If we were to set the Internet of Things against the Internet of Behavior, some of the similarities between the two would be: both use sensors; both use software; both are enabled by the Internet. The key difference between the two is that the Internet of Behavior is based on the principles of human psychology. It uses the Internet to improve the way humans interact with their environment, and to develop new ways of responding to their environment.
Internet of Things (IoT) and Internet of Behaviour (IoB) are two different terms that are often used interchangeably but are actually very different. IoT refers to the ‘things’, such as sensors, actuators, etc., that can be connected to a network. IoT is often described as ‘Wearables’, ‘Smart Home’, ‘Internet of Things’, etc. IoB is a technology that facilitates human behaviour. Both IoT and IoB can be used for tracking and analytics; however, IoB is targeted at facilitating human behaviours rather than tracking behaviour.
I recently read a great article about the Internet of Things (IoT), and how it will change our daily lives. The article was written by Rob Gill, a technical writer, from the perspective of a journalist, and it got me thinking, what is the Internet of Behaviour (IoB)? How does it differ from IoT?
The Internet is a global network of electronic devices that allows you to communicate with people all over the world, access information, and accomplish practically any operation you can think of. IoT is a technology that has been around for a while and has found its way into a variety of integrations. IoB, on the other hand, is a relatively new technology that is slowly making its way through the industry.
In this post, we’ll look at:
- What exactly is the Internet of Things?
- What is the Internet of Behaviour, and how does it work?
- Future plans.
Also check out these 9 IoT Security Solutions to keep your network safe.
The Internet of Behaviour can be thought of as an extension of the Internet of Things. This technology initially emerged in 2012, when Gote Nyman, a psychology professor, suggested that combining behavior with IoT may assist collect better data on client usage; and it has exploded in popularity in 2020 and 2021. By 2023, it is expected that 40-50 percent of worldwide population activities would be digitally tracked and monitored in order to affect human behavior.
According to Gartner, the Internet of Things (IoB) incorporates many technologies that focus on facial recognition and tracking of individual location, integrating this data to map it to behavioural events. It is concerned with comprehending and analyzing facts from the standpoint of human psychology in order to generate and promote new ideas. It gathers information about people’s life from a variety of sources and uses it to affect their behavior. User experience, search experience optimization, interests, preferences, and behavior are among the data acquired.
The Internet of Things (IoB) is a convergence of three fields: technology, data analytics, and behavioral science.
In 1999, the fourth industrial revolution gave birth to the Internet of Things, or IoT. ‘IoT is a dynamic global network infrastructure with self-configuring capabilities based on standard and interoperable communication protocols where physical and virtual things have identities, physical attributes, and virtual personalities and use intelligent interfaces, integrate seamlessly into the information network, and frequently communicate data associated with them,’ according to the textbook definition.
Simply said, the Internet of Things (IoT) is a network of internet-connected devices that can gather, store, analyze, and communicate with the environment without the need for human intervention.
IoT devices can exchange data with connected devices directly or indirectly, gather data, process it locally, and transfer it to cloud-based apps for further processing and job execution. The following qualities distinguish IoT from other technologies:
- Self-Adaptive and Dynamic
- Protocols for Communication That Are Interoperable
- Linked to the Information Network
The hardware and cloud platform are the most important components of any IoT system. The hardware configuration aids in the collection of data that can then be saved and analyzed, as well as the execution of further activities. The cloud is a centralized system that aids in the transmission and delivery of data through the internet. While the cloud is not required for IoT, any IoT system or device that uses it integrates better with the cloud since it allows us to experiment with its features and explore more launch alternatives.
Smart homes, smart lighting, smart parking, smart irrigation systems, wearables, and many more are examples of IoT.
Also see: What is the Internet of Things and the answers to 5 other questions.
Take any IoT gadget as an example. These gadgets can track a user’s movements as well as their current graphic location. Laptops, automobiles, home security systems, voice assistants, and a variety of other gadgets are all compatible with the devices. These devices have access to all information provided to them directly as well as information shared through other linked devices.
All of this consumer data from throughout the world aids the corporation in improving its products and pitching higher sales. This data is used by an IoT device to:
- Organizational effectiveness is put to the test.
- Examine people’s degrees of engagement in various industries.
- Assist policymakers and others in personalizing content based on acquired data and behavior.
While the Internet of Things (IoT) has the power and is present in over 75 billion devices, the Internet of Business (IoB) has the ability to improve data by converting information or data into knowledge. Device integration with IoB can provide real-time data on what you like and dislike based on votes, visits to various locations, orders, and a variety of other individualized data. We know that the Institute of Behavior deals with behavioural science, which aids in better decision-making, as well as emotions, augmentations, and friendship.
Devices are connected to the cloud to track data and behavior.
Take, for example, a health tracker or application. Blood levels, heart rate, steps taken, and sleep patterns can all be tracked with IoT technology. IoB, on the other hand, can deliver crucial crisis alerts as well as behavioral suggestions for a healthier living.
Also see: 4 key security vulnerabilities posed by the Internet of Things surge.
Benefits of IoB
- Having a positive interaction with customers.
- A greater grasp of the interests of customers.
- It is possible to comprehend the purchasing methodology.
- Consumer purchasing habits across all platforms are examined.
- A more thorough investigation of previously unobtainable data on device interaction.
- Notifications are sent in real time.
- Problems are effectively targeted and resolved.
- Customers who are happier and have better relationships.
- Advertisements that are precisely targeted.
- Improved user experience (UX) and optimization of the search experience (SXO).
IoT has amassed a massive database, but while it can simply gather and analyze data, IoB can transform that data into far more useful information, boosting the entire product experience.
- All consumer-related sensitive data stored in IoB-connected devices is at risk and vulnerable to unauthorized access.
- Any company that wants to integrate with the Internet of Things must have a solid architecture and be aware of the risks.
IoB security concerns
Controlling data access becomes increasingly complex when considering the various platforms and sources from which data is collected, analyzed, and stored. While large corporations such as Google, Amazon, and Facebook save user data such as browser history, preferences, cookies, and even location data, smaller companies such as Google, Amazon, and Facebook do not. These entities are used by the firms to personalize content and target adverts. All of this information is meant to be kept private, but data leaks are commonplace.
The leaked data can be used for a variety of unethical and illegal activities, which can have a significant impact on ordinary people’s lives because they can now be targeted with certain opinions, thoughts, or products that they may or may not need, but which, if broadcast repeatedly enough, can sway people’s opinions in favor of a particular organization, product, or ideology. Different political parties, terrorist organizations, and even researchers might inadvertently influence people through targeted ads of their beliefs.
The latest Cambridge Analytica example, which occurred during the 2016 American elections, confirms this incorrect use of IoB theory. In 2013, Cambridge Analytica used an app called ‘This is your Digital Life’ to create psychological profiles by asking 120 personality-based questions. The software takes all of the user’s information, including location and contacts, as soon as they check in with their Facebook account. They also used the Facebook open graph to collect data from over 87 million Facebook users’ friends.
The findings of the personality test, together with the user’s Facebook activity, generated enough training data sets. After extensive model training, 253 algorithms were created, and the target was met. The trained model could now use Facebook likes to make educated assumptions about people’s personalities, political affiliations, and other characteristics. In 2014, the first batch of successful outputs was received.
In 2016, campaign leaders were given the final results in order to fine-tune their messages. They had 253 projections in addition to the facts they had gathered. These additional 253 predictions were thought to be the key to predicting how an introvert would react to a message when compared to an extrovert, ambivert, or both. By the end of the campaign, an algorithm could have generated messages for various subgroups of people. As a result, people were duped, and their opinions were swayed by psychological profiles and Facebook likes.
In the domain of IoB, cybercriminals can also be a problem. They can hack and gain access to sensitive information such as delivery routes/patterns, property and bank access codes, and a long list of other things. If sold to other criminals, this information can be used to facilitate account hacking, fuel terrorist actions, or even be used for blackmailing, among other things.
Phishing is another approach that can put you at risk. Phishing is a social engineering technique in which humans are tricked into providing personal information such as bank codes and other sensitive information by receiving fraudulent communications. While phishing was not as straightforward in the past, the social attacker today has a better understanding of the trick thanks to tailored data.
In comparison to IoT, these security and privacy problems are seen more in IoB as it develops.
Also see: 30 Facebook accounts and 85 Instagram accounts have been blocked for interfering in elections.
IoB examples that have been implemented
Netflix, the most popular media streaming service, has an IoB model in place. It forecasts the user’s likes and makes appropriate recommendations based on user insights, previously watched content, and search/scroll history. It would be practically impossible to make the best recommendations without the information provided.
To a considerable extent, the insurance industry has benefited from the use of IoB models. It becomes easy for them to understand if the created disaster was an accident or a planned incident to claim insurance by researching, analyzing, and interpreting the behavior. This also aids in the prevention of other incidents such as drunk driving, underage driving, drugged driving, and so on.
Since 2020, the COVID-19 pandemic has wreaked havoc around the globe. Maintaining safety becomes a priority as work and educational establishments reopen, and IoB assists in this process. RFID tags can be used to identify if there have been any inconsistencies in the upkeep and application of safety protocols. This information is used by a variety of restaurants and delivery services to carry out their various programs.
In recent years, online advertisements, particularly through social media platforms, have become immensely popular. As users navigate through their feeds on platforms like Facebook and Instagram, behavioural data is used to show the most relevant adverts to them.
Also see: 4 key security vulnerabilities posed by the Internet of Things surge.
IoB has just taken off, and in areas where IoT is the most widely used technology, it is expected that by 2025, IoB will be king. Cyber threats should theoretically decrease as IoB technology advances; nevertheless, real-world applications may vary greatly.
The behavior-related research will make it easier for businesses to better understand and pursue client relationships, potentially leading to better-made products that meet people’s individual demands.
Also see: 2018’s top 5 tech blunders.
An engineering student, a creative nerd, a TT player, and a voracious reader.
The IoT is all about connecting physical objects to the Internet. The IoB is about connecting humans to the Internet. IoT is about connecting our devices to the Internet (such as our smartphones or cars), whereas IoB is about connecting humans to the Internet via our devices (such as our phones or cars).. Read more about internet of behaviour presentation and let us know what you think.
Frequently Asked Questions
What is IoB Internet of Behavior?
IoB is a new way of understanding human behavior. Its a framework for understanding the world and how people interact with it.
What is IoT and IoB?
IoT stands for Internet of Things and IoB is the abbreviation for Internet of Business.
What is Internet Behaviour?
Internet Behaviour is the study of how people use the internet.
This article broadly covered the following related topics:
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