Reveal Marketing Research study conducted for Brand Management – indoor advertising: 7 out of 10 Romanians go to the mall at least once a week
- Men visit malls more often than women, while the ladies spend more time per session
- Men are the ones who spend more, while the main reason for women going to the mall is shopping
- Romanians spend 300 lei on average in one session at the mall and the average time spent is over 2 hours
7 out of 10 Romanians go to the mall several times a week, according to the latest study carried out by Reveal Marketing Research for Brand Management, the indoor advertising market leader and the first company in the industry whose services have national coverage.
Of these, 3 are women and 4 are men. Although the men are the ones who come to the mall more often, women spend more time per visit. In terms of purchasing habits, men spend 10% more than women (302 lei vs 275 lei).
26% of those who declared that they go to the mall visit between once and three times a month and only 4% go less often than once every 3 months.
73% of gentlemen are present at the mall several times a week, 23% go between once and three times a month, and 4% less than once every three months. Ladies, on the other hand, visit shopping centers often, at the rate of 67%, making 1-3 visits per month at the rate of 29%, and only 4% stated that they go to the mall less than once a quarter.
“In nearly 20 years of business, we have learned that the most valuable resource we have in this industry is demographic data. Information is power to us, but especially for our partners and collaborators, who analyze the audience before planning a successful marketing campaign in shopping centers to have a real impact on sales”, Laurențiu Jiga, Founder and CEE Managing Director Brand Management.
Romanians spend more than 2 hours in one mall visit
The average time Romanians spend in a mall visit is just over 2 hours (130 minutes), Generation Z (14-25 years) being the one that stands out with over 150 minutes spent in a single shopping session. At the polar opposite is Generation X (43-58 years), with only 116 minutes.
Romanians most often go to malls for shopping (55%) followed by socializing over a coffee (29%), for dining in the food court area (29%), for visiting the hypermarket (18%), walking at the cinema (4%) and paying utility bills & sports (2%).
Those who go shopping buy women’s clothes (18%) or men’s clothes (12%) and cosmetics or perfumes (10%).
“Currently, malls play an important role in the lifestyle of consumers, their success on the Romanian market being indisputable. We have more and more such shopping centers in the city area. The great foot traffic they see clearly reflects the Romanians’ pleasure to shop, the desire to socialize and have fun. Mall visitors stand out for their diversity of gender, age, income and level of education as these destinations offer an attractive environment adapted to a wide range of individual needs, both emotional and rational”, Marius Luican, CEO of Reveal Marketing Research.
Women are the ones who come to the mall to shop (61%), while men, although spending more per session, plan their visits mostly for utilitarian purposes and only 48% for shopping.
The amount spent on average is 300 lei
The average amount spent by Romanians on a visit to the mall is almost 300 lei. The biggest spenders are those in the 36-45 age segment (Millennials), with almost 370 lei, closely followed by Generation X, who buy around 330 lei in a visit to the mall. Generation Z spends the least in a shopping session – only 200 lei.
Also interesting to note is the trend of consumers who, although they buy mostly from online stores, still go to showroom-type shops located in malls to test the products before actually buying them. Among them, Generation Z (46%) stands out.
The sample included 826 respondents aged 14-60, with mostly medium and higher education and varying incomes, located in Bucharest, Timișoara, Cluj-Napoca, Constanța and Iași.
About Brand Management
Brand Management was founded in 2004 and is the first company in Romania to offer indoor advertising services at national level. With almost 20 years of experience in the implementation of advertising campaigns, in commercial and business centers, Brand Management has developed indoor advertising operations in Romania, Bulgaria and the Czech Republic, for companies in fields such as technology and telecommunications, fashion and jewelry, financial-banking, FMCG, managing budgets dedicated to indoor advertising of over 120 million lei before 2022.
Brand Management is present in over 150 locations in Romania – Malls, Hypermarkets and Business Centers – from the first 20 most important cities. The company ensures the exposure of indoor advertising campaigns in front of over 110 million visitors per month, counted and communicated by locations.
About Reveal Marketing Research
Reveal Marketing Research is a full-service market research company, specialized in marketing research, sociological studies, customer insight, business strategy, market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the foundation of sound decision-making and brand positioning. Qualitative and quantitative solutions have been helping companies in Romania and Europe for 14 years.