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"Silver" users of marketplaces and the convenience of the mobile interface

Author

Listed:
  • Marina Y. Sheresheva

    (Lomonosov Moscow State University, Moscow, Russia)

  • Kristina M. Petrukhina

    (Lomonosov Moscow State University, Moscow, Russia)

Abstract

This article addresses the enhancement of the appeal of Russian marketplaces for older consumers through mobile interface adaptation. It is noted that the overlooked potential of a substantial demographic of older Russians, presenting an underestimated target audience for marketplaces. The accumulated insights from research and development in mobile design for users aged 50 + are synthesized, incorporating considerations for age-related characteristics in interface adaptation. The article presents findings from empirical research, facilitating the identification of preferences and requirements among Russian consumers aged 50 + regarding the mobile interface of marketplaces. Key elements contributing to respondent satisfaction include addressing the overload of the main application page, ensuring the accessibility of main menu buttons, offering interface personalization options, and optimizing the search system. Proposed modifications aim to broaden the customer base among older demographics while preserving the interface's usability for other customer segments, thereby potentially boosting the profitability of Russian marketplaces.

Suggested Citation

  • Marina Y. Sheresheva & Kristina M. Petrukhina, 2023. ""Silver" users of marketplaces and the convenience of the mobile interface," Population and Economics, ARPHA Platform, vol. 7(4), pages 1-23, December.
    • Handle: RePEc:arh:jpopec:v:7:y:2023:i:4:p:1-23
    DOI: 10.3897/popecon.7.e109447
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    More about this item

    Keywords

    marketplace silver consumers older age users 50+ mobile interface;

    JEL classification:

    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics

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