Investors Awareness and Preference Towards Digital Trading Platforms in Chennai, Madurai and Tirunelveli Region: A Study on Changing Investor Behaviour and Sustainable Growth

Abstract

The rapid development of digital technology has brought significant transformation to the financial services sector, especially in the field of stock trading. Digital trading platforms have simplified investment activities by providing investors with convenient access to financial markets, faster transactions, and reduced trading costs. This study aims to examine investor awareness and preference toward digital trading platforms, with particular focus on demographic characteristics, usage behavior, and satisfaction levels. The research analyzes how factors such as age, education, and income influence investors’ awareness and adoption of digital trading platforms.

The study is based on primary data collected from investors through a structured questionnaire, along with secondary data obtained from journals, financial reports, and academic literature. Various statistical tools including pie charts, bar charts, chi-square tests, correlation, and regression analysis were used to analyze the collected data. The findings reveal that demographic factors significantly influence investor awareness and adoption of digital trading platforms. Key factors affecting investor preference include ease of use, transparency, accessibility, lower transaction costs, and availability of analytical tools. The study concludes that improving financial literacy and integrating advanced technologies such as Artificial Intelligence can enhance investor satisfaction and support sustainable growth in the digital trading ecosystem.