The latest Reveal Marketing Research study commissioned by Brand Management aims to find out more about how much time Romanians spend at the mall and how much money they spend, tracking differences in their behavior compared to the similar study conducted last year. Romanians spend 9% more money on a visit to the mall, respectively 327 lei Generation X spends the largest amount: 346 lei per visit to the mall The average length of a visit to the mall increased by over 9% to 142 minutes The average amount spent by Romanians per visit to malls has increased by 9% compared to 2023, reaching 327 lei. Generation X (those born between 1965 and 1980) spends the most per visit, averaging 346 lei, while Generation Z (those born between 1997 and 2012) spends the least, at 293 lei. The data is included in a market study conducted by Brand Management, the leader in the indoor advertising market and the first company in the field whose services have national coverage. “The market study reflects the market trends and customs of Romanian consumers, being a qualitative expression of Trafic5, the indicator launched this year by Brand Management to measure Romanians’ appetite for shopping in shopping malls. This study is extremely useful both for us, as leaders of the indoor advertising segment in Romania, as well as for marketers and brands, providing them with demographic and behavioral data that they might otherwise not get. In addition, Brand Management is preparing for the digitalization of the customer relationship through a project that we intend to launch in the near future”, said Laurentiu Jiga, CEO and founder of Brand Management. The study shows that 59% of respondents go to the mall at least once a week. Among Generation Z, this percentage is even higher, reaching 70%. Also, 31% believe that any day of the week is suitable for a visit, attitude encountered more often among those who frequently go to the mall (42%). The previous study on the same subject, published in May 2023, showed that the average time Romanians spent on a visit to the mall was 130 minutes. This year, the average length of a visit to the mall increased by 9.2% to 142 minutes, being significantly longer for Generation Z, who spends an average of 174 minutes. Women spend an average of 151 minutes at the mall, compared to 133 minutes for men. Additionally, 60% of those who go to the mall are married, 16% are in a relationship, and 15% are single. “In a dynamic and constantly changing market, studies like the one conducted in partnership with Reveal Marketing Research are essential for guiding brands towards their customers. Such research not only provides us with concrete data about consumer behavior but also helps us better understand their trends and preferences. This way, we can adapt our sales strategies and offer indoor advertising solutions that meet the current needs of our clients,” said Georgian Draghici, Sales Director at Brand Management. Trafic5 is a tool provided by Brand Management that offers brands and marketers a clear and comprehensive view of the number of visits to malls. This indicator compiles a wide range of data, from the frequency of visits within a specific timeframe to their duration, reasons why shoppers visit malls, and much more. The market study was commissioned by Brand Management and conducted by Reveal Marketing Research online between May 10-19, 2024, on a representative sample of over 800 respondents. The margin of error is +/- 3.5% at a 95% confidence level. 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 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 130 million lei, including the year 2023. 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. Approximately 85% of the company’s clients have been in the company’s portfolio since the early years of activity. About Reveal Marketing Research Reveal Marketing Research is a full-service market research company specializing 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 basis for good decisions and brand positioning. The qualitative and quantitative solutions have been helping companies in Romania and other European countries for 16 years. Reveal Market Resources, study no. 157: Reveal Market Resources is a data hub of free studies offered to audiences, with the aim of supporting the marketing and communication market in Romania.
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