The Internet Corporation for Assigned Names and Numbers (ICANN) published the findings from its Phase 2 Global Consumer Research Survey. Conducted by Nielsen, the study measured current consumer attitudes toward the gTLD landscape and domain name system (DNS), as well as changes in consumer attitudes from the first wave study in 2015. Internet users were asked about aspects of consumer awareness, consumer choice, experience and trust.
The survey findings will inform the work of the Competition, Consumer Trust and Consumer Choice (CCT) Review Team. The team is examining the impact of the New gTLD Program on consumer trust in the DNS.
“Survey results show that overall awareness of generic top-level domain has grown when compared to the baseline study that was conducted last year and continues to grow,” said Akram Atallah, president of ICANN’s Global Domains Division. “I encourage community members to review this important report to learn more about the current market, as well as to inform the numerous discussions that are occurring about subsequent rounds.”
Online survey participants included 5,452 consumers ages 18+ in 24 countries throughout Asia, Europe, Africa, North America and South America. The survey was administered in 18 languages. This year, the study also included a sample of Internet users, ages 15-17.
The CCT Review Team will consider data from a separate survey of domain name registrants about their experiences later this year, when the Phase 2 report on registrants is published. The phase 1 registrant report was published in September 2015.
Key findings:
New generic top-level domains (gTLDs) showed a modest increase in awareness around the globe
More than half of respondents (52 percent) were aware of at least one new gTLD. Awareness has particularly increased in North America (29 percent in 2015 vs. 38 percent in 2016), Asia Pacific (53 percent vs. 58 percent) and Europe (33 percent vs. 45 percent).
Reported visits to new gTLDs decreased (65 percent vs. 50 percent).
