Mall-Visiting behaviour in KSA: Case Study By Wave Media and Nielsen

Here is an example of a study that Wave Media has conducted in collaboration with Nielsen to scope out the audience profile and mall-visiting behaviour of people residing in Saudi Arabia.

Objective: The objective of the study was to obtain accurate baseline facts about people in Saudi Arabia in terms of their mall-visiting patterns. It is a well-known fact that over 11 million people visit malls in Saudi Arabia each month, and this population is distributed along the following lines:

  • 1) Riyadh – 4,761,311 people

  • 2) Jeddah – 3,496,223 people

  • 3) Eastern Province – 1,405,159 people

Wave Media and Nielsen studied this population to arrive at an accurate and insightful audience profile to understand, among other things, how brands can increase their impact through in-mall advertising.

Study Methodology: We studied this population through over 2,500 face-to-face interviews conducted across Jeddah, Riyadh and the Eastern Province. These interviews were taken with people from all walks of life, from parks, mosques, shops, etc, allowing us to get an accurate estimate of the population.

Sampling Methodology: Given the large sample sizes, we employed cluster-based sampling to avoid reduced variability and to increase efficiency.

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Nielsen – Wave Media Mall Audience Measurement Report