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Global Consumer Survey - New And Old Domains

June 11, 2015

A survey carried out for ICANN indicates new generic Top Level Domains (gTLD's) are yet to establish high levels of awareness. 

A lack of awareness and perceived relevance are apparently stronger influences for visiting sites using the new extensions rather than concerns of legitimacy or trustworthiness.

However, perceptions of trust in new Top Level Domains appear to be divided - without about half of respondents stating high levels of trust. Many consumers still aren't sure why the new gTLD's have been created.

Across all respondents, under half reported awareness of at least one new gTLD; even though more than 630 gTLDs have been delegated since October 2013.

When it comes to "old" domains, awareness of the big 3 extensions (.COM, .NET and .ORG) remains high. Among the legacy gTLDs, nearly 8 in 10 (79 percent) respondents reporting knowledge of these domains (global average). 

The survey report states perceptions of traditional extensions remains positive and country code Top Level Domains (ccTLD's) also continue to enjoy inherent trust.

This finding echoes that of a survey carried out in Australia last year concerning domain names; particularly where financial transactions are involved.

A total of 6,144 people representing Asia, Europe, Africa, North America and South America were surveyed for ICANN. There were no Australians in the survey group. The survey was conducted between February 2 and 19, 2015.

The full results can be viewed here: Global Consumer Survey Full Report (PDF).

The Internet Corporation for Assigned Names and Numbers (ICANN) coordinates key technical services critical to the continued operations of the Internet's underlying "address book", the Domain Name System (DNS); which translates domain names into an IP address number set and points to the location of the web resource requested.

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