Interests

Engagement – they are three times more likely than average to engage as attenders and participants.

Culture interests

Engagement – they are three times more likely than average to engage as attenders and participants. This holds true across many artforms, from street arts and museums to digital art. For example in the last 12 months:

  • a third attended a classical concert
  • a fifth attended opera
  • a tenth attended contemporary dance
  • over half went to a play or exhibition

Although more are arts attenders, they are also the most likely segment to attend a museum at twice the

average with 80% visiting at least once a year. They are very frequent attenders, many with a weekly habit, and are most likely to attend numerous venues. By far the best prospect for digital art – online and in situ – their confidence in both technology and the arts means Metroculturals are currently the dominant audience for this work at 17%. Knowledgeable members of culturally aware and active networks, they bring a high degree of confidence in their own opinions and tastes when it comes to culture. This in part explains why they are the segment most likely to favour new work, contemporary forms and independent film. Many in this segment tend towards one or two preferred artforms.1-SCV2png

Other leisure interests

While their love of arts and museums is clear, Metroculturals are also out and about, taking part in a wide variety of activities from fitness and sport to debates and eating out. They have the highest propensity to visit heritage sites and are avid travellers, taking frequent foreign trips to a wide variety of destinations.
Metroculturals are by far the most internet dependent of all the segments, and use web and mobile extensively for leisure purposes.

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