The comprehensive Iran Mobile Marketing Report provides a detailed and thorough analysis of the mobile marketing market in Iran based on data from the year 2024.
This report aims to provide practical information to businesses and mobile marketing professionals, including an analysis of organic and non-organic installations, identification of fraud, and user behavior across different app categories.
The Iran Mobile Marketing Report examines data from over 160 million devices registered in Adtrace, covering statistics for 7 app categories: tools, financial apps, video streaming, education, shopping, games, and lifestyle.
The report includes data on over 700 apps, more than 600 million clicks, and 145 million app installations.
Additionally, the number of impressions exceeds one billion, and the number of sessions is over 11 billion, as recorded in Adtrace.
State of Fraud in the Mobile Marketing Market
One of the most important sections of the report is dedicated to analyzing fraudulent installations and methods for detecting them. The Adtrace platform, using advanced algorithms, has been able to identify various types of fraud.
The report claims that identifying these frauds has led to reduced advertising costs and increased profitability for businesses.
It is noted in the report that the number of fraudulent installations identified in 2024 exceeded one million, with an average fraud rate of 5%. The economic savings achieved through fraud detection are reported to be over 86000 dollar.
The report indicates that the highest fraud rate in 2024 was observed in the ‘shopping’ category, with Click Injection being the most common type of fraud.
The Mobile Marketing Report shows that across different categories, 10% of all installations in the shopping category were fraudulent, while 8% of installations in the video streaming, tools, and education categories were fraudulent. In the lifestyle apps category, 7% of installations were fraudulent.
Samsung and MCI: The Most Popular
Among the devices registered in Adtrace, Samsung devices are the most common, which aligns with the market share data for mobile phones in the country.
Within Samsung devices, the Galaxy A12 has been the most popular, followed by the Galaxy A10 and A14. However, the increase in Xiaomi’s market share is also noteworthy.
The absence of the iPhone brand in the chart of used phone brands is attributed to Iranian apps’ focus on Android users.
Among operators, MCI (Mobile Communication Company of Iran) has been the most widely used operator across all categories.
Surge in Mobile Advertising in December
The report compares organic and non-organic installations across different app categories.
The highest number of advertising campaigns for apps last year was in the tools category, with most campaigns occurring in December.
The Mobile Marketing Report indicates that from the beginning of summer to early winter in 2024, there was a noticeable upward trend in advertising, peaking in December. This increase can be attributed to multiple campaigns during this period, such as those for Yalda Night and Black Friday.
In 2024, the gaming category showed significant growth in advertising to attract new users, while there was a notable decrease in advertising in the education, shopping, and tools categories compared to 2023.
Among these, the gaming category showed a greater inclination towards advertising for new user acquisition, whereas advertising in the education category experienced the most significant decline compared to the previous year.
Peak User Activity Hours
The report also examines user behavior across different app categories.
According to the report, the video streaming and gaming categories have the longest session durations, while the financial category has the shortest, due to quick transactions.
This information can help marketers determine the optimal times for engaging with users. For example, users are most active during the day between 12 PM and 2 PM, and at night between 8 PM and 10 PM.
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