The DNA recently completed and published the results of a global domain-name preference survey designed to:
1. Inform the creation of effective communication, education, and outreach efforts promoting the uptake of domain names.
2. Provide data that our members find useful in their operations.
3. Establish a baseline from which we can measure the effectiveness of the DNA communication and education efforts.
Breadth: 10 countries
Sample size: 500/country (completed surveys)
Total sample >5000 Internet users
31 questions (w/ multiple parts)
Average: 12-16 minutes to complete
Margin of error
– 4.4% @95% confidence
– 3.7% @90% confidence
Australia – Brazil – China – Germany – India – Mexico – Russia – Turkey – UK – U.S.
I. There is a great receptivity to new domain-name extensions.
Often, respondents essentially voiced an equal preference for new domain-name extensions as compared with .com or the local ccTLD even though they were not aware of the new gTLD Program. For example, in the U.S. and Germany, nearly half of the respondents stated a preference for a new domain name extension when looking to pay bills online:
Similar questions examining six areas of online interactions yielded nearly identical results.
Survey conductor Research Now independently concluded that: Internet users are drawn to intuitive combinations such as onlinepayment.secure and headlines.news. Only a limited number of extensions could be included in this study, but the results clearly indicate that, with over 1300 new extensions, there will be many intuitive combinations that will be attractive to users.
II. Globally, nearly 60% of all respondents voiced a preference for more domain name and domain name extension options.
The fastest growing Internet markets show greatest interest in expanding domain name options: e.g., 75% in India, 69% in China. Who would bring a product to market that is welcomed by half or more of the population? Everyone.
>50% said new web addresses in proper combination will be easier to remember
>50% said new domain extensions will make it easier to obtain short, memorable names
III. Domain names remain relevant: essentially all users type domain names into browsers as well as use search tools to navigate the Internet.
While Internet users voiced a slight preference for search over typing a domain name into the address bar as their primary mode of navigation, nearly all users still use domain names as a way to find desired information:
85% type the domain name address directly into the browser address bar some or most of the time (ex. domainname.com)
93% type a company or relevant term into a search engine some or most of the time
95% of users look at the domain name to filter search results some or all of the time
IV. Internet users generally remain unaware of the opportunities in the new gTLD Program
Numbers varied widely from country to country, but results indicate low awareness of the availability of new domain name extensions and new types of domain names. These four key findings yield a powerful result:
Internet users still use domain names widely, voice a preference for new domain name extensions, and “get it” when it comes to the possibilities. When Internet users generally become aware of the new options, there will be general acceptance and perhaps even eagerness to adopt the new product.
To view the complete survey click here.
(This article was originally published in the State of the Domains, Issue 2: February 2015 premiering at ICANN 52 in Singapore)