24 MARKETING


Surfing shoppers


Exclusive research shows the power of the internet in influencing shopper behaviour I


n the second round of the What do Shoppers Say research, market research specialists ROI Team asked customers at the Mall’s properties in Uxbridge, Blackburn, and Luton about their use of social media and the internet when planning their shopping trips. And it is clear that the old barrier between ‘clicks’ and ‘bricks’


Search engines dominate shoppers planning


Half of our shoppers visit a website to plan their shopping trips. Google and other search engines are the most used sites. With almost a quarter of shoppers using one as part of the planning. GM’s need to be aware of the danger of their shoppers being diverted away at this point. 50%


40%


is breaking down fast. The internet is no longer reserved for online shopping – for many it has become an integral part of any shopping trip and half of our shoppers said they visit a website to plan their shopping trips. Google and other search engines are the most used sites. With almost a quarter of shoppers using one as part of their


Youngest shoppers depend on websites


More than half of shoppers aged 18 to 44 – and almost one third of the youngest aged 18 to 24 – visit a website to plan their shopping trip. The proportion tails off amongst older shoppers.


30% 20% 10% 0% Twitter Price


comparison site


Shopping Facebook centre own website


Goggle/ Another


search engine


Do you use any of the following to plan your shopping trips? Base: 409


Do you use any of the following to plan your shopping trips? Base: 409


None


0% 10% 20% 30% 40% 50% 60% 70% 80%


18 to 24 25 to 34 35 to 44 45 to 54 55 or over


SHOPPING CENTRE April 2011 www.shopping-centre.co.uk


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