Skokov R.Yu. ANALYSIS OF CONSUMER BEHAVIOR AND OFFERS IN THE MOBILE APP MARKET

DOI: https://doi.org/10.15688/ek.jvolsu.2022.2.3

Roman Yu. Skokov

Doctor of Sciences (Economics), Professor, Department of Management and Logistics in Agroindustrial Complex, Volgograd State Agrarian University, Prosp. Universitetsky, 26, 400002 Volgograd, Russian Federation, This email address is being protected from spambots. You need JavaScript enabled to view it. , https://orcid.org/0000-0003-1026-0538


Abstract. According to a sociological study in December 2021, an analysis was made of the consumer behavior of smartphone owners, an analysis of the supply and main business models of digital companies. It was found that young people spent about 8 hours a day in front of smartphone screens, of which 52% were on social networks and instant messaging and voice communication services and 12% on video hosting services, 7% on games, 4% on browsers, 5% on productivity apps, 1% on shopping, 1% on personal photos and videos, 18% on other applications. The main screen time is used by young people for unproductive purposes. It is necessary to regulate screen time, control the quality of information resources, conduct educational and explanatory work. The most popular and attention-consuming applications were social networks and video hosting, which collectively accounted for more than 58% of all screen time, an average of 5.8 hours per day. The business model of screen time companies is to advertise, collect and commercialize user data. The companies owning the majority of the main screen time applications were social networks. Digital platforms may own and operate infrastructure or provide a specific service on which merchants and developers depend. In the specific markets of digital goods, the efforts of business to monopolize are great. To protect competition, it is necessary to make adjustments to the antimonopoly legislation. The criteria for assessing the level of monopolization of the company’s market position, along with price and market share, are proposed to be expanded, such as network effects, switching costs, access to crucial data for competition, competitive pressure by innovation. 
Key words: screen time, behavioral design, mobile applications, digital goods, digital addictive goods, consumer behavior, monopoly. 
 
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ANALYSIS OF CONSUMER BEHAVIOR AND OFFERS IN THE MOBILE APP MARKET by Skokov R.Yu. is licensed under a Creative Commons Attribution 4.0 International License.

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