IMPACT OF FINANCIAL LITERACY AND DIGITAL PLATFORMS ON INVESTMENT DECISIONS OF YOUNG INVESTORS IN THANE REGION

This study investigates the influence of financial literacy and digital platforms on the investment decisions of young investors in the Thane region. Recently, the growing importance of being financially aware and the easier access to digital technologies have had a big effect on how people invest, especially Millennials and Generation Z. The research utilizes both primary and secondary data, with primary data gathered via a structured questionnaire from 104 participants in Thane.

The findings reveal that young investors possess a good understanding of basic financial concepts; however, their practical application in investment decision-making remains moderate. The study also indicates that while more than half of the respondents use digital investment platforms, the frequency of usage is relatively low, and reliance on such platforms for decision-making is moderate. Mutual funds and gold are the most preferred investment options, reflecting a risk-averse attitude among respondents.

A deeper look shows that being financially literate has a big and good effect on investment choices, while digital platforms only have a small effect on investment behavior. There is also a positive link between financial literacy and using digital investment platforms. The study concludes that enhancing financial literacy is crucial for improving the quality of investment decisions, whereas digital platforms serve as supportive tools rather than primary determinants of decision-making.The study underscores the necessity for financial education programs and the creation of accessible digital platforms to foster informed and responsible investment behaviors among young investors.