State of the Connected Customer Appendix 48 Technology Sets New Benchmarks for Innovation Percentage of Customers Who Agree with the Following, by Customer Type All Customers Consumers Business Buyers Companies need cutting-edge digital experiences to keep my business 54% 59% 68% Percentage of Customers Who Agree with the Following, by Generation Traditionalists/Baby Boomers Gen Xers Millennials/Gen Zers Companies need cutting-edge digital experiences to keep my business 39% 58% 72% I actively seek to buy from the most innovative companies (e.g., those that consistently introduce new products/services based on customer needs and new technology) 38% 52% 69% SalesforSalesforcce Re Researesearchch