Our Readers
The definition of a Metro reader
What type of person reads Metro? The type of person who usually doesn’t have the time to read papers!
Metro readers are busy; they have demanding careers and eventful social lives. Typically in their early thirties, they are well educated, well paid metropolitan professionals. From career choices and holiday adventures, to cars, property and fashion labels, Metro readers know exactly what they want and have the means to get it. Male or female, they are enthusiastic socialites, making the most of their free time and the city they live in. They are heavy internet users, shop online and love technology and gadgets. So, how does Metro target these cash rich but time poor people? Simple - we offer them the right news in the right place at the right time. By making Metro free and placing it in high traffic commuter zones, readers can pick up a copy every morning on their way to work without queues, hold-ups or hassle. Metro’s unbiased views and strong mix of news and entertainment make it the perfect read during what is often the only downtime they enjoy in their working day, the morning commute.
Young
Metro is a young paper attracting a young audience. Because 4 in 10 Metro readers are likely to be aged 18-35, a ratio over 30% higher than that of traditional press, Metro is better positioned to communicate with the younger target groups.
Active and Career Minded
Metro readers are active urbanites, 82% of whom are likely to be either employed, or studying - a ratio 22% higher than that of the total urban population. Almost 1 in 4 readers hold professional, managerial, or special expertise jobs and 1 in 3 consider their career a very important part of their life. Such busy lifestyles leave little time for anything else; 35% declare they don’t have enough time to achieve as much as they would like to.
Modern Consumers
Metro readers either have it all, or want it all. Their good jobs and hard work pay dividends, as ownership and purchase intentions of gadgets, mobile phones, cars, property, and travel are much higher than that of the average urban population.
Early Adopters and Tech Savvy
Technology is an integral part of Metro readers’ lives. They are avid internet users, well accustomed to shopping and banking online, they lead a busy online social life and enjoy downloading music and film. Digital cameras, high definition TVs and MP3 players are more than just entertainment accessories; they help define social status. For almost half, technology is not only about ownership but also the constant pursuit of the "next big thing".
Curious About the World
Metro readers are curious and daring fun seekers. For them, urban life is an adventure to be lived to the fullest. Not afraid to meet new people, visit new places, or try new things, they are always looking for the next exciting challenge. They are opinionated, know which brands suit their lifestyle and use advertising to stay informed about the latest trends.
Working Hard, Playing Hard
Metro readers might be a hard working bunch, but they are also great fun to be around. Whether it’s relaxing at a bar with friends, spending all night clubbing, or going to the cinema, they make the most of their free time and spare little cost. They are also passionate travellers, taking short city breaks for sight-seeing and shopping, or exploring exotic destinations all over the world.
