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Since the invention of the shopping mall, it has loomed large in teenagers’ lives — not just as a retail venue but as a center of social life. A new report by Arbitron and Scarborough Research (the latter a cousin of AdweekMedia in the Nielsen family) looks at what 12-17-year-olds do at the mall and at how the recession has altered their outlook there.
An early round of polling for the study, in the fourth quarter of last year, confirmed that shopping is just one of the things luring 12-17s to the mall.
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