What is Internet of Behavior? (IoB)

Key Points

• The Internet of Behavior (IoB) extends from the Internet of Things (IoT), utilizing data from interconnected devices to understand and influence human behavior.

• It combines technology, data analytics, and behavioral science to impact consumer behavior and decision-making.

• Benefits of IoB include enhanced marketing strategies, improved user experiences, advancements in public health, and increased public safety.

What is the Internet of Behavior (IoB)?

The Internet of Behavior (IoB) is an evolution of the Internet of Things (IoT). It involves the collection and use of data generated by interconnected devices to drive and influence behaviors. This concept, first coined by psychology professor Gote Nyman, leverages IoT capabilities to gather detailed behavioral data, providing a comprehensive understanding of consumer habits and preferences.

A typical example involves a smart device ecosystem, like a smartphone linked with a laptop, voice assistant, and other home devices. This interconnectedness allows for a deeper insight into a user's preferences, interests, dislikes, and even voting and purchasing behaviors.

How Does IoB Work?

IoB is essentially a convergence of three main fields: technology, data analytics, and behavioral science. It uses the vast data generated by IoT devices to influence and modify human behavior. For instance, a health app on your smartphone tracking your diet, sleep patterns, heart rate, or blood sugar levels could suggest behavior modifications towards better health outcomes.

The Benefits of IoB for Businesses and Society

1. Marketing and Consumer Engagement: IoB allows for more effective marketing by analyzing customer buying habits across different platforms, thereby enabling targeted advertising and personalized customer experiences.

2. User Experience Enhancement: Businesses can use IoB to understand customer attitudes towards products or services better, leading to improved user experience and customer service.

3. Public Health Advancements: In the healthcare and manufacturing sectors, IoB is used to monitor health-related behaviors, like hand washing and mask-wearing, and patient engagement in health management.

4. Public Safety Improvements: IoB applications include monitoring public safety by tracking driver behavior and identifying potentially dangerous actions.

Considerations and Challenges

While IoB offers numerous benefits, it also raises concerns about privacy and data security. The vast amount of data collected can be susceptible to misuse or breaches, demanding careful navigation and use of this data. Furthermore, the legal and cultural norms related to data privacy are still evolving in the context of IoB.

References

1. https://www.bmc.com/blogs/internet-of-behaviors-iob/
2. https://stefanini.com/en/insights/news/defining-internet-of-behaviors-iob-and-4-ways-it-can-benefit-businesses