Metroculturals
Prosperous, liberal, highly-educated urbanites, passionately interested in a very wide cultural spectrum, concentrated in large metropolitan areas, particularly London.
In this section
Metroculturals choose a city lifestyle for the broad cultural opportunity it affords. They are therefore interested in a very wide spectrum of activity, but many tend towards their own preferred artform or style. Although active museum attenders, they engage more with the performing arts, and many on a weekly basis. Working in demanding but rewarding professions, they are highly educated and have a wide variety of other interests from food and travel to current affairs and architecture.
Key statistics
Activity Level:
High Cultural Engagement
Spectrum Ranking:
1/ 10
Audience Answers Benchmark:
10% of Active Audiences
Population Prevalence:
5% of UK Population
Core Characteristics of Metroculturals
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Profiles
An active, educated, prosperous, ethnically diverse and liberal-minded group who choose the urban lifestyle specifically for the broad range of cultural opportunities it offers.
Read more about Profiles
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Attitudes
Time is more important than money for this busy, cultured and creative group, who are happy to pay for premium experiences and support the arts as a worthy cause.
Read more about Attitudes
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Sectors
Though primarily Performing Arts leaning, this group is also drawn to Museums, Heritage sites and Festivals and is the most open to new and innovative creative work.
Read more about Sectors
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Places
This group is overwhelmingly located in prosperous city centres, especially London, and engages with the concept of 'community' on a societal, rather than local, level.
Read more about Places
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Digital Activities
As early adopters, this group is confident with both in-situ digital art and engaging with arts online, and are likely to have done so even more during the pandemic years.
Read more about Digital Activities
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Communications
This trend-setting group likes to feel on the cutting edge of culture and responds best to well-targeted e-comms that acknowledge their broad and refined tastes.
Read more about Communications
Metroculturals Further Segmented
While all Metroculturals broadly share these core characteristics, closer examination reveals two key subsegments who differ in life stage and style. If your target audience or local area is heavy on Metroculturals, understanding their variety can help with programming, marketing and outreach.
Metroculturals | M1
M1
Older, established and high-spending professional elites.
Find out more about M1Metroculturals | M2
M2
Younger, mobile and emerging metropolitan professionals.
Find out more about M2
