Suburban malls in S'pore play social role in seniors' lives, study finds

Suburban malls have quietly become more essential in how senior citizens in Singapore live.

A joint study by Frasers Property Singapore and the Singapore Management University (SMU) Centre for Research on Successful Ageing (ROSA) revealed that more than six in 10 adults aged about 50 years old and above visit suburban malls once a week, with many making multiple trips.

Methods

This study draws on data from the Singapore Life Panel (SLP), focusing on a sample of individuals aged 48 and above.

Respondents were asked a series of questions to understand their retail habits and preferences in suburban shopping malls.

Suburban malls were defined as malls located in or near residential neighbourhoods.

Findings

The visits are driven less by discretionary spending, but daily routines, familiarity and social connection.

Some 77.3 per cent cited dining out as a primary reason for visiting malls.

About 54.3 per cent engaged in leisure activities, such as window shopping.

Spending habits were also revealed as 91.7 per cent of respondents spent up to S$200 each week.

Those who spent up to S$100 weekly made up 56.9 per cent of respondents.

Destination choices also reinforced these patterns.

Easy public transport access is a priority for 69.3 per cent of respondents.

Proximity to home matters to 41.5 per cent.

A good mix of tenants that meet daily needs drives visits for 40.4 per cent.

Opportunities

One in four Singaporeans is predicted to be aged 65 and above by 2030.

Beyond usage patterns, the study identified two areas where suburban malls are well-positioned to do more for an ageing population.

The study highlighted opportunities to enhance the physical experience of suburban malls.

It includes expanded seating and rest areas in quieter zones, clearer wayfinding, age-friendly navigation tools and community-facing amenities such as wellness spaces, learning corners and multi-purpose rooms.

Activity programming also played a significant role in encouraging sustained social engagement.

The study pointed to an appetite among older adults for interest-based activities, such as hobby workshops, cultural programmes, food and lifestyle events that foster participation, and intergenerational initiatives that bring families and communities together.

This enables malls to play a more active role in strengthening community life.

Initiatives

Frasers Property Singapore is one of the country's largest suburban retail mall owners.

According to its website, it owns Causeway Point, Northpoint City and Waterway Point in Singapore.

The real estate owner and developer has included ongoing enhancements and new initiatives under its FRx50+ campaign to address the findings in the study.

Launching on May 1, the FRx50+ is a set of initiatives designed to enhance the everyday experience for shoppers aged 50 and above.

The initiatives include enhancing accessibility and comfort, strengthening social participation, creating economic inclusion and driving everyday value.

“At the end of the day, it’s about creating places people feel comfortable returning to spaces that become part of their everyday routines,” said Adrian Tan, managing director of retail.