StatSocial Digital Tribes — Country Sunday Warriors

StatSocial’s Digital Tribes is a new consumer segmentation model with a social psychographic twist. 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 “Country Sunday Warriors.”

Digital Tribe Summary: Country Sunday Warriors

This is a predominantly rural, mostly male tribe.

Their greatest shared love is American football.

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

DEMOGRAPHICS — Country Sunday Warriors

EXPLANATION: The blue bar reports the percentage of the Country Sunday Warriors tribe that is male or female. The index score reports, at-a-glance, the degree to which this percentage is in keeping with, falls short of, or exceeds the baseline (in this case, the average U.S. online audience). Under-indexed numbers are in red, and over-indexed in green. The male portion of this tribe exceeds what would be found within the Average U.S. audience by 1.70 times.

EXPLANATION: The blue bar reports the percentage of the Country Sunday Warriors tribe earning within the bracket indicated in the left hand column. The grey bar shares the baseline, which here is the average American online audience (also signified by the dotted vertical line). The index score reports, at-a-glance, the degree to which this percentage is in keeping with, falls short of, or exceeds the baseline. In this case, the percentage of this tribe earning under $50k a year is larger than what you’d find within the average U.S. online audience by a slight 1.08 times.

While over 46% of this tribe is 34-years of age, or younger, it is the segments from ages 35-on-up that are over-indexed.

Those between ages 45 and 54 can be found here to a degree that exceeds the baseline by 1 ⅕ times.

INFLUENCERS — Country Sunday Warriors

Hall of Famer, and legendary 49-ers wide receiver, Jerry Rice, is a favorite of over 17% of this tribe. That percentage exceeds the baseline by 70.80 times.

Not (Quite) Ready for Prime Time Player: “Neon” Deion Sanders, a favorite of over 25% of this tribe’s members, in the 80s, during his days as a two-time All-American corner back for FSU.

BRANDS — Country Sunday Warriors

Over 32% of this tribe are fans of “America’s Team” (no matter what the majority of Americans may have to say on the matter), the Dallas Cowboys.

Cowboys fans dwell within this tribe to a degree that surpasses the average American online audience by 33 ½ times.

From a late-70s Sears catalog. An early flexing of the brand power behind the NFL’s squads.

INTERESTS — Country Sunday Warriors

Fantasy sports, a hobby in which fans of all kinds of sports participate, is most commonly associated with good ol’ gridiron football. But, whatever the sport, fans of a fantasy version of it can be found here to a degree over-indexing the baseline by 15.31 times.

Speaking of “gridiron,” an unsurprising nearly 99% of this tribe are fans of the sport (if you hadn’t already guessed).

Deion Sanders trading card from his time as a Major League Baseball player. America’s pastime finds fans within this tribe to a degree exceeding the baseline by 7.62 times. Notable, as our baseline is the average American online audience.

TV SHOWS — Country Sunday Warriors

There’s a nice spectrum represented here. Primarily, there are sports shows, and there are entertainment shows. But bridging the two is ‘WWE Smackdown!,’ providing for viewers the finest in sports entertainment.

All three kinds of television programs: Sports, sports entertainment, and entertainment.

WEBSITES — Country Sunday Warriors

This tribe has got sports on the brain something fierce.

Still, the website of what may be sports’ safest TV home, ESPN.com, counts over 64% of this tribe as loyal visitors. That percentage exceeds the baseline by 7.46 times.

PERSONALITY TRAITS — Country Sunday Warriors

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.

While, as a personality trait, excitement-seeking could describe daredevils and those whose greatest thrills come from risking life and limb, a number of others are also included.

Those who easily tire of routine, and are constantly seeking not just mere novelty, but new challenges, of all sorts, would be found to display this trait.

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