Key takeaways:

• Domain name is important or very important to 77% of consumers.
• 47% say memorability is the most important characteristic of a domain.

Objective: With 29% of business now conducted online, a domain name is a necessary asset for every brand. But how important is the choice of domain name, and what matters to consumers in 2024? We wanted to find out.

Question one: How important is a website’s domain name when you consider engaging with a brand online?

• Very Important
• Important
• Neither important nor unimportant
• Unimportant 
• Very Unimportant

Question two: Which of the following characteristics are most important to you in a domain name? Choose up to two.

• Easy to remember
• Short and simple
• Reflects the brand’s name or mission
• Unique or creative
• Matches social media handles
• Contains keywords related to the industry

Audience: A general panel of American consumers aged 16 – 64.

Overall Results

• Domain name is important or very important to 77% of consumers.
• 47% say memorability is the most important characteristic of a domain.

How important is a website’s domain name when you consider engaging with a brand online?

Which of the following characteristics are most important to you in a domain name? Choose up to two.

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Gender Breakdown

• Domain is more important to men than women (84% vs 70%).
• 32% of women think a domain should match a brand’s mission and values (vs 24% of men).

Men

How important is a website’s domain name when you consider engaging with a brand online?

Which of the following characteristics are most important to you in a domain name? Choose up to two.

Women

How important is a website’s domain name when you consider engaging with a brand online?

Which of the following characteristics are most important to you in a domain name? Choose up to two.

Age Breakdown

• Domain name is more important to younger consumers: (83% of 18 – 24s vs 64% of 55 – 64s).
• Younger consumers are twice as likely to think domain should match social media handles (17% vs 8%).

18 – 24

How important is a website’s domain name when you consider engaging with a brand online?

Which of the following characteristics are most important to you in a domain name? Choose up to two.

25 – 34

How important is a website’s domain name when you consider engaging with a brand online?

Which of the following characteristics are most important to you in a domain name? Choose up to two.

35 – 44

How important is a website’s domain name when you consider engaging with a brand online?

Which of the following characteristics are most important to you in a domain name? Choose up to two.

45 – 54

How important is a website’s domain name when you consider engaging with a brand online?

Which of the following characteristics are most important to you in a domain name? Choose up to two.

55 – 64

How important is a website’s domain name when you consider engaging with a brand online?

Which of the following characteristics are most important to you in a domain name? Choose up to two.

Conclusion

Evidently, consumers care about domain names. Memorability and simplicity are consumers’ first concerns when it comes to their favorite brands’ domains, while creativity and a connection to mission and values highlight the importance of brandabiity in domain choice. Try our Premium Marketplace to find a memorable, brand-ready domain of your own.

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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