Internet domain names in New Zealand

1. Internet domain names in New Zealand May 2011 Prepared by Jacqueline Ireland, Kate Brazier and Marcus Wallace

2. Methodology • An online survey was conducted with 1014 New Zealanders from a nationally representative sample of the Colmar Brunton-Fly Buys research panel. Among these New Zealanders a 50% quota was placed on those who own or manage a work or personal domain name, resulting in the following groups of interest: Those who do not own or manage a work or personal domain name (n=506) • Those who own or manage a work or personal domain name • (n=508) In order to ensure results are nationally representative post-weighting was applied to gender, age, income and domain name incidence.

3. Confirming the incidence of domain name use by New Zealanders

4. The incidence of domain name ownership or management is quite a bit higher than expected with 1 in 4 New Zealanders stating they own or manage a domain name, either for personal or work purposes Personal domain name Work domain name Personal or work domain name Internet NZ estimate that there are over 400,000 .nz domain names, and about the same number of .com domain names in NZ, - a total of around 800, 000 16% 28% 19% Online Internet penetration rate in New Zealand = 87.9%* NZ 18+ population at 2006 census: 2,974,287 14% 17% 25% Total Approx. 740,000 NZers who own or manage a personal or work domain name Approx. 420,000 *Colmar Brunton/One News Poll April 2011

5. Attitudes and motivations towards current/future domain name offerings

6. Even though domain names are the foundation of the internet, 15% of New Zealand’s online population do not know what a domain name is – can this be attributed to terminology? Do you know what a domain name is? Females, 65+ Low income Retirees Base: Weighted results representative of New Zealand's online population (n=1014)

7. Understanding increases amongst those who own or manage a domain name Do you know what a domain name is? Those who own/manage a personal/work domain name Those who do not own/manage a personal/work domain name Base: n=506 Base: n=508

8. Topical and constantly updated websites dominate awareness levels with the top level domain .nz featuring heavily Please type up to 5 domain names that you have seen or heard of recently into the box below Impact of panel Base: Weighted results representative of New Zealand's online population (n=1014)

9. There are few differences between our two groups of interest, with the same four websites coming out on top Please type up to 5 domain names that you have seen or heard of recently into the box below Those who own/manage a personal/work domain name Those who do not own/manage a personal/work domain name Base: n=508 Base: n=506

10. There seem to be three levels or groups of awareness; top level domains that are widely known, domains that are known by set interest groups, and domains few people know Which top level domain names have you seen or heard of? Base: Weighted results representative of New Zealand's online population (n=1014)

11. The same pattern is evident in our interest groups, however those who own or manage a domain name are much more engaged in the topic and therefore recognised a larger number of top level domain names Which top level domain names have you seen or heard of? Those who do not own/manage a personal/work domain name Those who own/manage a personal/work domain name Base: n=506 Base: n=508

12. Most NZers stated that they think there are already enough top level domain name options available, however the options they would like to see made available have a lot to do with ease of use/recognition • Are there any top level domain names that are not currently available that you would like to be able to use? Own or manage a domain name: Do not own or manage a domain name: .community OR .hobby OR .info

13. There is a strong preference for the .nz suffix amongst New Zealanders Which one would you prefer to use for a website? Males between the ages of 25-34 and 45-54 High Income Technical or skilled workers NZers 45-54 and 65+ Full time homemakers Base: Weighted results representative of New Zealand's online population (n=1014)

14. There is a greater level of preference for the .com suffix amongst owners/managers of domain names but .nz still dominates Which one would you prefer to use for a website? Those who own/manage a personal/work domain name Those who do not own/manage a personal/work domain name Base: n=506 Base: n=508

15. Three themes are apparent in NZers reasons for choosing .nz Please tell us why you selected .nz as your preferred domain name Ease of use Recognition of NZ Trust

16. The less formal, distinctive nature of .kiwi appeals to a subset of the population Please tell us why you selected .kiwi as your preferred domain name

17. .com has strong international appeal Please tell us why you selected .com as your preferred domain name Ease of use Global reach

18. myname.nz is preferred over myname.co.nz reflecting the ease of use and distinctiveness highlighted in previous questions. It is also interesting to note the .co does not appeal to business owners or executives Which of these options do you prefer? NZers 18-24 NZers 35-44 Business owners or executives Professional or government officials Self employed NZers 65+ Low income Students Retirees Base: Weighted results representative of New Zealand's online population (n=1014)

19. Amongst those who own or manage a domain name myname.nz has a higher level of preference Which of these options do you prefer? Those who own/manage a personal/work domain name Those who do not own/manage a personal/work domain name Base: n=506 Base: n=508

20. The same pattern that was evident with top level domain names is also apparent in second level domain name awareness – there is a group of well known domain names but this quickly drops off Which second level domain names ending in .nz have you seen or heard of? Base: Weighted results representative of New Zealand's online population (n=1014)

21. And again the more engaged population has higher awareness levels Which second level domain names ending in .nz have you seen or heard of? Those who own/manage a personal/work domain name Those who do not own/manage a personal/work domain name Base: n=496* Base: n=508*

22. Few people are aware that macronised vowels can be used in a domain name Are you aware that the macronised vowels as used in the Maori language can now be included in a second level domain name? Males Lower North Island Students Base: Weighted results representative of New Zealand's online population (n=1014)

23. Although a higher percentage of those who own or manage a domain are aware of the usage of macronised vowels, this is still a very small proportion of the population Are you aware that the macronised vowels as used in the Maori language can now be included in a second level domain name? Those who own/manage a personal/work domain name Those who do not own/manage a personal/work domain name Base: n=506 Base: n=508

24. Awareness of the DNC and the company's services

25. The DNC is an unknown entity to most NZers Have you ever seen or heard of the Domain Name Commission? Males aged 34-44 and 55-64 High income Business owners or executives Technical or skilled workers Business managers or executives Base: Weighted results representative of New Zealand's online population (n=1014)

26. The Domain Name Commission enjoys much higher recognition amongst those actively involved in domain name ownership/management Have you ever seen or heard of the Domain Name Commission? Those who own/manage a personal/work domain name Those who do not own/manage a personal/work domain name Base: n=506 Base: n=508

27. 1 in 5 New Zealanders have heard of InternetNZ Have you ever seen or heard of InternetNZ? Males between the ages of 35-44 and 55-64 Lower North Island Technical or skilled workers Professional or government officials Self employed Base: Weighted results representative of New Zealand's online population (n=1014)

28. Like the DNC, InternetNZ enjoys higher recognition amongst domain name owners/managers Have you ever seen or heard of InternetNZ? Those who own/manage a personal/work domain name Those who do not own/manage a personal/work domain name Base: n=506 Base: n=508

29. The majority of New Zealanders are unaware of the dispute resolution service offered by the DNC Are you aware there is a dispute resolution service to resolve disputes over who owns a .nz domain name? NZers 65+ High income Business owners or executives Self employed Base: Weighted results representative of New Zealand's online population (n=1014)

30. Only 1 in 4 domain name owners/managers are aware that there is a dispute resolution service available to them Are you aware there is a dispute resolution service to resolve disputes over who owns a .nz domain name? Those who own/manage a personal/work domain name Those who do not own/manage a personal/work domain name Base: n=506 Base: n=508