The survey was conducted online with teens (13+) and adults who had to have visited one of the 300+ malls in the EYE portfolio in the 60 days prior to the survey field dates, 2/6-2/16/15. According to the survey, 28% of shoppers say they visit the mall more compared to two years ago. While at the mall, shoppers visit 6.1 stores and their dwell time is now 2 hours and 42 minutes. Among the group most coveted by marketers, shoppers ages 18-44 go to 6.9 stores per mall visit with 40% saying they are frequenting the mall more often compared to two years ago.
“We see the major mall developers all investing in the mall experience to draw more consumers and keep them there longer so this shows some of that effort is working,”
said Jeff Gunderman, President of EYE Corp Media.
With consumer confidence strengthening, the study shows that 82% of shoppers plan to spend more or the same amount at malls this year compared to last. “The number of EYE mall shoppers who say they spent $100+ each mall visit has grown +12% since 2011,” said Gunderman. “Mall shopper spending is the highest we’ve seen in 4 years.”
The study also provides learnings about consumer behavior in the mall—behavior that offers valuable opportunities for advertisers to engage with consumers as they shop:
· Mobile is an integral part of the purchase process. Mall shoppers actively use their phones to multi-task. Top activities include contacting a friend for an opinion (59%), looking up product information (58%) and comparing prices (56%). Shoppers under age 45 use their phones to get more value from their purchases with mobile coupon usage (66%) ranking as their top activity, followed by price comparisons (64%).
· Shopping starts with a purpose and leads to browsing. While 81% of shoppers visit the mall with a plan to make a purchase, 73% also browse.
This combined behavior represents a prime opportunity for retailers and marketers to influence the shoppers’ purchase journey.
In the end, consumers are seeking experiences, beyond simple transactions. “We are seeing the creation of more and more kids’ play areas, gourmet and healthy food courts, restaurants, bars and nightlife, incorporation of grocery and big-box retailers on premise and more entertainment options like movies,” added Gunderman. “All of these activities help make the mall a destination and one stop shop for most consumers’ day-to-day needs. No wonder consumers are spending more time at the mall!”
Source: EYE Mall Shopper Behavior Study 2015
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About EYE Corp Media
EYE Corp Media is the out-of-home media company that reaches consumers nationwide in local communities where they shop, dine, commute and play.
EYE uses multiple media platforms, from backlit posters and high-definition digital screens to mobile and experiential marketing, to deliver advertising to consumers in malls, commuter stations and bars. With a focus in the top 20 DMAs, EYE helps advertisers target key markets on a national, regional or hyper-local scale and activate consumers where and when they are most receptive to branding and sales messages. Visit us at www.eyecorpmedia.com.