Timeline The Internet of Behaviours: what’s next?

As technology is becoming more important in the way we purchase goods, we look at the Internet of Behaviours (IoB) and where it could take us in the future

Last year, Gartner called IoB a top strategic trend for 2021 but warned that, unless IoB initiatives are designed to provide consumers with added value, the entire concept risks rejection. For it to be embedded on a larger scale, concerns about privacy and the potential invasiveness of an IoB need to be addressed.

IoB refers to the behavioural data analysis gathered from the Internet of Things and other sources. The data can provide valuable information and insight into both the behaviour and interests of individuals. With this analysis, it is now possible to track and interpret data generated through online activities and personal behaviour.

Many rely on the internet as a hub for health information. By mapping patterns, health companies can predict what users want from their health providers. With this data, it could then be passed on to governments and be useful in allocating budgets for public health initiatives.

Some big retail companies are already reaping the benefits of IoT as they streamline their inventory management. Now, with IoB, they can improve shopping experiences and marketing strategies based on real-time data and trends in consumer behaviour. The technology can also detect suspicious behaviour and raise the alarm before anything comes to pass.

If combined with artificial intelligence (AI), the effectiveness of IoB can increase exponentially. Insights from data can be generated automatically, providing organisations with different trends and behaviours as they occur. For wearable devices and IoB in healthcare, AI can monitor a person's activity and alert them when it's time to get moving.

In digital marketing, IoB has already proven its worth. With data collected from different IoT devices, it becomes easier to create a finer consumer persona for a business. The technology can also enable marketers to target individuals with automated ads with personalised results.