{"id":2228,"date":"2026-08-24T09:00:27","date_gmt":"2026-08-24T14:00:27","guid":{"rendered":"https:\/\/www.atom.com\/radar\/?p=2228"},"modified":"2026-08-21T05:01:08","modified_gmt":"2026-08-21T10:01:08","slug":"trust-and-purchase-behavior","status":"publish","type":"post","link":"https:\/\/www.atom.com\/radar\/trust-and-purchase-behavior\/","title":{"rendered":"73% of Young Consumers Have Avoided a Brand Because of Domain: Domain Name, Trust, and Purchase Behavior Research"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Key takeaways:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>63% of consumers have chosen not to trust or purchase from a business based on its domain name.<\/li>\n\n\n\n<li>Men appear slightly more sensitive to domains: 66% have decided not to trust or purchase based on domain.<\/li>\n\n\n\n<li>Younger consumers (73%) are substantially more likely to avoid a brand because of its domain name.<\/li>\n\n\n\n<li>Domain impacts trust and purchase behavior for a majority of all consumer demographics surveyed.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Objective:<\/strong> Domain names play a key role in building credibility online and a range of factors, including length, spelling, and domain extension as well as the presence of unexpected characters (hyphens or numbers) can impact consumer trust. To give brands a clear measure of the impact of domains, we asked a simple question: have consumers ever chosen not to purchase from a business because of its domain?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Question:<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Have you ever decided not to trust or purchase from a business because of its domain name or website URL?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Yes<\/li>\n\n\n\n<li>No<\/li>\n\n\n\n<li>Not sure\/don\u2019t recall<\/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>63% of consumers<\/strong> have chosen not to trust or purchase from a business based on its domain name<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Have you ever decided not to trust or purchase from a business because of its domain name or website URL?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a8ccc3ad3c55&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a8ccc3ad3c55\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"302\" 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\/08\/overall-1024x302.png\" alt=\"\" class=\"wp-image-2229\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/overall-1024x302.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/overall-300x88.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/overall-768x227.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/overall-1536x453.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/overall.png 2048w\" 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\"\/>\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 appear slightly more sensitive to domains: 66% have decided not to trust or purchase based on domain.<\/li>\n\n\n\n<li>For women, 60% haven\u2019t made a purchase due to domain.<\/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\">Have you ever decided not to trust or purchase from a business because of its domain name or website URL?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a8ccc3ad4760&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a8ccc3ad4760\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"305\" 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\/08\/men-1024x305.png\" alt=\"\" class=\"wp-image-2230\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/men-1024x305.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/men-300x89.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/men-768x228.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/men-1536x457.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/men.png 2048w\" 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\">Have you ever decided not to trust or purchase from a business because of its domain name or website URL?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a8ccc3ad4fd6&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a8ccc3ad4fd6\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"302\" 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\/08\/women-1024x302.png\" alt=\"\" class=\"wp-image-2231\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/women-1024x302.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/women-300x88.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/women-768x226.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/women-1536x452.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/women.png 2048w\" 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>Age Breakdown<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Younger consumers are substantially more likely to avoid a brand because of its domain name \u2014 73% have purchased from a business because of its domain name.<\/li>\n\n\n\n<li>55 &#8211; 64s are less sensitive to domain, but more than half (55%) have had domain name impact trust and purchase behaviour.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>18 &#8211; 34<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Have you ever decided not to trust or purchase from a business because of its domain name or website URL?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a8ccc3ad58e8&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a8ccc3ad58e8\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"296\" 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\/08\/18-to-34-1024x296.png\" alt=\"\" class=\"wp-image-2232\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/18-to-34-1024x296.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/18-to-34-300x87.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/18-to-34-768x222.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/18-to-34-1536x444.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/18-to-34.png 2048w\" 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>35 &#8211; 54<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Have you ever decided not to trust or purchase from a business because of its domain name or website URL?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a8ccc3ad61f4&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a8ccc3ad61f4\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"303\" 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\/08\/35-54s-1024x303.png\" alt=\"\" class=\"wp-image-2233\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/35-54s-1024x303.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/35-54s-300x89.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/35-54s-768x227.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/35-54s-1536x455.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/35-54s.png 2048w\" 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>55 &#8211; 64<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Have you ever decided not to trust or purchase from a business because of its domain name or website URL?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a8ccc3ad6ab5&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a8ccc3ad6ab5\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"298\" 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\/08\/55-64s-1024x298.png\" alt=\"\" class=\"wp-image-2234\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/55-64s-1024x298.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/55-64s-300x87.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/55-64s-768x223.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/55-64s-1536x446.png 1536w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/55-64s.png 2048w\" 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\">For a majority of consumers across all demographics, domain name impacts trust \u2014 and can stop a customer from an online purchase. While every brand needs to consider how their domain name builds trust and credibility online, we also found that younger consumers are more sensitive to trust. Brands can dig deep into how <a href=\"https:\/\/www.atom.com\/radar\/domain-familiarity-and-trust\/\">domain extensions<\/a> and powerful <a href=\"https:\/\/www.atom.com\/radar\/domain-name-credibilty\/\">single-English-words<\/a> might impact audience perception online when brainstorming, validating, and investing in names and domains.<\/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\/how-weak-domains-harm-brands\/\">The Revenue Loss Impact of a Bad Domain: 84% of Serial Entrepreneurs say Weak Domains Cost 15% of Annual Revenue, Every Year<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.atom.com\/radar\/how-weak-domains-harm-brands\/\">How Weak Domains Harm Brands: Founders and Serial Entrepreneurs on the Real-World Impact of a Bad Domain Name<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Domain names play a key role in building credibility online and a range of factors, including length, spelling, and domain extension as well as the presence of unexpected characters (hyphens or numbers) can impact consumer trust. To give brands a clear measure of the impact of domains, we asked a simple question: have consumers ever chosen not to purchase from a business because of its domain?<\/p>\n","protected":false},"author":5,"featured_media":2238,"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 center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[31],"tags":[],"class_list":["post-2228","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-domains"],"acf":[],"featured_image_url":{"thumbnail":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/youngconsumers-150x150.jpg","medium":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/youngconsumers-300x169.jpg","medium_large":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/youngconsumers-768x432.jpg","large":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/youngconsumers-1024x576.jpg","1536x1536":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/youngconsumers-1536x864.jpg","2048x2048":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2026\/08\/youngconsumers-2048x1152.jpg"},"post_author":"Thom Davies","assigned_categories":"Domains","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>AtomRadar Domains 73% of Young Consumers Have Avoided a Brand Because of Domain: Domain Name, Trust, and Purchase Behavior Research<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.atom.com\/radar\/trust-and-purchase-behavior\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AtomRadar Domains 73% of Young Consumers Have Avoided a Brand Because of Domain: Domain Name, Trust, and Purchase Behavior Research\" \/>\n<meta property=\"og:description\" content=\"Domain names play a key role in building credibility online and a range of factors, including length, spelling, and domain extension as well as the presence of unexpected characters (hyphens or numbers) can impact consumer trust. 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