StatSocial Digital Tribes — Who Shot J.R.?

Aug 21, 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 “Who Shot J.R.?.

Digital Tribe Summary: Who Shot J.R.?

From the opening of CBS‘ mega-hit, 1970s / 1980s prime-time soap, ‘Dallas.’

This largely rural tribe skews male and working-to-middle-class, with the ages of its members evenly running the gamut.

They are united in their love for Dallas, Texas, and more specifically the professional sports teams and media of the Dallas – Fort Worth area.

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


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 1.30 times.


Women make up what is ⅓ of this tribe.

Income-wise, each bracket is represented in quantities very close to the baseline. This is also largely true of the age breakdown, but those ages 45 to 54 are present to a degree that is 1.26 times greater than the index, and those between ages 25 and 34 are under-indexed by 0.22 times.

In 1980, 83 million Americans tuned in to find out just which character from the enormously popular prime-time soap, ‘Dallas,’ shot the show’s “man you love to hate”; the villainous J.R. Ewing.


Football Hall of Famer, and former Dallas Cowboys running back, Emmitt Smith, is a top influencer with 23.65% of this tribe. This is 37.06 times greater than the U.S. average.

Football Hall of Fame, Cowboys running back, Tony Dorsett, one of only two NFL players to ever rush for a 99 yard touchdown, is a top influencer for 5.13% of this tribe’s members. This percentage exceeds the index by 53.70 times.  


The Dallas – Fort Worth area’s CBS affiliate, KTVT, is a top TV station with 10.33% of those within this tribe. This percentage is 71.11 times greater than the index.

Sports reporter Dale Hansen (best known for viral clips of his “woke” takes on sports matters involving race, sexuality, and gender identity), of Dallas-Fort Worth‘s ABC affiliate, WFAA. The station is a favorite of 21.65% of this tribe’s members. This segment is 70.19 times greater than what you’d find within the average American audience. 


Free print and online arts, music, culture, and restaurants publication, ‘Dallas Observer,’ is a top title with 24.23% of those here. This exceeds the baseline by a rather spectacular 134.45 times.

Cowboys QBs gracing the cover of Sports Illustrated over the decades (l-r): Don Meredith in 1968, Roger Staubach in 1978, Tony Romo in 2013. Sports Illustrated is read by a segment of this tribe that is 3.30 times larger than the baseline. 


Cast aside your prejudices, as 13.91% of this tribe’s members love professional hockey, as opposed to the 2.35% loving rodeo.

The Dallas Cowboys Cheerleaders, a national phenomenon in the 1970s, appearing on a 1978, Osmond Brothers, prime-time TV variety special.  

BRANDS —Who Shot J.R.?

Beloved San Antonio-headquartered fast food chain, Whataburger, is a top brand for 10.37% of this tribe’s members, a percentage exceeding the average by 9.52 times the index.

The NHL‘s Dallas Stars celebrate their 1999 Stanley Cup victory. 

WEBSITES —Who Shot J.R.?

Moving their attentions to one of Texas’ other great cities, a segment of this tribe that is 3.43 times greater than the baseline, routinely visits the online home of Houston Chronicle.

The non-profit, civic-politics-centered, The Texas Tribune, is a favorite website of a segment of this tribe that is 12.71 times larger than the U.S. average.


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.

Altruism, as a personality trait, describes those who find putting the needs of others before their own to be its own reward. This tribe’s members average in the 74.8th percentile for possessing this trait.

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