Metro survey reveals similarity in culture in UK's cities

Associated Newspapers' free title Metro has unveiled extensive

research that claims Britain is developing a homogeneous urban culture

that unites London with cities such as Leeds, Manchester and

Glasgow.



The research, which was conducted by the brand strategist group Informer

last December, will be presented to media agencies over the next few

months.



It argues that London-oriented national titles have so far failed to

address the boom in urban culture throughout the UK, which has seen

smaller, provincial cities develop a similar culture to the capital.



The study argues that 'urban' is no longer a geographical description,

but instead is defined by a mindset that is extremely ambitious and

lifestyle-oriented and highly sensitive to brand and product

communication.



Metro and Informer claim that the urban mindset dominates today's

cultural landscape and divides the British population between deep

urbanites, core urbanites, soft urbanites, outer suburbanites and rural.

Those living some distance from city centres are said to share many

aspects of the urban mindset. However, the study also identified that

those choosing a rural ideal place greater value on quality of life than

brand awareness and self-reinvention.



The qualitative research, conducted via in-depth interviews with

individuals and groups of friends, also found a strong urban pride.

Respondents from Newcastle, Leeds, Manchester and Glasgow each felt that

theirs was the UK's boom city.



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