[AFRI-Discuss] Fwd: [ME-DNS-Forum] FW: ICANN Announces Phase One Results from Multiyear Consumer Study on the Domain Name Landscape

Tue Jun 2 09:00:19 UTC 2015

Dear Members,

This is for your information.

Best Regards

---------- Forwarded message ----------
From: Fahd Batayneh <fahd.batayneh at icann.org>
Date: Tue, 2 Jun 2015 08:28:57 +0000
Subject: [ME-DNS-Forum] FW: ICANN Announces Phase One Results from
Multiyear Consumer Study on the Domain Name Landscape
To: ME DNS Forum <mednsf at mednsf.org>

FYI…

For those interested in the domain name industry, ICANN Announces
Phase One Results from a Multiyear Consumer Study on the Domain Name
Landscape.

Happy reading!

Fahd Batayneh

ICANN

Sent: Monday, June 01, 2015 10:56 PM
Subject: ICANN News Alert -- ICANN Announces Phase One Results from
Multiyear Consumer Study on the Domain Name Landscape

 <http://www.icann.org/> ICANN

News Alert

https://www.icann.org/news/announcement-2015-05-29-en

  _____

ICANN Announces Phase One Results from Multiyear Consumer Study on the
Domain Name Landscape

29 May 2015

The Internet Corporation for Assigned Names and Numbers (ICANN) today
published the findings from its ICANN Global Consumer Research Study,
Phase One, conducted on its behalf by Nielsen, to measure aspects of
consumer awareness, perceived consumer choice, experience and trust
related to the current generic top-level domain (gTLD) landscape and
the domain name system (DNS). The global study surveyed 6,144
consumers aged 18+ representing Asia, Europe, Africa, North America
and South America, and was administered in 18 languages and drawn from
24 countries. The research, conducted between February 2-19, 2015, was
designed to create a meaningful baseline of data on consumer attitudes
and will be followed by a second survey approximately one year later.
This will also be a key input to a team set to be reviewing
competition, consumer trust and consumer choice in the domain name
system later this year.

To prepare for this review, ICANN's stakeholder community recommended
a list of metrics and definitions to help inform consideration of
these areas. ICANN commissioned this survey in response to
recommendations from the Implementation Advisory Group on Competition,
Consumer Choice and Consumer Trust (IAG-CCT). Among the 66 metrics
recommended, a subset of 11 were identified as best being measured
using a global survey of Internet users. ICANN conducted an open RFP
<https://www.icann.org/news/announcement-2-2014-07-16-en>  and signed
a contract with Nielsen to conduct the study in November 2014.

"This is the first time we've surveyed consumers directly about domain
names and Internet use, and it provides an important benchmark as the
new domains roll out," Akram Atallah, president of ICANN's Global
Domains Division. "As the community looks toward future rounds, the
survey findings will help inform the best approach."

Growing awareness for new gTLDs

Since the first new gTLD was delegated in October 2013, more than 630
new gTLDs have been delegated. To gauge perceptions of the new gTLDs,
the survey focused on the new gTLDs with the greatest number of
registrations at the time the questions were developed in January 2015
– .EMAIL, .PHOTOGRAPHY, .LINK, .GURU, .REALTOR, .CLUB, .XYZ and a
regionally relevant TLD, including internationalized domain names
(IDNs).

Across all survey respondents, 46 percent reported awareness of at
least one new gTLD, with 65 percent of those who are aware reporting
they have also visited a new gTLD. Notably, .EMAIL and .LINK led in
awareness and visitation of new gTLDs.

"The survey found that domains with an implied purpose and functional
associations, such as .EMAIL, were most often recalled by Internet
users," said Atallah. "While some of the drivers may be linked to
familiarity and general association versus awareness of the extension,
we believe it's a signal that people are receptive to the names."

Awareness continues to be high for well-known legacy TLDs

The survey also examined consumer attitudes toward a subset of legacy
TLDs introduced before 2012 – .COM, .NET, .ORG, .INFO, .BIZ, .MOBI,
.PRO, .TEL, .ASIA and .COOP. Among these legacy gTLDs, three
extensions (.COM, .NET and .ORG) lead awareness, with nearly 8 in 10
(79 percent) respondents reporting knowledge of these domains, on
average. These TLDs also had relatively high visitation, with an
average of 71 percent of respondents reporting they have visited one
of those domains.

Consumer trust in the Domain Name Industry is high

Notably, Nielsen found that 72 percent of respondents reported high
levels of trust with entities that offer domain names. These high
trust levels were linked to a perception that the industry will take
precautions, give consumers what they think they're getting, and
screen companies or individuals who register for certain domain names.

Of those surveyed, an average of 90 percent claimed to trust the top
three legacy TLDs (.COM, .NET, and .ORG), with the highest numbers
found in North America, South America and Africa. Consistent with
other study findings, the results show trust among new gTLDs is lower
than legacy TLDs, but growing: nearly one person in two (49 percent)
on average reports that they trusted the sample of new gTLDs provided
in the survey.

Users aware and fearful of abusive Internet behavior, but taking precautions

Abusive Internet behavior, including spam, malware, phishing, and
cybersquatting remain an issue for Internet users. At least three
quarters of the respondents (74 percent) are familiar with malware,
phishing or stolen credentials. Cybersquatting is the only bad
behavior that the majority are unfamiliar with — just over 1 in 3 (37
percent) report awareness.

Regardless of their experience, most Internet users take some personal
actions to improve their online security — most commonly installing
anti-virus software and modifying their online behavior. There is a
continuing need for education as consumers seek out resources to
increase their sense of safety and to help resolve issues encountered
online.

Additional Study highlights include:

*	When asked to describe new gTLDs, the most common words included:
useful, informative, helpful, practical, interesting and innovative.
*	While people are increasingly using different devices to surf the
web, 64 percent of respondents report using a search engine as their
preferred way to find a website. This is only slightly lower than
Internet users report they did two to three years ago.
*	Registering a domain is not hard, but could be easier – fifty-three
percent report that registering a domain is either "very easy" or
"somewhat easy" and roughly half want the process of registering a
website to be less complicated (50 percent), cheaper (55 percent) and
quicker (49 percent).

ICANN is also working with Nielsen to conduct a global survey of
domain name registrants and their perceived sense of trust and choice
in the domain name space. Results from that study will be available
later in 2015.

About the Global Consumer Survey and Supporting Materials

The Global Consumer Survey was conducted by Nielsen on behalf of
ICANN. The data collection and analysis phase of the survey took place
in February 2-19, 2015, and the final report was delivered in April
2015. A total of 6,144 consumers aged 18+ representing Asia, Europe,
Africa, North America and South America were selected based on the
number of hours per week spent on the Internet. The survey was
administered in 18 languages and drawn from 24 countries. In addition,
significance testing was performed at a 95 percent confidence level
throughout the survey. For a complete methodological summary,
including weighting variables, please contact karen.lentz at icann.org.

Supporting Materials

*	Global Consumer Survey Full Report
<http://newgtlds.icann.org/en/reviews/cct/global-consumer-survey-29may15-en.pdf>
 [PDF, 2.48 MB]
*	Guide to Data Tables
<http://newgtlds.icann.org/en/reviews/cct/data-tables-guide-29may15-en.pdf>
 [PDF, 572 KB]
*	Data Tables by Region
<http://newgtlds.icann.org/en/reviews/cct/data-tables-region-29may15-en.pdf>
 [PDF, 5.03 MB]
*	Data Tables by Country
<http://newgtlds.icann.org/en/reviews/cct/data-tables-country-29may15-en.pdf>
 [PDF, 4.78 MB]
*	Frequently Asked Questions
<http://newgtlds.icann.org/en/reviews/cct/consumer-survey-faqs-29may15-en>

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