StatSocial Digital Tribes — The Spirit is Willing

Sep 9, 2020 | Digital Tribes

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 Spirit is Willing.

Digital Tribe Summary: The Spirit is Willing

Front Row (l-r): John C. Maxwell, Rick Warren, Louis Grigio, Kari Jobe, TobyMac. Back Row (l-r): Chris Tomlinson, Max Lucado, Joyce Meyer, C.S. Lewis, Beth Moore.   

This tribe mostly resides well outside of the city, and is a bit over ⅔ female.

They are united by their faith in Christianity, and fondness for (mostly) contemporary Christian musicians, speakers, writers, and preachers.

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

DEMOGRAPHICS —The Spirit is Willing

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 1.24 times.


This tribe skews a bit younger, with the majority being between ages 25 and 44. Those between ages 25 and 34 represent a segment of this tribe that is 1.20 times larger than the U.S. average.

Seven-time Grammy winning, Christian rapper and producer, TobyMac, a favorite of 24.96% of this tribe’s members. This is 47.68 times greater than the U.S. average. 

INFLUENCERS — The Spirit is Willing

This list is populated with a mix of ministers, motivational speakers who keep Christianity at the core of their messages, inspirational musicians, and authors.

The late C. S. Lewis, while fondly and widely known for his fantasy, fiction works — most notably his ‘Chronicles of Narnia‘ series — is also equally celebrated for his non-fiction explorations and defenses of Christianity. The best-known of these works is a 1951 anthology of transcribed talks Lewis gave on BBC radio in the ’40s, called ‘Mere Christianity.’

Lewis is a top influencer for 34.09% of this tribe’s members, and this percentage is 21.27 times greater than the baseline.

C. S. Lewis (right) and his dearly close friend, and fellow devoutly religious (in his case, Catholic) fantasy author, J. R. R. Tolkien

INTERESTS—The Spirit is Willing

The interests in Christian / gospel music and Christianity itself are rather clear.

Perhaps somewhat surprising at first glance is that 8% here are identified as being interested in Catholicism, surpassing the index, with their presence, by over two times. As you’ll see below, many of the media affinities shared among this tribe are faith-based and inspirational, but not wed to any sect or specific Christian doctrine.

Contemporary pop gospel singer, Kari Jobe, a favorite of 25.14% of those within this tribe, a percentage that is 53.85 times larger than the index.  

BRANDS—The Spirit is Willing

Top influencer, Pastor Louie Giglio’s End It Movement, focused on ending global human trafficking, is a top cause for 7.73% of those found here. This surpasses the baseline by 65.12 times.

The Winter Jam is an annual touring festival, featuring the biggest names in contemporary Christian popular music. It is beloved by a segment of this tribe that is 30.36 times greater than the baseline. 

TV SHOWS—The Spirit is Willing

Secular sitcoms such as ‘The Office,’ ‘Seinfeld,’ and ‘Arrested Development‘ all find fans here.

Jimmy Fallon’s ‘The Tonight Show‘ is regularly viewed by 27.15% of those within this group, a percentage that is 1.78 times larger than the baseline.

Kelly Price, Jonathan McReynolds, and Erica Campbell, on BET‘s gospel singing competition program, ‘Sunday Best.’ A segment of this tribe that is 7.14 times larger than the baseline counts itself among the show’s regular viewers. 

PODCASTS—The Spirit is Willing

Top influencer Rick Warren’s ‘Daily Hope‘ podcast is a favorite of 43.31% of this tribe’s members. This exceeds the index by 35.96 times.

Pastor Rick Warren of the ‘Daily Hope‘ podcast.

WEBSITES—The Spirit is Willing

The website for the Evangelical Christian magazine, Christianity Today (founded by Rev. Billy Graham in 1956), is visited regularly by 15.88% of those within this group. This percentage is 51.71 times larger than the average.

Rev. Billy Graham in the 1950s. 

PERSONALITY TRAITS —The Spirit is Willing

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.

Sympathy, as a personality trait, describes one who sincerely understands from where others are coming. The sympathetic believe in cooperation with, and respect for, others.

This tribe averages in the 81.65th percentile for exhibiting this trait.

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