What is the Internet of Behaviors (IoB)?
The Internet of Behavior extends from the Internet of Things (IoT), the interconnection of devices that results in a vast variety of new data sources. This brings together data from both the digital and physical worlds to influence actions and behaviors through feedback loops. What the IoB does is make sense of this data and attach it to specific human behaviors such as purchasing, or following a specific brand online.
IoB is a combination of 3 fields:
- Data Analytics
- Behavioral Science
“Internet of Behavior (IoB) will be used to link a person digitally to their actions,” Gartner predicted.
This data mining combines data analytics and behavioral science. Devices related to location, facial recognition, and more can essentially act as guides to mapping customer behavior. IoB can be used as the ultimate marketing and sales tool in order to get an in-depth personalized understanding of the clients they have been striving for.
IoB might be a powerful weapon in the hands of companies but it also opens Pandora’s box regarding the policing and sharing of personal information. This will allow for hackers to try and steal information and phishing attempts will be on the rise too. As more people enter the IoB loop, the more susceptible they will be to online scammers. The bigger the network and the more detailed the data, the more lucrative it is for cybercriminals.
Gartner estimates that by 2023 individual activities of 40% of the global population will be tracked digitally in order to influence our behavior.
IoB will continue to grow and become the ecosystem that defines human behavior in the digital world. But this will allow cybercriminals to access sensitive data that reveals consumer behavior patterns and personal information. Cybercriminals can collect and sell to other criminals hacked property access codes, delivery routes, even bank access codes – the potential is endless. Cybercriminals can take phishing to a new level by being able to better impersonate individuals for the sake of fraud or other purposes.