Dining and flexible opening hours are reshaping how people in Dubai use shopping malls, according to a Nielsen-backed survey commissioned by Al Ghurair Centre that tracked the habits of more than 750 visitors.
The study found that 97 per cent of respondents now cite food and beverage as a key reason for visiting malls, putting dining on par with retail and grocery shopping as a primary draw.
The report said food halls offering varied cuisines and price points in shared social settings are gaining traction.
Evenings remain peak hours, with 76 per cent of visits taking place between 5 pm and midnight.
About 32 per cent of those surveyed visit at least once a week, shifting mall use from weekend family trips toward weekday, post-work or post-school stops for meals, errands and leisure.
Dubai Mall survey reveals that an average visit can last four hours
Average visits now last up to four hours, covering between two and seven outlets, with shoppers buying up to five items per trip.
The survey said this points to a move away from task-specific trips toward multi-purpose visits combining shopping, dining and leisure.
People aged 25 to 34 – described as “Zillennials,” a crossover of Generation Z and Millennials – made up 46 per cent of visitors.
Within that group, 23 per cent said they visit malls alone, and 56 per cent learn about them through word of mouth, compared with 45 per cent via Instagram and 32 per cent via Facebook.
The findings suggest malls in the UAE are evolving into what the study called “living extensions” of the communities they serve, blending shopping with dining, entertainment and everyday errands to maintain relevance amid changing consumer behaviour.
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