Getting Mall'ed

A joint study by Scarborough Research & Arbitron shows that teenagers have an intimate connection to shopping malls. No, really. They tend to spend more than 2 hours per visit and over half of them spend at least $50 with nearly 1/3 (29%) topping $100. And in a result that will warm the hearts of ad men and women everywhere, 95% of teenage shoppers notice some kind of mall advertising.

91% notice poster display ads at the mall
85% notice hanging ad banners
77% notice sampling
58% notice promotional events
57% notice TV/video screens (duh)
48% notice interactive displays/kiosks
31% notice moving images projected on the floor or walls

The study grouped their activities into four categories: shopping, eating, socializing and entertainment. Over 70% shop, 57% eat, 49% socialize and 40% are at the mall to be entertained (movies, video games, etc.). Yet spending sprees don’t mean they’re not concerned about the current economy: 77% worry how it will impact their families and their future, and 66% look for ads that feature sale items. Three fourths (75%) said sales and discounts are more important to them now than in the past. A significant group (37%) go to the mall less often, though nearly twice as many (62%) are going more often or at least as much as in the past. Spending for over half the group surveyed has increased or stayed the same. A free webinar can be viewed at www.scarborough.com/teenwebinar/.

This study was attached to the newsletter version of this provided to our clients and subscribers.

Excerpted from BSLG's weekly subscription news reader service Food Business News. To subscribe or for information about licensing, contact Broad Street Licensing Group (tel. 973-655-0598)