By Thom Davies
As seen in
Key takeaways:
Objective: Domain length is a key consideration for brands. Over 13 – 14 letters is typically considered unwieldy in brand terms, while super-short three or four-letter domains are highly sought after. These domains are valuable for many reasons, including prestige and memorability; we asked consumers how they impact trust to help brands understand whether a short domain comes with instant credibility.
A representative panel of American consumers aged 18 – 64.
When interacting with brands online, how much does domain name length (e.g., three letters, five letters, eight or more letters) impact your trust in that brand?
While a majority of consumers say that domain length doesn’t impact trust, shorter domains remain more valuable for a variety of reasons: they’re memorable, brandable and easy to type. Still, this research shows that brands investing in short domains shouldn’t be complacent: short domains don’t come with in-built trust, and , as ever, this must be earned with your audience.
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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