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     The acronym IoB in Information Technology trends stands for the Internet of Behaviors.

The term was actually first coined by Prof. Gote Nyman in 2012; a Psychology Professor at the University of Helsinki in Finland. He developed the concept that behavior can be data mined. He described it as the possibility of obtaining detailed data on customers use and behavior as interact with the internet.

IoB is an extension of IoT.  IoB can’t be talked about without the mention of IoT. As elaborated previously the Internet of Things (IoT) is an interconnected network of physical devices that collect and exchange information  over the Internet.

The  constant expansion of IoT in terms of its complexity, the way in which devices are interconnected, the computations that can be processed by these devices, and the capacity of  data that is stored in the cloud evolved so much leading to the birth of IoB.

So how is IoB an extension of IoT?

   IoB attempts to understand the data collected through IoT from a behavioral psychology perspective. It seeks to address the question of how to understand the data, and how to apply that understanding to create and promote customized adverts for products and services as well as influencing users behaviors, interests and preferences in a positive way.

While IoT is concerned with connecting devices, the IoB is focused on connecting people and their behaviors and how best to utilize the data gathered to enhance their behaviors.

Example; if you are trying to lose weight, your fitness band can give you smart alerts to nudge you to perform certain physical activities. Therefore, fitness band is using your activity data to send you smart alerts in order to influence your behavior, physical activity.

Components of IoB

It is considered as an amalgamation of 3 fields;

IoB=Technology +Data Analytics + Behavioral Science

  • Technology

In the IoB, data is gotten from interconnected devices of users. The evolution of multiple smart devices and wearables devices has made it increasingly easy for users to connect to the internet. Data can be gotten from laptops, phones, in-house cameras, smart watches, smart TVs, home assistant devices among other devices all  linked together.

  • Data analytics

This is the process of extracting insights from data. The data sets acquired from the interconnected devices are studied to draw conclusions and find trends in the user’s behaviors and interests.

  • Behavioral science.

this the study of human actions and behaviors and how they affect their thoughts interactions, and emotions. Behavioral science is further divided into 4 areas; decisions, emotions, augmentations and companionship.


I hope you found this article informative and useful. For more articles on trends in IT and the digital economy, check our next and previous articles.

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