Adult MallScape shoppers tend to be wealthier than their adult counterparts in the top DMAs; being 37% more likely to have household incomes in excess of $100,000. These well-off, savvy individuals rely on financial services to help manage their assets. They are also committed to planning a solid financial future for themselves and their children, therefore, they use professional services to help them reach their financial goals.

Scarborough research indicates that:

74% of all adult MallScape shoppers have savings accounts and 65% are actively investing their money. 41% have money invested in the stock market. Also, they are 36% more likely to own mutual funds and 21% more likely to possess real estate properties than most adults in the top DMAs. Adult MallScape shoppers are 31% more likely to hire an accountant and 43% more likely to hire a financial planner than their adult counterparts across most major markets. The two most widely used banks among MallScape shoppers are Bank of America and Chase. MallScape shoppers are 49% more likely to use an internet based bank and 28% more likely to use their banks’ online services than most adults in the U.S.

Please refer to the document on the right for the full findings.

Source: 2010 The Arbitron Company/ Scarborough Research Corp./VNU