Generation Z is the first generation growing up in a digitalized world, where Internet has become a primary need. Growing up with touch screens, smartphones and tablets impacts the development of this generation. They are born between mid 1990s and 2010. This research will attempt to demonstrate and support the assumption that Generation Z exhibits more Early adopters than the other adopter levels. Analyses did confirm the assumption, which would supposedly lead to higher brand expectations of highly innovative, quality products for the best price. However more important for the respondents is customer service.