State of the Connected Customer Appendix 52 Customers Balance Personalization and Privacy Amid a Crisis of Trust Percentage of Customers Who Say the Following, by Customer Type Percentage of Customers Who Say the Following, by Generation Consumers Business Buyers Traditionalists/Baby Boomers Gen Xers Millennials/Gen Zers 61% Fear of my data being compromised has increased over the past two years 59% 63% 58% 66% 62% I’m uncomfortable with how companies use my personal/business information of customers 71% say their fear of their data being 60% compromised has increased 46% over the past two years I’m confused about how companies use my data 53% 47% 37% Salesforce Research Salesforce Research