A new industry survey reveals that the .co.uk domain name is now an essential part of a companys brand presence in the UK. Two thirds of respondents said the domain extension inspired trust and security in a websites credentials, while 45% of respondents highlighted that .co.uk was their primary domain.
The survey also reveals that .com remains the most popular domain extension overall with an overwhelming 80% of businesses indicating they own such an address. However, despite the popularity of .com, two thirds of companies admit to owning additional top level domains (TLDs) such as, .org and .eu. Indeed, .biz, .asia and .me are also growing in adoption, pointing towards the rising scale of many companies domain portfolios.
The results are divided when it comes to domain name management, with responsibility split between IT departments, marketing teams and CEOs in over two thirds amongst those surveyed.
Nora Nanayakkara, Director of Business Development of global domain name marketplace, Sedo commented, Our research confirms what were seeing in our marketplace and is good news for the wider .uk brand. While .com continues to claim more than 75% of all new TLDs sold, .co.uk is proving to be a sturdy investment, especially in representing a local trusted brand. Average sales are now valued at £1,004, making .co.uk a wise purchase from a branding perspective for those companies looking to establish themselves in the UK.
Nanayakkara continued, Domain names are fundamental to a companys brand identity online and in failing to renew a domain registration, companies risk jeopardizing their brand and reputation. We urge businesses to consider the importance of having a solid domain name strategy in place and ensure they have a dedicated person in charge of the domain portfolio.
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