CHANGING ONLINE BEHAVIOR STRATEGIES OF THE RUSSIAN INTERNET USERS: BASED ON THE RESULTS OF THE COMPARATIVE CLUSTER ANALYSIS (2012—2014)

Abstract

The article presents the results of the comparative cluster analysis of tendencies in the formation of Internet profiles in Russia using the results of mass survey conducted in 2012 and 2014. The methodology is based on the comparative analysis of different methods proposed by national and international scientists studying the Internet space as well as on special method common for the national teams of the World Internet Project. The authors defines five types of Internet profiles in Russian society: “Homo digital” who considers the global electronic network as a vital environment and a tool to boost social activity; “Homo pragmatic” who highlights the Internet functional use; “Homo entertainment” whose online strategy is to use the Worldwide network as a source of leisure activities and informal communication; “Homo traditional” who considers the Internet as a minor source of information and “Homo non digital” who refrains from using the global electronic network. The paper describes the dynamics of various Internet profiles of the Russian society in 2012 and 2014. The authors also provide an analysis of explanatory models of Russian online strategies.