Youth Clusters in the Field of Digitalization

Abstract

This paper focuses on the new values of the digital age which impact the decisions of customers and influence attitudes towards technology and products. The research aimed to identify some typical groups among millennials. The research was carried out in Hungary and in Poland. We generalized the results based on their attitudes, feelings and behavior. According to the responses of more than 2000 young people this study presents the different clusters of the Y generation in their purchasing behavior and preferred digital values. We categorized them based on their opinions and profiled them using other demographic features. Environmental protection, health and safety were proven values and therefore important; digital solutions or the new products of industry 4.0 are examined in more in detail. With these clusters the economic role-players can gain insight into the differences between each consumer group and how to fulfil their needs regarding sustainable services and goods.