The Bauer Media Outdoor UK Malls survey (2016) examined consumer behaviour in shopping centres. Survey data was collected using a two-stage methodology: an online survey (n=251) and a real-time mobile diary (n=81). A total of 41 shopping centres and 386 advertising spaces were included in the survey.

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Shopping centre advertising encountered in a positive frame of mind

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According to our research, people are having fun and spending time in shopping centres. 76% of respondents say they move around in a shopping centre environment in a positive mood and 60% spend at least an hour in one visit to a shopping centre. So there is time to be exposed to advertising messages for a longer period of time.

In addition to shopping, shopping centres are a social environment, where people are most likely to visit with someone. They are therefore likely to stimulate discussion about everything they see around them, for example the range of products on offer in the shops. In addition, 69% of respondents say that they discuss new products and offers even after their visit to the shopping centre.

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Shopping behaviour in a shopping centre is spontaneous

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It is in the nature of shopping centres to visit several different shops during a visit and to familiarise oneself with their ranges. Impulse shopping is common in a shopping centre environment, with only one in ten consumers ending up buying only the product they originally went to the store to buy. 50% of respondents say they spend more money than they thought they would or buy more products than they intended.

The vast majority of consumers have a positive attitude towards advertising in shopping centres and perceive it to influence their purchasing decisions: 65% of respondents said they are more likely to choose the product they see advertised. In fact, mall advertising plays an essential role in guiding consumers in a receptive shopping environment. 73% of consumers would like to see advertising related to (new) products or offers on the advertising screens, with a particular interest in fashion, food, electronics and beauty products. 63% of respondents would also appreciate the possibility to communicate with interactive digital screens.

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Bauer Media Outdoor's digital network in shopping centres and stores is undoubtedly the most extensive and effective on the market.

Get to know our PRODUCTION: SHOPPING ENVIRONMENTS [Need to add link when page is created]

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