Sedo.com today announced the results of research study of whether those that work in the advertising and marketing industry (or their clients) are aware of the pending launch of new generic top-level domains (gTLDs) in 2013, and whether they plan to take advantage of these new web addresses.
I was at on Friday at a presentation by Sedo.com, on the subject and these are some of the results in the press release today.
I’m going to point out some more results from the study that weren’t part of the press release today as well.
More than 360 individuals responsible for the advertising or marketing programs at their companies, or who work at advertising or marketing firms, were surveyed in August 2013, revealing that:
54% were unaware that new gTLDs will be introduced this year;
62% felt that the introduction of these new web addresses would make the internet more confusing to navigate;
64% believed that the use and adoption of new gTLDs would be ultimately successful, despite the initial confusion they may cause;
35% said that the main advantage of new gTLDs would be an increased ability to secure a memorable website address, while 28% said that they would be persuaded to purchase one of these new web addresses for this very reason.
88% also said that none of their clients have considered purchasing a new gTLD address.
59% of respondents said that they would consider using a domain that ended in something other than .com for a campaign and 57% said that consumers would easily understand an address ending in something other than .com.
According to the research, 35%believed that the main advantage of new gTLDs would be an increased ability to secure a memorable website address, while 28% said that they would be persuaded to purchase one of these new web addresses if it helped them to create a memorable address for a product or client.
“Additional Findings of Note:
Advertising and Marketing Industry’s Use of Domain Names
· Just over half of respondents (54 percent) have purchased a website address in the past.
· Of those that had purchased a website address before, 62 percent did so for a personal website and 55 percent did so for a corporate site.
· Given the respondents’ field of work, it was not surprising to see that 33 percent said they had purchased a website address for a specific advertising or marketing campaign and 26 percent had purchased for a specific product.…
