Created to help users quickly identify business with clear domain endings, the online trend has moved to the organic food movement, with global registry services provider Afilias bringing the generic domain to the web.
"Even before they have all fully launched, consumers are warming to the notion of new domains. The research reinforces our belief that within five years most global brands will be operating from dotBrand Internet addresses.”
People are more likely to buy goods from a .brand generic top-level domain (gTLD) than they were last year, a report by Afilias has found. The domain name registry recently sampled 3,469 internet users in the UK and US, following a similar survey last year. Since 2013, Afilias found, the portion of respondents who would prefer to buy from ‘shop.adidas’ over ‘adidas.com/shop’ has risen from 13% to 18%. The data also show that 13% of people would feel that companies will be “behind the times” if they don’t use a .brand gTLD. Roland LaPlante, chief marketing officer at Afilias, said: “Major global brands are now preparing to launch their own .brand domains in order to capitalize on the branding, security and customer experience advantages they will now have over competitors. “Brands without these advantages must prepare quickly for ICANN to open the next window, as consumers are showing an increasing willingness to accept and even trust these new addresses.”