We (Posterscope) have collaborated with Metro newspaper to further understand the attitudes and behaviours of ‘urbanite’ audiences in relation to digital and interactive out-of-home and location based mobile and social media.

The full report is available here with a few highlights below :

 - Usage patterns of mobile Facebook, Twitter, email, games, music, web browsing, online shopping and other apps are very similar when comparing London to other major cities. -

- Amongst active users of these smartphone features; travelling by bus, waiting at bus stops, travelling on trains and waiting at stations are all key times for using Facebook (44% do so), web browsing (32%) and emailing (32%).

- Of the major location based social networks, Facebook places has the highest awareness (41%) with Foursquare at 30%.

- But 48% have never heard of any of them and again there isn't much of a London skew in terms of awareness.

- They expect digital OOH screens to be dynamic, live or interactive (whereas the majority of brands don't take full advantage of such capabilities)