StatSocial Digital Tribes  —  Basketball Jones

Jun 25, 2020 | Audience Intelligence

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 “Basketball Jones.”

Digital Tribe Summary: Basketball Jones

Don’t ask what this is, just imagine how psyched you’d be were you there to witness it.

This is a tribe of mostly male city-folk,ranging in age from older-millennials-to-younger-Gen-X-ers.

Their love of basketball is boundless, but it’s bonding. These folks are connected by a strong affinity for all things basketball (players, teams, sports media).

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

DEMOGRAPHICS — Basketball Jones

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 1.49 times.

While decidedly skewing younger, the age breakdown of this tribe is, largely, very close to the baseline.

I took that basketball everywhere I went. That basketball was like a basketball to me.” The 1973, top 15 Cheech & Chong single from which this tribe got its name.

INFLUENCERS — Basketball Jones

The entire top 10 is basketball players, but of course. Despite the tribe’s younger skew, they show a preference for slightly older players. Some still active and in their prime, and most in their 30s and 40s.

Master scorer Jamal Crawford can count his fans within this tribe to a degree exceeding what would be found within the average U.S. online audience by 71.51 times.

The number one and number two influencers, Jamal Crawford and Tyson Chandler.

BRANDS — Basketball Jones

As though any doubt lingered, this list of favorite brands says more than we could. They love the NBA, and they love the league’s many teams. One unique finding is that many basketball fans display affinities for more than just one NBA team.

G-Wiz and Grizz! The two most powerful mascots in the NBA. One is a wizard, the other’s a super bear. They respectively work for the Washington Wizards and the Memphis Grizzlies.

TV SHOWS — Basketball Jones

After a large number of hours consuming sports-related TV, this tribe does like to take a load off and put on ‘Conan.’

INTERESTS — Basketball Jones

A whopping 96% of this tribe displays an affinity not only for certain teams and players, but for the very idea of basketball itself.

These are sports stans, across-the-board: 44.77% love baseball, 75.36% love football, but basketball wins the day handily. The other insights included here have already made that point, but there’s no harm in hammering it home.

WEBSITES — Basketball Jones

The Derek Jeter founded, The Player’s Tribune — a platform for pro athletes to speak their minds, and get their writing published — tops our list here.

It finds admirers among this tribe to a degree exceeding the baseline by 20.43 times.


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.

Excitement-seeking, as a personality trait, describes a need for stimulation, novelty, and surprise. As consumers, those exhibiting this trait are far more likely to try not only new brands, but new types of products.

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