The internet’s significant role in contemporary individuals’ daily lives is undeniable. However, to what extent has digital advertising become a part of people’s lives?
According to IDEA, the first online banner appeared in 1994 on websites, as displayed by Wired magazine. At that time, no one could have imagined that approximately thirty years later, the digital marketing industry would experience such remarkable growth, with businesses showing unprecedented interest in it. As Yunet reported, digital advertising accounted for 65% of the total advertising volume worldwide in the past year, with a total expenditure of around $580 billion in 2022. Consequently, it is predicted that there will be an 8.4% increase in expenditure in 2023 compared to 2022.
Statista, a German platform providing statistics and reports, has also forecasted that internet advertising spending will face a 44% growth until 2026, reaching $835 billion.
Growth of Digital Advertising in the Past Year
It is predicted that this growth will maintain a steady rate over the next three years. However, non-digital advertising will remain constant in expenses.
In 2022, the size of the advertising market reached 580 billion dollars. However, in the chart below, you can see the dispersion of this market worldwide.
Advertising and Digital Interaction in Iran
Now, let’s take a look at the situation in Iran in this regard. As we deal with this issue on a daily basis, the role of smartphones in people’s lives has become prominent. People are not reluctant to use their mobile phones and, of course, the internet to meet their needs (from taking a taxi and transportation to shopping). This interaction no longer belongs to a specific age group or class and includes all individuals.
According to this report, the average daily internet usage time in Iran is 169 minutes, which is more than two hours a day! The use of mobile phones to connect to the internet among Iranians accounts for 87% of all internet users.
Among internet users, 80% of them use VPNs to access social networks, and these individuals are of various ages. The annual financial turnover of VPN purchases in Iran in 1401(2022-2023) was between 25 to 30 billion Tomans.
Stores: Iranians’ Interest in the Digital Advertising Market
The total number of stores on domestic and foreign social networks in 1401(2022-2023) was estimated to be more than 780,000 stores, according to a survey by a market research company Iranian channels on Telegram, in total, garnered more than 590 billion views.
In internet usage, 73% of Iranians who use the internet do so to connect with family and friends, while 66% use it for obtaining information, and 65% use it for banking services.
According to a survey by the Market Research Company, the use of VPNs exists among Iranians of all ages and education levels today.
According to published statistics, the use of mobile phones for web browsing by Iranian users has grown from 74% in 1398 (2019-2020) to 89% in 1401(2022-2023). Based on this, 66% of Iranians have at least some trust in digital advertising methods.
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