Many consumers understand how companies use their personal data, but not everyone is comfortable with it.
More specifically, boomers, according to an April 2018 survey of internet users worldwide from Salesforce. Indeed, this group was less likely than their younger cohorts to understand how companies are using their personal information, and are generally less comfortable having it used in exchange for a more personalized experience.
Boomers' attitudes toward personalization varies from those of millennials and Gen Zers. When asked whether they expect the offers they're seeing from companies to always be personalized, only about a third (35%) of those surveyed agreed. In contrast, Gen Xers (51%), as well as millennials/Gen Zers (67%) were more inclined to feel this way.