According to a recently conducted survey by Harris Interactive, 59% of among US adult internet users are not comfortable with the thought of website customization to target ads that will be based on the personal information of the user. And even if security and website privacy policy will be introduced, it will not convince the users fully. The result of the survey also varies depending on the generation. They named the respondents and grouped them according to their age. Echo Boomers are those from ages 18-31; Gen Xers from ages 32-43; Baby Boomers aged 44-62 and Matures aged 63 or older. The survey also indicated that points of view changes depending on the generation. The older the user, the more they tend to be skeptic with web content customization whether the user is tech savvy, subscribed to an internet service provider or not. Dr. Alan Westin of Public Law and Government Emeritus at Columbia University stated that, “The failure of a larger percentage of respondents to express comfort after four privacy policies were specified may have two bases – concerns that web companies would actually follow voluntary guidelines, even if they espoused them, and the absence of any regulatory or enforcement mechanism in the privacy policy steps outlined in the question.”