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
Other leisure interestsWhile 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.