StatSocial Digital Tribes — Univision Collision

Jul 13, 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 “Univision Collision.

Digital Tribe Summary: Univision Collision

This tribe of city-folk skews female, and decidedly older (ages 35 and up).

Their common loves involve Spanish-language television, particularly those programs broadcast on American network, Univision.

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

DEMOGRAPHICS — Univision Collision

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 1.29 times.

Women are the clear majority here, but at 35%, men do have their say.

Nearly 60% of this tribe earns under $50k annually, An additional 34.67% earns between $50k and $100k.

INFLUENCERS — Univision Collision

Mexcian-American actress, Angélica Vale, is a favorite of over 24% of this tribe’s members. That percentage exceeds the index by 60.96 times.

Chiquinquirá Delgado.

TV SHOWS —Univision Collision

Programming either produced by, or at the very least shown in America on, Univision, dominates the list.

The cult-favorite soap opera, ‘La Rosa De Guadalupe,’ finds favor here to a degree 44.58 times greater than the U.S. average.

‘¡Despierta América!.’  

INTERESTS —Univision Collision

12.44% of this tribe’s members are fans of boxing, and that percentage exceeds the baseline by 2 ½ times.

Univision‘s 2017 Female Athlete of the Year, world champion boxer, Amanda Serrano

YOUTUBE CHANNELS—Univision Collision

The 8 million subscriber PelucheEn ElEstuche, the channel of comedian and wrestler (?), Escorpión Dorado, finds favor here to a degree 8.55 times greater than the average.

Ryan Hoffman Badui of the Rayito YouTube channel. A favorite with a segment of this tribe that is 5.43 times larger than the U.S. average. 

BRANDS —Univision Collision

Mexico-based airline, Volaris, receives love from a segment of this tribe 12.58 times larger than the baseline.

Volaris Airlines

WEBSITES —Univision Collision

Over 28% of this tribe’s members regularly engage with Univision‘s online presence, and that percentage is 57.67 times greater than the index.

PERSONALITY TRAITS—Univision Collision

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.

Imagination, as a personality trait, describes those who bore easily. For them, fantasy is not a mere escape, but the doorway to their rich inner-lives. This tribe averages in the 79.4th percentile for exhibiting this trait.

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