User knowledge of TLDs
Even before trying to understand how users related to ccTLDs it is essential to validate the assumption that users even know that general TLDs exist. To establish this fact, we asked respondents to pick which TLD might be the one in use by a non-profit. Close to 100% of respondents correctly identified a TLD ending with .org as the one most likely to be used by a non-profit. Interestingly, only 4% of people in the US stated that they were unsure of the correct TLD compared to 13% of Australians. Predictably, nearly all marketers (98%) chose the .org answer.
Country relationship awareness
Next, we asked respondents to identify the location of a local business using a .ca TLD extension. The majority of respondents across all three surveys correctly chose Canada; and nearly all marketers (92%) got this correct. Oddly, more Australians (67%) correctly identified Canada than Americans (62%). We would have thought Americans should have been more familiar with the TLD of a neighboring country. Additionally, more Americans (23%) fell for the trick answer of California than Australians (15%). Regardless, we were able to conclude that most Internet users are aware of TLDs and that they are tied to a specific country
To really gauge how much users know about TLDs and countries, we asked users to pick the right domain extension for a website in another country. In the US survey, we asked users to pick the correct TLD for an Australian company, and in the Australian survey we used a British company. In each of the questions we gave one correct answer possibility, one almost correct, and two entire wrong choices.For example, we gave .co.uk and .uk as answer choices to Australians.
In both the US and Australia, the majority of respondents chose the correct TLD, although Americans seem to have been confused by whether Australia’s TLD was .AU (35%) or .com.AU (24%).
There is a common practice of using country-code domain extensions as a vanity URL for content that is not geotargeted. For example, .ly is the domain extension for Libya, but it is frequently used on domains that have a word that ends with “ly.” Additionally, .me is the domain extension for Montenegro; however, the TLD is used for many purposes other than Montenegro content.
We wanted to understand if users noticed this type of TLD usage or if they thought the content might still be related to another country. We asked respondents what might be on a website that ended with .TV which is the TLD for the island nation of Tuvalu and is also a popular TLD for TV show websites. 51% of US respondents thought it might be a TV show and 42% chose the “it could be anything” answer. In Australia, 43% thought the site would be a TV show, and 44% said “it could be anything”.
One of the appropriate response alternatives was that it very well may be a site in Tuvalu and strangely twice as numerous Australian (9%) picked this choice versus US respondents (4.5%). This inquiry was one of the zones where advertisers’ answers were totally different from those in the US and Australia. 77% of advertisers picked the TV show choice and just 19% said it very well may be anything.
Based on the these three results, it is apparent that users recognize TLDs, know that they are from other countries,
Decision making using TLDs
Since users know that TLDs are an important part of a URL that is tied to a country of origin, it is important to understand how the TLD factors into their decision-making processes about whether or not they visit certain websites.
We asked users whether they thought medical content on a foreign TLD would be as reliable as similar content found on their local TLD. In the US, only 24% thought the content on the non-local TLD (.co.uk) was less reliable than content on a .com. In Australia, the results were nearly identical to what we saw in the US with only 28% answering that the non-local TLD (.co.uk) was less reliable than the content on a .com.au. Even 24% of marketers answered that the content was less reliable. The remaining respondents chose either that the content equally reliable or they just didn’t know. Based on these results, the TLD (at least as long as it was a reputable one) does not seem to impact user trust.