Abstract
The article is devoted to the study of the role that digitalization plays in consumer behavior, allowing us to see how people's digital behavior spreads from a purely personal area to various sociocultural areas. A new consumer culture is emerging that requires new methods of social and economic management. We are witnessing the emergence of a new social class in Russian society: the digital consumer Modern digitalization of social processes involves the construction of a new interactive social system with feedback, when each person has the opportunity to choose the pace and program of his development in accordance with the availability of free time and the initial personal level. To understand the new interactive social system, it is necessary to take into account the features of the modern period of the social structure, its sociocultural context, which reflects the behavior of people in the digital environment. The modern situation is characterized by features generated by digital influence, which require their interpretation in theory, understanding, development and customization of new tools for managing digital processes, in which the consumer becomes the socio-economic driver of development.
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