Аннотация:The article has been devoted to analyzing some problems related to the Russian market ofeducational services functioning in the context of the rapid development of digital technologies,digitalization of the economy, education and society. This actualizes the issue of training highlyqualified personnel, whose activities should comply with new requirements of the digital civilization,as well as new challenges and risks. The aim of the article has been to study the transformation ofareas, peculiarities of providing educational services, educational technologies, and competencies inthe main educational programs of higher education in the modern Russia in the context of digitalrealities, as well as to develop some solutions for updating the educational services market, improvingthe quality of education, and erudition of the society. Websites of the largest higher educationalestablishments of the country, including those located in the Orenburg region, have been analyticallymonitored for identifying the focus of educational programs and services on the consumer needs andpreferences. The authors have come to the conclusion that it is necessary for all specialists, includinghumanitarians, to acquire digital competence.