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 some other questions in the survey, the results for ‘How would you rate end user awareness?’ in this year’s survey show a slight increase, but awareness is still low. In the early years of our survey, industry confidence in end-user awareness was comparatively buoyant (averaging around 2.5 out of a possible 5). There was a dip in confidence between 2012 and 2013, followed by a slight rally in 2014. After two years of declining awareness, this year’s average of 2.0 is at its highest since a similar result in 2014.
9% who responded to the survey told us that user awareness of IDNs was very good, although none responded that it exceeded expectations. This is almost on par with 2016 when 9% of respondents told us that user awareness of IDNs was very good or exceeded their expectations.
At the other end of the scale, 36% of registries indicated that end-user awareness was below or far below expectations, a similar to last year’s 37%.