StatSocial Digital Tribes —   Toughest Job You’ll Ever Love

Jun 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 “Toughest Job You’ll Ever Love.”

Digital Tribe Summary: Toughest Job You’ll Ever Love

Those who serve the public.

This tribe of suburban and rural residents skews male, and is ¾ aged 35 and up.

The bonding affinities here revolve around working in the military and the federal public sector.

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

DEMOGRAPHICS — Toughest Job You’ll Ever Love

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 1.26 times.

The segment of this tribe earning $50-$100k is nearly in keeping with the baseline. Those earning over $100k annually, however, exceed that index by over 1 ½ times.

BRANDS — Toughest Job You’ll Ever Love

Federal agencies, services, and military branches make up the entirety of the list.

Interest in the Department of Veteran Affairs, among this tribe, exceeds the baseline by 87.50 times.

INFLUENCERS — Toughest Job You’ll Ever Love

Former Speaker of the House, John Boehner, tops the list of influencers. The percentage of this tribe fond of him exceed what would be found within the average U.S. online audience by 17.75 times.

The influencer list’s sole non-politician/diplomat/ambassador, Today Show weather anchor, Al Roker.

INTERESTS — Toughest Job You’ll Ever Love

Over 60% of this tribe has an interest in the U.S. military, and environmental issues are a concern for over 30% here.

Army vs. Navy football game (West Point vs. Annapolis).

TV SHOWS — Toughest Job You’ll Ever Love

Mostly straight news shows, until you reach the 9th and 10th entries. There you’ll find news opinion programs, from opposing sides of the ideological spectrum.

Sean Hannity (host of Fox News’ ‘Hannity’) and Rachel Maddow (of MSNBC’s ‘The Rachel Maddow Show’).

WEBSITES — Toughest Job You’ll Ever Love

Interest in current events and politics are evident throughout the above, as is this tribe’s tendency to engage with outlets from across the ideological spectrum.


PERSONALITY TRAITS — Toughest Job You’ll Ever Love

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.

 This tribe averages in the 78.35th percentile for the personality trait, sympathy. It describes those who approach life with compassion and a genuine interest in understanding where others are coming from.

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