Features of Consumer Segments on the Classifieds Market in Russia

In the 21st century, the economic model of Hyper-consumption of resources is giving way to the model of conscious consumption and sharing. First of all, this happens due to changes in the behavioral patterns of the population and the development of new technologies. Also, over the past two decades, the Internet has penetrated almost all areas of people's lives, which has led to the development of e-Commerce. In the period from 2014 to 2019, the global e-commerce market grew almost three times and amounted to 3.5 trillion us dollars, which, according to the world Bank, is twice the GDP of Russia for 2018. Classifieds, or online ad services, are a relatively new phenomenon at the intersection of Internet technology and the sharing economy. Some scientists believe that the main engines of such platforms in the future will be representatives of generation Z, who are now becoming economically active. They are less likely to accumulate resources than their predecessors and are more individualized, which makes them a fairly promising group of consumers for classifieds. In addition, according to research by GfK, in 2019, the main growth in the Internet audience in Russia was made up of new users of pre-retirement and retirement age, which also indicates a change in the consumer structure that online platforms may soon face. Thus, due to the active development of online Commerce and an increase in the number of new users in the classifieds market, there is a need for a detailed study of consumer segments in order to increase the competitiveness of companies by building more personalized communication and attracting potential users. This paper analyzes various approaches to the concept of classifieds, studies the Russian market of classifieds, and segmentation of users of such services and provides recommendations for building communications with target groups.