The transformation of communication and the development of new forms of interaction between people and organizations in the digital space have increased the importance of modern digital services and platforms. A feature of their operation is the collection and accumulation of big data about users. At the same time, the observed trend towards the development and creation of digital ecosystems has highlighted the importance of working with large amounts of data that remain from any user actions in the digital space and characterize them by a variety of parameters. Such data allows their holders to process and group information about users and their actions in the online environment. Therefore, based on working with this data, organizations can carry out social rating and determine the formats of communication with each individual, provide him with certain preferences or, conversely, limit him in any actions. Based on this, this article presents the results of a study conducted to identify the relationship between the current processes of digitalization and the potential implementation of social rating systems. The empirical basis of the study is interviews with 34 experts, another study with a sample of 10 experts, and a series of 3 focus groups among citizens. The results obtained made it possible to identify the features of the formation and functioning of modern digital services in Russia, as well as to determine the attitude of citizens to digital technologies and social rating processes based on their interactions with these digital resources. At the same time, despite the active use of digital services and ecosystems, citizens are wary of the introduction of large-scale social rating systems, seeing them as a threat to their personal freedoms and privacy.