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NEW YORK, NY – November 21, 2025 – Directory of Major Malls, Inc. (DMM)/ShoppingCenters.com, the industry’s leading source for retail and shopping center intelligence, today announced the integration of Synergos Technologies’ PopStats® demographic datasets into its trade area analysis platform. This enhancement provides highly accurate, current demographic and economic insights to help landlords, retailers, and investors make smarter, data-driven decisions.
PopStats® delivers quarterly updates on population counts, household composition, income averages, education levels, ethnic makeup, and five-year growth forecasts—capturing demographic change as it occurs, far ahead of traditional census models.
Over the past year, the DMM dataset has doubled in size, now encompassing more than 17,400 shopping centers across the U.S. and Canada along with millions of associated retail nodes, and continues to expand with new properties and market points added regularly. This unprecedented growth provides clients with deeper coverage and more precise retail market intelligence for strategic planning and investment decisions.
To illustrate the value of the new integration, DMM’s analytics for South Coast Plaza in Costa Mesa, CA—ranked #7 nationally by gross leasable area (GLA) with 2.7 million sq. ft. and 261 stores—provide a detailed profile of its high-value trade area:
- Population: 3,398,325 within 3 miles; 4,012,751 within 20 miles.
- Average Household Income: $154,345 (3 miles) to $161,369 (20 miles).
- Median Household Income: $123,005 (3 miles) to $127,646 (20 miles).
- Ethnic Composition: 94% White, 3.52% Black/African American, 22.88% Asian, 35.66% other races; 39.83% Hispanic/Latino.
- Education Levels: 77% bachelor’s degree, 9.79% master’s degree, 2.75% professional degree.
- Ownership vs. Rental: 53.08% owner-occupied households; 46.92% rentals.
- 5-Year Forecast: Average household income projected to rise to $202,076, median to $152,866.
By combining these rich demographic datasets with DMM’s mobile visitation analytics, behavioral segmentation, and retail property data, stakeholders can align tenant mix, target marketing campaigns, forecast demand, and plan for long-term consumer trends with precision.
DMM’s custom data solutions provide far more than expanded PopStats® demographics. Through tailored licensing, clients can access extensive shopping center attributes, advanced mobility patterns, lifestyle segmentation, competitive trade area analysis, and multicultural profiling. These datasets can be delivered in offline formats for internal analysis or integrated into geospatial platforms like Esri ArcGIS via feature services—supporting sophisticated mapping, forecasting, and market gap identification.
“With our dataset doubling and now enhanced by PopStats® precision, we offer clients an unmatched view of the retail landscape, enabling market evaluation down to the smallest trade area,” said Tama J Shor, President of DMM.
About Directory of Major Malls / ShoppingCenters.com: Since 1994, DMM has been the trusted source for comprehensive retail property data, covering over 17,400 centers, 365,000 tenants, and 106,000 brands across the U.S. and Canada.
About Synergos Technologies, Inc.: Synergos is a leader in high-precision demographic and economic datasets used by major brands and real estate professionals. Its PopStats® database offers unmatched accuracy for tracking population dynamics and market conditions to support confident, data-driven planning.
More details on the PopStats integration into DMM trade area analysis can be found HERE:
