In an age where our every online action can be tracked, analyzed, and even anticipated, the Internet of Behaviors (IoB) is quickly rising as one of the most powerful tools shaping our digital lives.
But how much do we really know about it? Is it helping us, or is it quietly guiding our choices?
In this post, we’ll explore what the IoB is, how it impacts us, and what the future might hold for this fascinating yet controversial technology.
What is the Internet of Behaviors (IoB)?
The Internet of Behaviors, or IoB, is the next generation of digital tracking and personalization, building on the data-driven insights of the Internet of Things (IoT).
While IoT connects our devices—like smartphones, watches, and home assistants—to create a network of physical connections, IoB leverages behavioral data to predict, influence, and even alter our actions.
When you click on a link, search for a product, or even pause on a social media post, data about that action is stored and analyzed. IoB uses this behavioral data to create a detailed profile that reflects your preferences, habits, and even potential future choices.
This profile then becomes a powerful asset for businesses, advertisers, and even governments to influence your behavior—whether it’s nudging you toward a purchase, suggesting content, or shaping your perceptions of the world around you.
According to ExpressVPN’s study on IoB, IoB goes beyond simple personalization to deeply impact our decisions and privacy, often balancing between informative and manipulative. Let’s take a closer look at where this line is drawn.
Informed or Manipulated: How IoB Affects Us Online
IoB can have both positive and negative effects on our digital experience, depending on how it’s used. The following are some ways it informs—and potentially manipulates—our actions.
Social Media and Content Recommendations
If you’ve ever found yourself endlessly scrolling through a tailored feed, that’s IoB at work.
Social media platforms like Instagram, Facebook, and TikTok use IoB to analyze your engagement patterns, such as how long you linger on a post, what you interact with, and what topics you follow. This data informs algorithms that predict what you’ll like next, presenting content to keep you engaged longer.
While this can be convenient, it also creates an echo chamber that reinforces your existing beliefs, limiting your exposure to diverse perspectives. For instance, if you show interest in specific topics or viewpoints, your feed might gradually filter out opposing ideas, subtly shaping your worldview.
Shopping and Spending
Ever wondered why ads for items you’ve browsed online follow you everywhere? Online retailers use IoB to target you with hyper-personalized recommendations based on your shopping history, browsing patterns, and even the time spent on specific items.
Sometimes, these recommendations can be helpful, surfacing products you genuinely need or reminding you of items you left in your cart.
However, IoB doesn’t just recommend products; it also employs psychological tactics, like scarcity or urgency, to influence your buying behavior. The goal? To keep you buying more. While it can be convenient to receive product suggestions, it’s worth questioning how often these nudges lead to impulse purchases you didn’t originally plan.
Health, Wellness, and Beyond
Smart devices and health apps collect personal data, from activity levels and heart rates to sleep patterns. IoB uses this data to influence your health choices, such as encouraging you to exercise or suggesting healthier meal options.
But what if insurance companies use this information to adjust premiums based on your habits? Some insurers are already exploring this possibility. While health-focused IoB can support wellness goals, it can also introduce risks, like higher insurance premiums if your tracker detects certain patterns.
Finance and Lending
In the world of finance, IoB data goes beyond just credit scores. Some lenders are exploring alternative data, including online behavior, to assess loan eligibility. This could benefit people with little credit history, but it also raises privacy and fairness concerns.
If a financial institution uses your browsing habits to judge your creditworthiness, you could face biased decisions based on data you weren’t even aware was being collected.
These examples highlight how the IoB both informs us and influences our decisions. The impact can be positive or questionable, depending on how the data is used. So, what does the future hold for the Internet of Behaviors?
The Future of IoB: Convenience or Control?
The future of IoB is likely to be transformative, but it also raises questions about ethics, control, and privacy.
Digital Twin Personas
One possibility for IoB’s evolution is the development of “digital twins.” These are virtual replicas of ourselves, created using our behavioral data. Imagine a digital persona that reflects your habits so well that it could predict your decisions even before you make them.
Companies could use this digital twin to simulate your reactions to new products, making their marketing strategies even more effective.
Shaping Public Opinion
IoB might eventually extend its influence beyond shopping and media to shape public opinion. Companies, political groups, or governments could use behavioral data to craft narratives that subtly steer people’s beliefs.
By tailoring the news, articles, or discussions you see online, they could create a version of reality that aligns with a specific agenda. This level of influence could potentially alter our perceptions without us ever realizing it.
Social Credit-Like Systems
As IoB technologies evolve, there’s a possibility of creating social credit-style systems where behaviors are evaluated and assigned a score. For instance, a “trustworthiness” score could be calculated based on your financial habits, browsing history, or even health choices.
This score could impact everything from loan approvals to access to services. Such systems are already in experimental stages in some places, raising ethical questions about privacy and fairness.
Protecting Yourself in an IoB World
While IoB offers convenience, it also introduces risks. Here are some steps you can take to regain control of your online presence:
- Adjust Privacy Settings: Limit tracking permissions on your devices, like location access and app activity tracking.
- Use Privacy Tools: Consider using tools like VPNs or privacy-focused browsers to reduce data tracking.
- Be Cautious with Shared Data: Think carefully before sharing personal information online. Every post, click, and follow can contribute to your behavioral profile.
- Review Privacy Policies: Take the time to understand what data an app or service collects and whether you’re comfortable with it.
Staying Informed and Vigilant
The Internet of Behaviors is here to stay, and it’s reshaping how we experience the digital world. It brings convenience but at the cost of privacy and, potentially, autonomy. Understanding how IoB works empowers you to make informed choices about what data you share and who can access it.
Stay informed, stay vigilant, and, most importantly, stay in control of your digital footprint. The future of IoB may be uncertain, but your ability to protect your privacy doesn’t have to be. Take small steps today to create a safer, more mindful online experience.