This blog post is one of series looking at some of the key findings from recent shopping habits market research commissioned by Latimer Appleby. In this blog, we look at shopping centre communication and the use of social media.
Social media have become increasingly seen as a potentially powerful marketing and shopping centre communication tool, and Latimer Appleby was interested to see how consumers were responding to the trend. The research looked at two of the most popular social media applications used for shopping centre communication in the UK: Facebook and Twitter.
Shopping centre communication and Facebook
The research found that as many as 69% of people claim to use the social media application Facebook. The proportion of these who actively ‘like’ any UK shopping centre was 10% (or 7% of all respondents).
Analysis by gender reveals that females are both more likely to use Facebook and more likely to ‘like’ shopping centres.
The more significant variance is to be found by age where after the youngest two cohorts, Facebook use clearly declines in line with age. The proportion who ‘like’ at least one shopping centre declines, therefore, from a high of 13% amongst the under 25s down to only 3% amongst the over 55s.
For those who use Facebook and have indicated that they ‘like’ a specific shopping centre on Facebook, the average number of centres liked was between three and four.
Shopping centre communication and Twitter
When it comes to the social media application Twitter, the research found that 3% of all adults ‘follow’ a particular shopping centre on Twitter, however a little over half of respondents use Twitter. Therefore, of those using Twitter, 5% follow at least one shopping centre.
Again there is very little difference between the genders when it comes to Twitter, however the variance by age cohort is significant. Twitter use peaks for 25-34 year olds, unlike Facebook, where we see near identical use between 18-24 year olds and 25-34 year olds. Again, as the population ages so use of Twitter falls.
For those who do ‘follow’ any shopping centres on Twitter, the average number followed was once again between three and four.
If you would like to download your own copy of our report ‘Understanding the UK Shopper in 2013’ click here.
About the research:
Research consisted of a 2,000 sample from a panel of over 100,000 UK adults. The sample was representative of the UK by age, gender and region. Fieldwork took place in January 2013.