London is one of the most dynamic, vibrant and exciting cities in the world, thanks to the people who live and work here. Time Out is a trusted brand, with strong heritage going back decades. This has enabled Time Out to have a unique relationship with these young, urban and affluent individuals. We reach millions of them every month through our print, online & mobile platforms, all with levels of trust and engagement higher than is the case with any other media brand.

1. 1
Time Out London
Audience Personas

2. 2
Survey
Respondents.
2,611 completed
responses.
 86% live in Greater London
 52% aged 25-34 (85% 18-44)
 34% single
 44% in long-term relationship
 22% married
 10% have children
 45% lived in London < 5 years
 19% born in London
 74% live in Zones 1-3
 33% live with partner/spouse only
 33% live in homeshares
 13% live alone
 10% live with parents/guardian
 10% live with their partner & children

3. Zones 1-3 are
Time Out’s
natural home.
By London borough.
Top 6 London Boroughs:
1) Wandsworth – 9.1%
2) Islington – 8.6%
3) Hackney 8.4%
4) Tower Hamlets – 7.9%
5) Lambeth – 7.1%
6) Southwark – 7.1%
= >7% = 3-6% = <3%
Sample: 2,234 Londoners surveyed

4. 4
Our audience
live right
across Zones
1-3.
86% of respondents
live in London.
Top 6 areas:
 Islington – 4.0%
 Holloway – 3.3%
 Southwark/Bermondsey – 2.7%
 Whitechapel – 2.6%
 Battersea/Clapham Junc. – 2.5%
 Kilburn– 2.1%
(of 2,143 respondents surveyed)

5. How users
feel about
London.
Users told us their
feelings towards
London through song
titles.
1) ‘Smile’ – Lily Allen
2) ‘Crazy in Love’ – Beyonce
3) ‘Complicated’ – Rihanna
4) ‘Sex & Drugs & Rock & Roll’ – Ian Dury &
The Blockheads
5) ‘You Take My Money’ – The Damned
6) ‘Home’ – Edward Sharpe & The Magnetic
Zeroes
7) ‘They Can’t Take That Away From Me’ –
Ella Fitzgerald
8) ‘You Know I’m No Good’ – Amy Winehouse
9) ‘This is a Low’ – Blur
Passionate
22% of total
Enamoured
13% of total
Complicated
11% of total
Untamed
4% of total
Expensive
15% of total
Intimate
21% of total
Ownership
10% of total
Disappointing
3% of total
Miserable
1% of total

6. 6
Happy
‘Smile’
by Lily Allen
Intimate
‘Home’
by Edward Sharpe &
the Magnetic Zeros
Expensive
‘You Take My Money’
by The Damned
22% of all
London respondents
21% of all
London respondents
15% of all
London respondents
Time Out
London users
feel positive
about their
city.
When asked to
describe their
relationship with the
city using a song title.
Londoners were largely positive about
their city, with the majority describing
their relationship with the city as either
‘Passionate’ or ‘Intimate’.
However 18-24 year olds over-indexed
considerably in describing their
relationship with London as ‘Expensive’

7. 7
Regular
visitors to
restaurants.
90% visit restaurants
at least once a month.
43% of respondents visit a
restaurant at least once a week
Average Time Out users eats out
2.8 x a month
73% of respondents, on average,
spend at least £25 on a meal per
person
Most Popular Cuisine*:
Gastropubs – 51%
Italian – 46%
Thai – 44%
Burgers – 43%
Steak/Ribs – 41%
Indian – 35%
*amongst all London respondents

8. Time Out
users visit a
range of
different
restaurants.
Where they eat out.
London respondents cited many examples
of restaurants they’d really enjoyed
visiting recently. Examples included:
Hawksmoor
Gaucho
Wahaca
Dishoom
Honest Burger
Burger & Lobster
Sushi Samba
Duck & Waffle
Polpo

9. 9
Heavy cinema
visitors.
53% visit the cinema at
least once a month.
1 in 5 respondents visit the cinema 2-
3 times a month or more often
Average respondent visits the cinema
1 x a month
Top 5 favourite film types amongst all users:
Comedy – 16.3%
Science Fiction – 16.1%
Foreign Language – 12.7%
Thriller/Mystery – 11.5%
Art House – 8.6%

10. Visit the
theatre more
often.
26% visit the theatre
at least once a month.
Average respondent visits the theatre
6.4 x a year
Average Londoner visits the theatre
just 2.3 x year

11. 11
Music Gigs
& Festivals.
28% go to music gigs
at least once a month.
Average London respondent goes to
4.2 gigs a year
Average London respondent goes to
1.2 festivals a year
Most popular festivals*:
*amongst all London respondents in last 2 years
Lovebox – 16%
Glastonbury – 13%
Wireless – 12%
Field Day – 12%
Bestival – 9%
V Festival – 8%
Most popular music gigs:
Arctic Monkeys – Finsbury Park
Beyonce – O2 Arena
Bombay Bicycle Club – Brixton
Jagwar Ma – Electric Brixton
Janelle Monae – Brixton
London Grammar - Troxy

12. Shopping.
Users go clothes
shopping in a range of
establishments.
Average Time Out male user spends
£194 a year on menswear –
above the UK average of £116
Average Time Out female user spends
£216 a year on womenswear –
above the UK average of £146
Where users shop most frequently:
Online Retailers – 80%
Department Stores – 74%
Independent Clothing Shops – 67%
Markets – 58%
Designer Stores/Boutiques – 35%
Pop-up Shops – 34%

13. 110+
opportunities
to engage
Time Out
users in a
year.

14. Time Out
London
Personas.
2 groups.
Social Adventurers
Early20s–Early30s
Cultural Explorers
Early30s–Mid40s

15. Time Out
personalities.
How we determined
our Persona profiles.
 Goal was to determine our users
propensity to be social and/or
cultural
 We were able to graph their answers
and split them into four quadrants
based on their responses
 Based on this data we wanted to
build two profiles of our users that
categorized how often they go out,
their age, spending habits, etc.
More socially-focused questions
• I love meeting new people
• I’m happiest when I’m out with a group of friends
• I’m the more outgoing one among my friends and family
• I’m the one who usually makes the plans for my group
Less socially-focused questions
• I prefer small groups to large crowds
• I’m the “quiet” one in my group of friends
• I usually let someone else take the lead when making plans
• I don’t really like going from place to place (e.g. bars, clubs, etc.)
More cultural-focused questions
• I’ll try anything once
• I like to learn while being entertained
• Leaning more about people and places excites me
• I prefer to go places off the beaten path
Less cultural-focused questions
• When going out, I tend to stick to my usual places (e.g. bars, restaurants,
shops, etc.)
• I’d rather get a recommendation before trying something new
• I look for more tried and trusted things to do when making plans
• I’m turned off by the arts (e.g. art galleries, opera, ballet, dance, theatre, etc.)

16. Audience
Segments.
Spread of Persona
groups amongst Time
Out London audience.
-20
-15
-10
-5
0
5
10
15
20
-20 -15 -10 -5 0 5 10 15 20
Comfort Zoners Target Group
Wait Listers Solo Culturals
Social Axis
Cultural Axis

17. Audience
Segments.
Spread of Persona
groups amongst Time
Out London audience.
Social Adventurers – 28%
Cultural Explorers – 33%
Solo Culturals – 15%
Mainstream – 12%
-20
-15
-10
-5
0
5
10
15
20
-20 -15 -10 -5 0 5 10 15 20
Comfort Zoners Target Group
Wait Listers Solo Culturals
Social Adventurers
Cultural Explorers
Solo Culturals
Mainstream
Social Axis
Cultural Axis

18. 18
The life of a
Social
Adventurer.

19. 19
An active
group of young
inspired
Londoners.
Profile of Social
Adventurers.
41% are single (Index 121)
49% lived in London <5 years (Index109)
42% househare (Index 127)
18-34 y/o
68% 79%
Work full-time
62%
Renters
41%
Single
85%
LDN residents
£Most likely to feel
‘Enamoured’ with
London (Index 148*)
*vs all LDN respondents (2,234)

20. Characteristics
of a Social
Adventurer.
1 Love meeting new people
93% more likely to strongly agree than the average respondent
Happiest when out with friends
88% more likely to strongly agree than the average respondent
Most outgoing one amongst friends & family
142% more likely to strongly agree than the average respondent
Usually make plans for the group when going out
100% more likely to strongly agree than the average respondent
Other people come to them for ideas on where
to go
54% more likely to strongly agree than the average respondent
2
3
4
5

21. 12-15
opportunities
to engage in
an average
month.
How often Social
Adventurers go out.
Cinema – 1 x a month
Clubs – 13 x year
Bars & Pubs – 3 x a month
Music Gigs – 8 x a year
Restaurants – 3 x a month
 Have a preference for Mexican, Steak, Ramen, Sushi & Dim Sum cuisine
 Shop at independent clothing shops, and at pop-up shops, as opposed to established chains or
department stores
 Gather information for planning nights out from a wide range of sources, particularly from social
media and online reviews
 Go out more often to nightclubs, music gigs, festivals, bars & pubs and restaurants
More likely to…
Clubs
52% once a month or more
Bars & Pubs
60% once a week or more
Music Gigs
34% once a month or more

22. The life of a
Cultural
Explorer.

23. A more refined
& experienced
London
audience.
Profile of Cultural
Explorers.
63% in a relationship or married
38% lived in London 6 years+ (Index109)
32% househare & 33% live with their
spouse/partner only
25-44 y/o
75% 82%
Work full-time
60%
Renters
63%
Long-term relationship
or married
87%
LDN residents
£Most likely to feel
‘Ownership’ over
London (Index 130*)
*vs all LDN respondents (2,234)

24. Characteristics
of a Cultural
Explorer.
1 Excited to learn about new people & places
47% more likely to strongly agree than the average respondent
37% more likely to strongly agree than the average respondent
Like things which inform as well as entertain
40% more likely to strongly agree than the average respondent
Enjoy going ‘off the beaten track’
46% more likely to strongly agree than the average respondent
Like to keep up to date with everything going on
21% more likely to strongly agree than the average respondent
2
3
4
5
Willing to try anything once

25. Cultural
Explorers.
10-12 opportunities to
engage in an average
month.
Art Galleries – 10 x year
Bars & Pubs – 3 x a month
Museums – 9 x a year
Restaurants– 3 x a month
Theatre – 7 x year
Restaurants
94% once a month or more
Theatre
33% once a month or more
Art Galleries
44% once a month or more
 Have a preference for Seafood, Ramen, Korean & Japanese cuisine
 Shop at markets & pop-up shops, compared with department stores and online retailers
 Use websites more frequently than apps when planning nights out, and also value word or
mouth as a key resource
 Visit restaurants, art galleries, theatre and museums, compared to the average respondent
More likely to…

26. Early
Adopters.
An audience of hyper-
social mavens looking
for the latest things to
do and ready to spread
the word.
Using specific question responses we are
able to categorise our audience into 4
groups:
Early Adopters – 31%
Earlyish Adopters – 24%
Mainstream – 28%
Laggards – 17%

27. Early
Adopters.
An audience of hyper-
social mavens looking
for the latest things to
do and ready to spread
the word.
Both Social Adventurers & Cultural
Explorers massively over-index on being
Early Adopters.
Early Adopters represent a core section of
the Time Out audience.
Social Adventurers
42%EarlyAdopters(Index145)
27%EarlyishAdopters(Index117)
Cultural Explorers
39%EarlyAdopters(Index134)
25%EarlyishAdopters(Index109)
(Index vs all respondents: 2,611)

28. 28
Time Out London
competitors

29. 29
Websites are
a key tool for
planning
nights out.
89% of London
respondents use Time
Out London regularly.
52% 26% 26% 20% 19%
of Londoners use
regularly
of Londoners use
regularly
of Londoners use
regularly
of Londoners use
regularly
of Londoners use
regularly

30. Apps are still
only used by
a minority of
Londoners.
31% of London
respondents use the
Time Out London app
regularly.
However, 50% of all London
respondents don’t use any apps to
plan their nights out.
19% 12% 10% 6% 5%
of Londoners use
regularly
of Londoners use
regularly
of Londoners use
regularly
of Londoners use
regularly
of Londoners use
regularly
Toptable Urbanspoon YPlan Foursquare Barchick

31. Summary.
1 Time Out London reaches a highly-educated, affluent urban audience of 21-40 year olds. Our
audience is broadly defined by those who are socially-leaning, and those who are culturally-
leaning. These groups are both active and looking to make the most of living in the city
2
3
4
5
Our audience is intrinsically positive about London, but each Persona has a different predominant
feeling; Social Adventurers are ‘Enamored’ by London, whereas Cultural Explorers have a keen
sense of ‘Ownership’ of the city
Early Adopters form a core group within our audience profile – this is an ‘in-the-know’ audience
which wants to get involved and crucially share their experiences, not just within their friendship
group but also more widely
Expert reviews, user-reviews and social media channels are crucial sources of information for our
audience when planning nights out. Time Out is a genuinely valued resource in facilitating how this
audience can make the most of their city
A valuable & desirable audience
Positive about the city
Keen searchers & sharers
What Time Out does is hugely valued
…and they go out a lot!
Time Out’s users make it their business to live life in the city to the full. On average there are over
100 opportunities to engage with every single user across the year

32. Appendix

33. Time Out
personalities.
How we determined
our Persona profiles.
 Goal was to determine our users
propensity to be social and/or
cultural
 We were able to graph their answers
and split them into four quadrants
based on their responses
 Based on this data we wanted to
build two profiles of our users that
categorized how often they go out,
their age, spending habits, etc.
More socially-focused questions
• I love meeting new people
• I’m happiest when I’m out with a group of friends
• I’m the more outgoing one among my friends and family
• I’m the one who usually makes the plans for my group
Less socially-focused questions
• I prefer small groups to large crowds
• I’m the “quiet” one in my group of friends
• I usually let someone else take the lead when making plans
• I don’t really like going from place to place (e.g. bars, clubs, etc.)
More cultural-focused questions
• I’ll try anything once
• I like to learn while being entertained
• Leaning more about people and places excites me
• I prefer to go places off the beaten path
Less cultural-focused questions
• When going out, I tend to stick to my usual places (e.g. bars, restaurants,
shops, etc.)
• I’d rather get a recommendation before trying something new
• I look for more tried and trusted things to do when making plans
• I’m turned off by the arts (e.g. art galleries, opera, ballet, dance, theatre, etc.)

34. Competitors
used.
Key websites more
likely to be used by
Social Adventurers.
Top 5 websites used regularly by Social
Adventurers*:
1) Opentable – 52%
2) Booktable – 32%
3) AllinLondon.co.uk – 24%
4) View London – 23%
5) Londonist – 22%
61
48
40
31
25
20
16
5
4 4 3 3 2
80
90
100
110
120
130
140
150
160
170
IndexvsAllRespondents
Q. Which of the following websites do you use when planning a night out?
All Respondents: 2,611
Social Adventurers: 725
*not including Time Out (89%)

35. Competitors
used.
Key websites more
likely to be used by
Cultural Explorers.
Top 5 websites used regularly by
Cultural Explorers*:
1) Opentable – 49%
2) Londonist – 31%
3) Booktable – 24%
4) View London – 23%
5) Beer in the Evening – 22%
34
31
23
21
10 10
5 4
3
80
90
100
110
120
130
140
IndexvsAllRespondents
Q. Which of the following websites do you use when planning a night out?
All Respondents: 2,611
Cultural Explorers: 872
*not including Time Out (91%)

36. Competitors
used.
Key apps more likely to
be used by Social
Adventurers
Top 5 apps used regularly by Social
Adventurers*:
1) None – 42%
2) Opentable app– 25%
3) Urbanspoon – 15%
4) Y Plan – 11%
5) Foursquare – 7%
34
33
30 29
26
22 22 21
19
80
90
100
110
120
130
140
IndexvsAllRespondents
Q. Which of the following apps do you use when planning a night out?
All Respondents: 2,611
Social Adventurers: 725
*not including Time Out (38%)

37. Competitors
used.
Key apps more likely to
be used by Cultural
Explorers.
Top 5 apps used regularly by Cultural
Explorers*:
1) None – 53%
2) Opentable app – 17%
3) Urbanspoon – 12%
4) Y Plan – 11%
5) Barchick – 6%
25
21
7
4
2
1 1
80
85
90
95
100
105
110
115
120
125
130
IndexvsAllRespondents
Q. Which of the following apps do you use when planning a night out?
All Respondents: 2,611
Cultural Explorers: 872
*not including Time Out (30%)

38. Mosaic
Profiles.
Key types amongst all
TOL users.
67 Mosaic ‘types’ in the UK
47% of all Time Out London audience
comes from just 4 of these groups
Metro High Flyers
25% of all respondents
Uptown Elite
10% of all respondents
Penthouse Chic
6% of all respondents
Flexible Workforce
6% of all respondents

39. Main
Demographics.
Age & Relationship
Status.
All Users
Social Adventurers
Cultural Explorers
15%
52%
18%
10%
5%
18-24
25-34
35-44
45-54
55 or above
34%
44%
22%
Single (not in
long-term
relationship)
In a long-term
relationship (not
married)
Married/Civil
Partnership
20%
56%
14%
6% 3%
18-24
25-34
35-44
45-54
55 or above
41%
44%
15%
Single (not in
long-term
relationship)
In a long-term
relationship (not
married)
Married/Civil
Partnership
12%
54%
19%
10%
4%
18-24
25-34
35-44
45-54
55 or above
36%
43%
20%
Single (not in
long-term
relationship)
In a long-term
relationship (not
married)
Married/Civil
Partnership

40. Main
Demographics.
Transport Zone & Home
Ownership Status.
All Users
Social Adventurers
Cultural Explorers
12%
43%
19%
5%
3%
3% 14%
Zone 1
Zone 2
Zone 3
Zone 4
Zone 5
Zone 6
Outside of
London
9%
25%
55%
2%
7%
Own home outright
Mortgage
Rent from private
landlord
Rent from
council/local
authority
Live with
parents/guardian
12%
45%17%
5%
3%
3% 15%
Zone 1
Zone 2
Zone 3
Zone 4
Zone 5
Zone 6
Outside of
London
7%
23%
60%
2%
8%
Own home outright
Mortgage
Rent from private
landlord
Rent from
council/local
authority
Live with
parents/guardian
11%
46%20%
4%
3%
3%
13%
Zone 1
Zone 2
Zone 3
Zone 4
Zone 5
Zone 6
Outside of
London
9%
25%
58%
2%
7%
Own home outright
Mortgage
Rent from private
landlord
Rent from
council/local
authority
Live with
parents/guardian