TV talent competitions, and being among this tribe’s favorite influencers: Christina Aguilera (@xtina), Steven Tyler (@iamstevent), and Blake Shelton (@blakeshelton), the latter shown here with his partner and fellow judge on ‘The Voice,’ Gwen Stefani (@gwenstefani).PERSONALITY TRAITS —Television Singin’
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, morality describes one with a well-developed personal sense of right and wrong, and more directly a constitutional incapability to take advantage of another for one’s own gain.
This tribe averages in the 71.1st percentile for this trait.
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