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Nominet study reveals advertisers’ favorite TLDs

Kevin Murphy, November 4, 2010, 21:59:14 (UTC), Domain Registries

Domains ending in .uk are more popular among advertisers in the UK than .com domains, but not massively so, according to research published today by Nominet, the .uk registry.

A study of 10,000 UK ads found that 65% of them contained a URL, and that 55% of those was a .uk, compared to 42% that were .com names.

I find that first number quite surprising – why are 35% of advertisers not doing something so simple and risk-free as including their domains in their ads? It doesn’t seem to make much sense.

The break-down between .uk and .com surprises me less. In my experience on both sides of the Atlantic, fewer Brits than Americans think of .com as a purely US-oriented TLD.

We share a language after all, and the pervasiveness of the phrase “dot-com” in the late 1990s saw many big British online brands, such as LastMinute.com, opt for generic domains.

Interestingly, Nominet also managed to uncover a correlation between how business-focussed a publication was and use of .com domains over .uk.

Computer Weekly, a trade publication, had .uk addresses in only 33% of its ads, while Computer Shopper, a consumer publication, had them 64% of the time.

At the two extremes, news weekly The Economist had .coms in 82% of its ads, while Auto Express ads were 80% .uk addresses. The average across all magazines was 60% in favor of .uk.

It’s the most comprehensive study of .com versus .uk I’ve read, containing far too many statistics to enumerate here, but it’s also a quick read. It can be downloaded here.

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