The recognition, understanding and use of domain names in Europe and America lag behind China

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Sedo's survey shows that the new top-level domain has received increasing attention, compared with 2013 years of data, but the acceptability of the market remains to be improved.

Boston, Massachusetts – July 1, 2014 –www.sedo.cn, the world's largest trading platform for domain names and monetization providers, announced a survey today of 1150 respondents to the US, UK and China on the insights and perceptions of the new top-level domain. The survey, conducted in May 2014, shows many insights into the global domain name market, with data showing that China's perception of the new top-level domain is more thorough than that of other countries, and that it is more optimistic about the use and prospects of the new top-level domain.

With the unprecedented development of the Internet domain Name System, the beginning of this year, the new top-level domain began to enter the market, joined to the. com,. NET and. org and other traditional suffixes. The new top-level domain suffix includes. Nike or. A specific brand name such as AOL;. NYC and. London and other geographical locations; Online,. Chinese and other non-la-t characters as well as. Music,. Home or. Inc.

The vast majority of respondents around the world said they knew what the Internet domain name meant for their business, and 80% said Internet domain names were important. In addition, according to the survey, the new top-level domain shows an optimistic development momentum, the majority of respondents (63%) that the introduction of new top-level domain is a wise move. But in the United States, on the one hand, people attach great importance to the domain name, on the other hand, the domain name and the domain name market understanding and knowledge is very limited, showing inconsistency. Nearly half of US respondents said that domain names were "critical" to their careers-a view that was much higher than in other countries, but the statistic was surprising because, as a result of the survey, American respondents did not seem to have much knowledge and concern about domain names.

As far as the new top-level domain is concerned, the survey finds that people are increasingly aware of new top-level domains. Compared with the 2013 Sedo survey of U.S. marketing professionals, respondents to the same position have significantly increased their awareness of the new top-level domain. Last year, only 25% of marketers were familiar with the new top-level domain, and in this year's survey, the percentage of U.S. marketers surveyed grew to 40%. Among all respondents, this level of understanding is very consistent. Of the 1150 respondents, 41% said it was clear that the new top-level domain had been introduced, and 40% was unclear, and 19% said it seemed to have heard but did not know for sure.

Despite the increasing awareness of the new top-level domain, there is still a serious lack of knowledge about the basic processes used. For example, few respondents were aware of the differences between the pre-registration period, the period of registration and the normal period of registration of the new top-level domain board, and few people knew that the meaning of the trademark information exchange (www.trademark-clearinghouse.com) was to prevent the infringement of registered trademarks.

"Every day, we use the Internet in our work or in our lives, so it is important to understand the changes in the way we browse the Web and the far-reaching implications that we have." Sedo's CEO, Tobias Flaitz, said, "many people are unaware of the existence of the new top-level domain, and many people are not sure how to use these domain names." Clearly, the relevant agencies in the domain name industry need to continue to invest more in this knowledge to the business community and the general public. ”

Although there are many similarities among the respondents, there are also divergent views. The following highlights the main points of the survey data in China.

China's main point of view

Most Chinese respondents are optimistic about the prospects for the new top-level domain, some (86%) Indicates that the emergence of new top-level domains is a good thing, some (62%) Hoping to reduce the chaos of the Internet, some (72%) Think this will have a positive impact on the way the search engine results are displayed.

Respondents have a very high level of awareness of the new top-level domain, with very few (4%) It is not clear that the new top-level domain has been introduced. Most respondents (72%) Even claims to have encountered a new top-level domain that has been put into use. Still, Chinese respondents said the biggest problem facing the new top-level domain still has to do with people's perceptions.

In China, new top-level domains are popular among respondents, many claiming to have purchased a new top-level domain (20%), considering buying (46%), or considering buying (25%) after a detailed understanding. One-third per cent of respondents said their companies had discussed or planned to use the new top-level domain in advertising campaigns.

Unlike other respondents, most Chinese (61%) Indicates the difference between the pre-registration period for the new top-level domain, the time to seize the registration period, and the normal registration period.

For Chinese respondents, the trademark issue is a major issue. One-fourth per cent of respondents said that they or their companies had been reluctant to purchase sites infringing trademarks or copyrights. The vast majority (66%) There is also an understanding of the trade mark information exchange, with a significant proportion claiming that they have registered trademarks in the institution.

China's high level of recognition and acceptance of the new top-level domain is likely to mean the presence of market demand and subsequent pursuit of internationalized domain names (IDN), so that people in the Chinese or other languages will be able to start using their native language in their domain names.

For an "International top-level domain name recognition report" to learn more about the results of this study, please click here Https://sedo.com/fileadmin/documents/about/pressdownload/INTERNATIONAL_gTLD _awareness_report_research_brief_2014.pdf?et_cid=3&et_lid=31&et_sub=gtldsurveypr

For more information on common top-level domains and Sedo previous studies, please visit: http://sedo.com/us/new-gtlds/new-gtlds-for-buyers/.