A TECHNICAL SEMINAR REPORT ON

“INTERNET OF BEHAVIOR”

Submitted to

P.E.S COLLEGE OF ENGINEERING, MANDYA

(An Autonomous Institute under Visvesvaraya Technological University, Belgaum)

In partial fulfillment for the requirement of fourth semester of the degree

MASTER OF COMPUTER APPLICATIONS

Submitted By
Mohammed Furkhan
(4PS20MC028)

Under the Guidance of

Dr. H R Divakar
Associate professor,
Department of MCA,
PESCE, Mandya

DEPARTMENT OF MASTER OF COMPUTER APPLICATIONS

P.E.S College of Engineering, Mandya
2021-2022
 P.E.S COLLEGE OF ENGINEERING
MANDYA-571401
(An Autonomous Institution Affiliated to VTU, Belgaum)

DEPARTMENT OF MASTER OF COMPUTER

APPLICATIONS

CERTIFICATE

This is to certify that, Mr. MOHAMMED FURKHAN (4PS20MCA028) have

satisfactorily completed the Technical Seminar Report entitled “INTERNET OF
BEHAVIOR” in partial fulfillment for the requirement of fourth semester of degree
Master of Computer Applications P.E.S. College of Engineering, Mandya (An
Autonomous Institution Affiliated to VTU, Belgaum), during the year 2021-2022. It is
certified that all corrections/suggestions indicated in Internal Assessment have been
incorporated in the report. The Technical seminar has been approved as it satisfies the
academic requirements in respect of work prescribed for fourth Semester in Master
Computer Applications.

Guide Signature Head of the Department Signature

Dr. H R DIVAKAR Dr. H.P Mohan Kumar

Associate Professor Professor & HOD
Department of MCA Department of MCA
PESCE, Mandya PESCE, Mandya
 DECLARATION

I MOHAMMED FURKHAN, hereby declare that the Technical Seminar Report

entitled “INTERNET OF BEHAVIOR”, has been independently carried out by me
under the guidance of Dr. H R DIVAKAR, Associate Professor, Department of MCA,
P.E.S.C.E, Mandya in partial fulfillment of the requirement fourth semester of the
degree Master of Computer Application (MCA), of PES College of Engineering,
Mandya an Autonomous Institute under VTU, Belgaum.
I further declare that I have not submitted this Technical Seminar Report either in
part or in full to any other university for the award of any degree.

Date: MOHMMED FURKHAN

Place: Mandya [4PS20MCA028]
 ACKNOWLEDGEMENT

I would like to express my heartfelt gratitude to all those people who have helped me in
the Successful completion of this project work. Above all I think almighty for being there
all the time when I need his help.
I express my sincere gratitude and thanks to Dr.R.M Mahalinge Gowda, Principal,
P.E.S.C.E, Mandya for providing an opportunity to enrich my knowledge.
I would like to express my immense gratitude to Dr.H.P Mohan Kumar, Professor and
HOD, Dept. of MCA, PES College of Engineering, Mandya for his valuable assistance
and Co-operation
It pays my immense respect to my internal guide Dr.H R Divakar, Associate Professor,
Dept. Of MCA for giving support and valuable guidance throughout my Project work.
It is also pleasure to express my gratitude to all teaching and non-teaching staff member
of MCA department for their encouragement and providing valuable requirements.

MOHAMMED FURKHAN
 ABSTRACT

Internet Of Behavior is using devices to collect a massive amount of human behavioral data
and turn it into valuable insights to improve user experience and search experience by
changing user behavior, interests, and preferences. With the increasing number of IoT
devices collecting massive amounts of data, using these devices to track behavioral data in
the Internet of Behavior process will make it easier, faster, and more efficient. Internet Of
Behavior attempts to appropriately understand data and use this understanding to create
new products, promote current products, redesign the value chain, increase profits, or
reduce costs from a psychology perspective.
 TABLE OF CONTENTS

CHAPTER 1 INTRODUCTION 1-2

CHAPTER 2 INTERNET OF THINGS 3-4

CHAPTER 3 INTERNET OF BEHAVIOR METHEDOLOGY 5-6

CHAPTER 4 USE CASES OF INTERNET OF BEHAVIOR 7-8

CHAPTER 5 ADVANTAGES AND DISADVANTAGES 9-11

CHAPTER 6 CONCLUSION 12

CHAPTER 7 BIBLIOGRAPHY 13
 LIST OF FIGUERS

Figure Number Figure Name Page Number

Fig 1.1 Internet of things 3
Fig 1.2 Data extraction using IOT and IOB 4
Fig 1.3 Different strategies of IoB for customer 6
services
Fig 1.4 Benefits of IoB 10
 CHAPTER 1

INTRODUCTION

The number of Internet of Things (IoT) devices has doubled over the past five year.
The collection of usage data and data by these IoT devices provides valuable
information about user’s behaviour, interests and preferences. Thus, the Internet of
behaviour (IoB) was born. The Internet of Behaviors (IoB) is an area of research
and development (R&D) that seeks to understand how, when and why humans use
technology to make purchasing decisions. IoB platforms are designed to gather,
aggregate and analyze data generated from a wide variety of sources.

Many cited 2012 as the opening date of IoB when psychology professor Goethe Nyman
described the possibility of obtaining detailed data on customers’ use and behavior as they
interact with the Internet of Things (IoT). But the idea of analyzing data received from
consumers for business purposes is not new. As we have done research on consumer
behavior and habits in the past, we now have an automated ecosystem of analytic
processes that track, collect, and attempt to interpret the vast amounts of data we generate
through our online and Internet activities.

The IoB seeks to explain the data obtained from a behavioral, psychological standpoint
from the web interaction of people. It addresses how data are understood and used in
developing and marketing new goods from human psychology. The unique advantages of
IoB are the consumer analysis of its purchasing practices on all networks. Data on the
interaction between users and equipment and goods can be easily examined. It provides
accurate details about where a customer is in the purchase process. Information from
multiple contact points can be obtained through Big Data. This technology enables more
contact points for the user to communicate positively.

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Earlier, a focused group study would be used to examine a consumer's behavior and
reactions to a product or service. Consumers with various perspectives and backgrounds
might respond to a product or service in this scenario. Once that sample research is
completed, the trust in that product or service in the firm may be determined. When
psychology professor “Gothe Nyman” suggested the idea of gathering precise data on
consumers' use and behavior when they engage with the Internet of Things (IoT) in 2012,
several people regarded it as the start of the Internet of Behavior (IoB). However, to
evaluating customer data for corporate objectives, one has an automated ecosystem of
analytic processes that track, gather, and attempt to analyze the massive volumes of data
we create through our online and Internet activities, much as we did in the past when
researching consumer behavior and habits.

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 CHAPTER 2

INTERNET OF THINGS

The internet of things, or IoT, is a system of interrelated computing devices, mechanical

and digital machines, objects, animals or people that are provided with unique identifiers
(UIDs) and the ability to transfer data over a network without requiring human-to-human
or human-to-computer interaction. A thing in the internet of things can be a person with a
heart monitor implant, a farm animal with a biochip transponder, an automobile that has
built-in sensors to alert the driver when tire pressure is low or any other natural or man-
made object that can be assigned an Internet Protocol (IP) address and is able to transfer
data over a network.

An IoT ecosystem consists of web-enabled smart devices that use embedded systems, such
as processors, sensors and communication hardware, to collect, send and act on data they
acquire from their environments. IoT devices share the sensor data they collect by
connecting to an IoT gateway or other edge device where data is either sent to the cloud to
be analysed or analysed locally. Sometimes, these devices communicate with other related
devices and act on the information they get from one another. The devices do most of the
work without human intervention, although people can interact with the devices -- for
instance, to set them up, give them instructions or access the data.

Fig 1.1 Internet of things

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Businesses today have already started implementing IoT & IoB applications in their
operations. The simple reason being - they need to adopt agile technologies to succeed in
this competitive market. Moreover, by analysing customer behavior, IoB helps in
identifying the key influencing factors of a customer’s buying process. This technology
will completely change a customer’s selection patterns and has the potential to transform
the future of buying. IoB will help customers get what they exactly want without wasting
time shuffling through multiple buying options. And by analysing data, IoB can help
businesses plan result-driven strategies to satisfy customers, and potentially boost business
sales rates. Applying IoB technologies has helped many businesses utilize online
advertising to out to reach more customers. With the Internet of Behavior, companies can
easily identify and target specific individuals or groups to sell their services and products.

For instance, Google and Facebook both make use of behavioral data so that they can
display relevant advertisements to their users. With IoB, companies can not only connect
with their potential audience but will also be able to track their behaviors for improved
services. Additionally, the latest technologies like Alexa, OK Google, and Siri are also
programmed to study and interpret the data and user behavior to work more efficiently.
Given this myriad of benefits, (in addition to sectors like retail, healthcare, agriculture)
sectors such as interior design and architecture, have also started adopting both IoT and
IoB technologies exceptionally well in their day-to-day business.

Fig 1.2 Data extraction using IOT and IOB

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 CHAPTER 3

INTERNET OF BEHAVIOR METHEDOLOGY

Internet of Behavior, also known as IoB, can be defined as the collection and use of data to
drive behaviors. Wearable technologies, individual online activities, and household
electrical devices collect this data, which can provide valuable information about user
behavior and interests. It is based on human psychology perspectives such as purchasing
or following a specific online brand to track and interpret those behaviors using emerging
technological innovations and developments in machine learning algorithms.

Companies are continuously competing with one another for the confidence of their
customers. Companies will utilise IoB to cater to their customers' demands by using data,
information, and behaviour patterns. Data may come from various places, including our
social media activity, smartphone geolocation data, credit card purchases, and even food
preferences. The IoB will gather more information about our behavioural patterns and
choices when more can be obtained from our everyday actions. With the interpretation of
this data, interested parties may obtain a far more detailed insight into people's behaviour
than was previously possible, allowing them to utilise it for several purposes.

Several companies and organisations have created health apps for cell phones that track
food, sleep habits, heart rate, and blood sugar levels in the medical field. The software may
detect problems with the user's health and recommend behavioural changes that would lead
to a better outcome. Netflix, for example, utilises user data to forecast what they might like
or dislike. They provide suggestions based on their personal preferences and ratings for a
specific film or series. Imagine if they did not need the previous viewing history to suggest
what to watch next instead of relying on someone's behavioural data to infer his
preferences.

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Here Fig 1.3 reflects the various tools, traits, and strategies associated with the Internet of
Behaviour (IoB) to enhance overall customer satisfaction and make their purchase worth
it. It is all related to technology, data analytics, the science of behavioural facts, etc., which
ultimately helps the IoB persons deal with the current situation to make it far better at later
stages. Furthermore, the secure, safe, and quality statements further develop this
philosophy faster than some similar practices or theories.

Fig. 1.3 Different strategies of IoB for customer services

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 CHAPTER 4

USE CASES OF IOB

 Digital Marketing and Advertising/ social media

Based on customer interactions with specific products, marketing agencies and
organizations can personalize advertisements so that every individual sees what piques
their interests the most. For example, if a sensor or a device understands that a person
spends more time at the gym, then he would get advertisements about brands that sell
protein supplements, gym trainers, equipment, etc. If a person focussed on training a
specific muscle all the time, the wearable could essentially advise him to shift his focus
and train other body parts as well. Noticed how Google or YouTube advertises products
you had searched for within the last hour or discussed with your friends? Yup, connected
devices making use of IoB.

 Healthcare
A large number of the world’s population currently suffer from chronic illnesses.
Healthcare providers can monitor their patients’ behavior in real-time. From
understanding how to react to certain medications to keep a tab on their regimens,
physicians can now do everything with the help of Internet of behaviors. What’s more,
these devices can be trained to give out insights based on user activities so that the
healthcare providers can easily form diagnoses.

 Government/Policymaking
The government can use the data generated by IoB devices to track the activities of
persons of interest and avoid mishaps from taking place. The government can also
undertake surveys to understand what the citizens are collectively interested in and
track behavioral patterns of large groups to maintain law and order. Of course, there is
an element of over-regulation but a committee to monitor such activities could also be
set up to uphold the privacy of citizens.

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 Insurance
In sectors like vehicle insurance, the insurance companies could monitor the activities
of drivers using IoB to gauge their roles in accidents so that insurance companies can
correctly identify whose fault the mishap was. These devices could also play a role in
preventing driving under influence or even identify medical emergencies. These are
only a few of the areas where IoB’s use has been prevalent. Other areas include
defence, facial recognition, geolocation-based activity reminders, and predictions,
finance management, efficiency and productivity, cutting costs, and industrial
automation among others.

Opportunities in the field of IOB

The popularity of Internet of behaviour has been increasing manifold recently which
has opened up some interesting career opportunities for those looking to be a part of
the revolution. Some of them are listed below.
 IoB architect

 IoB developer

 Data Analyst

 Researcher

 IoB solutions engineer

 Sensor architecture and design

 Software development

 UI/UX design

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 CHAPTER 5

ADVANTAGES AND DISADVANTAGES

ADVANTAGES
Personalizing information is the future. Targeted advertisements, custom notifications
and reminders, data acquisition for personalized care, and influencing behaviour
positively are some of the applications that are set to see a reinvigorated approach with
the inclusion of IoB technology. With almost 3 billion people set to experience IoB in
various capacities, the technology is sure to have an impact on the future of service
effectiveness. However, as IoB is still in its nascent stage, all we can do now is wait
for it to unfold its potential.

1. Understand Consumer Behavior

With behavioral psychology, the essential reason for the Internet of Behavior is to
examine, recognize and interpret human behaviors. This is done by monitoring how human
beings behave in unique situations through the usage of numerous technologies. For
instance, many agencies use facial reputation to examine a patron’s behavior at a given
factor in time.

2. Improve Consumer Experience

Since the Internet of Behavior helps agencies know all about consumer behavior, it
lets them supply precisely what the clients want. If clients face positive troubles for the
duration of their adventure, agencies can cope with them and thus, enhance the general
enjoyment of the clients. In this manner, they could steady (and study) consumer loyalty
for an extended time.

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3. Converts Data into Valuable Information
Through the Internet, corporations gather a variety of facts
concerning consumer behavior. However, until those facts are analysed and efficiently
placed to use, it’s pretty much meaningless. The Internet of Behavior converts those person
devices of facts into precious records which can assist corporations to enhance their
business performance through knowing all about their clients. Moreover, the Internet of
Behavior permits facts to be collected via a couple of contacts. Hence, agencies can oversee
the whole adventure of a consumer from the start to the finish of the know-how factors of
improvement. Thus, the Internet of Behavior helps corporations walk in the footsteps of
their clients.

4. Effective Marketing
With the analytics that come beneath the Internet of Behavior, agencies get the right
of entry to facts revealing consumer psychology. This record helps them handle over higher
overall performance by gaining insights into what drives their clients. This knowing all lets
them focus on commercial and real-time notifications on the factor of sale. Furthermore, it
gives agencies a new way to touch clients in unique factors on their journeys. Remember
Tom Cruise as he is pursued in “Minority Report” as the marketing kiosks and billboards
directly projected ads just for him only? This brings us to our next topic, the Risks of
Internet of Behavior.

Fig 1.4 Benefits of IOB

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Disadvantages

1. Cybersecurity
The number one subject with the Internet of Behavior is the manner how facts are
gathered and stored. The Internet of Behavior is a large database for cybercriminals to take
gain of. Exclusive facts about the clients can also get compromised if it falls inside the arms
of unethical users. However, many agencies and businesses have all started to address this
issue. New cybersecurity protocols may also come into lifestyles that make using the
Internet of Behavior technology safer. Nonetheless, the Internet of Behavior is an
innovative idea anticipated to extrude advertising and marketing to an awesome (and
potentially powerful) extent.

2. Privacy Concerns
When agencies gather great quantities information about their patrons’ moods, their
behavior, likes, and dislikes, clients have a chance to use their privacy rights.

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 CHAPTER 6
CONCLUSION

In few years, IoB has been transformed into a global environment that defines human
behaviour. It takes a milestone to bind humans and computers for analyzing behaviour. IoB
uses behavioral data and then assess its potential. Companies have analyzed, tested, and
applied various approaches to develop techniques to produce and sell goods for consumers.
The data can provide the basis of growth, marketing and sales strategies for businesses.
The industries may analyze many new data and materials. It also helps to increase the profit
and the satisfaction of consumers. The IoB helps to research the whole journey by gathering
data from various touchpoints.

In this way, more points are created and new ways to communicate with consumers. IoB is
used for promotion and advertising purposes and will help business people to improve their
business. It increases market income and connected objects which link to the Internet and
collect and transfer data over the wireless network without the aid of human beings. By
translating the information to knowledge, the IoB takes the collection of data. It connects
individuals with their behaviours and synthesis of behavioural psychology. IoB warns
about an adverse scenario and offers tips for changing the action for want to do. It collects
behavioural and user information obtained by Internet-connected devices and provides
users with insights into their desires, interests and behaviours.

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 CHAPTER 7
BIBLIOGRAPHY

[1] S.M. Li, T.M. Chung Internet function and Internet addictive behavior Comput. Hum.
Behav., 22 (6) (2006 Nov 1), pp. 1067-1071.
[2] W. Buente, A. Robbin Trends in Internet information behavior, 2000–2004 J. Am.
Soc. Inf. Sci. Technol., 59 (11) (2008 Sep), pp. 1743-1760.
[3] H.P. Shih Extended technology acceptance model of Internet utilization behavior Inf.
Manag., 41 (6) (2004 Jul 1), pp. 719-729.

Website References:
 https://www.techopedia.com/definition/34552/internet-of-behaviors-iob#:~:text
 https://www.xpanxion.com/news/news/benefits-and-risks-of-internet-of-behavior-/

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