According to a new survey, shopping at malls ranks as a favorite activity among almost half of all teens, trumping online shopping.
In a study conducted by Forest City with Alexander Babbage, shoppers ages 13 to 24 were surveyed and those 13 to 17 years old had the strongest preference for brick-and-mortar stores.
Specifically, 13- to 17-year-olds spend 71 percent of their earnings each month at brick-and-mortar shopping locations, while 18- to 24-year-olds spend 69 percent at brick-and-mortars.
Friends, followed by in-store displays, topped the list as the primary shopping influence on the digital generation. In fact, young consumers are four times more likely to be influenced by friends and three times more likely to be influenced by in-store displays than social media.
It seems young adults are looking for shopping deals and an individual, authentic shopping experience, and although everyone is looking for a discount, 14- to 17-year-olds are less brand-centric and more price sensitive than 18- to 24-year-olds.
However, digital media and mobile play an unavoidable role in the shopping experience. While most teens said mobile was their least preferred way to shop online, mobile advertising is important for distributing offers and information that inevitably influence the shopping experience. Email communication was the preferred medium for fashion, brand and retail information.
"It's important for brick-and-mortar stores to incorporate mobile devices into their marketing strategies," said Jane Lisy, Forest City senior VP of marketing. "Although teens and young adults do not prefer to use their phones to purchase items, they do like to use mobile devices to get special offers, compare prices and share with friends.
In-store still seems to be the preferred shopping location for most consumer demographics. Although online retail is growing, it still only accounts for 6 percent of all retail sales.
-See this Forest City press release
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