Techniche, IIT Guwahati
4 min readMar 28, 2021


Did you know that the number of Internet of Things (IoT) devices has doubled over the past five years? These things are everywhere with us today, from wearable technologies that track your fitness 24/7 to remote access to electrical devices in your home. The shift to mobile devices has changed the way we interact with the world around us. The collection of usage data and data by these IoT devices provides valuable information about users’ behaviour, interests, and preferences. Thus the concept of Internet Behaviour (IoB) was born.

What is the Internet of Behaviour (IoB)?

2012 is often considered as the onset of IoB when psychology professor Gothe Nyman described the possibility of obtaining detailed data on customers’ use and behaviour as they interact with the Internet of Things (IoT). But the idea of ​​analysing data received from consumers for business purposes is not new. We now have an automated ecosystem of analytic processes that track, collect, and attempt to interpret the vast amounts of data we generate through our online and Internet activities, as was quite evident from research on consumer behaviour and habits in the past

The value of the Internet of Behaviour

The IoB is supposed to be a new marketing and sales tool for businesses and organizations around the world. Using this tool, you will gain a deep understanding of your customers, which is necessary for every business.
To be sure, analytics, A/B testing, SWOT analysis, and many other techniques have helped the company for years build their product and marketing strategies to create and promote products that users will want to buy. Internet of Behaviour is intended to generate a considerable boost in the development of the sales industry.

Other cases of using IoB

The IoB is of value to businesses and other non-profit organizations such as healthcare or government organizations that enforce law and order. Let’s take a look at how this concept is applied these days:
During the pandemic, using computer vision organizations began to use IoB to recognize whether a person was wearing a mask or not. Also, in some cases, thermal imagers were used to identify people with increased body temperature.
Using a smartphone allows you to track a person’s geographical position, so the system understands whether you have visited a supermarket or a beauty salon, as well as the length of your stay. This is how Uber uses IoT data to analyze its audience’s preferences and find new approaches to customers. Today, Big brands know almost everything about consumers, from interests to the logic that customers use when making purchases.
In China, with the help of artificial intelligence and, in particular, face recognition, it became possible to introduce a social credit score system in the country. Do not forget that the introduction of AI into the life of the Chinese is intended to ensure the security and systematization of data and the tracking of loyalty to the current regime.
In 2018, the facial recognition system was successfully integrated into the development of Directorix Barista for coffee houses. As a result, the product determines the sex, age, and mood. It analyzes the results and offers the client an appropriate drink. The same system can be used in stores for personalized advertising.

Ethical use of the Internet of Behavior

As a company planning to develop an IoT solution, for you, consumer privacy should be paramount, especially as we are entering an era in which consumer data will skyrocket. Most people respond positively to product suggestions and sales funnels tailored to their unique preferences and needs. And yet, consumers have their privacy.
In such an approach, it is essential to strike a balance between personalized offers and intrusiveness to avoid an adverse reaction from the consumer. It is also necessary to demonstrate a high level of security and protect the consumer information you analyze.
IoB is predicted to prevail, with more than half of the world’s population participating in at least one IoB program by the end of 2025. This trend should spur companies to implement cybersecurity education and awareness programs.

-Ripudaman Singh, Techniche Media



Techniche, IIT Guwahati

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