Who does Digital Signage reach? In short, almost everyone, but with a skew towards affluent households. According to a study by New York-based International Council of Shopping Centers (ICSC 2005) 75 percent of Americans visit a mall every month with the average shopper visiting upwards of 40 times per year. Plus, the average mall shopper has household income well above that of the average American ($51k vs. $41k).

Additional information from ICSC:

• The average mall stay has steadily increased over the past five years to over 80 minutes with expenditures of at least $90 while visiting a minimum of 2 stores.
• More and more people are going to the mall for general shopping or browsing, up to 44% from 23% in 2000, meaning they don’t come with a specific store or purchase in mind.
• Intuitively, teens lead the way in mall visits and duration while those ages 35-55 lead the way in total dollars spent ($109 per visit). Less intuitive though is that women only outnumber men by a ratio of 3:2 in number of mall visits while spending about 10% more per visit.

Advertisements and messages placed on Digital Signage in large retail malls reach nearly every demographic with strong force and frequency. No matter what business you are in participating in a DSN will allow you to get your message to the right people at the right time.