Welcome!

News Feed Item

Research on New Internet Domain Names Shows U.S. and Europe Lag Behind China in Awareness, Understanding and Usage

Sedo, the world’s largest domain marketplace and monetization provider, today announced the findings of a survey that queried more than 1,150 individuals from the United States, United Kingdom, China and Germany about their perception and awareness of new Top-Level Domains (TLDs). The survey, conducted in May 2014, revealed a number of insights into the global domain name market, including data showing that China is much more advanced than the other countries when it comes to awareness of new top-level domains (TLDs), and has a much more positive outlook for their adoption and success.

In a historic expansion of the Internet’s domain name system, new TLDs started to become available earlier this year, joining traditional extensions such as .com, .net and .org. New TLDs include extensions that are brand specific such as .Nike or .AOL, those that are geographically rooted such as .NYC and .London, those that are written in non-Latin scripts such as Arabic or Chinese, and those that are truly generic, such as .music, .home or .inc.

An overwhelming majority of people surveyed showed an understanding of the significance that Internet domain names play in their businesses, with 80 percent saying that they are important. In addition, the survey showed a positive outlook on new TLDs with a wide majority of respondents (63 percent) saying that introducing them was a good idea. However, the level of importance that people in the U.S. place on domain names is at severe odds with their knowledge and outlook on the market. Nearly half of U.S. respondents said that domain names are “very important” to their business – a far higher percentage to hold that belief than in other countries, and a surprising statistic given that the survey in its entirety seems to indicate that those in the U.S. know less and care less about domain names.

The research also found that people are becoming increasingly aware of new TLDs. A 2013 Sedo survey of Americans in marketing professions found that only 25 percent were aware of the new TLDs, a number that has risen to 40 percent among respondents who identify themselves as US-based marketers in this year’s survey. Globally, 41 percent of the 1,150 people surveyed were aware that new TLDs have launched, 40 percent were unaware and 19 percent said it sounded familiar but they weren’t sure.

Despite rising awareness in new TLDs, knowledge about fundamental processes for utilizing them is severely lacking. For example, few respondents knew the difference between a new registry’s Sunrise, Landrush or General Availability phases, or were aware that the Trademark Clearinghouse was established to help protect from infringement on registered marks.

“Most of us use the Internet every day in both our professional and personal lives, so it’s very important to understand the significant changes that are being made to how we navigate the web,” said Tobias Flaitz, CEO at Sedo. “With a large portion of people still unaware that new TLDs exist, and others showing a lack of understanding of how to utilize them, it’s clear that organizations within the domain community must continue to invest in educating businesses and the general public.”

Some of the report’s key findings, by country, include:

U.S.

  • A majority of respondents (54 percent) were unaware of the new gTLDs and that they have begun to launch. This is a far greater lack of awareness than any other country surveyed.
  • Marketers in the U.S. appear to be more skeptical about the launch of new TLDs than any other group. Among marketers in the U.S., 75 percent of them said that the new TLDs would make the internet more confusing, a belief held by only 50 percent of total U.S. respondents and 43 percent of all respondents globally.
  • U.S. marketers have a more negative outlook than they did a year ago, when 62 percent said that the new TLDs would make the Internet more confusing. This, in addition to much more positive opinions from their peers in other countries suggests that recent campaigns against the new TLDs from organizations such as Verisign and the Association of National Advertisers have been successful influencing opinions.

U.K.

  • 44 percent of respondents were unaware of new TLDs.
  • There is still a high level of confusion surrounding the new TLDs, as the vast majority of U.K. respondents (95 percent) do not understand the difference between the Sunrise, Landrush and General Availability phase.
  • Respondents in the UK were least knowledgeable of the Trademark Clearinghouse, with only 6 percent aware that it exists.

Germany

  • Only 29 percent of Germans surveyed are unaware of the new TLDs.
  • A majority of Germans (55 percent) think that introducing new TLDs was a good idea.
  • Confusion is still a major hurdle to overcome, as almost half of total respondents said TLDs will make the internet more confusing, and the majority also felt that confusion is the biggest problem facing the introduction of new TLDs.

China

  • The majority of Chinese respondents have a positive outlook on the new TLDs saying that they believe new TLDs are a good idea (86 percent) and they expect them to make the Internet less confusing (62 percent).
  • Awareness of new TLDs is incredibly high, with very few respondents (4 percent) unaware that the new TLDs have begun to launch. Most (72 percent) even reported that they have seen a new TLD in use.
  • Unlike the other countries surveyed, a large percentage of the Chinese general population (61 percent) reported that they understand the difference between the Sunrise, Landrush and General Availability phases of a new TLD.
  • The high levels of awareness and acceptance of new TLDs in China is most likely an indication that there was a market need and subsequent excitement for Internationalized Domain Names (IDNs), which for the first time enable native speakers of Chinese and other languages to use domain names in their native script.

The “International gTLD Awareness Report” can be downloaded in its entirety at http://bit.ly/1liWbln.

About Sedo

Sedo an acronym for “Search Engine for Domain Offers,” is the leading domain marketplace and monetization provider. Headquartered in Cologne, Germany and with offices in London, England and Boston, USA, Sedo has assembled the world’s largest database of domain names for sale with more than 18 million listings. The success of Sedo's model has attracted a client base of more than 2 million domain professionals in 180 countries worldwide. The company’s support team speaks 23 languages natively while its award-winning interactive marketplace seamlessly services client needs in six different languages. Sedo also has a full suite of services available for new gTLD applicants, including premium auctions in all application phases, marketing support, pricing, consulting and brokerage services to reach domain buyers globally. With more than 13 years of experience, Sedo is trusted by organizations and individuals around the globe as neutral partner for buying, selling and parking domains.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Up until last year, enterprises that were looking into cloud services usually undertook a long-term pilot with one of the large cloud providers, running test and dev workloads in the cloud. With cloud’s transition to mainstream adoption in 2015, and with enterprises migrating more and more workloads into the cloud and in between public and private environments, the single-provider approach must be revisited. In his session at 18th Cloud Expo, Yoav Mor, multi-cloud solution evangelist at Cloudy...
SYS-CON Events announced today that 910Telecom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Housed in the classic Denver Gas & Electric Building, 910 15th St., 910Telecom is a carrier-neutral telecom hotel located in the heart of Denver. Adjacent to CenturyLink, AT&T, and Denver Main, 910Telecom offers connectivity to all major carriers, Internet service providers, Internet backbones and ...
StackIQ has announced the release of Stacki 3.2. Stacki is an easy-to-use Linux server provisioning tool. Stacki 3.2 delivers new capabilities that simplify the automation and integration of site-specific requirements. StackIQ is the commercial entity behind this open source bare metal provisioning tool. Since the release of Stacki in June of 2015, the Stacki core team has been focused on making the Community Edition meet the needs of members of the community, adding features and value, while ...
Big Data, cloud, analytics, contextual information, wearable tech, sensors, mobility, and WebRTC: together, these advances have created a perfect storm of technologies that are disrupting and transforming classic communications models and ecosystems. In his session at @ThingsExpo, Erik Perotti, Senior Manager of New Ventures on Plantronics’ Innovation team, provided an overview of this technological shift, including associated business and consumer communications impacts, and opportunities it ...
SYS-CON Events announced today that Venafi, the Immune System for the Internet™ and the leading provider of Next Generation Trust Protection, will exhibit at @DevOpsSummit at 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Venafi is the Immune System for the Internet™ that protects the foundation of all cybersecurity – cryptographic keys and digital certificates – so they can’t be misused by bad guys in attacks...
Security, data privacy, reliability, and regulatory compliance are critical factors when evaluating whether to move business applications from in-house, client-hosted environments to a cloud platform. Quality assurance plays a vital role in ensuring that the appropriate level of risk assessment, verification, and validation takes place to ensure business continuity during the migration to a new cloud platform.
It’s 2016: buildings are smart, connected and the IoT is fundamentally altering how control and operating systems work and speak to each other. Platforms across the enterprise are networked via inexpensive sensors to collect massive amounts of data for analytics, information management, and insights that can be used to continuously improve operations. In his session at @ThingsExpo, Brian Chemel, Co-Founder and CTO of Digital Lumens, will explore: The benefits sensor-networked systems bring to ...
Deploying applications in hybrid cloud environments is hard work. Your team spends most of the time maintaining your infrastructure, configuring dev/test and production environments, and deploying applications across environments – which can be both time consuming and error prone. But what if you could automate provisioning and deployment to deliver error free environments faster? What could you do with your free time?
"We formed Formation several years ago to really address the need for bring complete modernization and software-defined storage to the more classic private cloud marketplace," stated Mark Lewis, Chairman and CEO of Formation Data Systems, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Cloud analytics is dramatically altering business intelligence. Some businesses will capitalize on these promising new technologies and gain key insights that’ll help them gain competitive advantage. And others won’t. Whether you’re a business leader, an IT manager, or an analyst, we want to help you and the people you need to influence with a free copy of “Cloud Analytics for Dummies,” the essential guide to this explosive new space for business intelligence.
Manufacturers are embracing the Industrial Internet the same way consumers are leveraging Fitbits – to improve overall health and wellness. Both can provide consistent measurement, visibility, and suggest performance improvements customized to help reach goals. Fitbit users can view real-time data and make adjustments to increase their activity. In his session at @ThingsExpo, Mark Bernardo Professional Services Leader, Americas, at GE Digital, discussed how leveraging the Industrial Internet a...
Ixia (Nasdaq: XXIA) has announced that NoviFlow Inc.has deployed IxNetwork® to validate the company’s designs and accelerate the delivery of its proven, reliable products. Based in Montréal, NoviFlow Inc. supports network carriers, hyperscale data center operators, and enterprises seeking greater network control and flexibility, network scalability, and the capacity to handle extremely large numbers of flows, while maintaining maximum network performance. To meet these requirements, NoviFlow in...
When it comes to cloud computing, the ability to turn massive amounts of compute cores on and off on demand sounds attractive to IT staff, who need to manage peaks and valleys in user activity. With cloud bursting, the majority of the data can stay on premises while tapping into compute from public cloud providers, reducing risk and minimizing need to move large files. In his session at 18th Cloud Expo, Scott Jeschonek, Director of Product Management at Avere Systems, discussed the IT and busin...
There will be new vendors providing applications, middleware, and connected devices to support the thriving IoT ecosystem. This essentially means that electronic device manufacturers will also be in the software business. Many will be new to building embedded software or robust software. This creates an increased importance on software quality, particularly within the Industrial Internet of Things where business-critical applications are becoming dependent on products controlled by software. Qua...
In addition to all the benefits, IoT is also bringing new kind of customer experience challenges - cars that unlock themselves, thermostats turning houses into saunas and baby video monitors broadcasting over the internet. This list can only increase because while IoT services should be intuitive and simple to use, the delivery ecosystem is a myriad of potential problems as IoT explodes complexity. So finding a performance issue is like finding the proverbial needle in the haystack.