MetroEvening Standard*

Metro and Urbanites


Metro is the UK’s only urban national newspaper and as such allows advertisers to reach a unique and lucrative audience in the form of urbanites. Metro's urbanite audience is defined as ABC1 adults aged 18 - 44 year old, who live in metropolitan areas. They're tech-savvy early adopters who use the world of online to fuel their busy offline lives. They like to be constantly connected to their large friendship network talking about life, love, work, weekends, brands, gossip, politics, sport, fashion and more. They consume vast amounts of media and use it to fuel discussions - so it's not surprising a large amount of Urbanites regularly have conversations about articles they read in Metro! Work is the biggest single use of their time, yet they're highly social and like to get the most out of their urban environments
- just like the Metro brand.
When it comes to understanding more about who Urbanites are and how they consume Metro, research has revealed the following habits:
  • 20 minutes - the average length of time an urbanite spends with Metro each day
  • 3/4 of urbanites start reading Metro before 9am each day, with most readership commencing on a train, tube or bus journey
Typical characteristics of urbanites
  • Highly social - Metro Urbanites strongly agree with the statement "I really enjoy a night out at the pub" - Index of 164
  • Career minded - Metro Urbanites strongly agree with the statement "I want to get to the top of my career" - Index 193
  • Image conscious - Metro Urbanites strongly agree with the statement "A designer label improves a persons image" - Index 265 
  • Early adopters of new technology - Metro readers strongly agree with the statement "I try to keep up with developments in technology" - Index of 187
Source: NRS July 2015 - June 2016 London ITV (almost always relates to reading 3 out of 4 issues per week)/City Story. TGI April 2015 - March 2016 index v national population.