Singapore – With a 30.2% WOM exposure score, the nature-themed retail complex Changi Airport Jewel is Singapore’s most talked-about retail and leisure space over the month of November, data from YouGov BrandIndex revealed.
Changi Airport Jewel’s WOM exposure score indicates the percentage of consumers who have talked about it to family and friends over the past two weeks. With a score of 30.2%, it comes out ahead of other top sites.
Other well-known shopping malls and leisure attractions that made it to the list based on WOM scores are Gardens by the Bay (19.3%), Universal Studios Singapore (15.5%), VivoCity (12.9%), Bugis Junction (11.2%), Plaza Singapura (11.2%), Suntec City (10.7%), ION Orchard (10%), Marina Bay Sands (9.5%), and Somerset 313 (8.2%).
Changi Airport Jewel also snags the top spot on the list of leisure places of interest that consumers have heard the most good things about in the past two weeks, generating a net Buzz score of 34.2 over the month of November. This is followed by Gardens by the Bay (22.8), Universal Studios Singapore (14.3), VivoCity (12.7), Suntec City (10.8), ION Orchard (10.7), Plaza Singapura (10.6), Marina Bay Sands (10.6), Bugis Junction (9.6), and Somerset 313 (7.9).
Additionally, when asked about public places that they are considering visiting next, 38.2% of consumers also named Changi Airport Jewel. It’s consideration score places it on the lead, ahead of Gardens by the Bay (27.8%), VivoCity (23.8%), Suntec City (22%), ION Orchard (21.1%), Plaza Singapura (21%), Bugis Junction (19.7%), Universal Studios Singapore (16.9%), Marina Bay Sands (16.3%), and Somerset 313 (15.5%).
According to YouGov’s report, Changi Airport Jewel’s high scores can be attributed to the year-end travel season that boosts consumer chatter around the airport. However, its seasonal attractions, such as Changi Festive Village’s Candy Wonderland and Snow House at Terminal 3 and the Super Mario ‘Pipe Around the World’ at Jewel Mall, could have also contributed to the buzz among consumers.
