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ICANN’s new gTLD survey gives new gTLD awareness numbers

Kevin Murphy, June 2, 2015, Domain Registries

ICANN has released the results of a huge survey focusing on awareness and trust in gTLDs new and old.
The headline number is 46% — that’s the how many of the 6,144 international survey respondents said they were aware of new gTLDs.
The respondents were asked this question:

As you may or may not know, new domain name extensions are becoming available all the time. These new extensions are called new gTLDs.
Which of the following new gTLDs, if any, have you heard of? Please select all that apply.

They were presented with a list comprising .email, .photography, .link, .guru, .realtor, .club and .xyz. These were the biggest seven Latin-script new gTLDs when the survey was developed in January.
Tellingly, .email and .link stole the show, with 28% and 24% awareness respectively. The other five options ranged from 13% for .club to 5% for .xyz.
I think the numbers were influenced by some respondents not quite understanding the question. People are familiar with email and with links as internet concepts, which may have swayed the results.
Akram Atallah, president of ICANN’s Global Domains Division, acknowledged this potential problem in ICANN’s announcement last night, saying:

The survey found that domains with an implied purpose and functional associations, such as .EMAIL, were most often recalled by Internet users. 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.

It’s also notable that, almost 15 years after launch, .biz and .info only have 50% awareness, according to the survey. For .mobi. .pro, .tel and .asia, all released between 2004 and 2008, the awareness was at 37%.
It’s not impossible that new 2012 round — which has generated thousands of headlines — has raised more awareness of new gTLDs.
The survey found that 38% of internet users who were aware of new gTLDs have visited a .email web site in the last year. The number was 28% for .link.
The survey also found that 52% of respondents would consider using a new gTLD if they were setting up a web site in the next six months. The number ranged from 40% for .email to 22% for .xyz.
Among the plethora of other findings, the survey discovered that only 92% of internet users have heard of .com.
Go figure.
The entire survey, carried out by Nielsen, can be found here.
UPDATE: This article was substantially revised a few hours after publication to remove references to the numbers being “nonsense”. This was due to my misreading of the survey questionnaire. My apologies for the confusion.