Internet of Behavior Market

Internet of Behavior Market Sizes by Application (Advertising Campaign, Digital Marketing, Content Delivery, Brand Promotion, and Others), By Enterprise Size (Small & Medium Enterprises and Large Enterprises), By Industry (BFSI, Telecom & IT, Media & Entertainment, Tourism & Travel, Retail & E-commerce, Healthcare, Manufacturing, and Others), Regions, Global Industry Analysis, Share, Growth, Trends, and Forecast 2024 to 2033

Base Year: 2023 Historical Data: 2020-22
  • Report ID: TBI-14219
  • Published Date: Mar, 2024
  • Pages: 236
  • Category: Information Technology & Semiconductors
  • Format: PDF
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The global Internet of Behavior market was valued at USD 368.6 Billion in 2023 and is anticipated to grow at a CAGR of 23.2% from 2024 to 2033. The Internet of Things (IoT) is crucial to today's expanding world. The data gathered by IoT devices yields valuable insights into user behavior, interests and preferences - which has given rise to a new field known as the Internet of Behavior or IoB. With the emergence of mobile devices, interpersonal dynamics have undergone significant transformations; individuals now begin and end their days with digital technologies powered by IoT integrations that provide services and strive towards improving human life in terms of comfortability through enhanced service offerings. Therefore, from this point, IoB emerged due to analyzing these datasets extracted about users' behavioral patterns along with interests and preferences via various connected IoT device networks at different points throughout each day cycle for people globally across diverse geographies over the spanning years.

Market Introduction:

The concept behind IoB is to utilize digital information to gain valuable insights into consumer preferences, behaviours, and decision-making processes. This data is generated from interactions with various internet-connected devices like smartphones, smart wearables, smart home appliances, and others. By harnessing these data streams effectively, IoB aims to provide a more accurate understanding of human behaviour patterns that can be useful for driving tailored experiences across different domains while enabling better-informed decision-making procedures. IoB relies heavily on gathering data, a critical aspect that entails the nonstop observation and documentation of user engagements in virtual as well as physical settings. Data collection is an extensive process encompassing parameters such as purchasing behavior, biometric measurements, location-tracking routines, browsing habits, and social media interactions. Integrating advanced sensing technologies and analytics tools can enable organizations to collect comprehensive datasets full of minute details concerning individual preferences and behaviors for better comprehension.

Data analysis is at the center of IoB, encompassing the processing, interpretation, and derivation of valuable insights from enormous amounts of collected behavioral data. Analytical techniques like artificial intelligence (AI), machine learning (ML), and predictive modelling are applied. These advanced algorithms identify relevant factors to predict future users' behavior, supporting personalization mechanisms that efficiently satisfy individual needs and preferences for organizations striving for excellent customer experiences.

Internet of Behavior Market Size

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Recent Development
  • In November 2020: Aware, Inc., a well-known global provider of biometrics software products, solutions, and services, purchased Maxar Technologies' AFIXTM suite of biometric devices. The Aware ABIS product range has grown with the addition of AFIX, which offers face and fingerprint biometric matching and forensic analysis software for small and medium-sized law enforcement and government agencies.
  • In March 2022: The well-known authentication startup Aware, Inc. has announced a strategic partnership with cybersecurity software provider MIRACL. Aware hopes to increase the uptake of its ransomware-free cloud-based biometric authentication solution through this collaboration. As the need for strong and dependable biometric authentication techniques in today's digital environment grows, Aware is partnering with MIRACL to improve the security and usability of its authentication solutions.

Market Dynamics:


Rising Demand for Personalization coupled with Increasing Internet Connectivity - The expansion of IoB has been accelerated by the increasing number of internet-enabled devices and the extensive usage of mobile gadgets and wearables, which have contributed to creating an elaborate network framework. As a result, smartphones, smart home appliances, IoT sensors in urban landscapes, and wearable tech have become increasingly popular, leading to wider coverage of behavioral data collection and improving organizations' access to unprecedented insights regarding consumer preferences and behaviors. During an age marked by increased online interactions and unique customer experiences, purchasers have a rising desire for customized goods, offerings, and encounters that meet their specific demands and tastes. By using IoB technologies to collect comprehensive behavioral data, assess consumer inclinations, and provide tailored suggestions or services - companies can boost customer satisfaction levels while fostering brand loyalty in the long term.


Lack of Skilled Workforce/Expertise – The fast-paced advancements in IoB technologies necessitate specialized proficiency in data science, machine learning, cybersecurity and behavioral analysis. Unfortunately, there is an insufficient supply of experts with these skills, which are highly sought after by organizations looking to develop effective IoB solutions. As a result, attracting and retaining talent while providing proper upskilling remains challenging for business enterprises. Addressing this issue requires significant investment into education initiatives and training programs that foster collaboration between academia, industry leaders and the government to cultivate innovative next-generation professionals specializing in IoT security & embedded system programming languages.  


Changing Consumer Expectations and Behaviors - The changing preferences and behavior of tech-savvy customers are propelling the uptake of IoB solutions that deliver customized, smooth, and adaptable interactions through multiple channels. Whether it's custom suggestions or targeted commercials to effortless shopping journeys and foresighted upkeep assistance services, IoB advancements empower companies to connect with their clients in more valuable ways, thereby enhancing customer contentment, attachment, and retention. The IoB market's growth and direction are influenced by the global economic landscape, marked by swift globalization, socio-economic changes, and demographic shifts. Market dynamics are shaped by growing disposable incomes, urbanization trends, evolving consumer lifestyles, and changing demographics—creating significant opportunities for solution providers to cater to different market segments while addressing new needs and preferences within the industry.  

Regional segmentation analysis:

The regions analyzed for the market include North America, Europe, South America, Asia Pacific, the Middle East, and Africa. North America region emerged as the most prominent global Internet of Behavior market, with a 37.0% market revenue share in 2023. North America holds a sizable portion of the worldwide IoB market due to its sturdy technological framework, innovation ecosystem, and advanced digital economy. The region is home to top technology corporations, research institutions, and startups that power progressions in IoT capabilities, big data analytics utilization, Artificial Intelligence (AI), and machine learning, which facilitate the enablement of IoB solutions. The U.S. significantly influences North America's IoB market share. This factor can be attributed to its strong stance on adopting technology, digital transformation, and fostering an entrepreneurial culture. The retail industry, healthcare sector, finance organizations, transport providers, and smart city initiatives have led North American adoption of IoB solutions due to their ability to enhance consumer experiences while improving productivity and driving business innovation. The regional market players also engage in various market strategies such as product innovation, product differentiation, mergers, acquisitions, partnerships, and strategic alliances to maintain their competitive edge.

North America Region Internet of Behavior Market Share in 2023 - 37.0%

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  • In January 2023: NICE Ltd. and Cognizant have created a strategic alliance to improve customer experience transformation by combining data analytics, artificial intelligence, and other technologies. The cooperation seeks effective solutions that improve client interactions while driving corporate growth. NICE Ltd. and Cognizant want to use their respective skills to offer new and meaningful customer experiences for organizations across many sectors through this collaboration.
Enterprise Size Segment Analysis

The enterprise size segment includes SMEs and large enterprises. The large enterprise segment dominated, with a market share of around 58% in 2023. With their ample financial resources, sophisticated technological infrastructure, and extensive market influence, major enterprises play a significant role in the worldwide IoB industry. Owing to their dedicated IT departments, data analytics teams and R&D funding for advanced technology projects that help unleash behavioral insights-focused strategic initiatives to enable business innovation and stay ahead of the competition across various sectors. Prominent players lead ioB adoption in retail, finance, healthcare, telecommunications and manufacturing. These sectors leverage cutting-edge technology to gather behavioral data from customers, employees and connected devices through IoT sensors and AI algorithms. Enterprises then use such insights to enhance customer experiences while streamlining their operations for optimal efficiency, which informs decision-making, thereby profitability rates plus market differentiation potential.

Application Segment Analysis

The Application segment includes advertising campaign, digital marketing, content delivery, brand promotion, and others. The digital marketing segment dominated, with a market share of around 40% in 2023. The IoB market comprises various areas, and digital marketing is a vital segment among them. This domain covers diverse channels, platforms, and tactics that marketers use to promote brands, services, or products in the online world. With the help of IoB technologies, they can gather behavioral data for analysis to create customized strategies based on insights that resonate well with target groups, leading to positive results. Digital marketers can use IoB to obtain comprehensive insights into customer behaviors, inclinations and purchase journeys. This aspect empowers them to offer personalized experiences through multiple touchpoints such as social media platforms, websites, emails and mobile apps. By adapting content delivery formats along with incentives or messaging suited towards individual preferences, digital marketers will notably bolster engagement rates, which, in turn, fortify brand loyalty while driving both the acquisition and retention of customers.

Industry Segment Analysis

The industry segment is bifurcated into BFSI, telecom & IT, media & entertainment, tourism & travel, retail & e-commerce, healthcare, manufacturing, and others. The BFSI segment dominated, with a market share of around 31% in 2023. The global IoB market's substantial portion is held by the BFSI sector, fueled by growing digital banking adoption, fintech advancements and data-driven analytics for customizing customer experiences while reducing risks to drive business expansion. Thanks to IoB technologies that assist in analyzing consumer behavior patterns, transaction trends and risk profiles, financial institutions can provide personalization in their service delivery and fraud detection and optimize risk control measures. IoB solutions enable banks to provide tailored banking experiences, suggest relevant products in context, and detect fraud before it happens by examining real-time data on customer behavior, preferences, and transactions. This integration of behavioral analytics empowers banks to boost client engagement levels while opening up opportunities for cross-selling activities and enhancing retention rates.

Some of the Key Market Players:
  • Riverbed Technology LLC
  • Capillary Technologies
  • Trifacta, Inc.
  • Sweet Analytics Limited
  • NuData Security Inc.
  • NICE Ltd.
  • Qubit Technology
  • CognitiveScale Inc.
  • Vertica Systems
  • Aware, Inc.

Report Description:

Attribute Description
Market Size Revenue (USD Billion)
Market size value in 2023 USD 368.60 Billion
Market size value in 2033 USD 3,658.25 Billion
CAGR (2024 to 2033) 23.2%
Historical data 2020-2022
Base Year 2023
Forecast 2024-2033
Region The regions analyzed for the market are Asia Pacific, Europe, South America, North America, and Middle East & Africa. Furthermore, the regions are further analyzed at the country level.
Segments Application, Enterprise Size, Industry

Frequesntly Asked Questions

As per The Brainy Insights, the size of the global Internet of Behavior market was valued at 368.60 billion in 2023 to USD 3,658.25 billion by 2033.

The global Internet of Behavior market is growing at a CAGR of 23.2% during the forecast period 2024-2033.

North America region became the largest market for Internet of Behavior.

The rising adoption of IoB technology across end-user industries is driving the market's growth.

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This study forecasts revenue at global, regional, and country levels from 2020 to 2033. The Brainy Insights has segmented the global Internet of Behavior market based on below-mentioned segments:

Global Internet of Behavior Market by Enterprise Size:

  • Small & Medium Enterprises (SMEs)
  • Large Enterprises

Global Internet of Behavior Market by Application:

  • Advertising Campaign
  • Digital Marketing
  • Content Delivery
  • Brand Promotion
  • Others

Global Internet of Behavior Market by Industry:

  • BFSI
  • Telecom and IT
  • Media and Entertainment
  • Tourism & Travel
  • Retail and e-Commerce
  • Healthcare
  • Manufacturing
  • Others

Global Internet of Behavior Market by Region:

  • North America
    • U.S.
    • Canada
    • Mexico
  • Europe
    • Germany
    • France
    • U.K.
    • Italy
    • Spain
  • Asia-Pacific
    • Japan
    • China
    • India
  • South America
    • Brazil
  • Middle East and Africa  
    • UAE
    • South Africa


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Data Procurement:

The phase involves the gathering and collecting of market data and its related information with the help of different sources & research procedures.

The data procurement stage involves in data gathering and collecting through various data sources.

This stage involves in extensive research. These data sources includes:

Purchased Database: Purchased databases play a crucial role in estimating the market sizes irrespective of the domain. Our purchased database includes:

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  • Experiential assessment of year-on-year sales of the product by conducting interviews.

The demand side for the market is estimated through:

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  • Referring to the historical data to determine the growth rate and evaluate the industry trends

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  • Determining the Micro and Macro-economic indicators for each region 
  • Examining the industry indicators prevailing in the market. 

Data Synthesis: This stage involves the analysis & mapping of all the information obtained from the previous step. It also involves in scrutinizing the data for any discrepancy observed while data gathering related to the market. The data is collected with consideration to the heterogeneity of sources. Robust scientific techniques are in place for synthesizing disparate data sets and provide the essential contextual information that can orient market strategies. The Brainy Insights has extensive experience in data synthesis where the data passes through various stages:

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