📄 Abstract
The purpose of this study is to use cluster analysis to separate Generation Z into discrete groups by analysing their digital activity. One of the most active demographics on digital platforms is Gen Z, which includes people between the ages of 18 and 29. They spend several hours every day on activities like creating content, purchasing online, and participating in communities. They also exhibit varying degrees of digital content preferences, influencer trust, and privacy concerns. The study concludes that Gen Z is not a uniform group but a mix of privacy-conscious users, trend-driven shoppers, and entertainment seekers.
🏷️ Keywords
📚 How to Cite:
Karthikeyan ES , CLUSTER ANALYSIS FOR SEGMENTING GEN Z CONSUMERS ON DIGITAL PLATFORMS , Volume 13 , Issue 9, september 2025, EPRA International Journal of Economic and Business Review(JEBR) , DOI: https://doi.org/10.36713/epra24045