This article presents the results of a field study evaluating the attitude of respondents as
consumers (individuals) to digital marketing and its main tools. The study identified a number of
hypotheses that were tested using statistical analysis. The practical testing of hypotheses was carried out
on the basis of a survey of 175 respondents as individuals. The questionnaire used questions with one
answer option, with multiple answer options, questions on the Likert scale. Data processing was carried
out in the Gretl program. Data analysis was carried out using the following statistical methods: frequency
analysis, comparison of means, etc.