Young Belarusians’ Digital Needs Study

Бесплатный доступ

This article examines the role of digitalization in various aspects of the lives of young Belarusians. The digital requirements of brands and the attitude towards various digital initiatives of Belarusian companies, which are being formed by a young audience, are particularly highlighted. The conceptual framework for investigating digital needs was provided by concepts of marketing, digital consumption, conscious consumption, generation theory, and self-sufficiency. Primary data from global companies and portals (McKinsey, GfK, Datareportal.com, Statista.com, Fortune.com) is used for the research. An online survey was conducted with 300 respondents aged 18–34 years on the platform “Yandex Look.” The Mann-Whitney test (U-test) was employed to analyze the disparities in the responses of two distinct groups of young people, namely C1 (age range 18–24) and C2 (age range 25–34). The analysis revealed that the responses of representatives from selected segments regarding the importance of digitalization and the frequency of digital technologies, the importance of brand-trust criteria, and the enhancement of aspects of digital marketing by Belarusian firms were all the same. The improvement of digital marketing should include the improvement of procedures for order and service support, communication with customers, systems of complaints and proposals, systems of ratings and reviews, and procedures of customer participation in the creation of goods and services.

Еще

Digital needs, digital consumer, young audience, digital marketing, digital requirements

Короткий адрес: https://sciup.org/149149324

IDR: 149149324   |   УДК: 339.138   |   DOI: 10.15688/ek.jvolsu.2025.2.11