WASHINGTON, December 5, 2012 – FairWinds Partners, the leading domain name strategy consulting firm, has released new research revealing that Internet users are likely to quickly accept and trust new generic top-level domains (gTLDs) – as long as new gTLD owners provide them with education about their new gTLDs. Moreover, new gTLDs that are backed by well-known brands will have a distinct advantage over other new gTLDs when it comes to gaining consumers’ trust.
FairWinds conducted research into Internet user behavior and past gTLD launches and worked with InsightsNow, a leading market research firm, to survey 2,008 Internet users between the ages of 13 and 64 about their awareness of and attitudes toward new gTLDs. The following are key findings from the survey:
“Internet users have sent a loud and clear message that overcoming confusion and gaining trust in new gTLDs is not only possible, but that it may happen relatively quickly,” said Josh Bourne, Managing Partner and co-founder of FairWinds. “If brand owners educate their customers about new gTLDs and communicate their online presence clearly, they will be able to prevent confusion and will have a better chance of building trust in their new gTLDs among customers. Brand owners are in an ideal position to generate trust in and acceptance of their new gTLDs, and will lead the field in terms of new gTLD success.”
After receiving education about new gTLDs, consumers were 19% more likely to trust new gTLDs that they know are operated by an established brand than new gTLDs that are not. “New gTLDs present brand owners with unprecedented opportunities to better engage with consumers online. With some focused efforts to clearly define and communicate their online presence to consumers, brand owners will be able to successfully capitalize on this opportunity and benefit from their new gTLDs,” asserted FairWinds co-founder and Managing Partner Phil Lodico.
New gTLDs will not only reshape the structure of Internet addresses, but they will also significantly impact the way consumers navigate to and interact with digital content, as well as how brand owners communicate with consumers online.
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