Survey Stories Striking a balance with personalization 70% 66% of consumers of consumers By Generation agree: agree: 77% I am concerned about I am just as concerned Baby Boomers and Prior 72% data privacy and about the commercial 69% commercial tracking use of my personal data Gen X 67% associated with my and online identity for 65% online activities, personalization purposes Gen Y/Millennial 60% behaviors, location as I am about security 67% and interests. threats and hackers. Gen Z 60% Concerned about data privacy and commercial tracking Concerned about the commercial use of my personal data N=2,000 Global Consumers