Chapter 02 · Target group
18–25.
A focused profile of the youngest mall noticer cohort — the most digital-native, social-led and discount-driven segment in the panel.
0%
Share of audience
0%
High attention
'Very' or 'Extremely'
0%
Likely to act
After seeing a mall ad
0%
Reached on social
Top channel for this cohort
Demographics
Who they are
Gender
18–25 audience
Primary reason for visit
What brings them to the mall
Behaviour
Frequency, dwell & spend
Visit frequency
How often they visit
Time spent per visit
Dwell time
Spend per visit (EUR)
Self-reported
Half of 18–25 shoppers spend 2+ hours per visit and 55% visit at least once a week — a higher dwell and frequency profile than the overall audience base. Average spend sits in the €21–€100 band, weighted to the lower half.
Placement
Where they notice ads
Where in the mall
Top noticing zones for 18–25
Channel mix
Where else they notice advertising
Effectiveness
Attention, action & content fit
Attention captured
Q9 — among 18–25
Likelihood to act
Q12 — among 18–25
Content preferences
What they want to see
The 18–25 cohort over-indexes on social media reach (92%) and discount-led creative (52%). They are more likely than the overall base to act on a mall ad — 68% report being somewhat or very likely to follow up after exposure.
Context · Brand storytelling ranks low at 6% — but a previous survey of all roadside artworks found that 87% of creative is promotion-led rather than brand-building, so the audience is rarely exposed to story-led work in the first place.