While business innovation is driving growth in organizations, substantial numbers of customers are extremely circumspect at the break-neck speed this is taking place in. As per market research conducted more than 90% of respondents feel than innovations are crucial yet nearly equal numbers feel this trend is going to harm their privacy levels. Respondents in Germany, USA and Australia are ones most worried about privacy. Another significant number are worried about security of transactions and data online. Also three-fifths of respondents feel that advertisements are wrongly messaged leading to fickle and faulty purchases by customers.