By Thom Davies
As seen in
Key takeaways:
Objective: With the rise in alternative top-level domains, such as .co, .io, and .ai, new and rebranding businesses have more choice than ever in domain extension. Locating a website at a non-.com extension is a key choice some brands must make, and can significantly impact how consumers perceive your brand. We set out to explore the relationship between domain familiarity and brand trust across different demographics.
Question: How much do you agree with the following statement: “The more familiar I am with a particular domain extension (.e.g., .org, .co,) the more likely I am to trust a website using that domain extension.”
Audience: A representative panel of American consumers aged 18 – 64.
How much do you agree with the following statement: “The more familiar I am with a particular domain extension (.e.g., .org, .co,) the more likely I am to trust a website using that domain extension.”
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How much do you agree with the following statement: “The more familiar I am with a particular domain extension (.e.g., .org, .co,) the more likely I am to trust a website using that domain extension.”
How much do you agree with the following statement: “The more familiar I am with a particular domain extension (.e.g., .org, .co,) the more likely I am to trust a website using that domain extension.”
How much do you agree with the following statement: “The more familiar I am with a particular domain extension (.e.g., .org, .co,) the more likely I am to trust a website using that domain extension.”
How much do you agree with the following statement: “The more familiar I am with a particular domain extension (.e.g., .org, .co,) the more likely I am to trust a website using that domain extension.”
How much do you agree with the following statement: “The more familiar I am with a particular domain extension (.e.g., .org, .co,) the more likely I am to trust a website using that domain extension.”
How much do you agree with the following statement: “The more familiar I am with a particular domain extension (.e.g., .org, .co,) the more likely I am to trust a website using that domain extension.”
How much do you agree with the following statement: “The more familiar I am with a particular domain extension (.e.g., .org, .co,) the more likely I am to trust a website using that domain extension.”
Across every demographic, a majority of respondents agreed that stronger familiarity with a domain extension leads to more trust in a brand. This relationship was more pronounced among men as well as younger consumers — particularly those aged 25 to 34. Brands considering where to locate their website should be attuned to the perceptions of their target audience, and consider well-established and familiar domain extensions.
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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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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