May 2006 Campaign Research

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Urbanites are Metros key target audience
By definition they are
Theyre young and cool
Aged 18-44
Theyre cash rich, time poor
In full time work
Theyre city dwellers, and love it!
Living/working in a major UK city
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Their profile makes them a perfect match for
brands such as these
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Where can we find them?
It's a national phenomenon they live/work in 16
Urban areas (33 major cities).
London 732,994 Leeds/Sheffield 81,753 Manchest
er 117,278 Newcastle 57,275
Derby/Nottingham/Leicester 42,516
Bristol/Bath 30,451 Birmingham 92,539 Glasgow/E
dinburgh 125,683 Liverpool 28,370 Cardiff 2
7,119 National Total
1,335,978
Source ABC January 2009
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Theyre joined by millions of other Metro
reading commuters, forming The Metro community
The UKs 4th Largest National daily paper
Source ABC Average Net Daily Circulation,
January 2009
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The Metro Community
I found it really useful when I first moved here
to find out what was going on
Everyones in the same boat arent they on the
way to work
Source Metro Brand study, 2008
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They are young and upmarket
Average age of a Metro reader 36 youngest of
all the national dailies! Metro has a higher of
young, male, and upmarket readers than all other
national daily newspapers grouped together
Source National Readership Survey, Oct 07 Sept
08
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Attitudinal factors uniting Urbanites
TIME POOR Urbanites live and work an accelerated
lifestyle giving them short attention spans.
Metros short concise editorial focus is ideal
for time starved Urbanites
MEDIA LITERATE Urbanites are discriminating with
their media choices, they make appointments to
view, appointments to read.. The 20 minute Metro
Moment is a consistent pulse in their hectic
lifestyles
CULTURALLY AWARE The urbanite is inquisitive and
wants to take advantage of all that is on offer.
Metro is used as a tool by Urbanites for cultural
access and insight
TREND SENSITIVE Urbanites continually re-invent
themselves to stay ahead of the game and will
drive new trends. This makes Metro the perfect
medium to seed new products and brands
CITY PROUD No longer want a London- centric
cultural take, the media should respect the
vibrancy and culture of their city. Urbanites see
Metro as a core part of their city regeneration
A DEEPER RELATIONSHIP TO BRANDS The urbanite
obtains self-identity through brands, they will
actively seek out new brand communication.
Metros phenomenal responsiveness is driven by
the strong relationship our audience have with
favourite brands
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Please Read
On the next slide is a contents page. You will
need to be in SLIDE SHOW VIEW from now on You
can follow the average Urbanite in their
day-to-day life To find out more about the
different aspects of Urbanite life HOVER THE
CURSOR OVER THE SYMBOL AND CLICK. Top line facts
will be revealed!!! If you want to go back to the
contents page at any time just click on the
symbol again and hey presto!
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Living an Urbanite life
If you know what youd like to find out, click
one of the buttons to find out more about a
particular area of Urbanite life. Otherwise
continue through the presentation to learn about
all areas.
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Home / Urban Village
The majority of Urbanites expect to be Urbanite
for life and cant envisage living anywhere
other than a major metropolitan area
Urbanites like to live in Urban villages. These
are places within a city where like-minded
Urbanites live.
Urban villages have the best of both worlds
city living, with the greenery and community of
the countryside
Source Urban Life Wave 31 (2007) / 21 (2005) /
18 (2004)
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Commute
34 always commute at the same time
London 59 mins Other cities 47 mins
They go it alone, 40 never travel with their
partner
Half take the exact same route every day
Metro plays a central part in their commute
they spend 27 minutes reading it on average
Source Urban Life Wave 29 (2006) / 23 (2005)
/registration survey, 2008
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Work
Average salary (without bonus) 38,000 -
Londoners 24,000 - Urbanites in other cities
They tend to work in Finance, Accountancy, IT and
administration
The average Urbanite has been in their current
job for just over 2 years
Theyre very ambitious and would be happy to
change companies in order to fulfil their career
ambitions.
Source Urban Life Wave 18 2003 / Wave 31 (2007)
/registration survey 2008
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Fashion Shopping
They like to look good
3 in 4 Urbanites actively seek out fashion
advice/inspiration
50 of female Urbanites are fashion shopping at
least once a fortnight
55 was the amount spent in the last 7 days on
clothes/fashion accessories
An Urbanites wardrobe contains on average 1/5
designer clothing
93 of female and 70 of male Urbanites indulge
in retail therapy (just for the feel good factor)
Lunchtimes are the most popular time to shop
during the week
Source Urban Life Wave 26/ (2006)/wave 41 (2008)
Full category presentation available
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Finance
Higher than average salaries kerching!
Prepared to switch provider to get what they want
roughly 1 in 10 have switched current account
provider in last 5 years
Impress Urbanites and you impress their friends -
44 of Urbanites talk to their friends about the
products services banks have to offer
They financially savvy - over half catch up on
financial news at least once a week
Theyre not afraid to use debt to get what they
want now - 3 in 4 Urbanites have debts other than
a mortgage
In the midst of the recession Urbanites are
treating themselves to make up for larger
sacrifices
Source Urban Life Wave 28 (2006) 31 (2007)/Wave
43, 2008
Full category presentation available
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Telecoms
99 have a mobile
Nokia is the number 1 handset amongst Urbanites
35
Avge Monthly spend 30 (Yearly spend 339
million)
Urbanite Choice of Mobile Network
2 in 3 Urbanites have a WAP enabled mobile
62 changed phone in past 12 months
Source Urban Life Wave 31 / 33 (2007)
Full category presentation available
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Keeping Fit and active
Football and badminton are the top urbanite
sports for men and women respectively
Lack of time is the prime barrier to exercising
56 Of Urbanites exercise at least once a week
They live life on the edge, with 2 in 3 having
tried at least 1 extreme sport
Losing weight is their prime motivation for
exercising
88 of Urbanites feel theyre not as fit as they
have been in the past room for improvement
perhaps
Source Urban Life Wave 21 (2005) 29 (2006) /
wave 39 (2008)
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Grocery Shopping
Urbanites use a variety of shops and mix up large
and small shopping trips across the week
Average weekly spend is 56, compared to 49 for
the average UK adult
64 of Urbanites will buy something they fancy in
a supermarket they like, regardless of price
52 of Urbanites do a main shop once a week
91 of Urbanites do some form of supermarket
shopping at least once a week
48 do a top up shop 2/3 times a week
Source Urban Life Wave 26 (2006) / TGI Jan-Dec
06
Full category presentation available
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Entertainment - they work hard and play hard
56 of Urbanites have been out for a meal in the
last week
Urbanites are heavy cinema goers with 25 going
in the last week.
65 of Urbanites have been to a pub / bar in the
last week
Urbanites like a dance, with 15 having been
clubbing in the last week
41 have been to the theatre at least once in the
last 3 months
22 of Urbanites have been to a comedy club in
the last 6 months
Source Urban Life Wave 27(2006) 31 (2007 )32
(2007) 44 (2008)
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Electronics
42 consider themselves to be early adopters
65 of early adopters are in the specific area of
technology

• Urbanite ownership

42 of Urbanites who have a TV at home have an HD
ready TV
Digital Camera 79
PC / Laptop 87
WiFi at home 31
MP3 Player 73
6 in 10 Urbanites with a TV at home also have a
PVR
VoIP 16
Source Urban Life Wave 15 (2004) 30 (2006) 31
(2007) /Wave 40 (2008)
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Travel Holidays
In the last 12 months 75 have taken a city
break 74 have taken a break of one week or
more 44 have taken 2 holidays of a week or
longer
71 are likely to spend just as much or more on
holidays in 2009 compared with 2008
Short breaks
558 avg amount spent (p.p) on short break
including spending money
75 are likely to book their 2009 holidays
through an online travel website
Main holiday
1361 avg amount spent (p.p) on main holiday
including spending money
Winter break
Over 4 in 10 planned on taking a winter break
Expedia is the travel website most urbanites
would visit 1st
Source Urban Life Wave 27 2006/wave 44 (2008)
Full category presentation available
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Urban Life

• Urban Life is a large online panel of Urbanites
  regular Metro readers, aged 18-44 and in
  full-time work
• We question Urbanites on their lifestyle,
  behaviour, thoughts and opinions. Well ask them
  anything from their views on the government, to
  what theyre listening to on their iPod or even
  their opinion on a particular brand.

• The results are weighted to our NRS profile so
  that the panel represents our Urbanite readership
• In 2009 there are 4749 Urbanites on the panel
• The results are used in a number of ways. The
  primary objective is for us and our advertisers
  to understand our audience better. Exclusive
  stats on our readers also frequently support
  articles and features in Metro.

• Click here to go to the website

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