{"id":1715,"date":"2025-03-06T15:35:41","date_gmt":"2025-03-06T15:35:41","guid":{"rendered":"https:\/\/www.atom.com\/radar\/?p=1715"},"modified":"2025-03-06T15:35:42","modified_gmt":"2025-03-06T15:35:42","slug":"building-trust-through-domain-dominance-73-of-consumers-say-trust-is-harmed-by-domain-confusion","status":"publish","type":"post","link":"https:\/\/www.atom.com\/radar\/building-trust-through-domain-dominance-73-of-consumers-say-trust-is-harmed-by-domain-confusion\/","title":{"rendered":"Building Trust Through Domain Dominance: 73% of Consumers Say Trust is Harmed by Domain Confusion"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Key takeaways:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>73% of consumers<\/strong> say trust is harmed when other brands use the same name at different extensions.<\/li>\n\n\n\n<li>One-in-five say <strong>trust is significantly reduced<\/strong>.<\/li>\n\n\n\n<li>Trust is <strong>more affected for men<\/strong> vs. women.<\/li>\n\n\n\n<li><strong>21% of men vs. 16% of women<\/strong> say trust is significantly reduced.<\/li>\n\n\n\n<li>Trust is <strong>most damaged among 45 &#8211; 54s<\/strong>: 78% say trust is impacted.<\/li>\n\n\n\n<li><strong>24% of 18 &#8211; 24s<\/strong> said trust is significantly reduced.<\/li>\n\n\n\n<li><strong>Just 13% of 25 &#8211; 24s<\/strong> said trust is significantly reduced.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Objective:<\/strong> Global brands like Coca-Cola, HubSpot and Google have cornered the domain space for their name, taking over multiple key extensions from .com to net, and .ai and .io. This isn\u2019t always an option for smaller brands with limited budgets, but to help new businesses determine the value of owning multiple domains \u2014 or the value in pursuing a truly unique domain name \u2014 we sought to explore how trust was harmed when brands operate under the same name with different extensions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Question:<\/strong> Does it hurt your trust in a brand if you find other brands using the same name at different extensions (i.e. brand.net and brand.com are different organizations)?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It does not affect my trust in the brand<\/li>\n\n\n\n<li>It slightly reduces my trust in the brand<\/li>\n\n\n\n<li>It moderately reduces my trust in the brand<\/li>\n\n\n\n<li>It significantly reduces my trust in the brand<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Audience: <\/strong>A representative panel of American consumers aged 18 \u2013 64.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Overall Results<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>73% of consumers say trust is harmed when other brands use the same name at different extensions.<\/li>\n\n\n\n<li>One-in-five say trust is significantly reduced.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Does it hurt your trust in a brand if you find other brands using the same name at different extensions (i.e. brand.net and brand.com are different organizations)?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a3beab98fc8f&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a3beab98fc8f\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfFeWnQXPD-iw4hmhpplWHA473eE8TY0TKcOLlcjjz7ZS4uFYAAjuY4U1Sa8x_DeldW0cWVSoEPMHM1ICOAXPOvDCVmE_6T0PFHRHB8B-PIet21Hwqmbl93B7mWgRSNGsMHO1BZ7A?key=pRHTWNmhUToehi6fYRbSEySa\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-ast-global-color-1-color has-alpha-channel-opacity has-ast-global-color-1-background-color has-background\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Any questions? Let our research support your next article \u2014 completely free<\/strong> (some limitations apply).<\/p>\n\n\n<div class=\"wpforms-container wpforms-container-full wpforms-block wpforms-block-2bb28d39-c5d6-42a2-814e-152341a23671 wpforms-render-modern\" id=\"wpforms-612\"><form id=\"wpforms-form-612\" class=\"wpforms-validate wpforms-form wpforms-ajax-form\" data-formid=\"612\" method=\"post\" enctype=\"multipart\/form-data\" action=\"\/radar\/wp-json\/wp\/v2\/posts\/1715\" data-token=\"1127a9053ae26ac110ae73274f39f2e8\" data-token-time=\"1782311609\"><noscript class=\"wpforms-error-noscript\">Please enable JavaScript in your browser to complete this form.<\/noscript><div id=\"wpforms-error-noscript\" style=\"display: none;\">Please enable JavaScript in your browser to complete this form.<\/div><div class=\"wpforms-field-container\"><div id=\"wpforms-612-field_0-container\" class=\"wpforms-field wpforms-field-name\" data-field-id=\"0\"><label class=\"wpforms-field-label\" for=\"wpforms-612-field_0\">Name <span class=\"wpforms-required-label\" aria-hidden=\"true\">*<\/span><\/label><input type=\"text\" id=\"wpforms-612-field_0\" class=\"wpforms-field-medium wpforms-field-required\" name=\"wpforms[fields][0]\" aria-errormessage=\"wpforms-612-field_0-error\" required><\/div><div id=\"wpforms-612-field_1-container\" class=\"wpforms-field wpforms-field-email\" data-field-id=\"1\"><label class=\"wpforms-field-label\" for=\"wpforms-612-field_1\">Email <span class=\"wpforms-required-label\" aria-hidden=\"true\">*<\/span><\/label><input type=\"email\" id=\"wpforms-612-field_1\" class=\"wpforms-field-medium wpforms-field-required\" name=\"wpforms[fields][1]\" spellcheck=\"false\" aria-errormessage=\"wpforms-612-field_1-error\" required><\/div><div id=\"wpforms-612-field_2-container\" class=\"wpforms-field wpforms-field-textarea\" data-field-id=\"2\"><label class=\"wpforms-field-label\" for=\"wpforms-612-field_2\">Message <span class=\"wpforms-required-label\" aria-hidden=\"true\">*<\/span><\/label><textarea id=\"wpforms-612-field_2\" class=\"wpforms-field-medium wpforms-field-required\" name=\"wpforms[fields][2]\" aria-errormessage=\"wpforms-612-field_2-error\" required><\/textarea><\/div><\/div><!-- .wpforms-field-container --><div class=\"wpforms-submit-container\" ><input type=\"hidden\" name=\"wpforms[id]\" value=\"612\"><input type=\"hidden\" name=\"page_title\" value=\"\"><input type=\"hidden\" name=\"page_url\" value=\"https:\/\/www.atom.com\/radar\/wp-json\/wp\/v2\/posts\/1715\"><input type=\"hidden\" name=\"url_referer\" value=\"\"><button type=\"submit\" name=\"wpforms[submit]\" id=\"wpforms-submit-612\" class=\"wpforms-submit\" data-alt-text=\"Sending...\" data-submit-text=\"Submit\" aria-live=\"assertive\" value=\"wpforms-submit\">Submit<\/button><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.atom.com\/radar\/wp-content\/plugins\/wpforms-lite\/assets\/images\/submit-spin.svg\" class=\"wpforms-submit-spinner\" style=\"display: none;\" width=\"26\" height=\"26\" alt=\"Loading\"><\/div><\/form><\/div>  <!-- .wpforms-container -->\n\n\n<hr class=\"wp-block-separator has-text-color has-ast-global-color-1-color has-alpha-channel-opacity has-ast-global-color-1-background-color has-background\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Gender Breakdown<\/strong><strong><br><\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Trust is more affected for men vs. women.<\/li>\n\n\n\n<li>21% of men vs. 16% of women say trust is significantly reduced.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Men<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Does it hurt your trust in a brand if you find other brands using the same name at different extensions (i.e. brand.net and brand.com are different organizations)?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a3beab9921e1&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a3beab9921e1\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXc2KbIPn95jAOmW2O-fLB-0Awab835DxjfAHrQDDUP9SGUtABtLvN8ESr-vtp351YrB1WHd0dFIrkj5gGeWK6v5mrrIkcAzYe9P-YYv2MiOMcUf0KxP0see6vnhgaoto9T73ZavdA?key=pRHTWNmhUToehi6fYRbSEySa\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Women<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Does it hurt your trust in a brand if you find other brands using the same name at different extensions (i.e. brand.net and brand.com are different organizations)?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a3beab992c0c&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a3beab992c0c\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXeU_pqdOeVe1dcJQuQ5lZtAT2yT7mzv8H_5FR3vlTo831KpZQvgMlTV6spSnC0kOXkSgaFchidDKgtUhN5ty92dvv-azOdAtjG5Ytu3d6WIcJ0azIK2-7Nmz-lrCOkvY02s_1eJnA?key=pRHTWNmhUToehi6fYRbSEySa\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Age Breakdown<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Trust is most damaged among 45 &#8211; 54s: 78% say trust is impacted.<\/li>\n\n\n\n<li><strong>24% of 18 &#8211; 24s<\/strong> said trust is significantly reduced.<\/li>\n\n\n\n<li><strong>Just 13% of 25 &#8211; 24s<\/strong> said trust is significantly reduced.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>18 &#8211; 24<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Does it hurt your trust in a brand if you find other brands using the same name at different extensions (i.e. brand.net and brand.com are different organizations)?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a3beab992f8e&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a3beab992f8e\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXc4B3bxaaHVxxuU_9hucGDBne3GPcJFYhiOZIThUvPBebPzjoPtxt-gtVeqG3pnAMIrN0CZwBWbbcxhsAKfzJyn0W2NA0cWaa0bQWiwjB47QGaAPUdCSrtjaaWPVtJexyIgR7-6?key=pRHTWNmhUToehi6fYRbSEySa\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>24 &#8211; 35<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Does it hurt your trust in a brand if you find other brands using the same name at different extensions (i.e. brand.net and brand.com are different organizations)?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a3beab993646&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a3beab993646\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXf2evCNyFYYI0uNZS-He1tQVsEdM5f0FviGKnpkQpz_5U5ohYqnUnpyWzl4G8NmxWffvoJ6Kvc8I2QUpwBBifNIb_l69fQUniiMVLcvynO6mzyWjGsZo4WRfS-OoU4kjvVzXbq5kg?key=pRHTWNmhUToehi6fYRbSEySa\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>35 &#8211; 44<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Does it hurt your trust in a brand if you find other brands using the same name at different extensions (i.e. brand.net and brand.com are different organizations)?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a3beab993cf6&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a3beab993cf6\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXd8vNMQu1d3XqoR_RyhqVTFB5a9VhstRqdc3ErQTqvpmUVP3jepdFVdrbKdgYUX6vw8wlcwviVP2yJFbDqiSuSVqcSBP0bX2tWBHQAB_5MBD4rbeHEGnqkHJ4MCxTjPY-MdiQr63w?key=pRHTWNmhUToehi6fYRbSEySa\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>45 &#8211; 54<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Does it hurt your trust in a brand if you find other brands using the same name at different extensions (i.e. brand.net and brand.com are different organizations)?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a3beab9943b3&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a3beab9943b3\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdgJxZtPhA_46wE33D8dWivdicbRNnZ5hUziTQwZjuNwsXbIK6z4izrYVXjT63Ze_-ID82Jea_2b6qLFET7XM5SHudjDPa9qmW67TIrK7qZBSmM07x4w5b2uqx9DRpsZdoqBcXBEw?key=pRHTWNmhUToehi6fYRbSEySa\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>55 &#8211; 64<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Does it hurt your trust in a brand if you find other brands using the same name at different extensions (i.e. brand.net and brand.com are different organizations)?<br><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXc0PelYyXZuuFd31XCjmQDzHYXfYAU5-fmgL4Lu_HoKPPz2FdH_p-sOh-3V8yiLWziaQvM9oqIM__8mwJ_tgeCyQIyNUpqcVx9adaNyVdat7za9QdfwQf3BjqMtPoKDHX3GVymN?key=pRHTWNmhUToehi6fYRbSEySa\" width=\"602\" height=\"223\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Across all demographics, three out of four consumers trust brands less when they could be confused with others at different domain extensions, and for one in four, trust is significantly reduced.&nbsp; Every brand should strive for a unique name and domain as far as possible, particularly if targeting a Gen Z audience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re interested in digging deeper into our findings, or asking your own questions on consumer, branding and worklife topics, contact <a href=\"mailto:thom@atomradar.com\">thom@atomradar.com<\/a> to learn more<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>To help new businesses determine the value of owning multiple domains \u2014 or the value in pursuing a truly unique domain name \u2014 we sought to explore how trust was harmed when brands operate under the same name with different extensions.<\/p>\n","protected":false},"author":5,"featured_media":1717,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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