Research on the preferences of different age groups in the use of urban digital services

The article presents the results of a large focus group study of the preferences of various age groups of the population in the use of urban and state digital services (on the example of St. Petersburg). The purpose of the study was to identify the most popular digital services among the population, to find out the factors affecting the formation of these preferences in order, in the end, to determine the degree of satisfaction with existing services, the need for new digital products and the presence of such social effects when using services as reducing distance with the authorities and growing confidence in it. This article provides a brief overview of the services under study. Justifications for theoretical approaches to research (institutional approach and theories of consumer behavior) are given. During the study, 7 focus groups were conducted, where the audience was ranked by age cohorts. The results are presented in the form of graphs, tables and general conclusions for each of the most important issues. The presence of the necessary digital competencies in all age cohorts was revealed. Factors influencing the formation of consumer preferences are combined into three groups – technological, consumer and social. Federal services – State services – are more in demand than urban ones. A justification has been given for the lack of interest among citizens in new city services. It concluded that trust in technology is not directly related to the growth of trust in the authorities. In conclusion, the need for a gradual introduction of a personalized approach to creating services and constant monitoring of user preferences was noted.