CLUSTER ANALYSIS FOR SEGMENTING GEN Z CONSUMERS ON DIGITAL PLATFORMS

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: Generation Z, cluster analysis, digital platforms, influencer trust, privacy concerns, social commerce and content creation