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195 <li class="breadcrumb-subsection-item"> 196 197 <a href="/en/segments/metroculturals" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Metroculturals"> 198 <span class="segment-icon bg-white"> 199 <img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/metroculturals.svg" class="filter-as-higher" alt="Metroculturals"> 200 </span> 201 </a> 202 </li> 203 204 205 206 <li class="breadcrumb-subsection-item"> 207 208 <a href="/en/segments/commuterland-culturebuffs" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Commuterland Culturebuffs"> 209 <span class="segment-icon bg-as-higher"> 210 <img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/commuterland-culturebuffs.svg" class="filter-yiq" alt="Commuterland Culturebuffs"> 211 </span> 212 </a> 213 </li> 214 215 216 217 <li class="breadcrumb-subsection-item"> 218 219 <a href="/en/segments/experience-seekers" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Experience Seekers"> 220 <span class="segment-icon bg-as-higher"> 221 <img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/experience-seekers.svg" class="filter-yiq" alt="Experience Seekers"> 222 </span> 223 </a> 224 </li> 225 226 227 228 <li class="breadcrumb-subsection-item"> 229 230 <a href="/en/segments/dormitory-dependables" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Dormitory Dependables"> 231 <span class="segment-icon bg-as-medium"> 232 <img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/dormitory-dependables.svg" class="filter-yiq" alt="Dormitory Dependables"> 233 </span> 234 </a> 235 </li> 236 237 238 239 <li class="breadcrumb-subsection-item"> 240 241 <a href="/en/segments/trips-and-treats" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Trips & Treats"> 242 <span class="segment-icon bg-as-medium"> 243 <img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/trips-and-treats.svg" class="filter-yiq" alt="Trips & Treats"> 244 </span> 245 </a> 246 </li> 247 248 249 250 <li class="breadcrumb-subsection-item"> 251 252 <a href="/en/segments/home-and-heritage" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Home & Heritage"> 253 <span class="segment-icon bg-as-medium"> 254 <img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/home-and-heritage.svg" class="filter-yiq" alt="Home & Heritage"> 255 </span> 256 </a> 257 </li> 258 259 260 261 <li class="breadcrumb-subsection-item"> 262 263 <a href="/en/segments/up-our-street" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Up Our Street"> 264 <span class="segment-icon bg-as-lower"> 265 <img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/up-our-street.svg" class="filter-yiq" alt="Up Our Street"> 266 </span> 267 </a> 268 </li> 269 270 271 272 <li class="breadcrumb-subsection-item"> 273 274 <a href="/en/segments/frontline-families" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Frontline Families"> 275 <span class="segment-icon bg-as-lower"> 276 <img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/frontline-families.svg" class="filter-yiq" alt="Frontline Families"> 277 </span> 278 </a> 279 </li> 280 281 282
283 <li class="breadcrumb-subsection-item"> 284 285 <a href="/en/segments/kaleidoscope-creativity" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Kaleidoscope Creativity"> 286 <span class="segment-icon bg-as-lower"> 287 <img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/kaleidoscope-creativity.svg" class="filter-yiq" alt="Kaleidoscope Creativity"> 288 </span> 289 </a> 290 </li> 291 292 293 294 <li class="breadcrumb-subsection-item"> 295 296 <a href="/en/segments/supported-communities" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Supported Communities"> 297 <span class="segment-icon bg-as-lower"> 298 <img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/supported-communities.svg" class="filter-yiq" alt="Supported Communities"> 299 </span> 300 </a> 301 </li> 302 </ul> 303 </li> 304 </ol> 305 </div> 306</div></nav> 307 308 309 <main> 310 311 <div class="container-lg pb-4"> 312 313 <p class="mb-6"> 314 <a href="/segments" class="back-link">Back to all segments</a> 315 </p> 316 317 <div 318 class="row"> 319 320 <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 338 339 </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> 375 </li> 376 <li class="mb-2"> 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 'community' 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> 613 </div> 614 </div> 615 </div><!--/container--> 616 <div class="breadcrumb-container mt-0 mb-0"> 617 <div class="container-lg"> 618 <div class="mt-6 d-flex flex-column flex-lg-row justify-content-lg-between pt-4 align-items-center"> 619 620 <a class="btn btn-dark mx-auto mx-lg-0 mb-4" href="/segments">Back to Audience Spectrum overview</a> 621 622 623 624 625 <a class="next-link ml-auto mb-4" href="?tab=profiles"> 626 <span>Profiles</span> 627 </a> 628 629 </div> 630 631 </div> 632 633 634 635 636 </main> 637</div> 638 639 </div> 640 641 </div> 642 643 644 645 </div> 646 647 648 649
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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.