User awareness is a key driver of demand for a product. In the context of domains (and IDNs), awareness can relate to the size of a Top Level Domain and to its use in business advertising in a particular country or region.
Since we started our survey, registries’ rating of end-user awareness has been the poorest performer in the group of three questions. As with the average scores for other questions in the survey, there was a dip in confidence between 2012 and 2013. Since then, averages have plateaued at around 2.0, compared with an average of approximately 2.5 between 2010-2012.
11% who responded to the survey told us that user awareness of IDNs was very good or exceeded their expectations, an improvement of 4% since last year. However, none of the responses for 2015 were at the highest level (‘excellent’), compared with 2% at the highest score in the previous year.
At the other end of the scale, 32% of registries indicated that end-user awareness was below or far below expectations, a slight improvement on last year’s 34%.