Adopting a new gTLD? Study shows enthusiasm for new domain extensions

In a new study we found that British consumers are keen to adopt the new domain names currently being launched. Surveying over 2000 UK consumers we found that 37% of consumers regularly encounter problems identifying companies on the Internet and as a consequence 66% of Britons now want companies to implement business sector specific domains for their websites to simplify searching.

Key Study Findings

  • Three quarters of Britons believe there will be benefits to using business sector related domains such as .catering, .clothing and .pub.
  • One in three expects their use of search engines to improve, and web browsing to be quicker overall.
  • Roughly two thirds of consumers (66%) wish for businesses to adopt business sector domains promptly, with most support seen in Northern Ireland, where this rises to 77%
  • 58% of consumers support online regional identity within the British Isles
  • 71% of Scottish consumers admit they are more likely to buy from a firm that used a .SCOT web address.
  • 44% of Welsh consumers expect the use of .WALES domains to speed up their finding of local businesses.
  • One in three consumers prefers to use local firms, even when buying on the Internet.

The research comes shortly before the General Availability launch of the .LONDON domain on September 9th, available to pre-order now from Fasthosts.  You can also register your interest for the .SCOT domain to be launched in September, and .WALES to follow in early 2015.

Added Benefits

Simon Yeoman Fasthosts General Manager, comments, “The data suggests growing awareness and enthusiasm for the new top-level-domains being introduced.  Consumers already recognise benefits to their being able to quickly identify the purpose or location of a business just from its web address.  It is vital that UK firms are aware of new domains becoming available to them, and begin to think about which options could make the best impact for them – be it for their marketing, online branding or SEO”.

Internet Psychologist, Graham Jones,, believes new geographical domain names such as .LONDON will change how we browse the Internet in years to come.  He says, “Most people use the Internet locally – looking for local suppliers.  Indeed, even for social networking sites, the average distance between people is around 6km.  As the majority of Internet activity is focused locally, regional domains will be very important. Being able to instantly associate a website with our own regional identity is likely to appeal to consumers”.

New gTLDs

Up to 1000 new domain endings are being launched including geographical location, subject area, business sector and website type, providing valuable opportunities for how businesses can represent their web identity.  We recommend that businesses identify new domain types that may be relevant to them by using our domain name checker.  In time, most businesses will see positive impacts from holding a small portfolio of domains that includes their business type and location, as well as the most established domains such as and .com.


Be Sociable, Share!