Research & Statistics

GGP Shopper Profile

• The average income of GGP mall shoppers in total is about $66,000.
• About 4 in 10 GGP shoppers have kids under 18 in the Household.
• On average, GGP malls are visited 38 times per year by shoppers.
• Mall visit length averages between 75 and 90 minutes
• Total spend varies greatly by Class, with Class AA averaging $153

Source: GGP Consumer and Market Research Department

Property Statistics

In a GGP property:

• 43% of consumers visit the mall at least once a week
• 80% visit at least once per month
• 1 hour, 52 minutes – average time spent at the mall
• 62% visit the food court

Monthly Traffic

• January: 7.6%
• February: 7.3%
• March: 8.2%
• April: 7.9%
• May: 8.8%
• June: 8.3%
• July: 8.6%
• August: 8.7%
• September: 7.1%
• October: 7.6%
• November: 8.5%
• December: 11.5%

Weekly Traffic

• Monday: 12%
• Tuesday: 12%
• Wednesday: 12%
• Thursday: 13%
• Friday: 16%
• Saturday: 22%
• Sunday: 13%

Media Effectiveness Statistics

• 75% of consumers recalled a campaign that was delivered via multiple in-mall media elements.
• 78% of consumers who attended an interactive children’s event felt they were more likely to remember the products because of the hands-on experience.
• 76% of consumers who attended a demonstration area felt they were more likely to remember the products because of the hands-on experience.
• 78% of consumers agreed they would be more likely to consider a brand class="clearfix" seeing it live in a demonstration area.
• 75% of consumers felt an interactive children’s event would persuade them to use a particular brand.
• 65% of consumers felt that floor decals caught their attention more than other types of advertisements beyond the mall.
• 89% of consumers felt that a demonstration area/event caught their attention more than other types of advertisements beyond the mall.

Arbitron, Inc. Mall Media Effectiveness Study – 2007

Key Trends That Emerged From the Study

• Traditional media, such as overhead banners and standing posters placed throughout the mall, is particularly effective at solidly planting a brand in the consciousness of consumers.
• Advertisers looking to raise or reinforce overall brand awareness among the masses should utilize traditional mall advertising.
• The strength of interactive mall media such as demonstration areas and special branded events lie in their ability to create deep, one-on-one connections with consumers.
• Investing in interactive mall media can be effective in launching a new product or to help change deep-seeded brand perceptions.

Arbitron, Inc. Mall Media Effectiveness Study – 2007

GGP 101

Click on the following research studies for valuable consumer shopping insights:

• Back-to-School *
• Independence Day
• Gift Card Promotions

*Stats refer to cell phone service providers and purchase locations.