Explore the common motivations and behaviours of Metroculturals:
Culture is more than entertainment for this segment; for many it forms an important part of their identity, challenging and stimulating them intellectually and influencing the way they see the world.
- Over 50% of Metroculturals consider themselves to be 'arty' or 'creative', far more than in other segments, and their highly developed experience and knowledge mean that they can be very discerning.
- As knowledgeable members of culturally aware and active networks, they expect their refined tastes to be recognised and their needs to be addressed accordingly.
- This group is highly socially active and their arts and culture activity is part of this, with many attending on a weekly basis across a wide range of artforms and venues.
- Environment is important to all audiences and participants, but Metroculturals are particularly confident in a broad range of cultural settings, both indoor and out.
This is a group with disposable income that they choose to spend within the cultural sector.
- They respond very well to appeals to spend money in the site-specific, high-quality cafes and shops of cultural institutions, while over a fifth have bought works of art for themselves.
- They are more likely to pay premium prices for a must-see experience.
- Priority booking for in-demand events is a more important membership benefit than discounting.
- Frequent shopping online allows them to book efficiently, and price is less important than time for busy, always-on Metroculturals, who are also willing to pay to see ticketed online productions.
- Flexibility and convenience – late booking, ticket exchange, mobile ticketing – are therefore valued and generally considered to be worth a premium.
Thanks in part to a large disposable income, Metroculturals are the arts' most reliable patrons, as well as keen donors to humanitarian causes.
- With 14% donating to culture-based causes, Metroculturals are the most supportive of the arts, nearly one in five givers making donations over £100 (second only to Commuterland Culturebuffs in their level of gift).
- They are the main source of major donors to the arts, with 3% giving over £1,000 annually.
- Donations to museums are above average at 18%, with 10% of these giving more than £100; putting them at the top of the museum-giving league, although their propensity to give to heritage is much more in line with the population average.
- They also give to a range of charities but with clear emphasis on disaster relief, overseas development, and social injustice, and appealing to their humanitarian values is key.
- They are also the most likely group to give money to people on the street, but least likely to give to animal charities.