The willingness of citizens to use new digital technologies: the results of a comparative analysis of digital behavior in the context of generations

B. A. Nizomutdinov, L. A. Vidiasova, I. V. Kuprienko

Abstract


The article presents the results of a study of digital behavior strategies of representatives of different generations in the context of the active development of modern technologies. The methodological basis of the study was the results of an expert survey that assessed the readiness of generations for digital innovations, as well as a comprehensive analysis of social networks. During the analysis, 2 categories of online communities were selected, dedicated to the topics of smart home and AI-based voice assistants, for which segmentation and analysis of the audience by age groups was carried out using automated systems. This allowed us to find out the degree of involvement of different ages in the use of digital solutions. The results of the study demonstrate not only the difference in the perception of smart technologies among generations, but also the level of their practical application. The research is of interest to specialists in the field of digital technologies, social policy and marketing and can serve as a basis for developing strategies to involve different age groups in the active use of modern technologies.

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