Contribution: This study contributes to scientific literature by detailing the impact of specific factors on the privacy concerns of citizens living in an African city. Findings: The findings reveal that the more that impersonal data is collected by the Smart City of Cape Town, the lower the privacy concerns of the digital natives. The findings also show that the digital natives have higher privacy concerns when they express a strong need to be aware of the security measure put in place by the city. Recommendations for Practitioners: Practitioners (i.e., policy makers) should ensure that it is a legal requirement to have security measures in place to protect the privacy of the citizens while collecting data within the smart city of Cape Town. These regulations should be made public to appease any apprehensions from its citizens towards smart city implementations. Less personal data should also be collected on the citizens. Recommendation for Researchers: Researchers should further investigate issues related to privacy concerns in the context of African developing countries. Such is the case since the population of these countries might have unique cultural and philosophical perspectives that might influence how they perceive privacy. Impact on Society: Cities are becoming "smarter" and in developing world context like Africa, privacy issues might not have as a strong influence as is the case in the developing world. Future Research: Further qualitative studies should be conducted to better understand issues related to perceived benefits, perceived control, awareness of how data is collected, and level of privacy concerns of digital natives in developing countries.