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

Marina Y. Sheresheva () and Kristina M. Petrukhina ()
Additional contact information
Marina Y. Sheresheva: Lomonosov Moscow State University, Moscow, Russia
Kristina M. Petrukhina: Lomonosov Moscow State University, Moscow, Russia

Population and Economics, 2023, vol. 7, issue 4, 1-23

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.

Keywords: marketplace; silver; consumers; older; age; users; 50+; mobile; interface (search for similar items in EconPapers)
JEL-codes: M (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://populationandeconomics.pensoft.net/article/109447/

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:arh:jpopec:v:7:y:2023:i:4:p:1-23

DOI: 10.3897/popecon.7.e109447

Access Statistics for this article

Population and Economics is currently edited by Irina E. Kalabikhina

More articles in Population and Economics from ARPHA Platform
Bibliographic data for series maintained by Teodor Georgiev ().