Study Finds UK And US Internet Users Unsurprisingly Unsure About New gTLDs: NCC Study

Internet users are reticent to visit websites using new gTLD domains research conducted on behalf of the NCC Group has found.The survey found over half of consumers (52%) express discomfort in visiting websites ending in new domains, an increase on last year (49%) and this state of unease is underlined further with just two percent of consumers claiming to be extremely comfortable visiting them.The research, from the Group’s Trust in the Internet Study 2016, was carried out by IDG Research Services and questioned 10,000 consumers across the US and UK regarding their attitudes to new gTLDs.However maybe the results are not surprising. Anecdotal evidence is that most people know very little about the new gTLDs. They might know about a geo new gTLD for their local area and maybe something they have an interest in. But just like most people know of very few ccTLDs, they are likely to know of very of the new gTLDs.So it is likely to take time, publicity and awareness raising and reassurance that the gTLD is genuine for internet users to be confident in using many of the new gTLDs, at least apart from the brands.And brand gTLDs were viewed more favourably than generic gTLDs such as .ninja.”Trust in the new domain endings is getting worse,” Rob Cotton, CEO at NCC Group. “This will put organisations off from moving on from legacy domains which is a problem for registries whose businesses hinge on selling them. If the new endings are to be successful they need to somehow establish a reputation of trustworthiness.”.brand domains are faring the best when it comes to consumer perception, but there aren’t enough currently being used for this trend to continue. Doing nothing isn’t really an option as this comfort will erode though lack of use. For the generic domains the message is clear: you need to differentiate on more than just the name, otherwise consumers are very wary.”There were some factors that increased confidence in new domains. 50 percent of consumers felt more confident if companies clearly communicated the steps taken to secure personal data, while 46 percent said a branded logo indicating the site was safe would boost confidence.Cotton continued: “Security is clearly an important issue for consumers. While ‘secure’ logos have in the past proved to be nothing more than logos, the appetite for them from respondents shows that companies need to do more to show that the safeguarding of customer data is front of mind.””Security is going to play an increasing role in the fight for consumers online. Companies that prioritise it now – and see their domain strategy as part of their wider security strategy – will be the best positioned to win that fight.”The NCC Group claims to be a global expert in cyber security and risk mitigation, working with businesses to protect their brand, value and reputation against the ever-evolving threat landscape.To download the study in full, see:
https://www.nccgroup.trust/globalassets/resources/uk/surveys-and-reports/2016/trust-in-the-internet-survey-2016-discussion-paper