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Alexander Babbage - Shopping Center Industry Social Media Benchmark Report Q4 2010

Alexander Babbage - Shopping Center Industry Social Media Benchmark Report Q4 2010

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Published by center_social
The 2010 benchmarking report examining the use of social media by shopping centers in the United States from Alexander Babbage, a leading market and consumer research company based in Atlanta, Georgia.
The 2010 benchmarking report examining the use of social media by shopping centers in the United States from Alexander Babbage, a leading market and consumer research company based in Atlanta, Georgia.

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Published by: center_social on Dec 20, 2010
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12/20/2010

 
 
©
 
2010
 
 Alexander 
 
Babbage,
 
Inc.
 
 All 
 
Rights
 
Reserved 
 
www.alexanderbabbage.com
 
Shopping
 
Center
 
Social
 
Media
 
Benchmark
 
Report
 
Q4
 
2010
 
1201
 
Peachtree
 
Street
 
NE,
 
Suite
 
500Atlanta,
 
GA
 
30309Phone:
 
(404)
 
961
7600www.alexanderbabbage.com
 
 
Shopping
 
Center
 
Social
 
Media
 
Q4
 
2010
 
©
 
2010
 
 Alexander 
 
Babbage,
 
Inc.
 
 All 
 
Rights
 
Reserved 
 
2
 
www.alexanderbabbage.com
 
Summary
 
The
 
online
 
presence
 
of 
 
the
 
retail
 
shopping
 
environment
 
is
 
becoming
 
larger
 
than
 
ever
 
driven
 
in
 
part
 
by
 
social
 
media
 
tools
 
and
 
networks
 
that
 
make
 
it
 
easier
 
for
 
shopping
 
centers
 
to
 
relay
 
information,
 
interact
 
with
 
customers,
 
and
 
generally
 
stay
 
connected.
 
Customer
 
service
 
and
 
feedback
 
have
 
been
 
revolutionized
 
as
 
social
 
networks
 
like
 
Facebook
 
and
 
Twitter
 
allow
 
customers
 
to
 
publically
 
voice
 
their
 
opinions.
 
These
 
networks
 
have
 
formed
 
an
 
outlet
 
for
 
shopping
 
centers
 
to
 
publically
 
respond,
 
that
 
takes
 
business
customer
 
relations
 
to
 
a
 
whole
 
new
 
level.
 
At
 
Alexander
 
Babbage
 
we
 
collect
 
and
 
report
 
on
 
benchmark
 
data
 
for
 
the
 
shopping
 
center
 
industry.
 
Since
 
data
 
was
 
first
 
collected
 
two
 
quarters
 
ago,
 
use
 
of 
 
Facebook
 
and
 
Twitter
 
by
 
U.S.
 
shopping
 
centers
 
300,000
 
square
 
feet
 
or
 
larger
 
has
 
grown
 
by
 
78.2%
 
and
 
54.5%
 
respectively.
 
Alexander
 
Babbage
 
quantified
 
the
 
online
 
presence
 
of 
 
1,842
 
U.S.
 
shopping
 
centers
 
300,000
 
square
 
feet
 
or
 
larger.
 
Facebook
 
and
 
Twitter
 
use
 
was
 
observed
 
from
 
those
 
centers
 
that
 
link
 
from
 
their
 
webpage.
 
Among
 
all
 
centers
 
studied
 
in
 
Q4,
 
 just
 
less
 
than
 
half 
 
(46.0%)
 
are
 
on
 
Facebook,
 
while
 
37.1%
 
have
 
a
 
Twitter
 
account,
 
a
 
percent
 
growth
 
of 
 
39.3%
 
and
 
22.6%
 
respectively
 
from
 
Q3
 
to
 
Q4
 
2010.
 
Super
 
regional
 
centers
 
have
 
the
 
highest
 
percentage
 
of 
 
Facebook
 
pages
 
(68.5%),
 
while
 
value
 
centers
 
continue
 
to
 
have
 
the
 
strongest
 
presence
 
on
 
Twitter
 
(58.5%).
 
This
 
past
 
quarter
 
super
 
regional
 
centers
 
experienced
 
the
 
highest
 
growth
 
in
 
the
 
use
 
of 
 
both
 
Facebook
 
and
 
Twitter.
 
Other
 
than
 
entertainment
 
centers’
 
Twitter
 
use,
 
which
 
experienced
 
zero
 
growth
 
from
 
Q3
 
to
 
Q4
 
(bear
 
in
 
mind
 
that
 
there
 
are
 
only
 
17
 
entertainment
 
centers
 
in
 
the
 
U.S.
 
300,000
 
square
 
feet
 
or
 
larger),
 
all
 
other
 
center
 
types
 
saw
 
additional
 
centers
 
started
 
using
 
Facebook
 
and
 
Twitter.
 
Super
 
regional
 
centers
 
surpassed
 
entertainment
 
centers,
 
and
 
lifestyle
 
centers
 
surpassed
 
value
 
centers
 
in
 
their
 
percentage
 
of 
 
participation
 
on
 
Facebook.
 
Center
 
Type
 
(300,000
 
square
 
feet
 
or
 
larger)
 
Number
 
of 
 
Centers
 
Studied
 
Super
 
Regional
 
Centers 432Regional
 
Centers 777Lifestyle
 
Centers 522Value
 
Centers 94Entertainment
 
Centers 17
Total
 
Industry 1,842
 
 
Shopping
 
Center
 
Social
 
Media
 
Q4
 
2010
 
©
 
2010
 
 Alexander 
 
Babbage,
 
Inc.
 
 All 
 
Rights
 
Reserved 
 
3
 
www.alexanderbabbage.com
 
Percentage
 
of 
 
Centers
 
who
 
use
 
Facebook
 
by
 
Center
 
Type
*
 
Center
 
Type
 
Q2'10
 
Percent
 
with
 
Facebook
 
Q3'10
 
Percent
 
with
 
Facebook
 
Q4'10
 
Percent
 
with
 
Facebook
 
Percent
 
Growth
 
from
 
Q3
 
to
 
Q4
 
2010
 
Super
 
Regional
 
35.6%
 
44.9%
 
68.5%
 
52.6%
 
Regional
 
22.9%
 
31.1%
 
45.2%
 
45.0%
 
Lifestyle
 
21.5%
 
26.2%
 
31.0%
 
18.2%
 
Value
 
25.5%
 
28.7%
 
30.9%
 
7.4%
 
Entertainment
 
41.2%
 
47.1%
 
52.9%
 
12.5%
 
Total
 
Industry
 
25.8%
 
33.0%
 
46.0%
 
39.3%
 
Percentage
 
of 
 
Centers
 
who
 
use
 
Twitter
 
by
 
Center
 
Type
*
 
Center
 
Type
 
Q2'10
 
Percent
 
with
 
Twitter
 
Q3'10
 
Percent
 
with
 
Twitter
 
Q4'10
 
Percent
 
with
 
Twitter
 
Percent
 
Growth
 
from
 
Q3
 
to
 
Q4
 
2010
 
Super
 
Regional
 
35.0%
 
42.6%
 
57.4%
 
34.8%
 
Regional
 
19.8%
 
25.9%
 
32.0%
 
23.9%
 
Lifestyle
 
15.5%
 
20.9%
 
23.8%
 
13.8%
 
Value
 
53.2%
 
56.4%
 
58.5%
 
3.8%
 
Entertainment
 
35.3%
 
41.2%
 
41.2%
 
0.0%
 
Total
 
Industry
 
24.0%
 
30.2%
 
37.1%
 
22.6%
 
*
 
The
 
definitions
 
of 
 
each
 
center
 
type
 
can
 
be
 
found
 
in
 
the
 
appendix.
 

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