According to the results of a study of the target audience of the shopping and entertainment center conducted by Watcom Group, 75% of shoppers come to shopping in Afimall City on purpose. The share of this group is maximum on weekdays and weekends.
25% of the mall visitors are employees of the offices located in the Moscow City MIBC. Nevertheless, this audience remains active not only on weekdays, but also on weekends.
This distribution of the target audience contradicts the prevailing stereotypes that office workers in business districts form the main consumer traffic of shopping centers located there.
The purposefulness of the flow is indirectly confirmed by the gender analysis of the target audience. In particular, in the Afimall City shopping and entertainment center 60% of visitors during the day are women, in the evening the number of male visitors increases to 44%. These proportions remain virtually unchanged throughout the working week.
At the same time, the majority of visitors to the mall prefer to travel by public transport: in particular, the share of buyers arriving by metro to Afimall has reached 60%. According to analysts of the shopping and entertainment center, this is determined by the proximity of the Moscow City International Business Center, around which two metro stations are open - Vystavochnaya and Delovoy Tsentr, from which visitors go directly to Afimall shopping galleries.
28% of visitors to the shopping and entertainment center arrive by car.
On weekdays, more than 60% of visitors visit the mall alone or with friends. And the peak of visits to Afimall City by the whole family falls on weekends, which is explained by the popularity of entertainment and educational events held in the mall among parents with children.
Research has also shown that the core audience of a shopping and entertainment center is comprised of visitors aged 20–39, who represent the most active and interested part of the shopping segment. In the evening, the audience is mostly represented at the age of 20-29 years, in the daytime - from 30 to 39 years.
Shopping traffic today is more than 65 thousand people a day. This result is explained by a wide selection of brands, many of which are exclusively represented only in this shopping and entertainment center.
SEC analysts believe that this study allows us to evaluate the effectiveness of the shopping and entertainment center in attracting the flow of visitors, as well as the influence of the tenant pool on the growth of consumer traffic.