StatSocial Digital Tribes — That NASCAR Life

Jul 14, 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 “That NASCAR Life.”

Digital Tribe Summary: That NASCAR Life

NASCAR legend, and arguable G.O.A.T., Richard Petty, in his celebrated 1970 Plymouth Superbird

This tribe lives far outside of the city, and skews confidently older (age 45 and up).

Their greatest shared love is stock car racing, particularly those races and drivers sanctioned by NASCAR.

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 male portion of this tribe exceeds what would be found within the average U.S. online audience by 1.29 times.


Men are the majority here, but a significant 35.71% are women.

More than half of this tribe earns under $50k annually, and 38.77% earns between $50k and $100k.


Dale Earnhardt Jr. is a favorite of a dramatic 49.71% of this tribe’s members. That percentage exceeds the index by a profound 99.04 times.

Jimmie Johnson and seven Sprint Cups (that he happened to win… no biggie).


11.24% of this tribe’s members are into vintage cars, and that percentage exceeds the baseline by 9.03 times.  

Fly fishing (possibly for buffalo?). 


American car manufacturer, Chevrolet, is a favorite of a segment of this tribe that is 18.24 times larger than the baseline.


Top influencer, Dale Earnhardt, Jr,. driving a Chevrolet sponsored by Budweiser; both favorite brands of this tribe’s members. 


Discovery’s long-running, ‘Fast N’ Loud,‘ finds favor here to a degree 22 times greater than the U.S. average.

Richard Rawlings and Aaron Kaufman of Discovery‘s ‘Fast N’ Loud.‘  


Over 11% of this tribe’s members frequently visit Fox News‘ website, and that percentage is 3.08 times greater than the index.

TheBlaze co-founder, Glenn Beck.


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.

Dutifulness, as a personality trait, describes one with a strong sense of personal responsibility. As consumers, they’re loyal to their favorite brands. This tribe averages in the 70.35th percentile for this trait.

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