76% of Peruvians Trust the Information Companies Provide on Their Websites
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Peruvians are the most likely in the region to trust social media (76%) before making an online purchase, according to the regional report “The State of SEO in Latin America”, commissioned by Sherlock Communications.
The study includes results from a survey of more than 3,300 residents of Peru, Mexico, Colombia, Chile, Brazil and Argentina in February 2021, revealing how Latin Americans research before buying online and what types of content they trust.
According to the report, 45% of Latin Americans do not click beyond the first page of results when searching for products and services to buy online, regardless of whether they are buying a television, a ticket or a pizza, or downloading a free dating app.
Across the region, 18% said they only look at the first three results provided by the search engine. Meanwhile, 64% said they would never go beyond the first three pages of search engine results, regardless of what they were buying.
What happens in Peru?
Regarding Latin Americans' trust in website content, 89% of Peruvians said that business website content is the most reliable source when making an online purchase.
Technology publications were considered the next most reliable source of information about products and services, trusted by 82% of Peruvians.
Trust in news sites as sources of information for online purchases reached 65% in the region. Peru showed the highest level of trust at 77%.
Social media platforms were considered trustworthy by 76% of Peruvians, compared with 51% in Brazil.
Blogs, in contrast, inspired the lowest level of trust in the region. Only 35% of Chileans trust their content when shopping online; the figure reaches 57% in Mexico and 56% in Peru, bringing the regional average to 48%.
In summary, Peruvians have the highest level of trust (76%) in the general content they find when looking to shop online (including news sites, social media, blogs, technology publications, review pages and company websites), while Chileans are less likely to believe what they read across all platforms (60%).
“Understanding how consumers search and what types of content they trust is vital when developing effective strategies for Latin American markets,” said Stella Ferreira, head of Sherlock SEO.
The study's findings are especially relevant in Peru because e-commerce has shown sustained growth since April 2020, when e-commerce revenue rose by 900% compared with the previous month.
Nationwide online sales are projected to reach US$ 3,588 million in 2021, with 14.8 million Peruvians shopping online, 11.9% more than in 2020. Annual online commerce growth of 7.5% is expected over the next few years, and Statista predicts that Peru's online retail market will be worth US$ 4,796 million by 2025.
Furniture and appliance sales currently account for the largest share of e-commerce, and the sector is expected to generate around US$ 885 million in revenue this year.
The article, reproduced “as is”, was found in Gestión.