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StatSocial Digital Tribes — Things Are Getting Real

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 “Things Are Getting Real.

Digital Tribe Summary: Things Are Getting Real

Front Row (l-r): Jacqueline Laurita, Vicki Gunvalson, Sonja Morgan, Christopher Manzo, Kathy Wakile, Lauren Manzo, Heather Dubrow. Back Row (l-r): Joe Gorga, Richard Wakile, Ashlee Holmes.   

This mostly suburban tribe skews overwhelmingly female, with the majority of its members being solidly middle-aged.

They are united by a deep love for reality television, and most especially those shows from Bravo‘s ‘Real Housewives‘ franchise.

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

DEMOGRAPHICS —Things Are Getting Real

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 1.76 times.

 

A not statistically insignificant, but still rather slight, 12.15% here are male.

46.53% of this tribe earns between $50k and $100k a year, which is 1.16 times greater than the U.S. average.

Real Housewives‘ being real. 

INFLUENCERS — Things Are Getting Real

Jacqueline Laurita, of ‘Real Housewives of New Jersey‘ is a favorite of 52.96% of those within this tribe. This percentage exceeds the index by 84.92 times.

Cosmetologist, Jacqueline Laurita.  

TV SHOWS—Things Are Getting Real

The series that premiered as the franchise’s sixth installment, ‘Real Housewives of Beverly Hills,’ narrowly edges out the competition to be the most widely beloved with this bunch. 58.31% are fans, exceeding the baseline by 71.15 times.

The cast of season 4 of E!’sMob Wives,’ a non-‘Real Housewives’ franchise that can count as fans a segment of this tribe exceeding the baseline by 22.80 times. 

BRANDS—Things Are Getting Real

Affordable department store chain, T.J. Maxx, is a top brand for a segment of this tribe that is 5.49 times greater than the baseline.

Bethenny Frankel, of ‘Real Housewives of New York City‘ (as well as ‘The Apprentice: Martha Stewart‘) is a fave of 51.04% of this tribe’s members, which exceeds the America average by 42.70 times. In 2015, she said, regarding the unpretentious choices made for the décor of her then new Hamptons home, “Half of my house is from T.J. Maxx.”  

INTERESTS—Things Are Getting Real

The most over-indexed interests of this bunch seem to be in keeping with what you might expect to see from the various casts of ‘Real Housewives.’

For example, cosmetic surgery is an interest of 28.09% of those found here. This segment-size is 57.96 times larger than the average.

Cast members of ‘Real Housewives of New York‘ enjoy a swim. Swimming is a favorite activity of a segment here that is 3.03 times greater than the average.  

WEBSITES—Things Are Getting Real

On the above “interests” list we can see that celebrity gossip has the attention of 69.02% of those within this tribe.

The prominent placement of Page Six, TMZ, CELEBUZZ, etc., are therefore what you would expect.

Lisa Vanderpump, formerly of ‘Real Housewives of Beverly Hills,’ and a favorite influencer of 59.79% of this tribe’s members, featured in an article on the TMZ website.

PERSONALITY TRAITS —Things Are Getting Real

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.

Artistic interests, in a personality context, describes those with a keen grasp of the abstract. They seek to express themselves creatively, but also find unlikely solutions to challenges.

This tribe averages in the 66.75th percentile for exhibiting this trait.

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