In celebration of the 40th anniversary of the domain name, GoDaddy Inc. (NYSE: GDDY) released findings from its latest Consumer Pulse survey on March 27, 2025. This survey sheds light on consumer attitudes regarding domain names, revealing significant preferences and aversions that can greatly impact businesses' online presence.

2. Key Findings: The Impact of Domain Names

The survey, which polled 1,500 U.S. consumers in March, uncovered that a striking 80% of respondents have avoided visiting or purchasing from a website due to its oddly spelled domain name. This aversion is particularly pronounced among younger generations; 85% of Gen Z and 82% of Millennials reported that domain spelling influenced their shopping choices, compared to 76% of Gen X and Baby Boomers.

Green Flags: What Consumers Prefer

The survey highlighted several characteristics that consumers appreciate in domain names:

Correctly spelled full words: 43% of respondents find this essential.

Short domains of two words or less: 40% favor brevity.

Easily pronounceable domains: 38% prefer names that roll off the tongue.

Unique domain extensions (such as .AI or .shop): 23% find these memorable.

Humorous domains (like rhyming or pun-based names): 19% enjoy a touch of creativity.

Red Flags: What Consumers Avoid

Conversely, the survey revealed critical aspects that lead consumers to distrust a domain:

Misspelled words: 56% of respondents noted this as a deterrent.

Domain names that don’t match the business name: 55% expressed concern.

Hyphens in domain names: 20% find these unappealing.

Numbers in domain names: 20% also view this negatively.

Free domains (e.g., sites.google.com, name.wixsites.com): 20% of consumers are wary of these options.

3. The Typing Preference: Keyboard vs. Click

In an era dominated by clicks and swipes, it’s noteworthy that many consumers still prefer typing out a business's domain name directly. The survey results showed:

50% of consumers regularly type in a business's domain when shopping online.

27% only do so if they recall the domain from memory.

23% never type in a domain, relying instead on search engines, bookmarks, or social media.

4. Generational Insights: Younger Consumers Lead the Charge

Younger generations are more critical of domain names and their impact on shopping behavior. The survey revealed that:

39% of Gen Z have stopped shopping at a company online due to its domain name.

35% of Millennials reported similar experiences.

In contrast, only 15% of Gen X and Baby Boomers indicated that domain spelling affected their shopping.

Moreover, younger consumers are more likely to find unique domain extensions and humorous names memorable compared to older generations.

5. Recommendations for Businesses

Trip Briscoe, a domain name expert at GoDaddy, emphasized the importance of selecting the right domain. "Businesses that don't take time to choose the right domain name inadvertently put themselves three steps behind," he stated. He urged businesses to invest in a quality domain name that is correctly spelled and matches their brand name, as this could significantly influence customer engagement.

For new businesses, the survey underscores the necessity of considering domain name availability while naming their companies. Established businesses looking to expand online should equally prioritize these considerations.

6. Tools for Success

GoDaddy offers various tools to help businesses navigate the domain name landscape. Entrepreneurs can search for available domains at GoDaddy.com. If a desired domain is already taken, GoDaddy provides access to the domain aftermarket, facilitating the acquisition of registered names. Additionally, for those yet to choose a name, GoDaddy Airo® offers AI-generated suggestions, making it easier to secure a domain and launch a website quickly.

7. Conclusion

As the digital landscape evolves, understanding consumer perceptions of domain names becomes crucial for businesses seeking to enhance their online visibility. With the insights gathered from GoDaddy's Consumer Pulse survey, companies can make informed decisions, ensuring that their domain names resonate well with potential customers.

Original press release