COLUMBUS, OH-The mall lives. Just ask the folks of Glimcher Realty Trust, who have just tallied the results of a national survey of consumer preferences. Clearly, they're a savvy group and rely on websites for guidance, but the great majority still hope in the car and drive to the mall to close the deal and make the purchase.

This story will be updated later today, but the raw results reveal that:

• 59% of shoppers visit the mall at least once a month;

• Despite being very tech-savvy and daily social media users:

- Only 19% of people prefer to shop exclusively online;

- Only 14% showroom on a regular basis;

• 79% of shoppers use social media at least once a day;

• After shopping, seeking out fashion trends, eating at a restaurant and entertainment were among the most important reasons for going to the mall; and

• More than half of people surveyed said if stores offered a more enhanced shopping experience, like yoga classes, cooking demos or workshops, they would be more likely to go to the mall more frequently.

“The recession changed how consumers enjoy the mall,” said CEO Michael Glimcher in a statement. “Today, the mall is a destination, offering more than just retail. While shopping will always be the primary reason people go to the mall, the survey supported our notion that going to the mall is about the experiences --whether that's having a salad and a glass of wine with your girlfriends or enjoying a movie on a Friday night. People want a mix of retail, restaurants and entertainment.”

As an experience, the survey showed that 80% of Americans shop with someone. Further, the general acceptance of the mall as a destination is verified by the number of people who “are willing to drive up to 30 minutes to get to the mall and stay one to five hours.

In fact, of the 3,344 adults ages 18 and up who took the survey, nearly 800 will drive up to 30 minutes while more than 1400 will tolerate up to 20 minutes in the car. A little less than 600 take under 10 minutes to get to the mall.

But with all that driving, why not just shop online? The survey shows that online shopping continues to grow but cannot compete with malls, which are still preferred because of “their ability to offer a tactile experience in a social context,” the report states. The ability to try on clothes and accessories (74%), the shopping experience (55%) and store variety (49%) were cited as the primary reasons for shopping at the mall. There is also the immediate gratification of same-day buying and wearing.

Thre survey was done in partnership with Dr. Marianne Bickle, head of the department of retailing at the University of South Carolina. Stay tuned to GlobeSt.com for our afternoon Update.

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John Salustri

John Salustri has covered the commercial real estate industry for nearly 25 years. He was the founding editor of GlobeSt.com, and is a four-time recipient of the Excellence in Journalism award from the National Association of Real Estate Editors.