.uk domain now critical to brand presence in the UK

Yet popularity of .com still prevails

May 14, 2009; 08:30 AM

A new industry survey*, undertaken by global domain name marketplace, Sedo, at Internet World 2009, reveals that the .co.uk domain name is now an essential part of a company’s brand presence in the UK.  Two thirds of respondents said the domain extension inspired trust and security in a website’s credentials, while 45 per cent of respondents highlighted that .co.uk was their primary domain.

The Sedo survey also reveals that .com remains the most popular domain extension overall with an overwhelming 80 per cent 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 we’re seeing in our marketplace and is good news for the wider .uk brand. While .com continues to claim more than 75 per cent 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 company’s brand identity online and in failing to renew a domain registration, companies risk jeopardising 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.”

* A total of 100 individuals were questioned at Internet World, 2009 as part of the Sedo industry survey.

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