StatSocial Digital Tribes —Whatever Happened to “And Crafts”?

Jul 31, 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 “Whatever Happened to ‘And Crafts’?

Digital Tribe Summary: Whatever Happened to “And Crafts”?

An artist in his studio. 

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”?

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 1.16 times.


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.

The legendary Frank Gehry designed cafeteria at Condé Nast‘s former 4 Times Square headquarters. . 

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.

Highly influential conceptual artist and musician, Yoko Ono, in 1968. 10.64% of this group are fans, that percentage is very nearly 11 times larger than the baseline. 

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.

Web clip art

WEBSITES —Whatever Happened to “And Crafts”?

Design and culture publication, Print, which ceased production of its physical edition in 2017, opting to solely exist online, is a favorite of nearly 8% of this tribe’s members. That percentage surpasses the index by 29.26 times.

Millennial Nostalgia: The old homepage for Deviantart, a social media site ostensibly created for artists, designers, photographers, etc., to display their work, and interact with one another. The site is a favorite of 6.67% of this tribe’s members. 

PRINT MEDIA —Whatever Happened to “And Crafts”?

Design mags, art mags, and titles known for their photos are all quite prominent here.

But it is the “paper of record,” “the old grey lady,” by which we mean The New York Times (a publication, of course, with a robust arts section), which is read by 29% of this tribe’s members. That percentage is 3.17 times larger than the baseline.

The cover of the January/February 2014 issue of Frieze magazine, a publication read by a segment of this tribe that is 20.49 times larger than the baseline. 

BRANDS —Whatever Happened to “And Crafts”?

Many fine museums populate this list.

New York City’s Guggenheim Museum — forever as celebrated for its stunning Frank Lloyd Wright design, as for any of the artworks contained within — is a favorite of 31.75% of this tribe’s members. That percentage exceeds the index by 53.91 times.

Beautiful from every angle. A downward view of Frank Lloyd Wright‘s breathtaking interior design of New York’s Guggenheim Museum

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

Judy Woodruff, managing editor and anchor of ‘PBS News Hour,‘ which is faithfully viewed by a segment of this tribe that is 20.39 times larger than the average.    

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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