.eu brand awareness. Domain names have a high awareness. About 81% of the European Internet population has heard of domain names.

Transcription

1 .eu brand awareness Domain names have a high awareness. About 81% of the European Internet population has heard of domain names. More than half of the European Internet population knows of the existence of the.eu TLD. knowledge Compared with 2008, knowledge about domain name registration, either as a private person or company, has increased. 40% of respondents ve been exposed to a.eu extension at one time or another - mostly via Internet advertising. 1 out of 4 respondents knows where to register a.eu TLD, but but only 1 out of 10 knows how much it costs. 1

2 .eu brand adoption 17% of the European Internet population has a domain name. Denmark has highest adoption rate. Countries such as Portugal, Latvia and the Czech Republic are important countries to target. They know the.eu TLD, so do not need to be educated, but have not registered many.eu domain names. People with their own domain names mostly use them for private purposes. 10% of people with their own domain names, have chosen.eu. Eastern Europe has a higher.eu adoption rate compared with other countries.this implies an increase since Local domain names remain the most popular, however. 2

3 Adoption Awareness versus adoption of.eu domain names HIGH LOW AWARENESS& HIGH ADOPTION Denmark HIGH AWARENESS& ADOPTION ADOPTION OF A DOM MAIN NAME Germany Austria Slovakia Sweden Italy Finland Greece Hungary TOTAL Poland United Kingdom Spain Estonia Belgium France Netherlands Luxemburg Ireland Romania Latvia Lithuania Bulgaria Portugal Czech Republic Slovenia LOW LOW AWARENESS& ADOPTION HIGH AWARENESS& LOW ADOPTION LOW AWARENESS.EU HIGH 3

4 .eu brand intention 17% of the European Internet population has a domain name. Moreover, 15% is planning to register a(nother) domain name within the next 12 months. Results show that most of the countries that are potentially important targets also have higher intentions. Almost 1 out of 4 people intent on registering a domain name shows a preference for the.eu TLD. 4

5 Intention Intent on registering a(nother) domain name within 12 months Romania 32% Portugal 29% Poland 24% Latvia 23% Bulgaria 22% Slovakia 20% Luxemburg 20% Ireland 19% Italy 18% Lithuania Greece Hungary Spain 20% or more Between 10-20% Between 0-10% Denmark 14% Czech Republic 13% Germany 13% Sweden 12% United Kingdom 12% France 11% Slovenia 11% Finland 10% Netherlands 9% Austria 9% Belgium 8% Estonia 8% European Average = 15% 2008 = 17% 2006 = 17% 5

6 Intention Domain name registration - preference for.eu Portugal 58% Romania 53% Poland 42% Latvia 37% Slovakia 36% Spain 32% Luxemburg 31% Bulgaria 30% Italy 27% Finland Greece Estonia Hungary 24% 23% 20% 19% 30% or more Between 15-30% Between 0-15% Czech Republic 17% Belgium 17% France 17% Ireland 17% Lithuania Netherlands 15% United Kingdom 15% Austria 13% Sweden 12% Slovenia 12% Germany 11% Denmark 7% European Average = 24% 2008 = 29% 2006 = 27% 6

7 .eu brand attitude & pricing The difficulties faced when registering a.eu domain name are: the possibility to compare different providers to each other, the domain name has already been taken. Barriers keeping people who do not have a domain name from registering one are: lack of insight into the different possibilities and advantages and doubts about usefulness. More than half of the respondentsdo take note of the TLD of a website when buying something online. 29% thinks that the presented price level for domain names and hosting services is cheaper or much cheaper than expected. Exceptionally, Eastern Europe perceives the price as more or much more expensive than expected. 7

8 Attitude Difficulties and barriers Own domain name No own domain name 0% 10% 20% 30% 40% 50% Too much effort where to go? Not enough insight into the possibilities and advantages BARRIERS FOR PEOPLE WITHOUT A DOMAIN NAME DIFFICULTIES FOR PEOPLE WITH A DOMAIN NAME Difficult to compare the different providers Expensive Domain name already taken Afraid of hackers, viruses and spam INSIGHTS INTO POSSIBILITIES/ADVANTAGES COMPARISON IS DIFFICULT Doubts about the usefulness DOUBTS OF USEFULNESS TAKEN DOMAIN NAME How to couple a domain name to my address and website 8