By Sam Pudwell
According to a new study from global cyber security and risk mitigation firm NCC Group, over half of consumers (52 percent, up three percent from last year) do not feel comfortable visiting websites ending in new domains.
In fact, just two per cent of the 10,000 consumers surveyed in the Trust in the Internet Study 2016 said they feel extremely comfortable visiting the new generic top-level domains (gTLDs).
Rob Cotton, CEO at NCC Group, said: "Trust in the new domain endings is getting worse. This will put organizations off from moving on from legacy domains which is a problem for registries whose businesses hinge on selling them. If the new endings are to be successful they need to somehow establish a reputation of trustworthiness".
"Dot brand domains are faring the best when it comes to consumer perception, but there aren’t enough currently being used for this trend to continue. Doing nothing isn’t really an option as this comfort will erode though lack of use. For the generic domains the message is clear: you need to differentiate on more than just the name, otherwise consumers are very wary", added Cotton.
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