Digital adaptation issues for different demographics in Russian Moscow region
https://doi.org/10.26425/1816-4277-2020-10-145-151
Abstract
The article aims to analyze the adaptation specifics of four generations to digital technologies in Russian Moscow region. The research theoretical basis consists of the basic socio-demographic generations description within the William Strauss and Neil Hove generations theory. Using methods of sociological research (polls and in-depth interviews), the article analyzes the Strauss-Hove generational theory’s actual elements in relation to the socio-demographic landscape of modern Russian society. The article considers the interaction specifics with the digital environment and gadgets for various demographic sections, as well as their involvement in modern global trends regarding Internet addiction and online positioning. The article concludes that the development of various communication channels depending on demographic targeting is required.
About the Authors
L. G. Akhmaeva
State University of Management,
Russian Federation
Russian Federation
Akhmaeva Lyudmila Candidate of Economic Sciences
Moscow
D. V. Dolgopolov
State University of Management
Russian Federation
Russian Federation
Dolgopolov Dmitry Candidate of Economic Sciences
Moscow
A. I. Eremeeva
State University of Management
Russian Federation
Russian Federation
Eremeeva Anastasia Candidate of Psychological Sciences
Moscow
References
1. Astashova Y. V. Teoriya pokoleniy v marketing [The Generations Theory in Marketing]. Vestnik YUrGU, Seriya Economica y management [YUrGU Herald, Economics and Management series], 2014, vol. 8, no. 1, pp. 108-114.
2. Active social network penetration in selected countries as of January 2020. Statista Portal. Available at: https://www.statista.com/statistics/282846/regular-social-networking-usage-penetration-worldwide-by-country/ (accessed 01.08.2020);
3. Giancola F. The Generation Gap: More Myth than Reality. Human Resource Planning, 2006, no. 29 (4), pp. 32-37.
4. Hart A. Against Generational Politics. Jacobin Magazine. Available at: https://jacobinmag.com/2018/02/generational-theory-millennials-boomers-age-history (accessed 01.08.2020).
5. Leading social media platforms used by marketers worldwide as of January 2020. Statista Portal. Available at: https://www.statista.com/statistics/259379/social-media-platforms-used-by-marketers-worldwide/ (дата обращения: 01.08.2020).
6. Noë B., Turner L., Linden D., Allen S, Winkens B., Whitaker R. Identifying Indicators of Smartphone Addiction Through User-AppInteraction. Computers in Human Behavior, 2019, vol. 99, pp. 56-65. Available at: https://doi.org/10.1016/j.chb.2019.04.023 (accessed 01.08.2020).
7. Priporas C., Stylos N., Fotiadis A. Generation Z consumers› expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 2017, vol. 77, pp. 374-381. https://doi.org/10.1016/j.chb.2017.01.058
8. Strauss, W. & Howe, N. Generations: The History of America’s Future, 1584 to 2069. New York, USA: William Morrow and Company, Inc., 1992. 538 p.
Review
For citations:
Akhmaeva L.G., Dolgopolov D.V., Eremeeva A.I. Digital adaptation issues for different demographics in Russian Moscow region. Vestnik Universiteta. 2020;(10):145-151. (In Russ.) https://doi.org/10.26425/1816-4277-2020-10-145-151
Views:
454
Email this article 