DIGITAL OVERWHELM AND SMARTPHONE USAGE AMONG GENERATION Z UNIVERSITY STUDENTS IN BANGALORE AND PUNE

Abstract The widespread adoption of smartphones has reshaped the daily routines of Generation Z, particularly among university students. While smartphones offer benefits such as connectivity, productivity, and digital entertainment, their excessive use has led to a growing concern known as digital overwhelm, characterized by cognitive fatigue, stress, and decreased mental well-being. This study aims to evaluate the relationship between smartphone usage patterns and digital overwhelm among Gen Z students in Bangalore and Pune. Using a quantitative research design, primary data was collected from 429 university students, responses were analyzed using cluster analysis and chi-square tests to examine behavioral segmentation and association between smartphone usage and digital overwhelm. Findings indicate a significant association between increased smartphone usage and digital overwhelm, particularly among heavy users. However, the impact varies based on digital activity types and individual coping mechanisms. The study contributes to the growing discourse on digital detox awareness and offers recommendations for university-driven interventions to promote balanced digital consumption. Future research should integrate psychological stress indicators and sleep quality metrics to provide a more comprehensive understanding of digital overwhelm among students.