Today most of us know something about the Internet of things (IoT), with many expectations and possibilities that the collection and utilisation of data by IoT devices will provide us. Among those possibilities,the most exciting is our to our interests, preferences and regular habits and practices. As such, the Internet of behaviour (IoB) expands upon the IoT to provide important information about our behaviour.
While the IoT caters for many online devices, the IoB is concentrated on connecting people and their behaviour, and it's thus mainly concerned with how best to utilise the data. The concept itself is originated in blogs written by psychology professor Göte Nyman in 2012, when he described how “to offer individuals and/or communities a replacement means to indicate selected and meaningful behaviour patterns, as many as they like, by assigning a selected IB address (analogous to the web of things) to every behaviour pattern even as the person or community sees as best”. Since then, Nyman has clarified his position, referring to the IoB as being the tool of approaching a person at the right time with right services when such behaviour occurs, without knowing the person at all.
More recently, the IoB has gained attention, because of Gartner naming it among the world’s biggest strategic technology trends for 2021. Gartner also predicted that 40% of total population will have their behaviour tracked through the IoB by 2023, which by the top of 2025, quite half the world’s population are going to be subject to a minimum of one IoB programme, whether it's commercial or governmental.
This technology will surely affect a lot of areas that deals with human behaviour like marketing, SEO, and other security-related systems.
BIG DATA:
With the Internet of Things, you'll access information from multiple points of contact. It allows you to explore the customer journey from start to end. In other words, you'll be ready to see where the customer’s interest within the product begins, his path to get, right up to the purpose of the purchase, which suggests you'll be ready to create more touchpoints for a positive interaction with customers. you'll even be ready to find new ways to speak with consumers in order that you'll connect with the brand at an earlier stage than at the time of purchase.
MARKETING RESEARCH:
So far, the gathering and processing of knowledge obtained through the Internet of Things may be a rather complicated process and inaccessible to several companies. market research by some companies (such as Google and Facebook) is becoming more comprehensive. We are sure that it's happened quite once you just talked together with your friends about some things, then you open your browser and see a billboard for what you only talked about. The algorithms of those companies are configured in order that they will anticipate your desires and behaviour. Here’s the IoB concept in action.
As such, it might seem that a technology that seeks to not only use people’s data but, more crucially, influence their behaviour must be amid sufficient transparency during a manner that doesn't violate privacy rights. Those rights vary greatly between the world’s jurisdictions, moreover, which should find yourself having a substantial impact on the adoption and scale of the IoB across the planet. Ultimately, the safety of private data will need to be front and centre of regulators’ concerns as this technology continues to expand to make sure that trust between individuals, companies and other stakeholders is maintained in the least times.
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