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 “Música de América Latina.”
Digital Tribe Summary: Música de América Latina
This tribe is mostly urban and skews a bit female, with the majority ranging in age from mid-20s-to-mid-40s.
Their bonding affinities revolve around Latin American popular music, of many genres and eras, and Spanish language media in general.
Please Note: The baseline used to calculate all of the statistics shown below is the average American online audience.
DEMOGRAPHICS — Música de América Latina
With their segment accounting for nearly 28% of this tribe, those aged 25 to 34 are the most present age bracket here. Compared to the baseline, however, those aged 45 to 54 are present to a degree that is 1.33 times greater than the baseline.
INFLUENCERS — Música de América Latina
This list of influencers originate from all over this hemisphere. From New York City to San Juan, from Mexico City to Miami.
Daddy Yankee, the “King of Reggaetón” — a Latin, Caribbean, Hip Hop styled music that was insanely popular in the late-90s/early-00s — is a favorite of 22.27% of this tribe. That percentage surpasses the U.S. average by 18.74.
Musical Groups — Música de América Latina
Louisiana born Latin pop duo, Ha*Ash (consisting of sisters, Hannah and Ashley Pérez), appeals to a segment of this tribe that is 5.68 times greater than the baseline.
INTERESTS — Música de América Latina
Reggaetón is an explicit interest of a segment of this tribe that is 2.41 times larger than what you’d find within the average U.S. audience.
As for additional interests, over 30% of this tribe have an interest in fashion, and over 33% are general fans of Hip Hop.
BRANDS — Música de América Latina
New York City has long been one of the world’s capitals of Latin music, most profoundly being the birthplace of Salsa.
The Big Apple’s presence is felt via such favorite brands on this list as Duane Reade — a mostly regional, Walgreens-owned, pharmacy chain — and the New York Yankees. Its influence is especially evident via the prominent appearance of the MTA — the corporation that handles New York City’s mass transit — as this tribe’s most highly over-indexed brand.
TV SHOWS — Música de América Latina
News programs (including those reporting on entertainment and sports), find a lot of favor here.
But the specific love of music again surfaces in the form of the ‘Latin Grammys,’ and the ‘Latin Billboard Awards.’ Each awards show finds favor here to degrees exceeding the average by 17.12 times and 19.24 times respectively.
WEBSITES — Música de América Latina
Spanish language news sites over-index most prominently with this tribe, as do social media sites.
The segment of this tribe that frequently visits and watches YouTube exceeds the U.S. average by nearly 1 ½ times.
PERSONALITY TRAITS — Música de América Latina
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.
Liberalism, in this context, describes something along the lines of its non-political meaning. Those who exhibit this trait place a high premium on their own autonomy and freedoms.
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