How Demographics Differ Among Indoor Malls, Open-Air Centers and Outlets

The demographics and psychographics for indoor malls, open-air shopping centers, and outlet malls have both similarities and differences, according to an analysis by Placer.ai.

In all three mall types, the median household income was higher than the national median average of $69.5K. However, open-air shopping centers clearly attracted the highest income visitors at $87.8K. In addition, the open-air shopping centers also had the lowest number of households with children and the highest share of singles (one-person and non-family households).

On the other hand, outlet malls had visitors with an average household income of $73.9K. Outlet malls also had the highest number of households with children and the lowest share of single households, too.

Finally, indoor malls had a median household income of $81.3K and a household makeup between those of the open-air malls and outlet malls, putting indoor malls directly in between outlet malls and open-air malls.

Upon further review, the data clearly exhibited that different types of malls attract distinctive family sectors, too. This is especially true when psychographics were utilized, as opposed to just demographics. One specific example demonstrated that outlet malls attracted the highest number of those falling under the categories of “Family Union” and “Promising Families.” Closer examination of these categories revealed that those falling under these classifications typically identify as middle-income, blue-collar families with young families living in starter homes. In contrast, open-air shopping centers tend to draw visitors from the flourishing family sector and are described as more affluent and living prosperous lives.