What is the Internet of Behavior (IoB) and why is it key to business?

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Internet of Behavior (IoB) is a model for using data to drive behavior change or change behavior. Find out what it's all about!

Oct 12, 2022
In a digital-first world, maturity is achieved with effective data management

In a recent report , Gartner says that when employees at an industrial site returned to the workplace after it was shut down during the COVID-19 pandemic, they noticed some differences. Sensors or RFID tags were used to check whether they were washing their hands regularly ; computer vision determined whether they were complying with mask protocol; and speakers were used to warn people about protocol violations .

Sound like Big Brother ? Quite a bit. This model of rcs database and using data to drive action or change behavior is called the Internet of Behavior ( IoB ) .


This paradigm can be used , for example , to monitor driving behaviors — from sudden braking to aggressive turns —in the case of commercial vehicles. And health insurance companies could use wearable devices not only to track physical activities ( and reduce premiums ) but also to monitor food purchases and increase premiums if too many unhealthy products are chosen .


IoT Extension
IoB extends from the Internet of Things ( IoT ), the technology that connects any electronic device to the Internet and enables a wide variety of new data sources.


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Source: IoT Analytics



The collection of usage and data by these devices provides information about users' behaviors, interests and preferences.

In the new IoT scheme , data is gathered and converted into information; IoB , on the other hand, attempts to transform this information into knowledge. This model can potentially collect , combine and process commercial customer data , social media information , big data , facial recognition or location tracking data , etc.

Data mining isn’t a new concept. But IoT provides a lot more data to collect and analyze – more data from more places will provide more insights into how users behave, and that data will be more accessible to marketers .



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Ethical dilemmas
In another report, Gartner anticipates that “by 2023, individual activities will be digitally tracked by IoB to influence eligibility for benefits and services for 40% of people worldwide.” Clearly, this paradigm has ethical and social implications , depending on how the data is used and for what purpose. Privacy laws have a major influence on its adoption and scale.