The JLL Global Consumer Experience survey examines the preferences and expectations of consumers. The 2024 survey, which covered more than 3,200 respondents across four generations in 26 cities worldwide, generated key insights for those interacting with, creating, and managing the urban built environment.
Below is a summary of our key findings. To dive deeper into the research and analysis of the survey results, download the full report here.
1. Place experience at the heart of places and spaces
There has been a shift in consumer behavior, driven by the growth of the urban middle class and increased global wealth. It has given rise to a new ‘experience economy’, where well-traveled consumers seek more than just digital convenience and demand more value from their offline experiences.
- 68% of respondents say they are happy to pay a premium for high quality experiences
- 76% agree that cities need to offer new experiences to stay relevant
Tourism in retail-rich places like San Diego, which offer a wide variety of consumer experiences, has rebounded much more quickly than in other U.S. cities after the pandemic. According to the San Diego Tourism Authority, visitor spending in 2022 grew to $13.6 billion, surpassing the pre-pandemic high of $11.6 billion in 2019.
2.Integrate experience factors across developments
Understanding what consumers are seeking from their experiences is becoming increasingly important for new developers. Here are a few key takeaways:
- Value alignment: People support places or brands that reflect their values, with 8 in 10 saying it was important for businesses to make a positive contribution to the local community.
- Human connection: A strong sense of community is an important driver as people seek opportunities to connect in meaningful ways.
- Personalization: Consumers look to tailor their in-person experiences. Digital enhancements as well as community events, local festivals and ‘pop-ups’ can provide personal choice within shared experiences.
- Memorable moments: Value is placed on creating memorable moments to share with friends and family.
3. Connect the digital and physical
Combining digital solutions with in-person experiences can increase consumer appeal. As the world digitizes, over two-thirds of consumers embrace the latest technologies. While 75% are satisfied with online experiences, people still prefer in-person shopping.
Changes in consumer preferences have prompted some mall owners to reinvigorate their assets through redevelopment by incorporating additional uses alongside retail in most cases. For example, Horton Plaza’s transformation into the Campus at Horton in Downtown San Diego follows the nationwide trend of mall redevelopment into mixed-use whereas Fashion Valley’s multimillion-dollar renovation represents another way owners can modernize their mall assets through retail enhancements.
The survey results have uncovered two additional key findings:
- Focus on human-centric design to support urban experiences across all generations
- Understand the value of shared experiences
To read about these in detail and learn more about the survey and what it means for the future of cities, please download JLL’s full report here.
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