Establishing a baseline for the .au namespace
AusRegistry and the .au Domain Administration (auDA) conducted a survey (22 Feb – 31st May 2013) involving the Australian public seeking their feedback in relation to the .au namespace. The purpose of the survey was to profile the .au user, specifically their online behaviour and interaction with the .au domain name industry. The survey examined domain name consumption as well as respondent’s domain name industry knowledge and experience.
A total of 10,284 respondents (drawn from two populations – General Network Respondents who sourced the survey from a public website not associated with the domain name industry and Industry Network Respondents who sourced the survey from an industry based website, such as those of AusRegistry, auDA and participating Registrars) provided valuable information in relation to a number of topics of enquiry.
Following analysis of the survey data, four broad categories of enquiry were identified which became the focus of this report. These categories are as follows:
- Demographics of domain name holders
- Traits of domain name holder groups
- User perception of the .au ccTLD
- New gTLDs
The survey results provided fresh insights and confirmed previous understandings of the way Australians interact with the Internet in general and the .au ccTLD in particular. Importantly, findings supported current .au administration and technical operations. Findings are summarised below with greater detail provided in the report’s body:
- The .au brand is highly recognised and understood
- .au is the primary choice of Australian domain name holders
- Females are underrepresented in the holding of domain names
- The .au governance level is satisfactory
- Online services drive the holding of domain names
- .au is not at saturation point
The survey results and subsequent findings will form a baseline, which will enable annual benchmarking activities and help shape valuable marketing and education campaigns, as well as support for future policy direction.
The complete set of survey tables summarising all survey results are available to organisations wishing to examine the survey findings in greater detail. The survey tables can be requested by emailing email@example.com
To provide feedback or comment on this report, please email firstname.lastname@example.org with the subject heading ‘.au Survey 2013’.