Here is the latest instalment of information on Urbanites, brought to you by Metro’s award winning research panel, Urban Life. A quick reminder that by ‘Urbanites’ we mean young (18-44) hard-working city-dwellers; an audience that Metro connects with every weekday.


Footballers shouldn’t behave badly

6 in 10 Urbanites think that as footballers are role models, their behaviour off the pitch should influence their eligibility to play for their country.

The cost of going to university

With rising university tuition fees and graduates struggling to find work, 46% of Urbanites say they would ‘think twice’ about going to university in the current climate. However, 31% say they would go to university no matter what the situation, with the remaining 17% thinking it’s not worthwhile going.


London 2012 Olympics

8 in 10 Urbanites are happy that the 2012 Olympics are taking place in the UK. It’s not just London Urbanites that are excited. Those outside of London are just as supportive of the 2012 Olympics, only slightly less happy than London-based counterparts (76% vs 82% in London).

4 in 10 Urbanites are planning to get tickets to Olympic events, with track & field and the opening ceremony the most popular events to see.

Urbanites’ most important legacies of the 2012 Olympics are focused on economic and transport benefits, above sport. Keeping debt to a minimum, better transport infrastructure and the creation of more jobs are their top three legacies of London 2012.
   
Online betting

13% of Urbanites have placed a bet online in the last month. Football and horse racing are by way the most popular events that Urbanites bet on. TV programmes like The X-Factor is the most popular topic to bet on outside of sports, which is fourth most popular overall, behind Formula 1. 

 



 

Mobile usage on the move

Listening to music, playing games and browsing Facebook are the things that Urbanites are most likely to do on their mobile phone whilst travelling on a train. However, whilst travelling on the Underground, London-based Urbanites are most likely to be using their mobile to play games.

If you’d like to ask our helpful panel of Urbanites anything of interest (for free!) speak to your Metro rep or the Urban Life team.  Contact details are at the bottom of this page.

Location-based what?

4 in 10 Urbanites have heard of Facebook Places, 3 in 10 Foursquare and 4% have heard of Gowalla. These are all location-based social networking websites, which allow users to ‘check in’ to places and venues that they visit. Trying new things and keeping up to date with new trends are the main motives for Urbanites that use location-based social networks.




Three clients put their questions to Urbanites in the latest survey…

118 118 – evaluating awareness and appeal of the 118 118/KGB Deals cartoon strip in Metro

Cross Country Trains – identifying frequency of train travel and methods and motives of buying train tickets

Go Outdoors – gauging interest in outdoor activities/hobbies and perceptions of outdoor retailers

If you’d like to ask our panel of Urbanites anything of interest (for free!) speak to your Metro rep or the Urban Life team.



The royal wedding

We asked Urbanites about their thoughts on this year’s royal wedding between Prince William and Catherine Middleton. What are they excited about and what concerns they have?

There are plenty of things that Urbanites are excited about...


But also, quite a lot of concerns about William & Catherine’s big day...



 

Know anyone who’d like to receive these Urban Life updates? Click here to supply their contact details and we will do the rest, easy peasy.

For more information on any of these topics contact your Metro rep. If you do not have a designated Metro rep please dial 0207 651 5260 and someone will be able to help.