You’re probably familiar with the Internet of Things (IoT)—the ever-growing web of devices connected to the Internet. From smart thermostats to wearable fitness trackers, we now control and monitor much of our world with connected tech.
But as these devices collect more data, a new concept has emerged: the Internet of Behaviours (IoB). This growing field analyses the data collected through IoT to gain deeper insights into human behaviours, habits, and preferences.
What Is the Internet of Behaviours?
The Internet of Behaviours refers to the collection and analysis of usage and behavioural data from connected devices. By examining how users interact with technology, businesses can identify trends, predict future behaviour, and deliver highly targeted experiences.
Unlike traditional data collection, IoB doesn’t just tell you what people are doing—it helps explain why. This behavioural insight offers a new layer of context for consumer actions.
A New Era of Behavioural Insight
Data mining isn’t a new idea. Since the Internet’s early days, marketers have tracked what users do online. But the rise of IoT means we now have access to more data from more sources—from smart fridges and wearables to voice assistants and security systems.
This explosion in data has powerful implications for business. According to Gote Nyman, a retired psychology professor from the University of Helsinki, the real value lies in interpreting intentions behind behaviours. He believes that while behavioural tracking is technically easy, understanding the psychological motivations behind actions is more complex.
“Being able to see intentions behind behaviour is possible in the connected world,” says Nyman.
Source: GotePoem Blog
Personal Analytics: The Stephen Wolfram Example
Physicist Stephen Wolfram, creator of Wolfram Alpha, has taken personal data tracking to the extreme. He has logged:
-
Hundreds of thousands of emails
-
Thousands of documents
-
Every computer keystroke for over a decade
Using this personal analytics data, Wolfram’s software can produce detailed reports in seconds—everything from where a person’s Facebook friends live to their zodiac signs.
Wolfram believes individuals and companies can make smarter decisions by understanding patterns in their own data.
Source: MIT Technology Review
The Dark Side of IoB: Cybersecurity Risks
With great insight comes great risk. The same behavioural data that helps marketers better understand customers can also help cybercriminals profile and target victims.
Some potential dangers include:
-
Theft of smart home access codes, delivery schedules, or even bank credentials
-
Advanced phishing scams based on personalised user behaviour
-
Impersonation through detailed behavioural profiles
As the IoT ecosystem grows, so does the attack surface for hackers. That’s why cybersecurity protections must evolve just as rapidly.
What Marketers Need to Know
The Internet of Behaviours opens up exciting new opportunities for customer engagement. However, it also raises questions about ethics, privacy, and compliance.
Here’s how marketers can prepare:
1. Leverage New Behavioural Insights
Stay updated on emerging data trends and technologies that affect consumer behaviour.
2. Reimagine Your Value Chain
Use behavioural data to refine customer experiences or disrupt traditional models—just like Uber, which uses IoT data to optimise ridesharing.
3. Invest in Data Analytics Tools
Consider using AI-powered platforms to mine and interpret complex behavioural data.
4. Prioritise Data Security and Compliance
If your business stores or accesses personal data, make sure you’re compliant with the Australian Notifiable Data Breaches scheme.
5. Train Your Team
People are still the most common cybersecurity weak point. Ongoing training is essential.
Final Thoughts
The Internet of Behaviours is more than a trend—it’s a transformation in how we collect and act on data. Businesses that understand and responsibly use behavioural data will gain a major competitive advantage. But those who ignore cybersecurity risks may find themselves exposed.
To dive deeper, check out this related article on Behavioraleconomics.com – three-ways-the-internet-of-things-is-shaping-consumer-behavior
Sources:
Antonio Regalado. 2013 Stephen Wolfram on Personal Analytics. MIT Technology Review
Gote Nyman: (GotePoem) Blog. 2012 The psychology behind the Internet of (IB)
Evans, Nicholas D., 2014. The IoT Meets The Internet Of . CIO United States
