The scope was to get a general idea of the people that frequent the mall, their purpose, how often and when they visit, by what means they arrive, how do they navigate the premises and what are their main complaints.
Age:
- 48% – 25-35
- 35% – 35-45
- 18% – 18-25
- 13% – 45+
Gender:
Salary:
- 44% 2000-4000
- 40% 4000-8000
- 13% Prefer not to answer
- 4% <2000
Arrive to the mall by:
- 61% Public transportation
- 61% Personal car personala
- 9% Walking
Frequency of visit:
- 52% Monthly
- 22% Anual
- 13% Weekly
- 4% Other intervals
Days of the week:
Time of day:
- 61% In the evening
- 57% At lunch time
Time spent:
- 44% 2-3 hours
- 35% 1-2 hours
- 13% <1 hour
- 9% 3-4 hours
Main activities:
- 100% Shopping
- 61% Eating
- 48% Watching a movie
- 13% Socialize
- 9% Have fun
How they navigate:
- 70% Exploring
- 30% Using the internet
- 22% Asking at the info point
- 17% Using the tablet
- 9% Asking around
Ease of access (from 5p scale very difficult/difficult/normal/easy/very easy) – noted only the most relevant
- Toilets: 39% difficult; 43% normal
- Parking lots: 23% difficult; 39% normal
- Places to eat: 17% difficult; 43% normal
- Desired shops: 65% normal
- Mall entrance: 57% normal
- Places to have fun: 47% normal
Suggestions from users(from the open ended question):
- Improvements on signs, clear pointers/markings
- More info points
- A better interior signalization towards the parking lots
Summary:
- Around 83% of visitors range between 25 and 45 years old.
- Most are women and have medium or higher income
- People visit first for shopping, with second for eating and third for watching a movie.
- On a visit, almost 80% spend at least one hour, with 44% spending between 2 and 3 hours.
- Most find their way by exploring and if they can’t find something they use the internet, ask at the info point or use the tablet and only then, as a last option, ask around.
Pain Points:
- Toilets are the least accessible places around the mall with parking coming a close second.
- Eating areas are also not very easily accessible, with 17% of people having a hard time around the restaurants.
- Around 50-60% of people find access to shops, mall entrances and fun activity spots ‘normal’ which may also hide some frustrations and can be improved.
Survey and data results