StatSocial Digital Tribes  —   No Apples in this Orchard

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 “No Apples in this Orchard.”

Digital Tribe Summary: No Apples in this Orchard

This tribe skews a bit male, and its members are largely aged 35 and up, and living in the suburbs.

What unites them is their interest in computers, and especially laptops and mobile devices that run on Windows, Linux, and/or Android operating systems. In other words, they are techies who are not fans of Apple products.

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

DEMOGRAPHICS — No Apples in this Orchard

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 1.19 times.


Of immediate note, over ¼ of this tribe is aged 54 and up. That segment-size exceeds what would be found within the average U.S. audience by 2.09 times.

INTERESTS — No Apples in this Orchard

Above are all concerns we’d expect to see occupying the minds of tech-heads and IT sorts. Over 23% here are interested in Microsoft’s Windows family of operating systems.

Web search leader, Google’s, Mountain View, California campus, the Googleplex.

INFLUENCERS — No Apples in this Orchard

A number of major tech-biz leaders — founders and CEOs, etc. — reside upon this list.

26-year old Marques Brownlee, tech-reviewing YouTube sensation, is a favorite of a segment of this tribe 6.56 times larger than the U.S. average.

Elon Musk and Marques Brownlee.

YOUTUBE CHANNELS — No Apples in this Orchard

Linus Tech Tips, the flagship channel of Linus Sebastian — the Canadian creator of a whole family of YouTube tech channels — finds loyal viewers here to a degree exceeding the index by 3.59 times.

Unbox Therapy’s Lewis Hilsenteger, brandishing the Samsung Fold.

WEBSITES — No Apples in this Orchard

This tribe’s most highly indexed interest is web search, and the most over-indexed site here is the Microsoft owned search engine, Bing. Users can be found here to a degree 18.88 times larger than the average.

That said, Google is still a favorite of 32.27% of this tribe.

Logo for second most over-indexed site, Android Authority.

PERSONALITY TRAITS — No Apples in this Orchard

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.

Cautiousness, a trait for which this tribe averages in the 65.5th percentile, describes a consumer who does not make purchases impulsively. They do their research and weigh their options.

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