DIGITAL OFFICE OR A MARKETPLACE? INTERNET USE AMONG RESIDENTS OF RUSSIA REGIONS

The article is based on survey data collected in seven regions of Russia and examines significant differences in the online activities of their residents. The results demonstrate that despite a wide availability of digital technologies, the culturally determined digital inequality persists there reproducing differences in Internet use motivations and purposes. Authors analyze sociocultural factors particularly roles of education, digital competencies, and value orientations shaping users practices. The study shows that consumer respect of the digital environment prevails over productive one and that engagement in consumption is a primary source of risks. Using cluster analysis, six types of Internet users are identified characterizing such groups as: “uninvolved”, “passive traditionalists”, “consumption-oriented”, “communication-oriented”, “active users”, and “active workers”. The article contributes to the discussing contemporary digital inequalities and offers recommendations to mitigate its negative consequences.