StatSocial Digital Tribes — Música de América Latina

Jul 1, 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 “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

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 1.24 times.

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.

Originating from Mexico, Grammy Award-winning rock band, Zoé.

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.

Puerto Rican performer, singer, and songwriter, Tito El Bambino.

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.

Venezuelan disco, funk, acid jazz, Afro Cuban combo, Los Amigos Invisibles. Their fans dwell within this tribe to a degree that is 11.02 times greater than the average. 

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.

Louisiana-based, Latin Pop sister duo, Ha*Ash.

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.

Where the MTA met Latin music: Tucked away in the labyrinthine bowels of Times Square’s massive subway station, was the Latin music focused, Record Mart. From the time it first opened in 1958, at the height of the Mambo craze, right up until its final days in 2020, it catered nearly exclusively to the Latin music fan.

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.

Colombian Hip Hop trio, ChocQuibTown, brandishing their Grammy gold, at the 2015 ‘Latin Grammy Awards.’ 

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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