Time Out LondonAudience Personas

Time Outvs FOMO.Fear Of Missing Out.Time Out’s fan base is united by that most modern of characteristics: FOMO. Fear Of Missing Out.

A fear of being disconnected from what’s going on, what’s happening. A fear that the latest, coolest, best is passing them by. Consumers come toTime Out to satisfy their FOMO because they trust us to filter, curate and editorialise so that they find exactly what they want, how they want it and where they want.

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Social Adventurers.25 - 35. No kids.Earn £25 - 45k.Educated, mid-levelprofessional.High social media andmobile activity.Highly brand conscious.Out >3 times per week.

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Social Adventurers.Want to know what’s cool, quirky, new & exciting

“I read Time Out cover to cover, I worry that I’ll miss out”

Kate, 27 - Assistant Buyer at Furniture Retailer

“I love that Time Out covers stuff that I don’t know about, or that I don’t even think about”

Dan, 29 - Senior Web Developer, Digital Marketing Agency

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Restaurants.Visit quirkier independent, mid-priced restaurants once a week usually with friends Examples

Kingsland Road VietnamesePolpoBurger & Lobster

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Cafes.Catch up with friends during the week or at the weekend

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Gigs & Festivals.About once a month and big festival-goers; music is a key passion point

Examples

Field DayLovebox

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Clubs.At least twice a month at weekends, usually around Hoxton & Shoreditch areaExamples

XOYOBirthdays in Dalston

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Film.Visit cinema at least once a month.

Would recently have seen…

Grand Budapest Hotel300: Rise of Empire12 Years A Slave

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Cultural Explorers..30’s - 40’s.Some with kids.Earn £40 - 100k+Discerning, educated,mid/senior professional.High culturalconsumption.

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Cultural Explorers..Cultured, refined & high-spending“It should tell me about things which aren’t readily available anywhere else”

Sara, 35 – Owner, Florist

“I read Time Out to give me knowledge of the week ahead”

Ben, 34 – Outdoor Media Buying Agency

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Galleries & Exhibitions..Big fans of the arts and make sure they are the first to visit the latest exhibitions.

Examples

Richard Hamilton at the TateSensing Spaces at the Royal AcademyPop Art at the Barbican

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Restaurants.Restaurants. Visit independent restaurants close to where they live 2 to 3 times a month. Examples

Abbeville KitchenMacaronTom Aikens

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Theatre..Visit the theatre once every 2 to 3 months. Has to be critically rated, makes them look good.Examples

Punchdrunk1984Riverrun

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Film..Visit the cinema at least once a month. Look for less mainstream optionsWould recently have seen…

HerGrand Budapest HotelNymphomaniac

They’re in the mood to consume.79% of regular Time Outreaders have acted as a direct result of reading the magazine.Actively looking for inspiration, information and recommendation about how to spend their time and money. And acting on it!

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We help themto decide howto spend theirfree time...and money.

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