3.1.4. Learning Providers, marketers, and websites learn about con-sumers based on their activities inside the digital world, such as shopping online and using social media. Again, these activities may be recorded in the form of cookies or transactional purchase information. These Web-related behavioral data can be used for learning consumer behaviors. IoT devices learn about consumers by observing their habits, tendencies, and preferences as well as their environments. Learning is based on behaviors and phenomena in the natural, physical world as opposed to the strictly online world.