A recent study by Atom.com (formerly Squadhelp) titled “Insights on Domain Names Backed by Deep Audience Research” reveals that U.S. consumers tend to trust brands with .com domains more than those with other extensions. However, trust diminishes when identical brands appear under different domain endings.
The study found that .com remains the most trusted and recognizable extension, followed by .org and .net. Country-code TLDs like .co, .io, and .ai rank lower, and consumer confidence is notably influenced by the consistency of domain names across multiple TLDs. Interestingly, 77% of consumers feel their trust in a brand is diminished when other brands use the same name under different extensions.
The study also highlights differences in perception between U.S. and U.K. consumers: 82% of U.S. consumers trust .com more, while 78% of U.K. consumers prefer .co.uk. Additionally, domains with hyphens or numbers were seen as less trustworthy.
For brands aiming for a global reach, Atom.com suggests that country-specific TLDs may be limiting, as they are more trusted in local markets.
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