StatSocial Digital Tribes — Zacks & Codys & Bears, Oh My!

Sep 9, 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 “Zacks & Codys & Bears, Oh My!.

Digital Tribe Summary: Zacks & Codys & Bears, Oh My!

This solidly suburban tribe skews heavily female and young (between 18 and 24).

They are united by a love for popular media, and media figures. They are especially focused on former child and/or teen stars whose careers are still going strong into adulthood.

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

DEMOGRAPHICS — Zacks & Codys & Bears, Oh My!

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 1.53 times.


As stated above, this is a young tribe, with 79.28% of its members being between 18 and 24-years of age. This exceeds the index by 1.59 times.

This tribe is also heavily female, with men accounting for less than a quarter of those here.

Those earning under $50k a year are present to a degree exceeding the U.S. average by 1.59 times.

Ariana Grande and, one of this tribe’s most over-indexed influencers, Troye Sivan. Ariana is a favorite artist with 24.42% of this tribes members, which is 3.33 times greater than the U.S. average.   

INFLUENCERS —Zacks & Codys & Bears, Oh My!

(For those out of the loop: Dylan and Cole Sprouse are identical twins who, among other things, played the characters Zack and Cody in a few ’00s / early-’10’s Disney Channel sitcoms.)

The percentage of this tribe’s members who stan Dylan Sprouse over-indexes to the greatest degree, exceeding the U.S. average by 18.52 times.

Being featured as Jughead Jones in The CW‘s “dark Archie” drama, ‘Riverdale‘ does comes with its perks. 41.35% of this tribe’s members love Cole Sprouse, as opposed to the 31.48% who adore Dylan.

Taylor Swift and Lorde. As noted above, the latter is a favorite of 15.69% of this tribe’s members, exceeding the index by 10.51 times. 21.4% of this tribe’s members love Taylor, which is 1.77 times greater than the average. 

TV SHOWS —Zacks & Codys & Bears, Oh My!

American Horror Story,’ ‘Orange is the New Black,’ ‘The Office,’ and ‘Parks & Recreation‘ each appeal to at least 10% of those found here.

But, to circle back to the whole ‘Zacks and Codys‘ matter, ‘Riverdale‘ appeals to a segment of this tribe that is 8.99 times larger than the baseline.

Netflix‘s ‘Stranger Things‘ is a favorite show of a segment of this tribe that is 10.26 times greater than the U.S. average.  

INTERESTS —Zacks & Codys & Bears, Oh My!

The above array of interests are diverse, yet fairly easy to imagine capturing the imaginations of the same young adults.

Nearly 18% of this tribe loves dogs, and who can blame them? This percentage is 3.15 times greater than the index.

The Broadway smash, ‘Hamilton,’ is is one of the most over-indexed of this tribe’s favorite brands (as you’ll see below). It is also a piece of musical theater, which is an interest of a segment of this tribe exceeding the average by 5.40 times.  

YOUTUBE CHANNELS—Zacks & Codys & Bears, Oh My!

While she’s currently in the midst of an indefinite leave-of-absence from the internet, Jenna Marbles’ YouTube channel remains a favorite for 19.86% of this tribe’s members. This is 8.38 times larger than the baseline.

YouTube music critic, Anthony Fantano, the self-proclaimed “Internet’s Busiest Music Nerd,” is a favorite creator with a segment of this tribe that is 18.34 times larger than the U.S. average.

BRANDS —Zacks & Codys & Bears, Oh My!

ColourPop Cosmetics is a favorite brand for a segment here that exceeds the index 11.46 times. Rihanna’s FENTY Beauty appeals to a segment that exceeds the baseline by 10.95 times.

Harry Styles, a top influencer for 18.56% of this tribe’s members, is seen here dressed as one of ‘Star Wars” stormtroopers for Halloween. ‘Star Wars‘ is a top brand for a segment of this tribe that is 3.03 times greater than the baseline. 

WEBSITES —Zacks & Codys & Bears, Oh My!

17.94% of this bunch visits BuzzFeed regularly, and this percentage exceeds the U.S. average by 5.45 times.

PERSONALITY TRAITS —Zacks & Codys & Bears, Oh My!

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.

Anger, as a personality trait, does not necessarily describe one who is irrational or out of control. It describes one who is fiery and passionate, and willing to defend the people and beliefs that mean most to them.

This tribe averages in the 82.35th percentile for exhibiting this trait.

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