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The Internet of Behavior

1 April 2021
Hadas Gil

We’re all familiar with or have at least heard of the term ‘Internet of Things’ (IoT), which defines relations between various sources on the web and allows one to consume data according to their interests. But what does the user do with this data? This is where IoB- the Internet of Behavior- applies. Because IoB is the next phase in understanding users’ behavior as another layer of the marketing branch. It is a process in which the collected information is processed in terms of behavioural psychology and attempts to understand and predict user’s behavior according to said data.


Gothe Nyman devised a model describing the evolution of web surfers’ behavior: collecting the data, tracking and acting accordingly, and formulating insights. He explained that once you successfully follow the surfer’s data searches’ pattern, you can predict their online consumption habits, since while IoT discusses data and information, consumers’ behavior involves the pyramid’s two highest layers: knowledge and wisdom. Knowledge regarding behavior can be extracted from data and information as well as insights that will assist companies in utilizing this knowledge to their benefit.


This insight itself may affect several areas which directly and indirectly affect the field of Knowledge Management:

  1. User Experience: classic knowledge management considers a positive UX. Understanding the user’s behavior. after collecting the required data, it can assist businesses organizations to improve the interface and in turn, the User Experience.

  2. Search Optimization: SXO is a search optimization model designed to ensure a positive UX. A knowledge of surfers’ behavior according to the content they consume will allow us to optimally make information more accessible. Ideally, it won’t require users to invest much cognitive effort.

  3. Service improvement: organizations that mainly provide service can also improve their service by analyzing users’ behavior and make their most requested services accessible on their storefront.

  4. Edge products: organizations that mainly develop products can adapt their products according to the types of information surfers searched for so that the product indeed meets all demands.


Abstraction of a net
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