Iran and the Internet
Iran, officially known as the Islamic Republic of Iran and as Persia prior to 1935, has an estimated population of 75.3 million people and
internet user base of 33.2 million. This figure is reported to have doubled every year since the 2005 and is one of the two biggest internet populations in the region, second only to Turkey. Broadband subscriptions have also been doubling year on year since 2005 and the internet audience in Iran tends to be between the ages of 15 and 40. Reports show that there are a larger percentage of university educated users online than users of any other media channel in Iran and with earnings above the national average. Fixed broadband prices in Iran are relatively cheap but with limited bandwidth. Internet advertising tends to be cheaper than other media channels although due to the relatively small bandwidth available it is not advised to invest in rich media content. Simple banners and text is the best approach at present for internet marketing in Iran. This suggests that relevant content articles are the best way to attract natural visitors to a lead generation campaign in Iran and video marketing is not advisable for maximum return on investment.
Engine Market Share
Search engine market share in Iran is not much different than most large and advanced internet populations.
Google has the majority market share of 90.78% followed by Yahoo at 4.97% market share. Ask Jeeves and AOL lag behind with 0.46% and 0.07% respectively. Iranians are reported to enjoy heavy blogging and the top two types of websites in Iran are search engines and blogs. The most popular local blogs are Bloogfa.com and Peyvandha.ir. With local blogs amongst the top four most popular websites in Iran it is worthwhile for any internet marketer to find ways to penetrate the Iranian blogging scene for maximum impact.
Ecommerce in Iran
Ecommerce in Iran is increasing rapidly with reports stating that at least
50% of internet users in Iran have made an online purchase. Ecommerce websites in Iran represent 43% of all websites visited by internet users. Considering that only 14% of the population have PCs at home and the internet population stands at around 33.2 million, a large majority of internet users must access the internet from university, college, work or internet cafes and purchase a considerable amount on PCs that are not their own. This could suggest that lead generation for internet security products would be successful if advantage was taken of this situation by highlighting the risks associated with online purchasing and data protection. Perhaps the authoritative recommendation of using only sites displaying the Trusted Site logo or a similar type of authenticity verification service could encourage more interest amongst the highly educated Iranian internet user.
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