We concentrated our attention on over half a million Poles who spent at least one Sunday during the month in shopping centers during the last year. How did they manage their time they had previously spent on shopping? The beautiful weather created perfect opportunities to outdoor activities - over 40% of 511 221 people included in this analysis went for a walk or to playgrounds with children. 19% visited gas stations. Perhaps, there was their need to refuel or wash the car (it was the first weekend with temperature above zero) or the necessity to buy products in the station's offer. Interestingly, the general activity on smartphones, i.e. the use of applications and websites, increased almost twice on that day, and the use of VOD applications increased by 27%.
We specialize in obtaining, analyzing and profiling data about users of mobile devices. We currently have the largest collection of information on the owners of smartphones and tablets in Central and Eastern Europe, which covers a total of 82 million people, of which as many as 14 million live in Poland. Of the 14 million people in the base, we have identified 511 221, which during the last year spent at least one Sunday a month in shopping centers, both in large shopping malls, but also, for example, in stores belonging to Tesco or Kaufland chains.
According to the adopted schedule, we still have 22 Sundays without trading. In turn, in the next year, we will do shopping only on one Sunday, and since 2020 it will be possible to sell only seven Sundays a year. Does this mean that we will switch to online shopping? The analysis shows that on March 11 this year, only 3% of people included in the study used this form of shopping. However, compared to the previous Sunday of the last 12 months, it was only 5% increase.
- First Sunday without trade is behind us. Our observations show that people used to shopping on Sunday did not begin using e-commerce. In turn, the number of people who went for walks, visited parks or playgrounds increased over five times. Undoubtedly, weather contributed to this, which was conducive to outdoor activities. It was the first warm weekend for a long time. It can be presumed that if the weather conditions were different, we would observe an increase in other activities from our panel. Does a purchasing revolution await us? I think that this will only be shown to us by an analysis that we will carry out throughout the year. We will certainly share the results with you. - assures Selectivv Mobile House co-CEO Dominik Karbowski.
We can not only analyze user data, his or her behavior or preferences, but also the data from the mobile channel also allow to estimate how many people with a particular profile are in the vicinity of the selected point or in a given zone. In this way, we checked what was the traffic at gas stations in urban areas across the country on the last public holiday. The data show that traffic increased by 302% in gas stations compared to the average recorded number on Sunday for the last 12 months. We also took a closer look at outdoor recreational areas (parks, playgrounds, walking areas) - where we found an increase of 189%.
Nearly half a million Poles spent at least one Sunday a month shopping in shopping centers. At least one, because some of these people visit the malls every Sunday. We have carefully checked the shopping preferences of these people. And in most cases (56%) it referred to Ladies. Interestingly, the highest percentage of people visiting shopping centers on Sundays are families with children - 33% parents of children aged 1-4, and 39% parents of children aged 5-10. The largest percentage of people, as many as 63% visited discount stores - Biedronka, Lidla, Kaufland, 36% - shopping malls, 11% - DIY stores like Castorama or Leroy Merlin, and 6% - drugstores (Rossmann, Hebe, SuperPharm).
Will the next Sunday, without trade, be marked by the common move of Poles to parks? It will turn out soon.
