Women are by far the most prevalent audience (70%), with reports suggesting that over 8 years of a woman’s life is spent shopping. They are the most frequent shoppers and have the longest dwell time, being attracted to the wide range of outlets within the centres.
Families also flock to shopping centres, again for the range of outlets for all the family, but also for ease of access, child friendly facilities and the safe and secure environment that centres offer.
Teenagers use malls as a meeting point for friends and for the entertainment and eating facilities that centres offer. There are also a huge range of outlets relevant to this audience.
Even men visit shopping centres in their millions – between the hours of 4-6pm 40% of the audience in centres is male. Men can be described as guerrilla shoppers, making more specific visits but spending less time in the shops. They do tend to spend up to 40% more per visit than women, and they also tend to have more down time – making them even more aware of the advertising in the centres.
In short – whatever the audience – a Citybox campaign can deliver huge numbers in the most relevant and targeted means possible.