EghtesadOnline: Iran’s baby boomer generation is now entering prime parenting territory with the age of marriage at 26 for women and over 30 for men on average in Tehran according to recent figures released by the government.
With that in mind, the emergence of Persian language parenting websites are now coming into their own with significant growth.
According to a combination of online foreign-based analytic services a few sites are growing in popularity among young parents.
These sites offer a mix of services including advice on how to raise children, special offers on products with participating companies and also forums where parents can ask where the best pediatricians or dentists are located, for example, Financial Tribune reported.
The most popular parenting website in Iran, according to Alexa.com is Ninisite.ir. It ranks nineteenth overall in the country and is one of the earliest sites offering services for parents being operated for more than a decade.
Furthermore, according to SimilarWeb another analytics site, the total views of the website in the previous month was 2.59 million viewers. Since February this year, the site has had 47% growth in views (or hits) making it one of the fastest growing websites regarding users.
Moreover, the website has an average visitor duration of just over four minutes and three page views per visitor, making Ninisite the de-facto site for parents in Iran.
To the credit of the website designers, 85% of people finding the website learn of its presence through search engines, while a much lower 10% visit the site directly.
The second popular website for parents is niniban.com, a near identical copy of the leading internet site. However, Niniban has a significant commercial presence littered with ads.
A unique sales pitch of this website is the chronological bar at the top of the website which guides mothers through the different stages of pregnancy, so they can plan the arrival of their little darling.
This website has had a steady growth in the past six months reaching some 1.5 million views from a low of 740,000 in February. In the six-month period from February to July, the website has had a growth of 102% growth.
Niniban’s has average visitor duration of just over two minutes with an average of 2.11 page views per visit. Like the market leader, Niniban’s viewers come largely from Iran with 67% of the views from inside the country and 11.6% from Afghanistan.
Another site using the affix ‘nini’ meaning tiny baby in English, is Ninikadeh. That website is much newer than its competitors while offering similar services.
Ninikadeh has positioned itself for pre-pregnancy onwards, with tips and tricks on how to see through the sleepless nine-month period until birth – and the apparently never ending sleepless nights after. Most interestingly the website offers a consultation service to expecting mothers.
According to analytics sites, ninikadeh.ir sits was a far distant second at 170,000 views in July, while peaking at 260,000 views in May. Unlike the leader, the average visit duration period of this website is hardly 37 seconds on average, with a much lower 1.54 page view.
Most interestingly, the use of Persian text is of benefit to the website, as 16% of views now come from over the border in Afghanistan, while the majority of visits still are from the home base.
In fourth place is 2life.ir, a website which offers a range of services to parents with a special section for to-be fathers.
The site, much like the other companies, offers a range of services, however, the website offers little space for advertisers.
Online analytics place this website firmly in fourth place with a low 46,000 hits in July, with low average visitor duration of one minute. Page views for this site are a much lower 1.69 per month.
Most interestingly, due to the high rate of VPN usage, the location of users cannot be independently verified, as officially only 66% of viewers come from Iran, while countries like the UK, United State, Netherlands, and Canada make up rest of the visits.