Survey says that people more likely to click and recall .com domain names.
Interbrand, ostensibly on behalf of Verisign, has released an infographic showing results from a 1,000 person survey about the power of .com.
The survey shows that people click on domain names ending in .com more than those in new TLDs. Consumers were shown search results pages with similar web addresses but different domain extensions. When the new TLD was displayed first, 61% still clicked on the .com web address listed below it. The infographic didn’t say which alternative TLDs were displayed.
While this is just one survey, a previous study by GlobeRunner showed that people are about twice as likely to click on a .com domain name in an Adwords ad than on a new TLD.
Some deeper analysis could be done, comparing click rates of topical domains vs. generic ones.
The Interbrand survey also said that, after seeing a recommended website with a new TLD, 81% later assumed it was a .com address. The survey notes that a business risks losing web traffic if they use something other than .com.
There’s definitely confusion when people use the non-dominant TLD in their area. The big question for me is if this changes over time.
HowieCrosby says
As you’ve mentioned Verisign Andrew, and their obvious connection with .com and global branding.
I was completely dumfounded the other day when entering the Verisign “Best Domain Name Contest”. Whilst about to enter my address details (I live in the UK), alas, the drop down box was fixed to the United States! Eh!
So, after mailing; and in reply, restricted to the 50 states. Not a global comp! I felt discriminated against, I know it’s nothing personal? but still feel that Verisign would promote the .com comp globally? They do have Euro sites.
Verisign stated the Best Domain Name Contest is a targeted contest and verified they were a global brand in capitals.
Maybe they were concerned about the handreg quality outside US? 😉
Andrew Allemann says
I’m sure it has to do with country-specific laws. Running a global contest requires all sorts of localized rules and restrictions.
HowieCrosby says
Hi Andrew, not sure, they didn’t mention anything to me about laws?
“.COM is a global brand and we appreciate all of our global customers. Contests are run as a marketing activity targeting specific areas and unfortunately we could not make this activity global at this time. As stated in the publicly available contest rules and regulations section, this contest is for U.S. residents only. Again, we appreciate your feedback and apologize for any disappointment.”
Andrew Allemann says
You might be right there, although I imagine they wouldn’t respond with “because it’s a pain legally”.
HowieCrosby says
Yeah, you could well be right in response to a mail.
I think you’ve got to be as transparent as possible in business though. The email response did not state ‘laws’ but the eligibility online mentions ‘local laws’.
But no mention why outside US is void. Under law etc. Cheers.
Chad folk says
not surprising and changing end user behavior will happen but over many years.. We already had comps before the roll out with .biz, .tv, .info, etc. so why would it change as there is no reason to jump on another extension besides wanting to own that exact match brand name to describe your product or service.. Its hard to go global right away with something not even out a year like you can with .com.. Plus renewals are under $10 below less valuable extensions…
PoopyDoopyMonster says
lol so dumb. stupid survey.
Snoopy says
Probably right…still wouldn’t trust a Verisign press release though.
BulkWHOis says
People are accustomed to .com
Rand Wilco says
.CLICK is better for memory.
Drake says
Please how about tap for mobile devices, the gtlds are designed to fleece money from stupid investors.
Look at MM and how they are diluting shares, and expensing them out to executives.
The whole system is a farce, listen to what Chad said, free invaluable advice, .biz .us .info are all gtld calibre they are being dumped!
Nick Torque says
The only stupid investors are the ones who invested in .biz and .info. Those are both terrible extensions compared to .work, .club, .click, etc.. at least this list is catchy and meaningful.
Sam says
That’s because people, at least in the US, have really only been using .com for the past 25 years. Yes, Americans are aware of .gov, .org, and .net, but that was only after .com started to get crowded just a few years ago. Otherwise, Americans haven’t traditionally had a multi-TLD market like some other countries have.