StatSocial Digital Tribes — Syncopate That 808
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 “Syncopate That 808.”
Digital Tribe Summary: Syncopate That 808
A bit outside of the city, somewhere in the ‘burbs, resides this mostly young, ⅗ male tribe of southerners.
A profound love of hip hop bonds this group. Particularly artists of the southern variety. A love of trap is especially evident.
Digging deeper into the data, media outlets (newspapers, radio, TV), from Atlanta, Charlotte, Raleigh, Houston, Dallas, etc., are abundantly evident.
Please Note: The baseline used to calculate all of the statistics shown below is the average American online audience.
DEMOGRAPHICS — Syncopate That 808
Confidently more male than female, but not overwhelmingly so. Women are in this tribe.
A bit over 42% here are between ages 18 and 24, with nearly 73% being between 18 and 24.
Nearly 72% earn under $50k annually.
INFLUENCERS — Syncopate That 808
All influencers here are hip hop performers. One is a DJ/producer, the rest rappers (with some of those MCs being producers, label heads, etc., as well).
Nearly all are southern, with seven being associated with Atlanta directly. The majority are, or were, associated with the genre of hip hop called trap.
BRANDS — Syncopate That 808
A love of sports, of sneakers, and of course, of hip hop are all evident in the above list.
Foot Locker and 2K Sports (producers of the widely loved ‘NBA 2K’ series of games) top things off. But we also see Atlanta’s football Falcons, and basketball Hawks, Houston’s Texans and more.
TV SHOWS —Syncopate That 808
Nearly 9% of this tribe are fans of VH1’s reality TV franchise, ‘Love & Hip Hop.’
Fans of ‘L&HH’ are in this tribe to a degree to exceeds their occurrence within the average U.S. audience by 13.54 times.
INTERESTS — Syncopate That 808
Those with an interest in astrology can be found here to a degree that exceeds our baseline by over four times.
A bit over ⅕ of this tribe displays an interest in the many practical uses of the cannabis plant.
Arguably most surprising is the rather evident love of board games and puzzles. That love is shared among a percentage of this tribe exceeding the average U.S. online audience by 3.14 times.
WEBSITES — Syncopate That 808
DatPiff is a vital online resource for all hardcore hip hop fans. It makes available, for free download, a dizzying array of mixtapes, from both established and up and coming rappers, DJs, and producers.
It finds fans here to a degree surpassing the baseline by 44.61 times.
Five of the sites here directly relate to hip hop, and three others largely do.
PERSONALITY TRAITS — Syncopate That 808
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 constant stimulation, novelty, and surprise. As consumers, they are far more likely to try not only new brands, but new types of products altogether.
This group averages in the 75.6th percentile for this trait.
NEEDS — Syncopate That 808
Needs is the dimension considered when seeking to determine which aspects of a product or service will resonate with which consumers.The IBM Watson™ Personality Insights® Needs model encompasses 12 characteristic sub-categories (challenge, closeness, curiosity, excitement, harmony, ideal, liberty, love, practicality, self-expression, stability, and structure).
Ideal, as a Need, describes something akin to idealism. It is the strong desire for all in one’s life to be as hoped and planned for, and for a product to live up to expectations.
Curiosity is a natural extension of Excitement-seeking. If there’s a hill to climb or even a corner to round, those for whom Curiosity is a need are going to see what might be on the other side.
VALUES —Syncopate That 808
Values is the dimension in IBM Watson™ Personality Insights’ analysis of our data that reveals a consumer’s beliefs and motives, granting insights into why certain choices are made.
The IBM Watson™ Personality Insights® Values model encompasses five characteristic sub-categories (Conservation, Hedonism, Openness to Change, Self-enhancement, Self-transcendence).
A theme is detectable throughout this personality section, and it says that this tribe grows restless easily, and is always up for the next new thing. They are receptive, interested, open, and eager.
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