The survey “The behavior of Shopping Center Visitors”, prepared by the Brazilian Association of Shopping Centers – Abrasce –, highlighted important economic aspects related to customers. The study was carried out between February and March this year, using an online panel with 4,300 shopping mall patrons. Customers over 17 years of age were interviewed from all 26 Brazilian states and the Federal District, covering more than 240 cities that are home to at least one shopping mall.
One of the highlights shows the importance of credit cards among the most used payment methods in shopping malls across the country. Overall, it is preferred by 74% of visitors, followed by debit card (63%), PIX (52%) and cash (45%).
The instrument is the most used by consumers aged between 30 and 44 (77%) and between 45 and 59 (78%). Among the cities that use credit cards the most are Salvador (82%), Fortaleza (81%) and Belo Horizonte (80%).
Among income segments, the use of credit is above 80% among families with more than 6 minimum wages: 6.1 to 10 MW: 81%; 10.1 to 15 MS: 86%; and more than 15 SM: 82%.
PIX and money
The research also points to high growth in the use of PIX in commercial transactions in shopping malls. Among age groups, use is highest between 17 to 19 years old and 20 to 29 years old, both at 59%. Manaus (66%), Fortaleza (63%), Belém + Ananindeua (59%), and Goiânia + Aparecida de Goiânia (59%) were the municipalities that most declared a preference for this method of payment in projects.
In relation to paying in cash, use is higher among patrons aged 17 to 19 (52%).
The Abrasce survey also showed the most used finance-related services in shopping malls: ATMs (79%), bank branches (57%) and lottery (57%). Furthermore, exchange offices are used by 15% of consumers.
Cities
Among the municipalities that use ATMs the most are Manaus (91%), Salvador (91%) and Belo Horizonte (86%). Of the cities that use bank branches the most, we have Salvador (82%), Manaus (80%) and Belo Horizonte (75%).
Among those who used lotteries the most, Salvador (72%), Manaus (71%) and Goiânia + Aparecida de Goiânia (57%) stand out. And among those who use exchange offices the most, we have Belo Horizonte (25%), São Paulo (24%), Rio de Janeiro (20%) and Curitiba (20%).
“Credit cards are one of the most important means of payment for the sector and represent a large part of shopping malls’ revenue”, highlights Glauco Humai, president of Abrasce.
National data
Regarding the general scope of the research, the study indicated that 53% were female and 47% were male. Regarding education, 56% responded that they attended higher education, 38% secondary education and 6% primary education. The predominant age groups are: 30 to 44 years old (27%), 20 to 29 years old (26%), 45 to 59 years old (18%), 17 to 19 years old (17%) and 60 years old or more (12%) . In terms of income, 34% of respondents said they received up to 3 monthly minimum wages (SM), 33% said they received between 3.1 and 6 minimum wages, 19% from 6.1 to 10 minimum wages, 7% from 10.1 at 15 minimum wages and 7% above 15 minimum wages.
Habits and Behaviors
In terms of Habits and Behaviors, the survey points out that 24% consider location to be the most important factor in choosing a shopping mall and 22% choose the project based on the store mix. 46% of consumers prefer to shop in shopping malls as they consider it a safe place and 36% consider it a practical place to solve everyday needs. 65% of visitors go to the mall with their own vehicle and the average length of stay is 80 minutes.
Physical or online
Regarding Shopping Behavior (Physical and Online), 75% usually research prices online before going to a physical store. Regarding preferences, 58% usually buy shoes at the mall and 54% clothes.
Regarding Motivation to go to Shopping Malls, 43% of consumers said they were encouraged to visit businesses for Shopping, 31% for Leisure, 21% for Food and 5% for Services.
Regarding Connection and Engagement with Shopping Malls, the survey showed that 92% of customers are satisfied with the shopping malls they usually visit and 35% have a shopping app on their cell phone.
For Glauco Humai, this research brings robust knowledge about the preferences and habits of new shopping mall goers and, with this, it is possible to provide better experiences and facilities for their daily lives. “Getting to know patrons more deeply and capturing their feelings and perceptions are fundamental attitudes for the shopping center sector, which was extremely resilient during the pandemic and which is now fully resuming its role in people’s daily lives, through experiences and conveniences that allow consumers to feel comfortable, safe and carry out all their activities in one place”, comments the executive.
Free Pocket
The survey “The behavior of Shopping Center Goers” is available in pocket format, free of charge, on the Abrace APP. The full study can be purchased on the entity’s website. In the full version, there is information on pet and omnichannel behaviors, and data segmented by Brazilian region and information opening for 11 cities and the interior of São Paulo. In addition, it is possible to consult data by income, age, influence of generations Z and 50+, dynamics of families with children up to 12 years old, among other new features.
The survey “The behavior of Shopping Center Visitors”, prepared by the Brazilian Association of Shopping Centers – Abrasce –, highlighted important economic aspects related to customers. The study was carried out between February and March this year, using an online panel with 4,300 shopping mall patrons. Customers over 17 years of age were interviewed from all 26 Brazilian states and the Federal District, covering more than 240 cities that are home to at least one shopping mall.
One of the highlights shows the importance of credit cards among the most used payment methods in shopping malls across the country. Overall, it is preferred by 74% of visitors, followed by debit card (63%), PIX (52%) and cash (45%).
The instrument is the most used by consumers aged between 30 and 44 (77%) and between 45 and 59 (78%). Among the cities that use credit cards the most are Salvador (82%), Fortaleza (81%) and Belo Horizonte (80%).
Among income segments, the use of credit is above 80% among families with more than 6 minimum wages: 6.1 to 10 MW: 81%; 10.1 to 15 MS: 86%; and more than 15 SM: 82%.
PIX and money
The research also points to high growth in the use of PIX in commercial transactions in shopping malls. Among age groups, use is highest between 17 to 19 years old and 20 to 29 years old, both at 59%. Manaus (66%), Fortaleza (63%), Belém + Ananindeua (59%), and Goiânia + Aparecida de Goiânia (59%) were the municipalities that most declared a preference for this method of payment in projects.
In relation to paying in cash, use is higher among patrons aged 17 to 19 (52%).
The Abrasce survey also showed the most used finance-related services in shopping malls: ATMs (79%), bank branches (57%) and lottery (57%). Furthermore, exchange offices are used by 15% of consumers.
Cities
Among the municipalities that use ATMs the most are Manaus (91%), Salvador (91%) and Belo Horizonte (86%). Of the cities that use bank branches the most, we have Salvador (82%), Manaus (80%) and Belo Horizonte (75%).
Among those who used lotteries the most, Salvador (72%), Manaus (71%) and Goiânia + Aparecida de Goiânia (57%) stand out. And among those who use exchange offices the most, we have Belo Horizonte (25%), São Paulo (24%), Rio de Janeiro (20%) and Curitiba (20%).
“Credit cards are one of the most important means of payment for the sector and represent a large part of shopping malls’ revenue”, highlights Glauco Humai, president of Abrasce.
National data
Regarding the general scope of the research, the study indicated that 53% were female and 47% were male. Regarding education, 56% responded that they attended higher education, 38% secondary education and 6% primary education. The predominant age groups are: 30 to 44 years old (27%), 20 to 29 years old (26%), 45 to 59 years old (18%), 17 to 19 years old (17%) and 60 years old or more (12%) . In terms of income, 34% of respondents said they received up to 3 monthly minimum wages (SM), 33% said they received between 3.1 and 6 minimum wages, 19% from 6.1 to 10 minimum wages, 7% from 10.1 at 15 minimum wages and 7% above 15 minimum wages.
Habits and Behaviors
In terms of Habits and Behaviors, the survey points out that 24% consider location to be the most important factor in choosing a shopping mall and 22% choose the project based on the store mix. 46% of consumers prefer to shop in shopping malls as they consider it a safe place and 36% consider it a practical place to solve everyday needs. 65% of visitors go to the mall with their own vehicle and the average length of stay is 80 minutes.
Physical or online
Regarding Shopping Behavior (Physical and Online), 75% usually research prices online before going to a physical store. Regarding preferences, 58% usually buy shoes at the mall and 54% clothes.
Regarding Motivation to go to Shopping Malls, 43% of consumers said they were encouraged to visit businesses for Shopping, 31% for Leisure, 21% for Food and 5% for Services.
Regarding Connection and Engagement with Shopping Malls, the survey showed that 92% of customers are satisfied with the shopping malls they usually visit and 35% have a shopping app on their cell phone.
For Glauco Humai, this research brings robust knowledge about the preferences and habits of new shopping mall goers and, with this, it is possible to provide better experiences and facilities for their daily lives. “Getting to know patrons more deeply and capturing their feelings and perceptions are fundamental attitudes for the shopping center sector, which was extremely resilient during the pandemic and which is now fully resuming its role in people’s daily lives, through experiences and conveniences that allow consumers to feel comfortable, safe and carry out all their activities in one place”, comments the executive.
Free Pocket
The survey “The behavior of Shopping Center Goers” is available in pocket format, free of charge, on the Abrace APP. The full study can be purchased on the entity’s website. In the full version, there is information on pet and omnichannel behaviors, and data segmented by Brazilian region and information opening for 11 cities and the interior of São Paulo. In addition, it is possible to consult data by income, age, influence of generations Z and 50+, dynamics of families with children up to 12 years old, among other new features.
