Among the main reasons for going to a shopping centre, 78.8% of Internet users did so to buy fashion (clothes, footwear or accessories), followed by 78.2% who went shopping for food and household products. Behind them, 53.1% of those surveyed went to eat, 46.2% said they went to spend time, 41.4% went for dinner and 39.5% went to go to the cinema. Finally, 31.1% go to meet friends.
These are some of the main conclusions of the study “AIMC Q Panel Shopping Centres 2022”, carried out by the AIMC (Asociación para la Investigación de Medios de Comunicación) through its panel of Internet users, in which the habits of attendance to shopping centres are analysed, as well as their relationship with the outdoor advertising present there.
Another of the main conclusions is that the vast majority of Internet users, 92%, have visited a shopping centre in the last 12 months. There is very little variation in the responses in terms of gender and age, although it is worth noting that young people aged 14 to 24 are the most likely to have visited a shopping centre in the last year, with 95% positive responses, while those aged 55 to 64 are the least likely, with 90.7%.
In terms of frequency of visit, the reason for going to a shopping centre at least once a week is to buy food and household products, reported by 30.1% of users, followed by eating out (6.8%), hanging out (6.6%), having dinner (5.7%), meeting friends or buying fashion (4.1% both) and going to the gym (3.8%).
“AIMC Q Panel Shopping Centres 2022” also analyses the average spending of internet users in shopping centres. Thus, the average monthly spending on food and household products is 137 euros. By bands, 46% of those surveyed reported spending less than 100 euros. On the other hand, 31% reported spending between 101 and 200 euros, and only 10.1% spent more than 300 euros.
With regard to average spending on fashion, the highest expenditure was on purchases for members of the same household (78 euros), for oneself (70 euros), for other family members (60 euros) and finally for other people (51 euros). Finally, it is striking that 75.3% said that they buy on impulse some of the time, and 5.4% said that they do so very often. On the other hand, 19.3% say that they never make any impulse or unplanned purchases.
As a couple or with the family
When it comes to going to shopping centres, most internet users do so accompanied, mainly by their partner or with their family or children, to enjoy leisure or dining plans. Thus, plans as a couple are the most popular options for buying fashion (43%), food and household products (41.1%), dinner (45.2%), going to the cinema (45.2%) or just hanging out (41.7%). As for those who go with family or children, they do so to eat (44.2%), to buy fashion (40.9%), to go to the cinema (34.8%), to hang out (34.3%), and to dine (33.2%).
Finally, the activities that are most frequently carried out individually are going to beauty services such as hairdressers or massages (74.7%), other types of services such as dry cleaners, post offices, lotteries (60.5%) and going to the gym, declared by 57% of users.
Regarding the frequency of visits to shopping centres by categories and days, the “AIMC Q Panel Shopping Centres 2022” study shows that, overall, weekends (Friday to Sunday) are reserved for leisure and restaurant plans, while weekdays (Monday to Thursday) are more focused on services, home shopping and activities, both aesthetic and sporting.
Thus, Monday to Thursday are the most likely days to go to the gym and other services such as dry cleaners, post office or lottery tickets, and are also the preferred days for household shopping, fashion and the use of aesthetic services such as hairdressers or massages. As for Friday, it is noteworthy that it is not the preferred day for any of the activities, as in general they are all very evenly matched, with the highest values being those related to social activities such as meeting friends, going out for dinner or hanging out.
Regarding the weekend, Saturday is the most likely day to go out for dinner, lunch, movies and other activities, such as enjoying ice rinks and bowling alleys. It is also the preferred day for meeting friends or hanging out, and there is a high frequency of fashion shopping, although it is not the preferred day for fashion shopping. Finally, the frequency of activities on Sunday is quite similar to that of Saturday, although less frequent. Activities to enjoy other forms of leisure such as ice rinks and bowling alleys, meeting up with friends and having a good time stand out.
The majority of Internet users (51.4%) admit to spending between one and two hours on average in shopping centres, followed by those who admit to spending between two and three hours (24.4%), less than an hour (18.0%) and finally those who say they spend more than three hours (6.2%) in this type of establishment. Women spend slightly more time on their visits, with an average of 107 minutes, compared to 101 minutes for men. Overall, the total average is 104 minutes.
Finally, “AIMC Q Panel Shopping Centres 2022” also analyses the advertising and connectivity services most used by users in shopping centres. Thus, approximately two out of every three Internet users (63.5%) who have visited a shopping centre in the last year remember having seen advertising in this type of space.
In terms of gender, men show a higher advertising recall with 68.4% compared to 58.6% for women, and by age, the groups that deviate the most from the average (63.5%) are those aged 25 to 34 (73.9%), while internet users aged between 35 and 64 are around 59%.
Regarding the influence of advertising on shopping in a shopping centre, television is the most influential medium with 45.2%, followed by outdoor advertising with 37.9%. Radio is in third place with 19.7%, and the press with 11.6%.
Outdoor is the most influential medium for young people (47.2%) and for women (42.3%). Television has slightly more influence on the decision of the male public than on the female public, with 48.2% compared to 42.3%. Radio also has a greater influence on men, with 25.5% compared to 19.7% for women. On the other hand, women are more influenced by outdoor advertising, with 42.3% compared to 33.3% of men.