Adult MallScape shoppers maintain very busy social lives filled with diverse activities. Museums, theaters, comedy clubs, casinos, zoos, and amusement parks are among their favorite destinations. They are also avid sports fans; they closely follow local and national sporting events.

According to Scarborough research:

In the last year, 37% of all adult MallScape shoppers have been to a museum. MallScape shoppers are twice as likely to visit Universal Studios in Florida and 95% more likely go to Disney World than their adult counterparts in the top DMAs. 45% of adult MallScape shoppers usually see new movies within two weeks of their release. Also, they are 26% more likely to see new movies than most adults in the major U.S. markets. 51% of MallScape shoppers attended professional sports events last year. New York MallScape shoppers are 66% more likely to purchase local sports team full-season tickets than the average adult in that DMA. 39% of all MallScape shoppers in the top DMAs have been to a casino in the last year. In the Dallas DMA, MallScape shoppers are 39% more likely to gamble than most adults in that same market. Also, in Denver they are 38% more likely to visit gambling establishments than their adult counterparts in that same DMA.

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

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