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320										<div class="col-lg-4 mb-4">
321
322						<h1 class="text-dark mb-4">Metroculturals
323						</h1>
324						<div class="font-italic h3 text-muted">
325
326  Prosperous, liberal, highly-educated urbanites, passionately interested in a very wide cultural spectrum, concentrated in large metropolitan areas, particularly London.
327
328						</div>
329
330						<h4 class="small text-uppercase letter-spaced font-weight-normal pt-5 mb-3">In this section</h4>
331
332<ol class="smallish pl-0">
333
334									<li class="mb-2"> 
335				<a href="?tab=profiles" class="text-decoration-none ">
336				
337				Profiles
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339								</a>
340			</li>
341							<li class="mb-2"> 
342				<a href="?tab=attitudes" class="text-decoration-none ">
343				
344				Attitudes
345
346								</a>
347			</li>
348							<li class="mb-2"> 
349				<a href="?tab=sectors" class="text-decoration-none ">
350				
351				Sectors
352
353								</a>
354			</li>
355							<li class="mb-2"> 
356				<a href="?tab=places" class="text-decoration-none ">
357				
358				Places
359
360								</a>
361			</li>
362							<li class="mb-2"> 
363				<a href="?tab=digital_activities" class="text-decoration-none ">
364				
365				Digital Activities
366
367								</a>
368			</li>
369							<li class="mb-2"> 
370				<a href="?tab=communications" class="text-decoration-none ">
371				
372				Communications
373
374								</a>
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377				<a href="?tab=subsegments" class="text-decoration-none ">
378				
379				Subsegments
380
381															M1
382						 & 											M2
383																			</a>
384			</li>
385	
386
387</ol>
388
389					</div>
390
391										<div class="col-12 col-lg-7 mb-4 offset-lg-1 typography">
392						<div class="lead">
393							
394
395  <p>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.</p>
396
397
398						</div>
399																			<a href="/sites/default/files/guides/metroculturals.pdf" class="block-arrow-link mt-4">Download our new
400								<b>Motivation Guide</b>
401								<span class="badge badge-brand ml-2 align-middle">PDF</span>
402							</a>
403											</div>
404					<!--  Right Column  -->
405
406				</div>
407				<!-- row-->
408
409			</div>
410
411			
412										<img src="/sites/default/files/2024-03/metroculturals-hero.png" alt="" class="img-fluid mb-8">
413									<div class="container-lg pb-3">
414				<div class="row">
415					<div class="col-lg-4 mb-4">
416
417						<h2 class="small letter-spaced text-uppercase">Key statistics</h2>
418
419						<hr class="my-4">
420
421						<h3 class="h6 mb-3 font-italic text-muted">Activity Level:</h3>
422						<p class="bg-as-higher p-3 rounded d-inline-block mb-1">
423							<span class="color-yiq font-weight-bold">
424																	Higher
425								 Cultural Engagement
426							</span>
427						</p>
428						<hr class="my-4">
429
430						<h3 class="h6 mb-3 font-italic text-muted">Spectrum Ranking:</h3>
431						<p class="smallish">
432							<span class="h1">1</span>/ 10</p>
433
434						<hr class="my-4">
435
436						<h3 class="h6 mb-3 font-italic text-muted">Audience Answers Benchmark:</h3>
437						<p class="smallish">
438							<span class="h1">10</span>
439							<span class="h3">%</span>
440							of Active Audiences</p>
441
442						<hr class="my-4">
443
444						<h3 class="h6 mb-3 font-italic text-muted">Population Prevalence:</h3>
445						<p class="smallish">
446							<span class="h1">5</span>
447							<span class="h3">%</span>
448							of UK Population</p>
449						<hr class="my-4">
450
451					</div>
452					<!-- left column -->
453
454
455										<div class="col-12 col-lg-7 mb-4 offset-lg-1">
456						<h2 class="small letter-spaced text-uppercase">Core Characteristics of
457							Metroculturals
458						</h2>
459						<ul class="link-list link-list-block link-list-light">
460
461
462							
463																	<li>
464	<a href="?tab=profiles">
465		<h3 class="h4 font-weight-bold mb-3">Profiles</h3>
466		<p class="font-weight-normal text-decoration-none">
467
468  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.
469</p>
470		<p class="arrow-link mb-0 text-primary font-weight-bold">Read more about
471			Profiles</p>
472	</a>
473</li>
474
475															
476																	<li>
477	<a href="?tab=attitudes">
478		<h3 class="h4 font-weight-bold mb-3">Attitudes</h3>
479		<p class="font-weight-normal text-decoration-none">
480
481  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.
482</p>
483		<p class="arrow-link mb-0 text-primary font-weight-bold">Read more about
484			Attitudes</p>
485	</a>
486</li>
487
488															
489																	<li>
490	<a href="?tab=sectors">
491		<h3 class="h4 font-weight-bold mb-3">Sectors</h3>
492		<p class="font-weight-normal text-decoration-none">
493
494  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.
495</p>
496		<p class="arrow-link mb-0 text-primary font-weight-bold">Read more about
497			Sectors</p>
498	</a>
499</li>
500
501															
502																	<li>
503	<a href="?tab=places">
504		<h3 class="h4 font-weight-bold mb-3">Places</h3>
505		<p class="font-weight-normal text-decoration-none">
506
507  This group is overwhelmingly located in prosperous city centres, especially London, and engages with the concept of &#039;community&#039; on a societal, rather than local, level.
508</p>
509		<p class="arrow-link mb-0 text-primary font-weight-bold">Read more about
510			Places</p>
511	</a>
512</li>
513
514															
515																	<li>
516	<a href="?tab=digital_activities">
517		<h3 class="h4 font-weight-bold mb-3">Digital Activities</h3>
518		<p class="font-weight-normal text-decoration-none">
519
520  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.
521</p>
522		<p class="arrow-link mb-0 text-primary font-weight-bold">Read more about
523			Digital Activities</p>
524	</a>
525</li>
526
527															
528																	<li>
529	<a href="?tab=communications">
530		<h3 class="h4 font-weight-bold mb-3">Communications</h3>
531		<p class="font-weight-normal text-decoration-none">
532
533  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.
534</p>
535		<p class="arrow-link mb-0 text-primary font-weight-bold">Read more about
536			Communications</p>
537	</a>
538</li>
539
540															
541															
542						</ul>
543					</div>
544				</div>
545				<hr>
546								<div class="row mt-6">
547					<div class="col-lg-4">
548						<span class="badge badge-highlight align-middle">New</span>
549						<h2>Metroculturals
550							Further Segmented
551						</h2>
552												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.
553					</div>
554					<div class="col-12 col-lg-7 offset-lg-1 typography mt-4">
555
556
557						
558							<h3>
559								Metroculturals
560								|
561								M1
562							</h3>
563
564							<div class="d-flex align-items-center mt-4 mb-6">
565								<a class="circle-wrapper" href="?subsegments#m1">
566									<div class="segment-circle bg-as-subsegment-higher">
567										<img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/metroculturals.svg" class="filter-white">
568										<span class="subsegment-name text-white">
569
570  M1
571</span>
572									</div>
573								</a>
574								<div class="ml-4">
575									<div class="h5 font-italic text-muted mb-3">
576										
577
578  Older, established and high-spending professional elites.
579</div>
580									<a href="?tab=subsegments#m1" class="block-arrow-link">Find out more about
581										M1
582									</a>
583								</div>
584							</div>
585						
586							<h3>
587								Metroculturals
588								|
589								M2
590							</h3>
591
592							<div class="d-flex align-items-center mt-4 mb-6">
593								<a class="circle-wrapper" href="?subsegments#m2">
594									<div class="segment-circle bg-as-subsegment-higher">
595										<img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/metroculturals.svg" class="filter-white">
596										<span class="subsegment-name text-white">
597
598  M2
599</span>
600									</div>
601								</a>
602								<div class="ml-4">
603									<div class="h5 font-italic text-muted mb-3">
604										
605
606  Younger, mobile and emerging metropolitan professionals.
607</div>
608									<a href="?tab=subsegments#m2" class="block-arrow-link">Find out more about
609										M2
610									</a>
611								</div>
612							</div>
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Line numbers count LF bytes from the start of the resource, as the search results do. Vendor segments are library code the classifier recognised; they are stored but not indexed. Bytes are shown as Latin1 characters, one per byte.