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Alexander Babbage_Shopping Center Industry Social Media Benchmark Report Q3 2011

Alexander Babbage_Shopping Center Industry Social Media Benchmark Report Q3 2011

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Published by: center_social on Nov 16, 2011
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01/27/2012

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© 2011 Alexander Babbage, Inc. All Rights Reserved www.alexanderbabbage.com
1201 Peachtree Street NE, Suite 500Atlanta, GA 30361Phone: (404) 961-7600www.alexanderbabbage.com
 
Shopping Center Social MediaBenchmark ReportQ3 2011
 
 Shopping Center Social MediaQ3 2011
© 2011 Alexander Babbage, Inc. All Rights Reserved 2www.alexanderbabbage.com
Shopping Center Social Media Overview
The Q3 2011 benchmark report compares data from 1,643 centers 300,000 square feet or larger acrossthe United States including Alaska, Puerto Rico and Hawaii.
Center Type(300,000 square feet or larger)Number of CentersStudied Q3 2011
Super Regional Centers 429Regional Centers 754Lifestyle Centers 361Entertainment Centers 16Value Centers 83
Total Industry 1,643
Currently 63% of shopping centers are using Facebook and 54% are using Twitter to reach theirshoppers. When Alexander Babbage started reporting on shopping center social media trends in Q22010, fewer than half of U.S. shopping centers 300,000 square feet or larger were using social media.Some of the largest increases in the number of shopping centers on Facebook and Twitter were seenbetween Q1 and Q3 2010, where the number of centers using Facebook soared by 79% and the numberof centers using Twitter jumped by 54%. Social media use in the shopping center industry has continuedits upward trend since then.
Percent of Centers Using Facebook and Twitter
 
63.2%53.9%
0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%
Q1'10Q2'10Q3'10Q4'10Q1'11Q2'11Q3'11FacebookTwitter
 
 Shopping Center Social MediaQ3 2011
© 2011 Alexander Babbage, Inc. All Rights Reserved 3www.alexanderbabbage.com
Findings
While it is apparent that the growth rate of the number of centers using Facebook and Twitter hasslowed since Q3 2010, we have seen fairly steady growth during the past year. Since Q3 2010, anaverage of 48 centers have joined Facebook and 50 centers have joined Twitter each quarter.
Shopping Center Facebook and Twitter UseQuarter-to-Quarter Growth
28.5%39.3%3.8%3.3%7.4%5.2%21.0%25.5%22.6%6.6%1.9%12.4%4.7%27.8%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%
Q1'10 toQ2'10Q2'10 toQ3'10Q3'10 toQ4'10Q4'10 toQ1'11Q1'11 toQ2'11Q2'11 toQ3'11Q3'10 toQ3'11

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