Abstract

The article presents a study conducted in Zone 5 of Ecuador, analyzing the sociodemographic characteristics of consumers and their relationship with online payments through mobile applications. A two-part questionnaire was used and 1873 refined responses were obtained for analysis and a sample of 475 consumers. The results revealed a significant presence of women in the area's consumer market, as well as a majority of employees and consumers in the 25-44 age range. People with a college education, formal employment and residence in urban areas showed a higher likelihood of using digital payments. In terms of income, the majority of consumers were in the middle and low income brackets, with the province of Guayas concentrating the largest number of consumers. Both debit and credit cards were found to be widely accepted, but cash remains the preferred method, especially for face-to-face purchases. Although an increase in the use of digital payments was observed, a lack of user confidence persists. The article highlights the importance of addressing user concerns and perceptions to encourage the adoption of digital payments and provide secure and convenient options for cash payments.