The development of the digital economy leads to the need to follow the new paradigm and principles of activity in the information space. State institutions do not fully use the possibilities of communications and self-organization in cyberspace to obtain information about the demands of society and the planning of adjustments to measures of state policy in the social sphere environmental protection. The authors developed approaches to assessing the interest of the population in a particular type of services through data obtained as a result of analyzing the online activity of organizations and the population.