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
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.
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.
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.
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.
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.
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.
PERSONALITY TRAITS —The Second Chapter
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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