Hand dropping Malls Live screen into busy mall

Big up your brand stories

Malls Live: The UK’s leading malls video network

Inspiration | Research | Purchase

Unboxing the purchase journey for young audiences, ensuring your brand stories stand out with Malls Live.

Understanding changing consumer behaviour is vital in helping brands to reconnect with shoppers. We’re closely monitoring mobile data to better understand how returning Out of Home audiences are looking, and how young people in particular are eagerly rediscovering malls.

When it comes to connecting with today’s young generation of consumers, now more than ever, brand stories stand out when you think big. You’ve got something new to say, a story to tell, a product to sell? Online and social media help make it happen, but why stick with thinking small?

We’ve undertaken new research into the purchase journey of Gen Z and Millennials, uncovering insights into how they seamlessly navigate between physical and digital touchpoints, and the standout role that malls and Digital Out of Home plays.

Our Malls Live network has grown to become the UK’s biggest. It’s the perfect platform for brands to reach out and reconnect with young shoppers; complementing online and social campaigns across the purchase journey.

We get young audiences
02

The new research study explores the following:

  • A common purchase journey for Gen Z and Millennials.
  • Retail spaces and malls play a big part in this purchase journey; not just as a point of purchase, but also as a resource for inspiration and research both on and offline.
  • Malls Live advertising plays a standout role, perfectly complementing and competing with other digital media channels that also feature as part of this consumer journey.

Standout insights

Here are some key insights from the study, built around our consumer journey framework of Inspiration, Research and Purchase. The purchase journey for Gen Z and Millennials doesn’t simply start and end online. There’s a seamless integration of physical and digital channels, negotiated without a second thought by savvy shoppers. In order to influence the purchase journey across all touchpoints, brands need to think big, beyond online and social media…

A highly valuable audience - 1/3

of all UK earnings are attributed to Gen Z and Millennials

Retail spaces are vital - 51%

of Gen Z and Millennials retail purchases are made instore

Physical and digital - 20%

of all online purchases are inspired or researched in a physical retail space

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Inspiration

81

%

agree “Shopping malls are a good place to learn about new products and brands”

7

/10

are open to seeing OOH ads in shopping malls (vs 5 in 10 for Social media)

05
Research

43

%

choose to shop in malls because they can see/hold the product

73

%

agree adverts in shopping malls can give you useful information

06
Purchase

50

%

purchase instore because it’s less hassle than online

65

%

of people are more likely to choose the advertised product

See the full research

We would love to take you through the new research and help you to big up your brand stories with Malls Live.

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