Kantar TNS study identifies digital channels for brands to target Iranian consumers
The company’s study identified Iran as a mobile centric market with roughly 78% of online time spent on mobile devices compared to 56% globally.
Kantar TNS, a global research agency, recently unveiled Connected Life Iran, an extension of the agency's Connected Life study that covers 57 countries.
The study, which analysed the behaviour and preferences of digitally connected Iranian consumers, found that the nation has develop its own digital ecosystem comprising of local platforms such as Telegram, as well as global digital platforms like Instagram and WhatsApp.
With internet penetration amongst Iran's population of over 80 million reaching to 70%, tapping into this tech-savvy market requires a digital approach.
Further findings from the study found that on average, a person owns 2.3 devices in Iran comprising Tablet, PC and Mobile phones. Additionally, the study found that most Iranian users spent roughly 78% of online time via their mobile devices, while the global figure stands at 56%.
Stephen Hillebrand, Kantar Insights CEO for MENAP commented: "With Iran opening up, there is a real opportunity for brands to connect with consumers more meaningfully than ever before. Recognising 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."
Despite restrictions on certain social media platforms, Connected Life Iran found that Iranians accessed platforms such as Instagram, Whatsapp, and Telegram. Iranian consumers also appear to be more open to online advertising with 22% reporting they feel stalked by brands, as opposed to the global figure that stands at 34%.
"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," concluded Hillebrand.