The Internet of Behaviors (IoB) is an increasingly popular concept in the technology industry that is aimed at providing enterprises with valuable insights into consumer behavior. The concept describes how user data are collected from various Internet-connected devices (e.g., smartphones, wearables). There are more than 13 billion connected Internet of Things (IoT) devices around the globe and it is expected that there will be 25.4 billion IoT devices by 2030.1 Clearly, there is no shortage of data. However, the enormous amount of data generated by IoT devices was, until relatively recently, not being manipulated to understand human behavior, which paved the way for IoB.2 Data are now analyzed to identify patterns and trends that can help organizations improve their products and services, personalize their marketing strategies and enhance the overall customer experience. However, as is the case with any new technology, IoB has both benefits and risk.
Impact on Customer Experience
One of the most significant advantages of IoB is the ability to create personalized marketing strategies. By collecting data on consumer behavior, enterprises gain valuable insights into customer preferences, buying habits and interests. This information can be used to tailor marketing messages and product offerings to specific groups of consumers, resulting in higher engagement rates and increased sales. For example, IoB can analyze data from a person’s social media accounts, browsing history and purchasing habits to create targeted ads that are more likely to resonate with them. This helps enterprises improve their marketing return on investment (ROI) by reducing advertising resources spent on audiences that are less likely to convert to customers.3
The use of IoB can help organizations improve the customer experience by providing insights into how customers interact with products and services. By analyzing data on customer behavior, enterprises can identify pain points and areas for improvement, and make changes to their offerings to better meet the needs of their customers.
The Healthcare Advantage
In addition to being useful for targeting retail customers, IoB has significant implications for patients receiving healthcare services. Healthcare systems utilize IoB to monitor patients remotely, especially those with chronic conditions. By collecting data from wearable devices and other Internet-connected devices, healthcare providers can track patient behavior and identify patterns that could indicate a change in the patient's condition. This allows for early intervention and may prevent further complications. By collecting data on patient behavior, healthcare providers can identify patients who are not taking their medications as prescribed and provide targeted interventions to improve adherence. Healthcare providers can also use IoB to track changes in behavior and identify patterns that could indicate a worsening of symptoms.4
Security Benefits
IoB also has the potential to enhance security by providing valuable insights into user behavior and helping identify potential security threats. For example, it can be used to detect fraudulent behavior by monitoring user behavior and identifying anomalies or deviations from normal patterns. This could be useful for fraud detection within financial transactions or other applications where fraud is a concern. By collecting data on user behavior and using machine learning (ML) algorithms to identify patterns and anomalies,5 IoB can help enterprises identify potential security threats before they become problematic.
By collecting data on user behavior and using machine learning (ML) algorithms to identify patterns and anomalies, IoB can help enterprises identify potential security threats before they become problematic.
Potential Barriers to Consider
There are several notable hurdles organizations must overcome to establish and maintain IoB systems and, ultimately, reap the benefits of IoB. The most challenging obstacle to success is collecting sensitive information from consumers and employees.6 Privacy is a significant concern surrounding IoB. Collecting vast amounts of data on user behavior raises questions about who has access to the information and how it is being used. There is a risk that personal data could be misused or exploited, leading to privacy violations and other negative consequences. For example, in the medical field, it is important to address privacy concerns and ensure that patient data are protected. With so much personal data being collected and stored, there is a risk that they could be hacked or stolen, leading to serious consequences for both individuals and enterprises. If cybercriminals gain access to a person’s sensitive personal information, this could lead to identity theft and may be used to apply for credit, file taxes or receive medical services. These acts can damage credit status and cost victims of identity theft time and money to restore their reputations.
Enterprises can also be affected by the loss of data. A data breach can severely damage an enterprise’s brand reputation, leading to a loss of customers and revenue. It can also result in legal action against the organization for failing to protect sensitive data.
With so much data being collected, another concern is the potential for bias in the data collected. If certain groups of people are overrepresented in the data, it could lead to biases in the insights gained from the data. This could result in unfair practices and decisions that negatively impact certain groups of people.
A lack of transparency around how the data collected through IoB are used poses a serious problem. Consumers may not be aware of how their data are being collected, stored and used, which raises questions about the ethical implications of the concept. Transparency is key to gaining and maintaining digital trust.7
To mitigate these challenges and ensure a secure IoB program, it is important to develop a clear strategy that includes specific goals and objectives. Which data will be collected, how they will be used, and how they will be protected should be identified. Professionals who process data should stay up-to-date with regulatory requirements related to data privacy and ensure that IoB programs align with these requirements. Transparency is also key to establish trust with stakeholders. Establishing a robust data governance framework is critical to ensure that data are collected, stored and used in a responsible and ethical manner. Organizations can reduce the difficulties of an IoB program and guarantee that it provides benefits while safeguarding the privacy and security of data by adhering to these best practices.
Conclusion
IoB is an ever-growing methodology that has the potential to revolutionize the way enterprises operate. By collecting data on user behavior, organizations can gain valuable insights into consumer preferences and habits, leading to more personalized marketing strategies, improved customer experiences and increased operational efficiency. However, as with any new concept, there are concerns about privacy and data protection. Ensuring that users' personal information is kept secure and that their privacy is respected is crucial for the successful implementation and adoption of IoB-related technology. Without adequate privacy protections, users may be hesitant to share their personal data, which could limit the potential benefits of IoB use. It is essential to find an acceptable balance between the benefits of IoB and the need for privacy protection.
Endnotes
1 Howarth, J.; “80+ Amazing IoT Statistics (2023-2030),” Exploding Topics, 16 March 2023
2 Thomas, L.; “The Internet of Behaviors—A Paradigm Shift,” TC Global, 21 June 2022
3 Laptick, S.; “What’s the Internet of Behavior and How It Can Help to Keep Your Customers Happy,” XB Software, 7 March 2023
4 Javaid, M.; A. Haleem; R. P. Singh; S. Khan; R. Suman; “An Extensive Study on Internet of Behavior (IoB)-Enabled Healthcare Systems: Features, Facilitators, and Challenges,” BenchCouncil Transactions on Benchmarks, Standards and Evaluations, vol. 2, iss. 4, 2022
5 Ramos, E.; “The Internet of Behavior Is the Next Trend to Watch,” Forbes, 13 March 2023
6 Muzzamil, K.; “Internet of Behavior Advantages and Disadvantages,” Aalpha, 6 June 2022
7 Shaffer, D.; “The Complete Guide to Data Transparency,” HubSpot, 20 January 2023
Chris McGowan
Is the principal of information security professional practices on the ISACA® Content Development and Services team. In this role, he leads information security thought leadership initiatives relevant to ISACA’s constituents. McGowan is a highly accomplished US Navy veteran with nearly 23 years of experience spanning multidisciplinary security and cyberoperations.