Key takeaways:

• 51% are familiar with .co domains
• Just one in four are familiar with .xyz domains

Objective: The scarcity of brandable .com domain names has led businesses to consider a range of alternative extensions. However, a lack of familiarity with alternate domains among consumers can harm credibility and memorability. To help brands choose, we surveyed consumers’ familiarity with various popular alternative extensions.

Question: How familiar are you with the following domain extensions? Domains surveyed:

• .org
• .co
• .io
• .ai
• .xyz

Audience: A representative panel of American consumers aged 18 – 64.

Overall Results

• 51% are familiar with .co domains
• Just one in four are familiar with .xyz domains

How familiar are you with the following domain extensions?

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Gender Breakdown

• Men and women are equally familiar with .co domains.
• For all other alternative domains, including .org, men express more familiarity.

Men

How familiar are you with the following domain extensions?

Women

How familiar are you with the following domain extensions?

Age Breakdown

• Younger consumers are more familiar with alternative domains.
• 77% of 55 – 64s are unfamiliar with .io domains, vs 19% of 18 – 34s

18 – 34

How familiar are you with the following domain extensions?

35 – 54

How familiar are you with the following domain extensions?

55 – 64

How familiar are you with the following domain extensions?

Industry

• Tech-employed respondents demonstrate more familiarity with .io and .ai domains (.io — 77%; .ai — 89%).

Tech-related (Computer software, IT, Internet & Telecomms)

How familiar are you with the following domain extensions?

Conclusion

Younger consumers, men and those working in or adjacent to the tech industry demonstrate greater familiarity with alternative domains. This shows that domains beyond .com can offer new brands significant value and provide a strong platform for online success — but only if you know your audience.

If you’re interested in digging deeper into our findings, or asking your own questions on consumer, branding and worklife topics, contact thom@atomradar.com to learn more.

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About The Author

Grant Polachek

Grant Polachek is Chief Growth Officer at Atom.com. With 15 years experience in marketing, he has run market research projects for brands like Dell, Hilton, and Alibaba. Grant has expertise in a range of topics including domain names, naming and digital marketing.

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