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Chimigi launches and reveals heavy digital consumption amongst Farsi users

Iran: Wednesday, October 03 - 2012 @ 11:00

The sample included 750 respondents who currently live in Iran and was fielded between September 20th and 23rd, 2012.

When asked about which activities they most regularly accessed and consumed on the Internet, at the top included researching information ‘67%’, reading news websites ‘65%’, online banking ‘64%’, downloading music ‘49%’, social networking ‘44%’, and shopping online ‘43%’.

Podcasts, video downloads, listening to the radio, and streaming videos online stood together at 38%.

Indicative of the tech-savvy audience that was sampled in the survey, 88% of respondents are connected to an ADSL high-speed connection, with 10% preferring to access the Internet via a wireless network ‘e.g. Wi-Fi’.

The vast majority primarily uses a PC ‘90%’, with 71% accessing the Internet from home and 25% from their workplace. In terms of preference in their browsing experience, Firefox ‘38%’ leads the market, followed by Internet Explorer ‘30%’, and Chrome ‘21%’.

“We’re just beginning to shed light to the public on how active and sophisticated Iranian users are online,” said Amir-Esmaeil Bozorgzadeh, Managing Partner at Conovi, the parent company behind the online research panel. “E-commerce, online banking, and consumption of heavy digital mediums is remarkably advanced and typically a big eye-opener when revealed to foreign brands,” he added.

On the mobile front, Nokia leads with a 42% share as the primary brand of choice, a position it will not likely hold for long due to the Finnish company’s recent decision to pull out of the Iranian market. Samsung comes in second ‘20%’, followed by Sony Ericsson ‘16%’, HTC ‘10%’, and Apple ‘9%’. Nearly half of respondents own a smartphone ‘46%’, of which Samsung ‘25%’ ranks at the top, followed by Nokia ‘21%’ and Apple ‘16%’. Tablet PC owners reflect 14% of all respondents.

“Iranians are following the same global shift towards mobility as an evolving digital medium,” said Bozorgzadeh. “And the taste for an increasingly richer mobile experience is happening in tandem with the launch of the first 3G network nearly 6 months ago,” he added.

Chimigi’s online panel currently consists of a highly educated audience, 73% of which possess a bachelors degree or higher ‘19% hold a master’s degree’. It is also a young population, 26% being between 18-24 years of age and 50% between 25-34. The majority of respondents are male ‘79%’, 54% are reportedly single, and 41% are married.

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Wednesday, October 3- 2012 @ 11:00 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.

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