StatSocial Digital Tribes — The Second Chapter

Aug 17, 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 “The Second Chapter.

Digital Tribe Summary: The Second Chapter

This tribe of city-folk and nearby suburbanites is 50 / 50 men and women, with the majority of its members being aged 45 and up.

They share interests in continued self-improvement, time-intensive hobbies (such as chess), investing, small business ventures, and travel.

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

DEMOGRAPHICS — The Second Chapter

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 1.42 times.


This group is virtually evenly split along gender lines, and over 38% are over 54-years of age.

While those earning under $50k annually account for a significant 40.5% of this tribe’s members, those earning over $100k a year are present to a degree exceeding the U.S. average by 1.15 times.

Snow on the roof No fire in the furnace

INTERESTS —The Second Chapter

17% of this tribe is interested in divorce support, a percentage that is 21.99 times greater than the U.S. average.

From intellectually stimulating pursuits, such as chess, to more text book adventuresome larks such as scuba diving, to a somewhat incongruous seeming fascination with paranormal phenomena (shared by nearly 29% of those here), this bunch is at no loss when it comes to how they might fill their autumn years.

(Divorce support.) 
Kirk Van Houten:
I sleep in a racing car, do you?
Homer: I sleep in a big bed with my wife.
Kirk Van Houten: Oh… yeah.     

INFLUENCERS —The Second Chapter

How appropriate that the actor who once helped Angela Bassett’s Stella get her groove back (well, he didn’t, but the character he played, in 1998’s ‘How Stella Got her Groove Back,’ did) over-indexes so strongly here.

Taye Diggs is a favorite of over 6.5% of this tribe’s members, and that segment-size exceeds the baseline by 9.78 times.

While we realize that a younger Taye Diggs is not necessarily an option for all embarking upon a new phase of their lives, we’d be remiss were we to not mention that we’ve heard terrific things about stamp collecting and bird watching as well. 

BRANDS —The Second Chapter

The interest in realtors could be owing to investing, to second careers, to simply browsing homes as a hobby, and beyond. The reason for the interest in hotel chains, though, seems more immediately apparent.

Also apparent is an interest in what some might identify as bookkeeping and marketing solutions for small businesses. The segment of this tribe that is fond of automated marketing software company, Marketo, is 6.85 times greater than the baseline.

Postcard for a Miami-area Holiday Inn (a preferred brand of a segment of this tribe 8.52 times greater than the baseline), circa-early-’60s  .

TELEVISION —The Second Chapter

Nearly every program here is consistent with you could imagine this tribe’s most prominent demographics viewing.

CBS Morning News,’ is regularly viewed by a segment of this tribe that is 2.08 times larger than the baseline.

Storage Wars.’ 

PODCASTS —The Second Chapter

“Life Coach, Mentor, Thought Leader, Best-Selling Author, Entertaining and Motivational Speaker, Dad, and Marathon runner,” Bruce Van Horn’s ‘Life is a Marathon‘ podcast is a favorite of 12.5% of this tribe’s members. This percentage exceeds the index by 29.79 times.

Bruce Van Horn, completing the Boston Marathon in April 2015, exactly one year after surviving a complicated surgery to remove stage 4 prostate cancer. 

WEBSITES —The Second Chapter

We’re not sure who it might surprise to learn that a tribe favoring Boomers, and older Gen-X-ers, counts Facebook as one of its most highly over-indexed websites. Nearly 17% of this group frequent the social media giant, and that segment-size exceeds the index by 7.67 times.

“Boomer humor,” of the sort one might find on Facebook dot com. 


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, self-efficacy describes one who is driven and self-assured. They are confident in their abilities to succeed at any task they choose to take on. This tribe’s members average in the 77.9th percentile for possessing this trait.

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