Deira City Centre is the most frequently visited mall
Dubai, UAE - Dubai Mall has the best mall shopper experience in Dubai and Deira City Centre is the most frequently visited mall according to a new YouGov study.
The research conducted amongst over 500 people living in Dubai asked respondents to rate their mall experiences across nine different categories including; shopping, entertainment for children, entertainment for adults, family-friendliness, restaurants, layout and design, promotions, parking and supermarkets.
The largest mall in the world received the best ratings with over 20% of respondents claiming their experience at Dubai Mall was the best across seven of the nine categories based on their visits over the last 12 months. Residents were most impressed with its entertainment for children with 36% rating it the best. The layout and design was the second most popular category (32%), followed very closely by its restaurants and entertainment for adults (both 31%). A quarter of respondents rated Dubai Mall the best for its shopping (25%), and just under a quarter rating it the best for its family-friendliness (24%) and parking (23%).
The Dubai Mall shopper experience was least popular for its promotions (18%) and supermarket (7%). It was Deira City Centre which fared the best in both these categories with 24% and 32% of respondents claiming it was the best in those categories.
Overall Dubai residents also claimed they were the most aware of Dubai Mall (87%), followed very closely by Mall of the Emirates (86%) and Deira City Centre (82%). The vast majority also claimed they were the most likely to recommend the famous tourist attraction to friends and family (29%), followed by Deira City Centre (18%) and Mall of the Emirates (15%).
Overall Dubai Mall, Mall of the Emirates and Deira City Centre were the top three most popular malls in Dubai across all categories except for their parking and supermarket. In the parking category, Mirdif City Centre took second equal place with Mall of the Emirates - rated the best by 14% of respondents, behind Dubai Mall (23%). Mirdif City Centre was also popular in the supermarket category with 15% of the sample rating it highly, placing it in third place behind Deira City Centre (32%) and Mall of the Emirates (18%).
The study revealed that residents visit malls eight times a month in Dubai on average, with males visiting slightly more than females (eight visits versus seven visits on average respectively). Overall malls in Dubai were rated the most highly (either excellent or good) for their shopping (89%), followed by their design and layout (85%), restaurants (83%) and family-friendliness (79%). Residents were marginally less positive in their rating for entertainment for children (75%), promotions (70%), entertainment for adults and parking (both 61%).
Deira City Centre is the most regularly visited mall in Dubai according to respondents, with almost a quarter visiting frequently (24%), particularly Asians (31%). Following closely is Dubai Mall visited regularly by 18% of respondents, mostly Arab expats (23%), and Mall of the Emirates (13%) visited particularly by Westerners (21%).
Out of the latest new malls in the Emirate, the best newcomer according to 28% of the sample is The Beach at JBR, followed by Shindagha City Centre - a favourite amongst 15% of respondents. City Walk came third with 11% of respondents choosing it as their most popular new mall in Dubai.
YouGov's Head of Travel, Tourism and Leisure Research, Scott Booth commented, "With residents visiting malls in Dubai eight times a month on average, one more visit per month than in 2015, there's no question malls are featuring ever more heavily in people's leisure activities. Already well-known for its world-class malls landscape, Dubai continues to bring new, innovative offerings to market. Additions like The Beach, City Walk and the recently opened renovations to Mall of the Emirates continue to drive high-frequency of visitation amongst both the local and tourist populations."
Note:
This research was conducted amongst 538 respondents living in Dubai between 1 and 8 February 2016. Data is broadly representative of the adult online population in Dubai.
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© Press Release 2016
