Going to the Mall – Survey Report

A shopping mall, or commonly referred to as just “mall”, is the monument of our modern and consumptive society in the name of development. Every big city on this earth must have at least one mall located in the centre of the downtown. On the top of that, a mall is being a special landmark in some big cities. Even for a developing country like Indonesia, apparently mall is a must-have, and going to the mall has become a sign for modernity, especially for the youth. Therefore, recently Jakpat has conducted a survey in order to see Indonesian’s preferences and habit when they go to the mall. This survey involved 403 respondents who currently live in 10 big cities of Indonesia, including Jakarta, Bandung, Semarang, Yogyakarta, Surabaya, Bali, Lombok, Medan, Balikpapan, and Makassar. For the further notes, Jakpat’s respondents in this survey are Indonesian smart-phone users with a range of age from 18 to 40 year-old. Regarding to this survey, first of all, we found that there are 97% of our respondents who admit that they have ever been to the mall, with 60% of them also admit that they frequently go to the mall.

Next, when asked about how often they go to the mall, most of them (62%) admit that they go to the mall for about 2 to 4 times in a month. Meanwhile, some of them (21%) go to the mall more than 4 times in a month. There are also 15% of them who admit that they only go to the mall for once in a month. As for the activities that they do when they are at the mall, most of them admit that they usually do shopping (86%) and having some meals (81%). Moreover, there are also respondents who go to the mall for just strolling around (78%). Even more, there are some of them who go to the mall for watching movies (56%) and hanging out (52%).

Regarding to the outlet that they visit when they are at the mall, apparently food outlets such as restaurants and cafes are the most popular choice chosen by 74% of them. The second most popular ones, as chosen by 66% of them, is the supermarket or grocery centre. Department store is the third most popular choice chosen by 63% of them. Less popular choices than the big three are cinemas (57%), book stores (50%), fashion outlets or boutiques (43%), and games centre (37%). Subsequently, when asked about with whom they usually go to the mall, most of them admit that they often go to the mall with family (64%) and friends (60%). Meanwhile, more than half of them (57%) admit that they usually go to the mall with their partner. There are also 35% of them who apparently go to the mall alone by themselves.

As for the time they spend at the mall during one time visit, apparently most of them (63%) spend only about 1 to 3 hours, while there are only 27% of them who admit that they spend about 3 to 6 hours at the mall. Next, we found out that most of our respondents (71%) make decision to go to the mall because of their own willingness. When asked further about their purpose of deciding to go to the mall, most of them (81%) answered that they go to the mall in order to look for certain things to buy. Meanwhile, 75% of them admit that they go to the mall out of needs for entertainment. There are also 63% of them who said that they go to the mall in order to fill in their spare time. In addition, we also found that there are 39% of them who admit that they go to the mall in order to have a meeting with someone or some people.

Regarding to our respondents who admit that they don’t frequently go to the mall, we asked further about their reason. Apparently, most of them (40%) answered that they don’t have any friends to go with them to the mall. Moreover, there are also 26% of them who said that they don’t frequently go to the mall because the mall’s location is quite difficult to access and the mall’s ambience is too crowded. Meanwhile, 19% of them find it troublesome to do parking at the mall, therefore they rarely go there. Lastly, we also asked those who haven’t been to the mall at all. Apparently, most of them (75%) admit that they have interest to go to the mall sometime in the future.

For more detail you can download XLS report at the button below (bahasa). JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gender,age range, location by province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.