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.
High Cultural Engagement
Audience Answers Benchmark:
10% of Active Audiences
5% of UK Population
Core Characteristics of Metroculturals
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.