[Characteristics of youth's health keeping practices under the digitalization].

The article discusses the problems of health keeping of modern Russian youth under the digitalization. Paying attention to the negative dynamics in the health of young Russians, the authors point out to form and promote a culture of health keeping among the younger generation. However, in order for the implemented measures to be effective, the authors propose to differentiate them taking into account the specifics of the perception of health and practices of caring for it among young people, which is associated with their distinction into two age groups within the framework of generational theory: zoomers and millennials. In this regard, the article presents the results of an empirical study conducted by the authors on the health conservation of Russian youth, which are depicted the characteristics of consumption and practices in the field of health among these age groups. As it states, both categories are quite conscious of their health status. The most common ways to stay healthy are proper nutrition, sleep patterns, and regular exercise. However, certain differences have been identified in the basic practices of caring for it as compared to the traditional model of a healthy lifestyle. Thus, self-tracking based on mobile applications, as well as digital consumption of health information in new media, is popular among zoomers. Millennials appear to be more committed to the primary source of health information, the medical community, which is also reflected in the need for regular health checkups. Based on the findings, a number of practical recommendations are proposed.