More shopping centers are being built in second- and third-tier cities than in first-tier ones, a survey released on Wednesday shows.

The growth and development of shopping centers is also entering a "reasonable" phase after a sudden increase between 2009 and 2013, the survey found.

Released by Deloitte and the China Chain Store and Franchise Association, the 2013 China Shopping Centers and Chain Brands Development Report is based on more than 500 interviews with developers, retailers and consumers.

Long Yongxiong, a partner at Deloitte China, said that although investment in shopping centers in first-tier cities has been slowing, it remains strong in second- and third-tier cities.

More than half of the companies interviewed chose to open new locations in leading businesses areas in second- and third-tier cities, he said.