INTERNET OF THE BEHAVIORS

Everyone is aware of the Internet of things but only a few are aware of the Internet of Behavior (IoB). Let's dive into what IoB is all about. IoB is basically part of IoT but it only focuses on the data of humans how they behave on the innerwebs. IoB analyses all the data of consumer who is surfing online through human psychology to promote their products directly to their targeted and segmented market. By using data of a person and analyzing how he is using internet and different platforms around it the system knows what the desire of that specific person is, that makes it easy to show him the things that he is interested in. Everything about human is being digitally tracked because all of them are available of social media platforms and the big giants are tracking the behavior of their users to get benefit from it by knowing their interest and in return showing them the things, they like so that they can make a purchase and can benefit them in a good way.

The Internet is always tracking us. Let's suppose I search for Men’ Shoes multiple times and surf across different webs just to check out different shoes. What Google/Facebook will do is they will start showing me shoes ads immediately because they know that I have an interest in buying one. This is all being done through IoB to check the interest and preferences of a customer.

 

Social media platforms like Facebook, Google, TikTok, Snapchat all uses IoB too deeply evaluate and analyze how a person spend time on their platform. What he is searching, what is he looking for, what are his interest, what he does, where he lives, everything about his life is deeply studied to target him and show him the products that he is really interested in order to make a sale. All these social platforms have designated categories in which there are different categories for different taste of people. When a person search about something multiple of time and keep exploring that thing then from his behavior the system will know that he has a deep interest in buying that stuff that is why he keeps on searching and looking for it, after analyzing the system will put that person into the related category that he had interest in. Because of that it will become easy for brand to target their exact audience.

Some people complain about this because we are being tracked because it’s invading one’s privacy. It’s not good and it’s unethical but the thing is that we are also getting benefit from all this like if I’m finding a doctor and I’m unable to find a good doctor around me. The platform on which I’m searching for a doctor will eventually show me ads for different clinics and doctors with all the information needed. In some cases, we can say it’s not good to keep an eye on someone but in some cases, we have to admit that it really helps us and save our time.

IoB is not only used for targeting customers online, but it can be used in various different ways. Like Careem can use IoB to see the behavior of their customers and also their captains to evaluate their behavior during the ride. Tesla is also using IoB to see the behavior of driver so that they can give them plus or minus points on the insurance. IoB is used by automotive and transportation companies in developing autonomous structures to see traffic and also the people like pedestrians, cyclists etc. in different cities and regions to analyze how’s their behavior and traffic. It is also being used in health apps to see the health of an individual and how it can be improved to generate a good attitude.

It is projected that 50% of the world population will be tracked digitally by 2025.As everything is going digital, and people don't want to go to stores to make a purchase rather they do everything at the comfort of their homes. IoB is helping both consumers and brands to learn about their taste and target markets to give them exactly what they desire. And also, in the health sector advising them what is good for them and what is not in order to maintain a good and healthy life.