Marketing, Teens and the Mall

Does it pay to market to teens? If you advertise in a venue where teens spend a lot of time, they'll notice your ads. The local mall has long been a mecca for this demographic and these days, teens are actively searching out information about stores, products and mall entertainment destinations. That's one of the key findings from a study recently released by Scarborough Research.mannequin_girls

Here's what teens are doing at the mall, according to the study:

  • 4 in 10 teens spend at least 2 hours during each mall visit
  • Nearly ¾'s of teens visit malls primarily to shop but over half also eat at kiosks, food courts and restaurants
  • Near 8 in 10 teens go to movies at the mall

When it comes to marketing opportunities, there are a variety of ways to reach these young consumers.

  • Over 90% notice in-​mall advertising. While teens say they see posters more than video displays or moving images, they rate moving images as highly entertaining.
  • Over half of teen shoppers visit mall Web sites, with the demographic skewing slightly more male than female for this activity.
  • Over half of teen shoppers look for and print out mall store coupons.

In this down economy, at least half of teens spend about $50 during an average mall visit. And many say they are going to malls at least as often as they were six months ago. This study points to the importance of advertising either in the mall or on mall Web sites to reach the teen demographic. Review the complete findings to learn about differences between boys and girls when it comes to exactly what they are buying and then plan your ad campaign.

[Source: Scarborough/​Arbitron Teen Mall Shopping Study, Spring 2009] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.