Telegram Messenger accessed by over 90% online Iranians weekly

Kantar TNS’ Connected Life Iran study provides insights on digital attitudes and behaviour of country’s 80 million population

• Iran is a mobile centric market with 78% of online time spent on mobiles compared to 56% globally
• Iranian consumers open to online brand presence: 95 percent of internet users do not use ad blocking.

Dubai, UAE, January 17, 2017:  Long history of internet censorship and imposed bans on global sites such as Facebook, Google, Twitter, YouTube etc., has led Iran develop a unique digital ecosystem comprising both local platforms like Telegram,as well as, global digital platforms like Instagram and WhatsApp. Telegram enjoys the highest popularity, followed by Instagram and Whatsapp.

Iran has a population of 80 million, and 70% of these are under the age of 35 years.  It is a digitally savvy country with internet penetration estimated at close to 70% and rising. How do we tap into such a large digital consumer base? Kantar TNS today unveiled Connected Life Iran, an extension of their Connected Life study that covers 57 countries – this study provides unparalleled insight on the behaviour and preferences of the digitally connected Iranian consumer.

On an average a person owns 2.3 devices in Iran comprising Tablet, PC and Mobile phones; however it is very clearly a mobile centric market, where bulk of online time is taken up by mobile - 78% versus the global average of 56%.Smart phone penetration is on the rise. Mobile devices are their window to the world and their solution for most information and content. Hence, marketers need to customize their messages and content for mobile devices, in order to gain traction in Iran.

Commenting on the study, Stephen Hillebrand, Kantar Insights CEO for MENAP said “With Iran opening up, there is a real opportunity for brands to connect with consumers more meaningfully than ever before. Recognizing that the Iranian digital landscape is very unique within the region, brands need to choose the right channels through which to engage them. Digital media offers significant opportunity for brands wanting to enter this exciting market.”

The Iranian market has been protected by sanctions for many years, but there is increasing exposure to global innovations in marketing. Marketers can no longer rely only on traditional media, digital is growing in terms of importance and may become the entry point of choice for brands newly entering the market. Digitally active Iranians already spend 64% time on digital media compared to 36%time on traditional media.

But how do marketers connect with this digital consumer base, given government restrictions on some social media platforms? The study shows that despite restrictions, Iranians do access platforms such as Instagram and WhatsApp. However, similar to China, it is local social media platforms that enjoy the highest levels of popularity – Telegram is one such platform that has near universal presence in Iran and is accessed by more than 90% of online Iranians on a weekly basis. Another upcoming platform is Aparat, the Iranian version of YouTube.

Compared to their global counterparts, Iranian consumers seem far more open to brands targeting them via online adverts.Only 22% of Iranian Consumers feel they are stalked by brands as opposed to 34% globally.This only highlights the immense potential for marketers to target consumers via digital platforms.

Hillebrand continued “Connected Life Iran shows there is a real opportunity for brands to tap into the popularity of digital platforms like Telegram by creating “personalisable” and shareable content, such as videos and stories. Brands need to find means of being present at the intersection of physical and virtual worlds, in order to make strong connections with consumers”.

About Connected Life
Connected Life is a leading global study of the digital attitudes and behaviours of 70,000 internet users across 57 countries. It uses comprehensive analysis of how connectivity changes people’s behaviour to address the big challenges for marketers. It does so by looking in detail at consumers, connections, content and commerce, providing the strategic guidance needed to keep, engage and influence the people that matter.
The fieldwork was undertaken in all markets between June and September 2016. Iran was an additional market covered separately, with fieldwork conducted in September-October 2016.

About Kantar TNS 
Kantar TNS is one of the world’s largest research agencies with experts in over 80 countries. We provide actionable insights to help companies make impactful decisions and drive growth.