Internet of Behaviors (IOB)

Internet of Behaviors (IOB) is an emerging technology that will influence the tech market for the next few years. But what does IoB mean? IoB or Internet of Behaviors is based on understanding, predicting, and affecting human behavior through data analysis.

This term is related to behavioral science. In other words, the IoB concept is to use the result of data analysis to create UX design, get a new approach to search experience optimization, or change the way of product marketing. Another term related to IoB is the Internet of Things (IoT), as technically, all the data gathered from IoT and other sources are used to influence consumer behavior.

IoB has expanded from the IoT. As you may know, the Internet of Things is a network of physical devices that helps to collect and share a wide variety of data. For example, your phone can track your real-life geo position. IoT technology connects your phone with a laptop, voice assistance, or smart house and gets a lot of information about your interests and how you use products. Organizations can use the data for different reasons, for example:

• to measure the effectiveness of their campaigns,
• to measure the patient’s activity (health providers can use these features),
• to personalize content.

How does IOB work?

The idea of IoB is to use this data to change behavior. The implementation of IoB in different industries can vary. For example, there is a solution for the logistic market well-known as telematic. Cprime has broad expertise in building telematics solutions for commercial vehicle tracking. Telematics can analyze real-time data on a vehicle’s location, speed, fuel consumption, route, or driving behavior to improve the logistics.

For instance, the data can be shared with insurance companies to get accurate information on breakdown or incident reasons. It also helps to manage the workload and delivery schedule in real-time. Telematic solutions for fleet management are an example of implementing IoB for this industry.

It is also important to mention that IoB has ethical implications depending on the goals of using it. That is why privacy laws have a significant impact on the adoption and scale of the IoB.

Different applications of IoB

Due to IoB’s ability to generate insights for individuals, it can be used in many applications that provide very specific and personalized support to users. A few of them are discussed below.

Digital Marketing and Advertising/ Social Media

Based on customer interactions with specific products, marketing agencies and organizations can personalize advertisements so that every individual sees what piques their interests the most. For example, if a sensor or a device understands that a person spends more time at the gym, then he would get advertisements about brands that sell protein supplements, gym trainers, equipment, etc. If a person focussed on training a specific muscle all the time, the wearable could essentially advise him to shift his focus and train other body parts as well. Noticed how Google or YouTube advertises products you had searched for within the last hour or discussed with your friends? Yup, connected devices making use of IoB.

Healthcare

A large number of the world’s population currently suffer from chronic illnesses. Healthcare providers can monitor their patients’ behavior in real-time. From understanding how to react to certain medications to keep a tab on their regimens, physicians can now do everything with the help of Internet of behaviors. What’s more, these devices can be trained to give out insights based on user activities so that the healthcare providers can easily form diagnoses.

Government/Policymaking

The government can use the data generated by IoB devices to track the activities of persons of interest and avoid mishaps from taking place. The government can also undertake surveys to understand what the citizens are collectively interested in and track behavioral patterns of large groups to maintain law and order. Of course, there is an element of over-regulation but a committee to monitor such activities could also be set up to uphold the privacy of citizens.

Insurance

In sectors like vehicle insurance, the insurance companies could monitor the activities of drivers using IoB to gauge their roles in accidents so that insurance companies can correctly identify whose fault the mishap was.  These devices could also play a role in preventing driving under influence or even identify medical emergencies.

These are only a few of the areas where IoB’s use has been prevalent. Other areas include defense, facial recognition, geolocation-based activity reminders, and predictions, finance management, efficiency and productivity, cutting costs, and industrial automation among others.

The Benefits of IoB

Market products more effectively to customers

Many digital marketing agencies are already using analytics tools to uncover insights into common consumer behaviors. Marketers can use the IoB to analyze customer purchasing habits across platforms, gain access to previously unobtainable data, redefine the value chain, and even provide real-time point-of-sale notifications and targeted ads.

Improve user experience

ux design services is a crucial part of sales. Organizations can have a better understanding of people’s attitudes toward specific products or services thanks to the knowledge provided by IoB, making it even easier to resolve customer concerns.

Enhance public health

Companies in the manufacturing industry are already using sensors and RFID tags to determine whether or not on-site employees wash their hands regularly. Furthermore, computer vision can determine whether or not employees are following mask protocol or social distancing directives. In the health industry, providers can track patients’ activation and engagement efforts.

Improve public safety

Monitoring public safety is opening up exciting new opportunities in a variety of industries. Vehicle telematics is used in one application to track driver behavior and flag erratic or dangerous behavior.

What does the future hold for IoB? 

However, the collection of behavioral events data can be problematic. The IoB raises concerns about how businesses gather, navigate, and use data, particularly as more of it is collected. Whatever perspectives are on IoT and IoB, experts predict that they will continue to grow and influence in the near future.

According to Gartner, by the end of 2025, more than half of the world’s population will be subject to at least one IoB program, whether from a commercial or governmental source. IoB, like other technology trends such as AI and machine learning, is likely to spark significant debate about the ethics vs. positive applications of this technology. According to these experts, by 2023, the individual activities of 40% of the global population will be tracked digitally to influence their behavior through the IoB concept. In 2023, that percentage will represent more than 3 billion people worldwide (Gartner 2020).