Study reveals youth's mistrust of e-commerce

Thursday, September 15, 2011

Some 81% of young people connected to the internet in Argentina do not usually buy online, according to a study on social inclusion among young people from market research firm DatosClaros.

The study was based on a survey of people between 14 and 19 years of age, from different socioeconomic levels and attending school.

According to the study, young people still do not entirely trust e-commerce sites, but do recognize that sites such as eBay and MercadoLibre are useful tools for comparing prices and exploring products.

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The survey also showed that women are more receptive to internet ads, but that men make more purchases online.

Users from low socioeconomic levels distrust online ads, do not follow brands on social networks, are uninterested in receiving information by email or SMS and mistrust the management of their personal data.

On the other hand, users from higher socioeconomic levels do participate in promotions, follow brands on social networks and even shop online. But these are users with greater access to technology and a higher understanding of IT, hence the level of mistrust is lower.

Overall, 40% follow several brands on Facebook, while 13% follow brands on Twitter.