Brand gTLDs increasingly trustworthy: Afilias report


Brand gTLDs increasingly trustworthy: Afilias report

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People are more likely to buy goods from a .brand generic top-level domain (gTLD) than they were last year, a report by Afilias has found.

The domain name registry recently sampled 3,469 internet users in the UK and US, following a similar survey last year.

Since 2013, Afilias found, the portion of respondents who would prefer to buy from ‘shop.adidas’ over ‘’ has risen from 13 to 18 percent.

The data also show that 13 percent of people would feel that companies will be “behind the times” if they don’t use a .brand gTLD.

Roland LaPlante, chief marketing officer at Afilias, said: “Major global brands are now preparing to launch their own .brand domains in order to capitalise on the branding, security and customer experience advantages they will now have over competitors. 

“Brands without these advantages must prepare quickly for ICANN to open the next window, as consumers are showing an increasing willingness to accept and even trust these new addresses.”

Afilias; .brand gTLD; ICANN

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