Transformation of Media Consumption in Digital Reality

The article is devoted to the actual problem of media consumption caused by the influence of the Internet technologies on the media market, which makes it necessary to analyze media consumption in Russia and identify its dominant trends. The author gives a critical assessment of media measurement indicators in the conditions of digital reality, which requires the formation of unified and most detailed data on user parameters in the process of contact with the media environment, regardless of the specific means of communication. Using mathematical-statistical and logical research methods, the article identifies specific features of information consumption by the main media resources including the audience fragmentation, age differences in the use of traditional and new media. The article identifies factors influencing the transformation of media consumption, presents the dynamics and specifics of the media environment transformation, and discusses a number of trends in media consumption with the introduction of innovative technologies in the media, the decline in traditional delivery methods, the increase in media platforms resulted in an increase in the supply of content itself, as well as significant changes in its consumption in the advertising market.