Internet of Behaviours (IOB) aims to discuss how data are better understood and used to construct and promote new products from the view point of human psychology. The IOB can be used in a multitude of ways by public or private entities. This technology will become a compelling new marketing and distribution platform for companies and organisations worldwide. IOB platform allows developing an in-depth understanding of clients that every company needs. For example, IOB connects all cell phones in the app and can then see their errors and get visual recommendations on strengthening their swing and stroke. The interconnection of devices produces many new data points and extends from the Internet of things (IoT). [1]

Figure 1. usage of internet of Behaviour

Figure 1 shows the purpose of the IOB is to capture, analyse, understand and respond to all types of human behaviours in a way that allows tracking and interpreting those behaviours of people using emerging technological innovations and developments in machine learning algorithms. People’s behaviours are monitored and incentives or disincentives are applied to influence them to perform towards a desired set of operational parameters. What is really relevant about IOB is that it is not only descriptive (analysing behaviour), but proactive (detecting which psychological variables to influence to bring about a certain outcome).[2]

Benefits of IOB:

The following are some of the Benefits of IOB:

• Analyze the purchase behaviour of customers across various platforms.
• Examine data about how people engage with gadgets and goods that were previously unavailable.
• Obtain more specific information about a customer's stage in the purchasing process.
• Real-time POS notifications and targeting are available.
• Close sales and keep consumers satisfied by swiftly resolving concerns.[3]

Combined Impact of IOB and IoT:

Internet of behaviour is an extension of IoT. Let us try to know more about it. It's not about the "things" at all when companies use the Internet of Things to persuade us to change our habits. We've crossed over into the Internet of Behaviour as the IoT connects individuals with their activities.

Betterment is an automated financial investing platform and a pioneer of robo-advisor technology that uses AI to learn about an investor and build a personalized profile based on his or her financial plans.

Consider the IOB as a mash-up of three disciplines:

• Technology
• Analytical data
• Psychology is the study of human behaviour.

Emotions, choices, augmentations, and companionship are the four areas of behavioural science that we examine when we utilize technology.

Companies that know us through the data provided by IoT, can now influence our behaviour using the data provided by IOB. Consider using a smartphone health app to check your nutrition, sleep habits, heart rate, or blood sugar levels. The app can warn you about potentially dangerous circumstances and propose behaviour changes that would lead to a more positive or desirable outcome.[3]

References:

1. https://www.sciencedirect.com/science/article/pii/S2666351121000437
2. https://softtek.eu/en/tech-magazine-en/user-experience-en/what-is-the-internet-of-behaviour-iob-and-why-is-it-the-future/
3. https://www.analyticssteps.com/blogs/introduction-internet-behaviour-iob

Cite this article:

Thanusri swetha J (2021), Internet of Behaviours (IOB), Anatechmaz, pp. 28