NIC.AT: Austrian companies reacted to the new gTLD program "without much enthusiasm"
Nic.At, the administrator of the national domain of Austria .AT, conducted a study on how the introduction of free registration of new top-level domains will affect the activities of companies.
Nic.at surveyed 32 domain registrars in the .at zone, 32 advertising agencies and 220 Austrian companies that are not engaged in the domain industry business.
Attitude
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According to Nic.at, in general, companies have embraced the new gTLD program without much enthusiasm. Over 40% of organizations and 18% of advertising agencies are completely unaware that free registration of new top-level domains has begun, and next year the first domains registered under the new gTLD program will appear.
The same companies that are in the know, as a rule, showed uncertainty. 50% of registrars are not sure that they will provide registration services in new zones. 70% of advertising agencies also could not confidently answer the question whether they would use new domains in their activities. About a third of the agencies responded that the new gTLD program has nothing to do with their work.
Impact of new gTLDs
When asked how the introduction of new gTLDs will affect the Internet, the overwhelming majority of registrars and advertising agencies (94% and 84%, respectively) responded that users will still prefer existing domains that are “time tested”. About a third of respondents said that new gTLDs would lead to a serious problem - finding the right information on the network will be complicated due to the emergence of many new zones. 30% of registrars and 25% of agencies believe that domain zones do not have any serious influence at all, and only 24% of registrars and 12% of agencies think that users will start actively mastering new gTLDs.
Registrars and advertising agencies note equally four trends in customer behavior and their relations with them: 1) customers will prefer old domains to new ones 2) they will need consulting services in the domain area 3) companies will register brands as top-level domains 4) greatly increase domain registrar labor.
How Austrian companies choose domain names
The main thing in choosing a domain name for most companies (76%) is the name of the company or legal entity. Also, many choose a domain name by the name of commercial projects (58%) and products (52%). Other popular options are advertising slogans (28%), names of promotions (26%), a suitable generalizing concept for the company's activities (21%)
In 37% of organizations, the company's domain name is chosen by management. In 20% of organizations, this task is entrusted to the marketing department, in 14% - to IT-specialists, in 10% they use the services of other companies to select a domain name.
Nic.at surveyed 32 domain registrars in the .at zone, 32 advertising agencies and 220 Austrian companies that are not engaged in the domain industry business.
Attitude
')
According to Nic.at, in general, companies have embraced the new gTLD program without much enthusiasm. Over 40% of organizations and 18% of advertising agencies are completely unaware that free registration of new top-level domains has begun, and next year the first domains registered under the new gTLD program will appear.
The same companies that are in the know, as a rule, showed uncertainty. 50% of registrars are not sure that they will provide registration services in new zones. 70% of advertising agencies also could not confidently answer the question whether they would use new domains in their activities. About a third of the agencies responded that the new gTLD program has nothing to do with their work.
Impact of new gTLDs
When asked how the introduction of new gTLDs will affect the Internet, the overwhelming majority of registrars and advertising agencies (94% and 84%, respectively) responded that users will still prefer existing domains that are “time tested”. About a third of respondents said that new gTLDs would lead to a serious problem - finding the right information on the network will be complicated due to the emergence of many new zones. 30% of registrars and 25% of agencies believe that domain zones do not have any serious influence at all, and only 24% of registrars and 12% of agencies think that users will start actively mastering new gTLDs.
Registrars and advertising agencies note equally four trends in customer behavior and their relations with them: 1) customers will prefer old domains to new ones 2) they will need consulting services in the domain area 3) companies will register brands as top-level domains 4) greatly increase domain registrar labor.
How Austrian companies choose domain names
The main thing in choosing a domain name for most companies (76%) is the name of the company or legal entity. Also, many choose a domain name by the name of commercial projects (58%) and products (52%). Other popular options are advertising slogans (28%), names of promotions (26%), a suitable generalizing concept for the company's activities (21%)
In 37% of organizations, the company's domain name is chosen by management. In 20% of organizations, this task is entrusted to the marketing department, in 14% - to IT-specialists, in 10% they use the services of other companies to select a domain name.
Source: https://habr.com/ru/post/149105/
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