By Thom Davies
As seen in
Key takeaways:
Objective: Of the 1600 domain extensions, only a select few are recognized and trusted by consumers. In December 2024, we asked consumers to rank common domains based on credibility. Since then, AI has surged in its popularity and awareness, bringing the .ai domain into mainstream usage. We revisited this question to see what’s changed and provide brands with the latest data to help them choose a domain that resonates with their audience.
Rank the following domain extensions from most to least credible for a brand. (Domain extensions surveyed: .com, .net, .org, .ai, .io, .co, .xyz)
A representative panel of American consumers aged 18 – 64.
Rank the following domain extensions from most to least credible for a brand
.com remains the most credible domain extension, and when paired with a short, brandable domain, it immediately earns consumers’ trust. At the same time, brands increasingly have the choice of alternate extensions: co is familiar and trusted, while .ai’s reputation as a credible domain is growing, particularly — but not exclusively — for tech brands. While the right domain name hinges on a range of factors, and consumer expectations must be balanced with affordability and availability, whichever extension you choose, don’t compromise on credibility.
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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