DIGITAL TRANSFORMATION IN THE KAZAKHSTAN

This research presents the results of a sociological study on the media behavior of the adult population of Kazakhstan. The aim of the research is to identify the specifics of media consumption of digital technologies and media preferences of the adult population. The main task of our empirical research is to determine the mechanism of access to the main technical means, and the media behavior of active users. The research methodology includes quantitative and qualitative methods: a survey among the target group, sampling over 2500 respondents from all regions of Kazakhstan. We conclude that three quarters of the respondents will use three main channels: television, informal channels and Internet resources. Currently, there is a preserved tradition of formalized passive perception of information through television. The results of the study can be used in applied work in media marketing and digital business.