{"id":2022,"date":"2026-04-13T14:00:00","date_gmt":"2026-04-13T14:00:00","guid":{"rendered":"https:\/\/www.atom.com\/radar\/?p=2022"},"modified":"2026-04-13T07:07:00","modified_gmt":"2026-04-13T07:07:00","slug":"consumer-search-behavior","status":"publish","type":"post","link":"https:\/\/www.atom.com\/radar\/consumer-search-behavior\/","title":{"rendered":"Consumer Brand Search Behavior: One-Third of Consumers Type Domain Names Directly, and Why Exact Match Matters in 2026"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Key takeaways:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Traditional search still dominates<\/strong> \u2014 two-thirds use it for brand discovery.<\/li>\n\n\n\n<li>AI tools are used by <strong>one in ten<\/strong>.<\/li>\n\n\n\n<li>A third of consumers <strong>type brand names directly<\/strong> into browser bars: exact-match domains are key for swift discovery.<\/li>\n\n\n\n<li>Men are 3X as likely as women to use AI tools for brand discovery<\/li>\n\n\n\n<li>Men type brand names directly more often than women.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Objective:<\/strong> The rise of AI tools such as ChatGPT is changing the landscape of SEO and brand discovery, but when consumers search directly for a brand, how do they do it? To aid brands in accurately valuing a domain name, and to guide them towards exact-match or appropriate add-on words, we asked consumers about domain navigation behavior: the tools they use, and when they type directly into browser search bars.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Question:<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Question One) When visiting a brand\u2019s website for the first time, how do you typically navigate to it?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Typing the brand\u2019s name into a search engine (e.g., Google)<\/li>\n\n\n\n<li>Typing the brand\u2019s domain\/name directly into the browser address bar<\/li>\n\n\n\n<li>Clicking a link from email, social media, or messaging app<\/li>\n\n\n\n<li>Typing the brand\u2019s name into an AI discovery tool (e.g., ChatGPT)<\/li>\n\n\n\n<li>Other<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Question Two) When revisiting a brand\u2019s website, how do you typically navigate to it?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Typing the brand\u2019s name into a search engine (e.g., Google)<\/li>\n\n\n\n<li>Typing the brand\u2019s domain\/name directly into the browser address bar<\/li>\n\n\n\n<li>Clicking a saved bookmark \/ favorite<\/li>\n\n\n\n<li>Clicking a link from email, social media, or messaging app<\/li>\n\n\n\n<li>Typing the brand\u2019s name into an AI discovery tool (e.g., ChatGPT)<\/li>\n\n\n\n<li>Other<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Audience:<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">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><strong>Traditional search still dominates<\/strong> \u2014 two-thirds use it for brand discovery.<\/li>\n\n\n\n<li>AI tools are used by <strong>one in ten<\/strong>.<\/li>\n\n\n\n<li>A third of consumers <strong>type brand names directly<\/strong> into browser bars: exact-match domains are key for swift discovery.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">When visiting a brand\u2019s website for the first time, how do you typically navigate to it?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a1b3d8daef8b&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a1b3d8daef8b\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"358\" 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:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/overall1-1024x358.png\" alt=\"\" class=\"wp-image-2024\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/overall1-1024x358.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/overall1-300x105.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/overall1-768x269.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/overall1-1536x538.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/overall1.png 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><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<p class=\"wp-block-paragraph\">When revisiting a brand\u2019s website, how do you typically navigate to it?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a1b3d8daf86d&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a1b3d8daf86d\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"361\" 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:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/overall2-1024x361.png\" alt=\"\" class=\"wp-image-2025\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/overall2-1024x361.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/overall2-300x106.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/overall2-768x271.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/overall2-1536x541.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/overall2.png 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><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-alpha-channel-opacity is-style-wide\"\/>\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>Men are 3X as likely as women to use AI tools for brand discovery<\/li>\n\n\n\n<li>Men type brand names directly more often than women.<\/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\">When visiting a brand\u2019s website for the first time, how do you typically navigate to it? <\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a1b3d8db0b59&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a1b3d8db0b59\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"390\" 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:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/men1-1024x390.png\" alt=\"\" class=\"wp-image-2026\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/men1-1024x390.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/men1-300x114.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/men1-768x293.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/men1-1536x586.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/men1.png 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><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<p class=\"wp-block-paragraph\">When revisiting a brand\u2019s website, how do you typically navigate to it?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a1b3d8db1399&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a1b3d8db1399\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"392\" 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:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/men2-1024x392.png\" alt=\"\" class=\"wp-image-2027\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/men2-1024x392.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/men2-300x115.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/men2-768x294.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/men2-1536x588.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/men2.png 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><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\">When visiting a brand\u2019s website for the first time, how do you typically navigate to it?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a1b3d8db1d1e&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a1b3d8db1d1e\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"383\" 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:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/women1-1024x383.png\" alt=\"\" class=\"wp-image-2028\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/women1-1024x383.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/women1-300x112.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/women1-768x288.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/women1-1536x575.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/women1.png 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><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<p class=\"wp-block-paragraph\">When revisiting a brand\u2019s website, how do you typically navigate to it?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a1b3d8db2590&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a1b3d8db2590\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"392\" 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:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/women2-1024x392.png\" alt=\"\" class=\"wp-image-2029\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/women2-1024x392.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/women2-300x115.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/women2-768x294.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/women2-1536x588.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/04\/women2.png 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><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>Conclusion<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">While men use AI tools for brand discovery more than women, traditional search engines still dominate. Significantly for brands choosing domain names, a third of consumers type brand names directly into the browser. For customers making repeated visits to a website, exact-match domains benefit from browser autofill and history, streamlining access. By contrast, add-on words can introduce friction, making brands slightly harder to recall and re-access over time.<\/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 domain choice and branding topics, contact <a href=\"mailto:thom@atomradar.com\">thom@atomradar.com<\/a> to learn more.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Further Reading<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.atom.com\/radar\/domain-name-data-and-insights\/\">Must-Read Insights on Domain Names Backed by Deep Audience Research<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.atom.com\/radar\/ai-domain-startup-credibility\/\">Startup Domain Choice: The .ai Extension is Credible with 67% of Investors for Startups Outside the AI Industry<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.atom.com\/radar\/risks-of-non-com\/\">Owning Your Identity: 75% of Founders Consider it Risky to Not Own the .com Domain of Your Brand Name<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>The rise of AI tools such as ChatGPT is changing the landscape of SEO and brand discovery, but when consumers search directly for a brand, how do they do it? 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