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.

Explore the typical lifestages and characteristics of Metroculturals:


There is a lot of demographic diversity in this segment, especially in terms of age, family circumstance and cultural background.

  • This segment is made up of many different age groups, trending just slightly younger than the population average.
  • Only a fifth have children at home, while nearly 50% are single.
  • Metroculturals are truly cosmopolitan; the group least likely to identify as “White English”, with only 50% doing so.
  • The segment includes above average numbers of people of all other cultural backgrounds and ethnicities, including the highest number of foreign nationals and people of mixed cultural heritage.
  • They have the lowest levels of disability and long-standing illness (17%) and of mental health conditions (19%) of any Audience Spectrum group.


Metroculturals are a highly educated, prosperous, successful, liberal-minded and urbanite segment.

  • While Metroculturals are notable for their affluence and city-centre living, their most defining demographic feature is level of education.
  • Over 70% have a degree level education and a significant proportion have further post-graduate or professional qualifications.
  • They play hard, but they work even harder, typically holding demanding but rewarding high-status roles in key financial and professional organisations, as well as in politics, media and the arts.
  • From primary research it can be noted that a significant proportion of Metroculturals are arts and museums professionals.


Many among this digitally savvy and constantly connected group have chosen a city lifestyle specifically for the broad cultural opportunity it affords.

  • Beyond their core and character defining passion for culture, Metroculturals are also highly active in other ways, taking part in a broad spectrum of leisure pursuits, from fitness and sport to speaking events and eating out.
  • They are avid travellers, taking frequent foreign trips to a wide variety of destinations, and are most likely to visit heritage sites, both home and away.
  • Metroculturals are generally early adopters and have amongst the highest online presence of all the segments, and use web and mobile extensively for leisure purposes.

other high engaged audience spectrum groups