Abstract
Numerous studies around the world have examined how young people use digital technology mostly for social interaction, but also for marketing related purposes. However, few studies have addressed how mobile applications have been adopted in developing economies such as South Africa. Specifically, given that issues of personal safety are paramount in South Africa, which grapples with high levels of crime, it is necessary to explore factors that could affect the adoption of mobile safety applications. Theoretically, the study relies on the Generational Cohort Theory and the Technology Acceptance Model to provide insight into patterns of behaviour regarding the use of personal safety apps by college students.