StatSocial’s Digital Tribes is a new consumer segmentation model with a social psychographic twist. 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 “Whatever Happened to ‘And Crafts’? ”
Digital Tribe Summary: Whatever Happened to “And Crafts”?
This mostly urban tribe skews female, with a majority of its members being over 45-years of age.
They are united by their shared passions for graphic design, architecture, interior design, photography, illustration, painting, and fine art.
Please Note: The baseline used to calculate all of the statistics shown below is the average American online audience.
DEMOGRAPHICS — Whatever Happened to “And Crafts”?
Women are the majority here, but, at 56%, not dramatically so.
Nearly ⅓ of this tribe’s members are over 54-years of age.
Nearly 71% of this tribe earns under $50k annually, that percentage is 1.47 times greater than the U.S. average.
INFLUENCERS — Whatever Happened to “And Crafts”?
San Francisco based graffiti artist, and muralist, Estria, is a favorite of a portion of this tribe that is 61.16 times larger than what you’d find within the average U.S. audience.
INTERESTS —Whatever Happened to “And Crafts”?
Fine art — meaning, essentially, art that’s produced primarily as art, and not for practical and/or commercial reasons (although that concept has been subverted, but you can research all of that yourself) — is a passion of 75.5% of this tribe’s members. That percentage is 22.27 times greater than the baseline.
TV SHOWS —Whatever Happened to “And Crafts”?
Here we see a list populated solely by programs not revolving around this tribe’s greatest shared interests.
Instead we find an eclectic mix, ranging from ‘The Mindy Project‘ to ‘Mythbusters.’ The latter is viewed by a segment of this tribe that is 1.84 times greater than the index
PERSONALITY TRAITS —Whatever Happened to “And Crafts”?
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, self-efficacy describes one who is driven and self-assured. They are confident in their abilities to succeed at any task they choose to take on. This tribe’s members average in the 77.9th percentile for possessing this trait.
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