internet of behaviors

The Internet of Behaviors: An overview

The concept of mining data to gain valuable insights into user preferences is far from new. Traditionally, companies relied upon physical surveys and in-person interviews to identify potential areas for business growth. Subsequent technological advancements gave enterprises opportunities to evolve their information-gathering infrastructure mechanisms. The humongous amounts of data generated by human activities over the internet have become a rich source of data-driven business decision-making and predictive analytics.

The Internet of Things (IoT) consists of everything from smartphones to smart homes and cars – basically anything electronic, connected to the internetwork which can transmit electrical information. With the upsurge in data volume, IoT is expanding rapidly. Intricately connected, this network of data is becoming complex, so is reliable information extraction.

In this article, we will talk about an idea that extends from the concept of IoT – the Internet of Behaviors and the challenges that we will face as this new trend gains popularity.

What is the Internet of Behaviors (IoB)?

Considering the significant amount of user data at our disposal, it is now possible to anticipate how the human mind works. This idea of predicting human decisions based on personalized data is not entirely a new one. Gote Nyman, a retired Psychology Professor at the University of Helsinki, was the first to come up with the concept in 2012. He said that it was possible to use behaviors for data mining, which seemed far off at the time. But less than a decade later, Gartner listed the Internet of Behaviors (IoB) as the top technological trends of 2021.

In his study, Nyman stated that implementing IoB was easy but accepting it psychologically was the tricky part. The idea behind this concept is to amass user data for predictive data analysis to understand the consumers, strategizing business plans in accordance with the way human psychology works.

Experts have been trying to analyze user data to gain meaningful insights into businesses through data analytics and tools like A/B testing. With IoB gaining significant popularity, enterprises can also perform predictive analysis that will significantly impact how they will plan the product development and marketing approaches.

The Internet of Behaviors can be quite useful in several scenarios like:

Businesses will know more about us than we can anticipate

In many ways, IoB is already underway. For example, with smartphones today, companies can track online customer transactions. They have information about user interests and, they can adopt marketing strategies based on it, allowing organizations to alter their products based on consumer preferences.

Influence our decision-making process

IoB can also prove to be quite essential in altering human behaviors and decision-making processes. For example, during the on-going pandemic, enterprises can leverage IoB through Computer Vision to ensure that the staff is wearing masks at the workplace, which can help in establishing a healthier work environment. Taxi-hailing software can also make use of IoB to check driver behaviors, promoting a safe driving experience. With such IoT applications underway, we can direct human behaviors towards a desirable, positive outcome.

Looking towards enhanced marketing strategies

With data becoming user-centric, the dynamics of the on-going marketing strategies will need to change. Analyzing data through a psychological-driven behavioral-lens will impact the products and services that organizations are offering and their marketing strategies. Enterprises will need to hire Data Science and behavioral psychology experts to understand data and perform informed business decisions.


Like with every technology, IoB comes with its set of security problems. Enterprises need to understand that the data that they have is critical. Therefore, its usage should be transparent. Some of the challenges that the IoB industry will most likely face are:

An increase in cybercrimes

Unauthorized data access will be a big challenge that the organizations implementing IoB will need to cater to. Cybercriminals will have the ability to hack into systems and retrieve personal user information for unlawful gains. Phishing will likely reach new levels and, impersonating individuals for fraudulent activities will become common. The consequences of such malpractices can be insurmountable if hackers gain access to critical data like user bank codes or other personal information.

Although experts are already investing substantial time and resources in improving the existing cybersecurity mechanisms, with the way IoT is evolving, this progression needs to be very fast.

Sticking to the cultural norms

Chrissy Kid, a technology author:

The IoT does not gather data solely from your relationship with a single company. For instance, a car insurance company can look at a summary of your driving history. As a society, we’ve decided this is fair. But the insurers might also scour your social media profiles and interactions to “predict” whether you’re a safe driver—a questionable and extralegal move.

The way IoB is embedding itself into everyday user life, a change in the cultural norms is necessary. In the interconnected world of technology, it is not a problem for businesses to link smartphones with various home-based appliances, laptops, and other smart devices. They may further dig deeper into cell phone records to retrieve personal user data. Big game players in the IT field are even selling user data across organization lines which, may or may not be with permission.

The way forward

According to Gartner, by 2023, enterprises will be able to track 40% of the world population digitally so that they can impact human behavior, a significant step towards progress in this domain. Furthermore, paired with the Internet of Things(IoT), it can completely alter the dynamics of the modern world because data is getting bigger and, IoB can help predict and analyze these zettabytes of information for enhanced business growth and decision-making capabilities.

Prerequisites and Components of IoT Application Development

The growing interest of businesses in IoT apps is reasonable considering the functions that one may achieve through them. IoT application development is far more complicated than the usual DIY projects. The concerns of data security and streamlining of functions are the primary reasons making development highly challenging.

This article will enable you to get a head-start for IoT app development. Mob Inspire loves to assist businesses and individual aspirants to flourish with technology and development expertise. You may request our IoT application development services for assistance.

How to develop IoT application

The approaches to IoT development vary depending on the selection of tools and frameworks. Before jumping on to the development section, one needs to confirm that the prerequisites are fulfilled.

Prerequisites for IoT app development

Like any other software engineering project, scope of business model keeps the central role in IoT app development.

While reading this piece, the readers might already know about their targeted industry. Although IoT applications are applicable in every industry, yet travel industry, healthcare, on-demand services are benefiting the most by far. Thus, you can determine the industry to which your system belongs.

One of the primary steps in outlining the business model is to perform budget analysis. The cost of related hardware varies widely depending on the objectives of end-product. Following factors have a significant influence on cost.

  1. If you understand microcontrollers well enough, the Arduino board should be your primary choice. Although there are multiple alternatives, yet Arduino has a vast online community who can assist while you are stuck. For reference, Arduino is a company that manufactures microcontrollers with embedded varying ports.
  2. The selection of cloud-platform and the degree of underlying security for safe data transfer is crucial.
  3. App which serves as an interface for users is the final cost factor. Again, the cost of app also depends on the extent of details that the owner wishes.

Thus, hardware embedded with relevant sensors (Arduino in this above example), data storage infrastructure (cloud-platform), and software app make the three essential components of an IoT app. Whether you want the app to streamline business operations or use it as a product, the cost will vary widely.

Selecting Cloud Platform

The cloud service provider is one of the key stakeholders. The transfer of data between hardware and mobile app occurs through this remotely located server. If your device needs to store records for longer periods, cloud provides the requisite storage.

The significance of cloud lies in the fact that it holds sensitive data app users and functionality of application. Any breach may affect the confidentiality of users or working of the app.

Yahoo data breach presents one of the famous examples. Over a billion accounts of this web services giant were compromised. However, this incident does not reflect that cloud services are vulnerable. The number of incidents indicates that hackers are more likely to penetrate through web-based storage.

Most independent tech analysts recommend Microsoft Azure IoT Suite, IBM Watson, and Google Cloud for IoT apps. However, you may not necessarily need to acquire one of these because your local cloud provider can serve you too.

Apart from security, some other elements also affect the choice of platform. These factors include bandwidth, data recovery, and scalability.

Bandwidth affects throughput (rate of successful data transfer) and latency (time before data starts transferring once requested). Data recovery is essential to ensure availability of duplicate data in case of corruption in the primary set. Scalability provides the capacity to increase the scope of app by introducing more features over time.

Designing the App

Designing the user interface for IoT follows the same principles as any other mobile app. The design also depends on the expertise of IoT application development company. Experts at Mob Inspire recommend AngularJS for developing entire frontend considering its flexibility and smooth running. React Native, Xamarin, and Ionic are some of the examples of cross-platform frameworks.

Selection of framework also relies on developer’s area of expertise. Regardless of the framework used, the ultimate objective is enabling users to navigate through the app easily. The app should have clearly-labeled relevant buttons. Moreover, user experience (UX) must be flawless if you intend to sell this app as a product.

It is crucial that the app design is compatible with various platforms. One may not assume that the app will run on a single OS. Besides, it should provide a seamless experience on every screen size.

The apps with more flashcards instead of lengthy texts are likely to ensure better experience. Moreover, the monotone scheme for color combination also serves to enhance experience.

Connecting the Devices with cloud

Similar to design frameworks, IoT integration with cloud also uses pre-built APIs. Companies follow multiple industry-level standards defined by manufacturers of microcontrollers.

The foremost objectives include developing an interface each for data processing and functioning of IoT devices. A data interface should be able to share information to a mobile app via cloud collected from device. Appropriate functioning of function interface is must to ensure that data transfer happens correctly.

For instance, a connected home appliance system provides a decent example. When the owner requests to switch off lights through mobile app, the request is transferred to IoT device via cloud in the form of data. In response, the functional interface processes the request and performs required action.

In many cases, including the one mentioned above about home appliances, cloud may not be the middleware. Many developers use a networking hub too.

IoT application development platform

The teams at Mob Inspire use a range of technologies, computing languages, and frameworks. Kotlin remains the first choice for native IoT android app development whereas swift serves for iOS devices. Moreover, we also employ hybrid platforms. The choice of technologies depends on the nature of project.

Contact us today to share your app development idea. Our professional team will enable your business to stand out with unparalleled mobile apps.