The expansion of the digital world has given rise to an invisible and powerful network known as the Internet of Behaviors (IoB).
As more of our lives migrate to cyberspace, the IoB collects a lot of data about our digital behavior, which not only shapes our online experiences but also influences crucial aspects of our daily lives. It collects information from various digital sources, analyzes it and then uses that data to influence the decisions we make. As highlighted in ExpressVPN’s research into IoB, this growing trend raises major issues around privacy, manipulation and the potential for bias, sparking discussions about how we can regain control of our digital presence.
The IoB can be understood as the collection and analysis of behavioral data from online sources, which is then used for prediction. Three important processes are involved:
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- Data collection: Your browsing history, search queries, social media engagements and of course location data are constantly collected.
- Data Analysis: Algorithms analyze this data to create personalized user profiles, which are then used to predict possible behavior.
- Feedback loops: The IoB not only collects data, but also acts on it. Platforms monitor your online activity and adjust content or recommendations based on what they predict you will do next, making adjustments in real time.
Despite the fact that the Internet of Behaviors is relatively unknown to the average person, its impact on daily life is truly great. Did you know that 75% of online users do not know they are being tracked by IoB systems? The collected data is used in many more ways than just targeted advertising.
Some of the main areas it affects are:
- Shopping experiences: Retailers use IoB data to recommend products based on previous searches, purchases and browsing behavior. Personalized shopping experiences are now everywhere.
- Media consumption: Streaming platforms and social media sites curate content for users based on IoB data. These tailor what you see and read, keeping you engaged.
- Politics: IoB data is also used in political campaigns. These profiles influence the political ads and content you are exposed to.
- Health and Wellness: Wearable devices and fitness apps collect data to provide personalized health advice, from exercise routines to diet suggestions.
- Education: Adaptive learning platforms use IoB to tailor learning experiences to the needs of each learner, delivering personalized content that matches their progress and performance.
- Employment: Resume screening and applicant tracking systems analyze data to predict.
- Finances: Your online behavior can even affect your financial position, as IoB data is used by credit bureaus to assess the value of your credit.
Despite the benefits of a personalized digital world, the Internet of Behavior poses a number of major risks:
Privacy erosion: The large amount of data collected without clear consent or transparency is becoming a major problem as most users are unaware of the amount of information being collected.
Manipulation: Targeted advertising is not just about recommending products; it’s about influencing decisions, often subtly and without users realizing it.
Prejudices and discrimination: Algorithms are not immune to bias, as the IoB’s predictive models can inadvertently reinforce stereotypes and discriminatory practices, especially in areas such as employment or financial services.
Mental health implications: Constant tracking and tailored content can lead to overuse of digital platforms, which can cause anxiety, stress or even addiction.
Security risks: The more data collected, the greater the risk of breaches. Personal information stored online can be vulnerable to cyber attacks. That leads to identity theft or other security problems.
While the IoB can feel ubiquitous, there are steps individuals can take to protect their privacy and limit the impact of their digital behavior:
- Use privacy tools: Virtual Private Networks (VPNs) and ad blockers can often prevent websites from tracking your online activities.
- Monitor your online activity: Be aware of the data you share with other people. Always check your social media and browser privacy settings to avoid problems.
- Adjust privacy settings: Most platforms allow you to control the amount of data they collect. Please take a moment to configure these settings.
- Supporting data protection regulations: Advocate for stronger data protection laws that ensure transparency and give users more power over their personal data.
- Improve digital literacy: Understand how IoB works. Familiarizing yourself with these systems will help you make informed decisions about your digital presence.
While the Internet of Behaviors offers convenience and personalization, it also poses challenges around privacy, security and mental health. It therefore shows that the Internet of Behaviors is an important part of our digital reality: it shapes the way we interact with the world around us.
