YOUNG GENERATION DIGITAL BEHAVIOR (THE EXAMPLE OF BELARUS)

  • S.V. Razumova Saint Petersburg State Institute of Technology, Saint Petersburg, Russia
DOI: https://doi.org/10.34680/BENEFICIUM.2025.1(54).89-101

Аннотация

All aspects of modern life have been affected by digital transformation, with a particular focus on the business and promotional realm. Internet users globally have shown significant changes in their purchasing habits during and after the Pandemic, particularly the younger generation, which is quickly adapting to the new environment. Research has focused on Generation Cohort Theory and Age-Period-Cohort Theory, which focus on consumer behavior on one side and workplace behavior on the other. According to statistics collected by McKinsey, GfK, Datareportal, and Statista, young generations are having a greater impact on e-commerce, labor market, advertising market, and the digital environment in general. The systematic examination of young individuals' perspectives on digitalization, their utilization of digital tools in various aspects of private lives has not been conducted. A significant amount of attention is given to the aspects of conscious behavior, digital security, the impact of social networks, and the interaction of young people with brands in the realization of the necessity for collaborative creativity. The goal of this article is to investigate the young Belarusian audience to determine their involvement in digitalization processes and their level of digital maturity. To achieve this goal, a theoretical review of the characteristics of digital behavior and requirements of young audiences in different countries for 2020-2024, statistics on Internet use by representatives of the younger generation were conducted, the results of previously conducted studies of digital literacy of Belarusian users, reports of the sociological research center on issues of personal information protection were studied, an online survey of 300 students and graduates of economic specialties aged 17-24 on the topic of digital inclusion and digital requirements was conducted, conclusions were given on the need to improve the digital practices of Belarusian companies. The results have led to conclusions about young people’s recognition of the high role of digital environment in the life of the ordinary user and their own lives; existence of clear digital requirements for brands; and the use of different digital channels to solve the challenges of interaction with brands.

Keywords: digital demand, digital environment, digital requirements, omnipresence, young generation

 

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 About the Author

Svetlana V. Razumova – Cand. Sci. (Economics), Docent; Associate Professor, Saint Petersburg State Institute of Technology, Saint Petersburg, Russia. E-mail: swrasum@yandex.ru. SPIN РИНЦ 1699-3301. ORCID 0000-0002-6918-8510. Scopus Author ID 57214259516

For citation: Razumova S.V. Young Generation Digital Behavior (The Example of Belarus) // Beneficium. 2025. Vol. 1(54). Pp. 89-101. DOI: 10.34680/BENEFICIUM.2025.1(54).89-101

 

Опубликован
2025-03-25
Выпуск
№ 1 (2025)
Раздел
ТРАНСФОРМАЦИЯ СОЦИАЛЬНО-ЭКОНОМИЧЕСКОЙ СИСТЕМЫ