StatSocial Digital Tribes — Tyler Perry’s Empires & Scandals

Sep 10, 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 “Tyler Perry’s Empires & Scandals.

Digital Tribe Summary: Tyler Perry’s Empires & Scandals

Front Row (l-r): Taraji P. Henson, Kerry Washington, Maxwell, Anita Baker, Jada Pinkett Smith. Second Row (l-r): Sherry Shepherd, Tisha Campbell Martin. Back Row (l-r): Cedric The Entertainer, Roland S. Martin, Steve Harvey. 

This tribe lives in the city and nearby suburbs, is comfortably over ⅔ female, and heavily skews older (ages 35 and up). 

They are united in their love for American popular media (music, comedy, TV, and film) created by, and/or otherwise featuring the work of, Black artists.

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

DEMOGRAPHICS —Tyler Perry’s Empires & Scandals

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 1.35 times.


80.46% of this tribe is over 35-years of age, with the segment between ages 45 and 54 exceeding the index by 1.79 times.

50.78% earns under $50k a year, a percentage that is 1.10 times greater than the index.


INFLUENCERS — Tyler Perry’s Empires & Scandals

Kerry Washington, an actress likely best-known for her six years starring on the ABC drama, ‘Scandal,’ is a favorite of 34.67% of this tribe’s members. This percentage is 17.67 times larger than the U.S. average.

Actress Taraji P. Henson is a top influencer with 50.4% of those found here, a segment-size that surpasses the index by 18.59 times.   

TV SHOWS—Tyler Perry’s Empires & Scandals

ABC‘s ‘Black-ish‘ is a favorite program of 33.12% of this tribe’s members. This exceeds the baseline by 36.25 times.


MOVIES—Tyler Perry’s Empires & Scandals

As this is a tribe defined by their shared tastes and preferences in popular media, it seemed we’d be remiss to not include this here (and subsequently reference it in our name for this tribe).

Tyler Perry’s Madea films can count 89.71% of this tribe’s members as fans. This exceeds the index by 38.36 times.

BRANDS—Tyler Perry’s Empires & Scandals

The NBA is a favorite brand of 20.9% of this tribe, a percentage that is 3.43 times larger than the average.

Official NBA merchandise, as featured in a 1988 Sears catalog. 

WEBSITES—Tyler Perry’s Empires & Scandals

MadameNoire — the 10-year old online publication geared toward the lifestyles of African American women, as well as reporting on Black American popular culture — is a favorite of a segment of this tribe exceeding the index by 37.68 times.

Content aggregating blog, WorldStarHipHop — which features music videos, viral clips, unusual articles from throughout the web, memes, and more — counts as fans a segment of this tribe that is 4.44 times larger than the baseline. 

MUSICAL GROUPS—Tyler Perry’s Empires & Scandals

An interesting mix of all decades from the 60s to 90s are represented above.

A group most closely associated with the ’60s and ’70s, Gladys Knight & The Pips, are a favorite of 31.35% of those within this tribe. The exceeds the index by a very significant 122.71 times.

Gladys Knight & The Pips

PERSONALITY TRAITS —Tyler Perry’s Empires & Scandals

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, gregariousness describes one who thrives on social interactions, even bringing an optimism to encounters with strangers; choosing to believe each one, potentially, “a friend they haven’t met yet.” They are also not intimidated by crowds, instead finding them stimulating.

This tribe averages in the 66.25th percentile when it comes to exhibiting this trait.

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