FEATURES Chart 2-5 Australian Shopping Centers: Expenditures by Dwell Time in Center


Source: Directional Insights


their forties, for instance, on average spent around A$8 more than the next closest age cohort, largely because of the greater likelihood of consumers in this age bracket being in established family and career life-stages. The broader peak between 30 to 60 years of age can be attributed to the same factors. Not surprisingly, customers employed in higher-income


occupations, such as professionals and managers, had higher average spending, as did those engaged in home duties who were more likely to be shopping for households or other individuals. Consumers employed in clerical and administrative roles also had high average spending. While these customers spent more on all categories except bulky goods than the Australian shopping center average, they showed particularly strong spending on apparel, with those making a purchase averaging A$80.53 per shopping trip compared with the overall average spend on apparel of A$68.92. They also had a much stronger propensity to spend on apparel than the average. Their higher spending is at least partly explained by the fact that over 90% of shopping center customers employed in this category were female. They were also more likely to be in family lifestages with children at home, suggesting that the purchases were not


11 Calculated from midpoints of surveyed shopping-time brackets. INTERNATIONAL COUNCIL OF SHOPPING CENTERS 10 7 RETAIL PROPERTY INSIGHTS VOL. 20, NO. 1, 2013


for them alone but for these children and possibly male spouses as well.


Shopping Time Shoppers spent an average of 59 minutes in centers.11


This survey ranged from an average of 43 minutes in neighborhood centers to 80 minutes in regional centers. Where the majority of customers at the former had completed their shopping trip within an hour, 27% of shoppers at the latter shopped for two hours or more. This survey ranged from an average of 43 minutes in neighborhood centers to 80 minutes in regional centers. Where the majority of customers at the former had completed their shopping trip within an hour, 27% of shoppers at the latter shopped for two hours or more. Linear regression analysis shows that for every


additional minute spent in the center, customers spent, on average across all center types, an additional A$0.76. Chart 2-5 indicates customer expenditure by time in center. Spending per minute is highest in neighborhood centers (A$0.79) because of the dominance of supermarkets in the tenancy mix and the more targeted mission-focused shopping trip that this encourages. Spending per minute drops to A$0.73 in sub-regional centers. In previous studies regional centers, too,


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