By Thom Davies
As seen in
Key takeaways:
Objective: The rise of AI tools such as ChatGPT is changing the landscape of SEO and brand discovery, but when consumers search directly for a brand, how do they do it? To aid brands in accurately valuing a domain name, and to guide them towards exact-match or appropriate add-on words, we asked consumers about domain navigation behavior: the tools they use, and when they type directly into browser search bars.
Question One) When visiting a brand’s website for the first time, how do you typically navigate to it?
Question Two) When revisiting a brand’s website, how do you typically navigate to it?
A representative panel of American consumers aged 18 – 64.
When visiting a brand’s website for the first time, how do you typically navigate to it?
When revisiting a brand’s website, how do you typically navigate to it?
When visiting a brand’s website for the first time, how do you typically navigate to it?
When revisiting a brand’s website, how do you typically navigate to it?
When visiting a brand’s website for the first time, how do you typically navigate to it?
When revisiting a brand’s website, how do you typically navigate to it?
While men use AI tools for brand discovery more than women, traditional search engines still dominate. Significantly for brands choosing domain names, a third of consumers type brand names directly into the browser. For customers making repeated visits to a website, exact-match domains benefit from browser autofill and history, streamlining access. By contrast, add-on words can introduce friction, making brands slightly harder to recall and re-access over time.
If you’re interested in digging deeper into our findings, or asking your own questions on domain choice and branding topics, contact thom@atomradar.com to learn more.
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Thom Davies is a researcher at AtomRadar and content strategist for Atom.com. His background in quantitative and qualitative analysis is the foundation for data-led brand strategy.
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