In Latin America, since the first decades of the last century, universities have been agents of change based on student mobilizations, both to reform them and to contribute to the development of society based on demands in favor of freedom, democracy and civil rights. The development of the State is largely explained by professional training universities. The university, without any doubt, plays a preponderant role in the process of understanding itself, in the development of organizations in general and in the environment in which it is inserted. Many are the tasks attributed to him and there are not a few representatives who dare to assign him the role of brain of society. In order for an entity of such nature to be able to adequately fulfill its mission, it must necessarily be well managed, technically projected and appropriately led. Unfortunately, this is not achieved only with good wills and intentions since the fundamental component lies in the ability and knowledge the above characteristics, are mere ingredients or could be in the category of sine qua non.
This year the world was shocked by the COVID-19 pandemic, causing substantial changes in the behavior and culture of individuals, making them reconsider their personal and commercial actions. Their priorities changed and from conducting physical business transactions, they switched to using digital tools, many of them unknown. The main problem is posed in this study: What is the relationship between culture and digital consumption of consumers between 18 and 35 years of age in the province of Ica -year 2021?. Considering that culture is the set of elements of a material or spiritual nature and all the habits and skills acquired by men in their capacity as members of society, had to adapt to this new consumer
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