publicperception research: business results · nine out of ten domain names were registered more...

PUBLIC PERCEPTION RESEARCH:

BUSINESS RESULTSA Colmar Brunton Report

September 2017

ColmarBrunton 20172

BackgroundandMethodology

Thesurveywasconductedbetweenthe21Augustand3September2017.

The.nz registryservice(NZRS)istheoperatorforthe.nz domainspace.

In2012NZRSfirstcommissionedresearchtobetterunderstandperceptionsofthe.nz domainspaceamongbusinessesandconsumers.

Thisdocumentreportstheresultsforthefifthwaveofthissurveyforthebusinessescustomers.

ConsistentwithpreviousyearsthesurveywasconductedonlineusingColmarBrunton’s businessresearchpanel.Intotal1,100businessestookpart.Ofthese,624haveadomainnameand476donot.ThesegroupsareweightedtorepresentbusinessesinNewZealandbysizeandregion,aswellastoreflecttheincidenceofdomainnameregistrationamongNewZealandbusinesses.

Themaximummarginoferroronthetotalsamplesizen=1,100is+3.0%,onbusinesseswithadomainnamen=624itis+3.9%,andonbusinesseswithoutadomainnamen=476itis+4.5%.

ColmarBrunton 20173

Researchobjectives

Tounderstandperceptionsofa.nz domainnameintheNewZealandbusinessmarket,inparticular:

- awarenessandperceptionsof.nzcomparedtootherdomainnames,specifically.com

- theperceivedbenefitstobusinessesofusinga.nz domainname

- businesses’experienceregisteringtheir.nzdomainname

- theperceptionsoftheannualcostofpurchasingadomainname

- theimportancetobusinessesofhavingawebsitethatiscompatiblewithmobiledevicessuchastablets,ipads andsmartphones.

Key outtakes

ColmarBrunton 20175

Keyouttakes

AwarenessanduseofdomainnamesisverystableovertimeandthemajorityofNewZealandbusinessesprefera.nz domainname.

Thetenureofdomainnameownershipisincreasing,overaquarterofbusinesseshavehadtheirdomainnameforover10years.

Perceptionsofwebsitesanddomainnamesisbecomingmorepositive,thereisanincreasedinperceivedbenefitsandareductioninperceivedbarriersamongbusinesseswhodonotcurrentlyhaveadomainname.

Positiveperceptionsofa.nz domainnamehaveimprovedovertime,particularlyforincreasedrevenuefromleadgenerationandabilitytoreachmorecustomers.

Thebiggestbarriertosettingupadomainnameistheperceivedlackoftechnicalknowhow,coupledwithbusinessesnotknowingwheretogotoregister.

Awareness and use of domain names

ColmarBrunton 20177

Businessownerswhoownormanagetheirowndomain

name,whowereinvolvedinregisteringtheirdomain

name,whohaveawebsitedesignedformobiledevices

andwhohavebeeninbusinessbetween1– 5yearsaremostlikelytoknowwhat

adomainnameis

2017

2015

2014

201287%

S1.Beforewebegin,canyoutelluswhetheryouknowwhatadomainnameis?Base:Allbusinesses2017n=1,100;2015n=1101;2014n=1,100

Nearlynineoutoftenbusinessesknowwhatadomainnameis,awarenessisverystableovertime

87%

88%88%

Businessownerswhodon’townormanageadomain

namearelesslikelytoknowwhatoneis

ColmarBrunton 20178

Domainnameownershipisalsoverystablewithtwooutoffivebusinessesowningormanagingtheirowndomainname.Thisismostlikelytobea.nz

33%

7%

2%

40%

59%

1%

34%

7%

1%

40%

58%

2%

35%

7%

2%

41%

59%

1%

Yes,endsin.nz

Yes,endsin.au

Yes,endsin.com

Yes,endsinsomethingelse

Yes,businesshasadomainnameforwebsite(TOTAL)

Businessdoesnothaveadomainnameforawebsite

Don'tknow

2017 2015 2014

S2.Doesyourbusinessownormanageitsowndomainnameforusewithawebsite?Forexample,ColmarBruntonhasitsowndomainname:colmarbrunton.co.nz.Base:Allbusinesses2017n=1,100;2015n=1,101;2014n=1,100

Businesseswitha.nz addressaremorelikelytohaveemployees,bebasedin

Auckland,andhaveawebsitedesignedformobiledevices.

Businesseswithoutadomainnamearemostlikelytobe

soletraders.

ColmarBrunton 20179

Onaveragebusinesseswhoownormanageadomainnamehave…

Q5.Howmanyofeachofthedomainnamesbelowdoesyourbusinessownormanage?Base:Businesseswhoownormanageadomainname2017n=624;2015n=596;2014n=587

1.1 .nz domainnames(1.5in2015,1.3in2014)

0.2 .com domainnames(0.4in2015,0.3in2014)

0.1 .au domainnames(0.1in2015,0in2014)

0 Other domainnames(0.1in2015,0.1in2014)

ColmarBrunton 201710

Astheaveragewouldsuggestbusinessesaremostlikelytohaveonlyregisteredoneversionoftheir.nz domainname.Theychoose.nz toreflecttheyareaNZbusiness

Q8.Whenyouregisteredyourcurrentbusiness’s.nzdomainname(s),didyouregistermultipleversions(e.g.,.co.nz,.net.nz,.org.nz),oronlyoneversion?Q8a.Andwhatisthemainreasonyourbusinesschosetouseadomainnamethatendsin.nz?Base:Businesseswhoownormanageadomainnameendingin.nz 2017n=511;2015n=379;2014n=492

1.1 .nzdomainnamesonaverage…

78%

17%

5%

75%

17%

7%

86%

8%

6%

Oneversion

Multipleversions

Don'tknow

2017 2015 2014

76%

40%

22%

20%

8%

6%

6%

5%

3%

78%

43%

25%

23%

8%

5%

6%

6%

5%

IamaNewZealandbusiness

IwanttoshowtheworldIamaNewZealandbusiness

It'swhatcustomerslookfor

It'swhatcustomerstrust

It'squickertopurchaseandsetup

It'seasiertopurchase

It'scheaper

Other

Don'tknow

…mosthaveonlyoneversionregistered…

Ofthe

…andchoosea.nz addresstoreflecttheyareaNZbusiness.


Businesseswhochooseadomainnameotherthan.nz wanttheinternationalpresence…

58%

11%

9%

8%

2%

1%

9%

6%

6%

29%

36%

10%

9%

16%

3%

2%

7%

3%

4%

14%

29%

15%

10%

5%

5%

2%

2%

1%

1%

18%

Moreglobal

Cheaper

NotlimitmarkettoNZ

Domainnamealreadyinplace

Camewithwebsitedesigner

Easiertopurchase

ForUSmarket

Alsouse.nz

.comappearsininternationalsearchengines

Other

2017 2015 2014

Q9.Whyhasyourbusinesschosentouseadomainotherthanonethatendswith.nz?Base:Businesseswhoownormanageadomainnameotherthan.nz 2017n=145;2015n=123;2014n=95

.comforinternationalpresence;.biz,.net etc mainlytoprotectthename

.comismorerecognisableworldwide

Becausemuchofmycustomerbaseviasocialmediaisgeneratedoverseas..nz doesn’tmeanasmuchto

overseascustomersas.com

Ifthebusinessneedstoexpandinternationallyitwouldbeeasiertodowithouta.nz domainname

Weuse.orgtoshowamoreinternationalscopetoourcontacts

Manyofourclientsareoverseasanditsoundsmoreprofessional

Tomakesure,eventhoughweareaNZbusinesswedon’tloseoutonpeopleinothercountriesthatdon’tknowNZ

existsorthinkswearepartofEurope


…butthemajoritywouldstillconsiderusingthe.nz versionoftheirdomaininthefuture

53%

31%

16%

Q10.Wouldyoubusinessconsiderusingthe.nzversionofyourbusiness’sdomainnameinthefuture(assumingthatitisavailable)?Base:Businesseswhoownormanageadomainnameotherthan.nz 2017n=145;2015n=123;2014n=95

53%

21%

27%

20142015

60%18%

22%

2017

Yes No Don’tknow


Nineoutoftendomainnameswereregisteredmorethan12monthsago,andaquarterhavebeenregisteredformorethan10years.Thetrendinthelastthreeyearswouldindicatethetenureofdomainnameownershipisincreasing

2%

4%

4%

6%

6%

7%

13%

14%

17%

17%

19%

22%

33%

35%

32%

26%

20%

16%

2%

2%

2%

2017

2015

2014

Lessthan6monthsago 6to12monthsago >12months-2yearsago 3-4yearsago

5-10yearsago Morethan10yearsago Don'tknow

Q40.Howlongagodidyourbusinessregisteryourcurrentdomainname?Base:Businesseswhoownormanageadomainname2017n=624;2015n=596;2014n=587

12+ months ago

88%

87%

90%


TheCEO,ManagingDirectororOwnerofabusinessisthepersonmostlikelytoberesponsiblefor,andinfluence,thedecisionaboutthebusinessdomainname

Q6.Who,inyourbusiness,isultimatelyresponsibleformakingdecisionsaboutyourbusiness’sdomainname(forexampletobuya.nz domainname)?Ifyouareresponsible,pleaseindicateyourroleinthebusiness.Q7.Andwho,inyourbusiness,isresponsibleforinfluencingandadvisingthedecisionmakeaboutyourbusiness’sdomainname?Base:Businesseswhoownormanageadomainnamen=624

81%

1%

4%

1%

1%

1%

3%

1%

2%

4%

2%

76%

4%

6%

6%

2%

4%

6%

3%

2%

3%

3%

CEO,MDorOwner

Webdesigner

ITmanager

Independentwebdesigner

Independentwebdesignagency

IndependentITcompany

Employeeresponsibleformarketing

Employeeresponsibleforadvertising

Anotheremployeeofyourbusiness

Someoneelse

Noneofthese Responsible Influencer

Business use of email addresses


Domainnameownershipforemailisatsimilarlevelstodomainnameownershipforwebsitesasexpected

42%

34%

6%

2%

57%

5%

31%

21%

40%

33%

6%

1%

60%

6%

35%

20%

39%

32%

6%

1%

60%

5%

35%

20%

Yes,businesshasadomainnameforemail(TOTAL)

Yes,endsin.nz

Yes,endsin.au

Yes,endsin.com

Yes,endsinsomethingelse

Businessdoesnothaveadomainnameforemail(TOTAL)

No,don'tuseemail

No,useISPemail([email protected])

No,useafreeemail([email protected])

2017 2015 2014

*Attheoverallleveltheincidenceofdomainnameownershipforusewithawebsiteamongstbusinessesisweightedtoreflect2015MYOBdata,whichmayalsoaffecttheemailusedata.Q2.Doesyourbusinessownormanageitsowndomainnameforusewithemail?Withadomainname,wemeananamethatisspecific toyourbusiness.Forexample,ColmarBruntonhasitsownemailaddressesthatendwith@colmarbrunton.co.nz.Base:Allbusinesses2017n=1,100;2015n=1101;2014n=1,100


Businesseswhodon’thavetheirownbusinessspecificemailaddresseitherdonotneeditorhaveanotheremailsolution– usuallytheirpersonaladdress

Q2a.Whyhasyourbusinesschosennottouseemail?Base:Businesseswhodon’tuseemailn=35

Theageofclientsdictatesthatmostdon’thaveacomputer

Don’thaveauseforit

Notneededformybusiness

Businessistoosmallwedon’twanttoovercomplicatethings

IusemyownpersonalemailaddressasmostpeopleknowthatIhavehaditforyears

Weusetheemailprovidedbyourfranchisewebsitebutalsohaveourownwebsiteanddomainname

Solecharge– onlyemailispersonal

Wearetoosmallanddon’tneedtouseaseparateemailotherthanourpersonal

Longstandingbusinessfacetofacewithcustomers,emailnotneeded

Perceptions of websites


Businesseswithawebsiteareverypositiveaboutthebenefitstheybringtotheirbusiness.Theyaremostlikelytosaythatwebsiteshelpconsumersconnectwithabusinessandthatitisaneffectivetoolforsharinginformation

22%31%

39%43%51%48%

37%

42%

43%44%

41%44%35%

24%15%

11%6%7% 4%1%2%1%1% 2%1%1%1%

Awebsitehelpsdrivecustomerloyalty

AwebsiteincreasessalesAwebsitegivesmemorecontrolovermycontent

Awebsitehelpsbuildbusinesscredibility

Awebsiteisaneffectivetooltoshareinformationabout

mybusiness

Awebsitehelpsconsumersconnectwithabusiness

Stronglyagree Agree Neithernor Disagree Stronglydisagree

Q67.Belowisasetofstatementsaboutbusinessattitudestowardswebsites.Usingthescaleprovided,pleaseindicatehowmuchyouagreeordisagreewitheachstatement.Base:Businesseswithadomainname(excl don’tknow)n≈624


Businesseswithoutadomainnameareunsurprisinglylesspositiveaboutthebenefitsofwebsites,howeveroverfouroutoffivestillagreethatitawebsitehelpsconsumersconnectwithabusiness

6%4%13%17%19%17%

11%15%11%

23%

28%30%23%

20%26%

37%44%42%50%

59%43%

50%

27%33%

28%

27%

38%29%

31%

14%17%

12%

26%22%20%

14%

5%8%

7%3% 5%3%

11%8%7%6%2%6%1%

Awebsiteistoomuchhassleto

maintain

Awebsitehelpsdrivecustomer

loyalty

Peopledon'tlookforbusiness

serviceslikemineonline

Awebsiteaddsnothingtomy

business

Thereisnovalueformybusinessinhavingawebsite

Awebpresenceisimportantto

otherorganisationsbut

notmine

Awebsiteincreasessales

Awebsiteisaneffectivetooltoshareinformation

aboutmybusiness

Awebsitehelpsbuildbusinesscredibility

Awebsitehelpsconsumers

connectwithabusiness


Q61.Belowisasetofstatementsaboutbusinessattitudestowardswebsites.Usingthescaleprovided,pleaseindicatehowmuchyouagreeordisagreewitheachstatement.Base:Businesseswithoutadomainname(excl don’tknow)n≈476


Theperceptionsofthebenefitsofwebsitesamongbusinesseswithoutadomainnamehavebecomemorepositiveovertime,themostnotablechangessince2014areincreasesinagreementthatawebsitehelpsbuildbusinesscredibilityandincreasessales

23%23%

16%

11%13%

9%

15%13%

10%

11%12%

10%

4%7%

4%

59%54%

63%

50%47%

43%

42%40%43%

44%41%

38%

30%31%

30%

14%20%17%

31%32%

37%

29%35%32%

38%39%

46%

50%46%

48%

3%

1%3%

7%

8%

8%9%

11%

5%6%6%

12%13%

16%

2%1%

1%2%3%

6%3%4%

2%1%1%

3%2%3%

201720152014

201720152014

201720152014

201720152014

201720152014

Stronglyagree Agree Neitheragreenordisagree Disagree Stronglydisagree

Q61.Belowisasetofstatementsaboutbusinessattitudestowardswebsites.Usingthescaleprovided,pleaseindicatehowmuchyouagreeordisagreewitheachstatement.Base:Businesseswithoutadomainname(excl don’tknow)2017n≈476;2015n≈505;2014n≈513

Helpsconsumersconnectwithabusiness

Helps buildbusinesscredibility

Isaneffectivetooltoshareinfoaboutmybusiness

Increasessales

Helps drivecustomerloyalty

77%79%

60%52%

53%48%

53%53%

38%34%

Totalagree

82%

61%

55%

57%

34%


Thereisaslightreductioninalltheperceivedbarrierstowebsitesamongbusinesseswithoutadomainname.Perceptionsthatthereisnovalueformybusinessinhavingawebsiteshowsthelargestdeclinesince2014

17%21%

14%

19%19%18%

17%17%

15%

13%16%14%

6%6%7%

37%35%

42%

26%29%35%

20%27%

28%

23%26%

27%

28%31%

33%

27%26%28%

28%30%26%

33%30%34%

27%28%31%

43%45%

45%

14%

13%12%

20%

17%

22%19%18%

26%23%23%

17%13%

11%

6%4%4%

7%6%4%

8%6%5%

11%7%6%

5%5%3%

201720152014

201720152014

201720152014

201720152014

201720152014

Stronglyagree Agree Neitheragreenordisagree Disagree Stronglydisagree

Q61.Belowisasetofstatementsaboutbusinessattitudestowardswebsites.Usingthescaleprovided,pleaseindicatehowmuchyouagreeordisagreewitheachstatement.Base:Businesseswithoutadomainname(excl don’tknow)2017n≈476;2015n≈505;2014n≈513

Isimportanttootherorganisations butnotmine

Novalueformybusiness inhavingawebsite

Addsnothingtomy business

Peopledon’tlookforbusinessservices likemineonline

Too muchhassletomaintain

56%56%

49%53%

44%43%

42%

41%

37%40%

Totalagree

54%

45%

37%

36%

34%


Differencesinbusinessesbytheirattitudetowardswebsites…

82%

61%57%55%

34%

54%

45%

37%36%34%

Helpsconsumersconnectwitha

business

Helpsbuildbusinesscredibility

Isaneffectivetooltoshareinfoaboutmy

business

IncreasessalesHelpsdrivecustomerloyalty

Awebpresenceisimportanttoother

organisationsbutnotmine

Novalueformybusinessinhavinga

website

Addsnothingtomybusiness

Peopledon’tlookforbusinessserviceslike

mineonline

Istoomuchhassletomaintain

Q61.Belowisasetofstatementsaboutbusinessattitudestowardswebsites.Usingthescaleprovided,pleaseindicatehowmuchyouagreeordisagreewitheachstatement.Base:Businesseswithoutadomainname(excl don’tknow)2017n≈476

Morelikelytoworkinprimaryproductionor

industry;havenogrowth

aspirations;havebeeninbusinessformorethan5

years

Morelikelytobeinprimary

production;havenogrowth

aspirations;havebeeninbusinessformorethan5

years

Morelikelytoworkinprimaryproduction;have

nogrowthaspirations;havebeeninbusinessformorethan5

years

Morelikelytobeinprimaryproduction

Nodifferences Morelikelytoworkinserviceindustry;have

growthaspirationsinNZ;havebeeninbusinessfrom1-

5years

Morelikelytoworkinserviceindustry;have

growthaspirationsinNZ;havebeeninbusinessfrom1-

5years

Nodifferences Morelikelytobeintheservice

industry;beasoletrader,havebeeninbusinessfrom1-

5years

Nodifferences


A.nz websiteismorefavourablyperceivedacrossallmeasuresthana.comapartfromitsabilitytoreachmorecustomerswherethebenefitisequallyassociatedwith.nz and.com.Thebenefitsleastlikelytobeappliedtoeitherwebsitearecheapermarketingopportunities,goodvalueandincreasedrevenuefromleadgeneration

72%

67%

63%

61%

61%

61%

58%

58%

57%

54%

52%

51%

48%

48%

47%

47%

47%

45%

38%

34%

31%

27%

24%

37%

27%

19%

24%

40%

23%

22%

22%

33%

18%

28%

27%

48%

28%

21%

20%

26%

30%

32%

28%

32%

36%

36%

26%

40%

42%

43%

39%

45%

43%

37%

26%

45%

53%

Goodforbusiness

Available

Credible

Trusted

Professional

Improvedcustomerengagement

Trustworthy

Reliable

Established

Responsive

Secure

Responsible

Increasedrevenuefromonlinesales

Goodvalue

Knowledgeable

Traditional

Abilitytoreachmorecustomers

Increasedrevenuefromleadgeneration

Cheapermarketingopportunities

Hasa.nzaddress Hasa.comaddress AssociatedwithneitheraddressQ23.Regardlessofwhetheryouhaveadomainnameornot,whichofthefollowingbenefitsdoyouthinkapplytoabusinesswhoownsa.nzora.comaddress?Base:Allbusinessesn=1,100


Perceptionsof.nz haveincreasedfavourablyacrossallcomparablemeasuresfrom2015,particularlyforincreasedrevenuefromleadgenerationandabilitytoreachmorecustomers

Q23.Regardlessofwhetheryouhaveadomainnameornot,whichofthefollowingbenefitsdoyouthinkapplytoabusinesswhoownsa.nz or.comaddress?Base:Allbusinesses2017n=1,100;2015n=1,101

72%

67%

63%

61%

61%

61%

58%

58%

57%

54%

52%

51%

48%

48%

47%

47%

47%

45%

38%

Goodforbusiness

Available

Credible

Trusted

Professional

Improvedcustomerengagement

Trustworthy

Reliable

Established

Responsive

Secure

Responsible

Increased revenuefromonlinesales

Goodvalue

Knowledgeable

Traditional

Ability toreachmorecustomers

Increasedrevenuefromleadgeneration

Cheaper marketingopportunities

64%

61%

59%

56%

48%

45%

42%

42%

40%

38%

35%

36%

Notaskedin2015

Notaskedin2015

Notaskedin2015

Notaskedin2015

Notaskedin2015

Notaskedin2015

2017 2015

Notaskedin2015

Setting up their domain name


Thereisalotlessdifferentiationbetweentheexperienceofregisteringdifferentdomainnamesin2017thaninpreviousyears.Ratingsoftheexperienceofregisteringa.nz continuetoimproveovertime

58%

52%50%

62%58%

60%64%

71%69%

20%

30%

40%

50%

60%

70%

80%

201720152014

%ra

tingasexcellentorv

erygood

Total .nzdomainname .comdomainname Otherdomainname

Q43.Overall,howwouldyourateyourexperienceregisteringyourdomainname?Base:Respondentswhowereinvolvedinregisteringtheirbusinessdomainname(excl don’tknow)Totaln≈421


Overhalfofpeoplewhowereinvolvedinregisteringtheirbusinessesdomainnameratedallaspectsfavourably.Nearlyoneinsixpeopledidnotknowwheretogotoregistertheirdomainname

22%20%24%19%22%25%

41%48%46%53%

53%54%

20%

23%20%21%19%16% 12%5%7%6%4%3% 5%3%3%1%2%2%

Iknewwheretogotoregistermydomainname

ItwaseasytofindtheinformationIwaslookingfor

Iunderstoodtheprocessforsettingupmydomainname

ThepriceIwaschargedtoregistermydomainnamewas

reasonable

Theprocessforsettingupmydomainnamewasstraightforward

Thetimeittooktosetupmydomainnamewasreasonable


Q42.Belowisasetofstatementsaboutsettingupandregisteringyourdomainname.Usingthescaleprovided,pleaseindicatehowmuchyouagreeordisagreewitheachstatement.Base:Respondentswhowereinvolvedinregisteringtheirbusinessesdomainname(excl don’tknow)n≈421


Theincidenceofbusinessesnotknowingwheretogotoregistertheirdomainnamehasincreasedsince2015(shownbyadecreaseinagreementwiththestatement).Othermeasuresarestablefrom2015

69%68%

65%

70%70%

72%

69%

63%

71%

67%

75%77%74%

79%80%81%

50%

60%

70%

80%

90%

201720152014

Easytofindinfowaslookingfor Iunderstoodtheprocessforsettingupmydomainname

Pricechargedtoregistermydomainnamewasreasonable Knewwheretogotoregistermydomainname

Processforsettingupmydomainnamewasstraightforward Thetimeittooktosetupmydomainnamewasreasonable

%stronglyagree/agree

Q42.Belowisasetofstatementsaboutsettingupandregisteringyourdomainname.Usingthescaleprovided,pleaseindicatehowmuchyouagreeordisagreewitheachstatement.Base:Respondentswhowereinvolvedinregisteringtheirbusinessesdomainname(excl don’tknow)2017n≈421;2015n≈411;2014n≈399


Thebiggestperceivedbarrierpriortoregisteringadomainnameisthetechnicalknowhow,followedbythecostandtheongoingmaintenance.Subsequenttoregistrationtheincidenceofthesedeclineapartfromongoingmaintenance,indicatingthatthisisagoingconcernfordomainnameowners

44%

9%8%11%

22%

15%

26% 27%

14%14%20%

25%26%

50%

NoneoftheseSecurityofonlinepresence

Website/EmailPersonaltimeinvestment

Ongoingmaintenance

CosttosupportTechnicalknowhow

After Before

Q55.Which,ifany,ofthefollowingdidyouperceiveasbarriersbefore purchasingadomainname?Q56.Which,isany,ofthefollowingdidyoufindtoberealbarriersafter purchasingadomainname?Base:Respondentswhowereinvolvedinregisteringtheirbusinessdomainname(excl don’tknow)n≈421


Three-quartersofbusinesseswithadomainnamearelikelytorecommendsettingupawebsitetobusinessesthatdon’tcurrentlyhaveone

51%

53%

54%

67%

26%

25%

31%

23%

14%

14%

10%

8%

8%

9%

5%

3%

Total(n=600)

.nzdomainname(n=489)

.comdomainname(n=117)

Otherdomainname(n=35)

9or10(extremelylikely) 7or8 5or6 4to1(extremelyunlikely)

Q57.Onascaleof1to10,whereonemeansextremelyunlikelyand10meansextremelylikely,howlikelyareyoutorecommend settingupawebsitetobusinessesthatdon’tcurrentlyhaveone?Base:Businesseswhoownormanageadomainname(excl don’tknow)

76%

86%

69%

76%

80%

82%

95%

80%

20142015

77%

85%

90%

78%

2017

%whorate7,8,9or10

Businesses without a domain name


Businesseswithoutadomainnamearemorelikelytobeasoletraderwithoutgrowthaspirations

7%

33%33%27%

Businesseswithadomainnameandwithoutgrowthaspirations

Businesseswithadomainnameand

withgrowthaspirations

Businesseswithoutadomainnamewithoutgrowthaspirations

Businesseswithoutadomainnamewithgrowthaspirations

4%

4%

21%

28%

35%

7%

3%

17%

73%

6%

Extremelylikely

Verylikely

Quitelikely

Notthatlikely

Notatalllikely

Don’tknow

Growthaspirations(n=215) Nogrowthaspirations(n=261)

Likelihoodtopurchaseadomainnameinthenextyear

BreakdownofNZbusinessesbytheirgrowthaspirations

65%

20%

8%

7%

31%

11%

32%

8%

18%

9%

13%

18%

60%

13%

16%

15%

59%

80%

16%

2%

2%

28%

10%

33%

8%

20%

7%

11%

18%

62%

10%

15%

20%

57%

Soletrader

1- 5employees

6- 19employees

20+employees

Auckland

Wellington

OtherNI

Christchurch

OtherSI

Operatinglessthan2years

Operating2<5years

Operating 5<10years

Operating10plusyears

Distribution

Industrial

PrimaryProduction

Service,BusinessandFinance

Allbusinesses(n=1,100) Businesseswithoutadomainname(n=476)

Sizeofbusiness

Wherebusiness

basedHow

longoperating

Industry


Overhalfofbusinesseswithoutadomainnamehavenopresenceontheinternet.ThosewhodoaremostlikelytomanagetheirpresencethroughFacebook,anInternetdirectoryandLinkedIn

Q45.Whichofthefollowingdoyouusetomanageyourbusinesspresenceontheinternet?Base:Businessesdon’townormanageadomainname2017n=476;2015n=505;2014n=513

LinkedIn business page Other

No presence at all on the

internet

Facebook business page Sell via

TradeMe

Free website without own domain name

Internet directory, e.g.,

finda.co.nz

58%11% 10% 13% 8%

55%14% 14% 13% 12% 7%

2014

2017

55%16% 12% 12% 12%

2015

6%

8% 6%

7% 7%


Oneinsixbusinesseswithoutadomainnamearelikelytopurchaseoneinthenext12months,aslightincreasefrom2015

2%1%

8%

27%

56%

6%

Q18.Howlikelyisyourbusinesstopurchaseadomainnameinthenext12months?Base:Businesseswhodon’townormanageadomainname2017n=476;2015n=505

20152017

Extremelylikely Verylikely Notthatlikely Notatalllikely Don’tknowQuitelikely

2%2%

11%

22%

56%

6%Soletraders,whodon’thaveawebsitethatiscompatiblewithmobiledevices,whohavebeeninbusinessformorethan5yearsareleastlikelytopurchaseadomainnameinthenext12months


Amongthosewhoarelikelytopurchaseadomainname,justoverhalfknowhowtodoit…

Know how to purchase a

domain name

Q14.Ifyourbusinesswastoconsiderbuyingadomainname,doyouknowhowtopurchaseone?Base:Businesseswhodon’townormanageadomainnameandareextremely/very/quitelikelytobuyoneinthenextyear2017n=78;2015n=61.

16%

29%54%

20152017

YesIknowexactlyhowtodoit NoIdon’tknowanythingaboutpurchasingoneYesIknowalittlebitaboutit

15%

40%

45%


…andtheyaremostlikelytodoitforthewebsiteaddress

Q15.Forwhatreasonswouldyourbusinessbuyitsowndomainname?Base:Businesseswhodon’townormanageadomainnameandareextremely/very/quitelikelytobuyoneinthenextyear2017n=78;2015n=61.

64%

36%

37%

37%

3%

63%

56%

43%

26%

3%

7%

Forthebusinesswebsiteaddress

Fortheemailaddress

Toprotectorpreservethename

Marketingcampaignwebsiteaddress

Other

Don'tKnow2017 2015


2017

2015

2014

31%

Onethirdofbusinessesareawarethatyoucansetupadomainnametopointtoanexistingonlinepresence,andonein10thinkthisissomethingtheirbusinesswouldbeinterestedindoing

30%

13%

57%

29%

12%

60%

28%

11%

60%

30%

Yes

No

Don'tKnow

2017 2015 2014

Q62.Didyouknowyoucouldinvestinadomainnameandsetituptopointtoanexistingonlinepresencehostedbyanotherservice,suchasaFacebookpage?Q63.Isthissomethingyourbusinesswouldbeinterestedindoing?Base:Businesseswhodon’townormanageadomainname2017n=476;2015n=505;2014n=513

32%

Barriers to owning a domain name


Overonethirdofbusinesseswithoutadomainnameuseafreeemail,believethenatureoftheirbusinessdoesn’trequireadomainname,andthinktheirbusinessistoosmallforone

38%

36%

34%

26%

12%

9%

9%

7%

7%

6%

6%

5%

1%

2%

2%

46%

48%

54%

25%

19%

21%

16%

13%

11%

9%

8%

5%

1%

3%

45%

51%

25%

23%

16%

19%

12%

13%

8%

5%

7%

1%

1%

1%

Usefreeemail,e.g.,Gmail,extra,etc.,andthisworksfine*

Natureofbusinessdoesn’trequireone

Businessistoosmall

Businesscomesfromwordofmouth

Tooexpensivetosetup&maintain

Notthoughtaboutit

Don’tknowhowtosetoneup

Toomuchhassle

Notgotaroundtoityet

Takestoomuchtimetosetup&maintain

Undercontractfromalargercompany

Arelookingintoit

Mainbusinessisseparate

Inprocessofsettingoneup

Don’tknow 2017 2015 2014*Newstatementin2015Q13.Whatarethemainreasonsyourbusinessdoesnotcurrentlyownadomainname?Base:Businesseswhodon’townormanageadomainname2017n=476;2015n=505;2014n=513


Theseperceptionsarestrongeramongthosewhoarenotlikelytogetadomainname.Forbusinesseslikelytogetadomainnametheirprimarybarrieristheyhavenotgotaroundtoityet….

20%

6%

17%

16%

10%

12%

11%

29%

7%

4%

24%

3%

11%

2%

42%

44%

39%

27%

13%

8%

8%

8%

2%

5%

6%

1%

1%

1%

Usefreeemail,e.g.,Gmail,extra,etc.,andthisworksfine*

Natureofbusinessdoesn’trequireone

Businessistoosmall

Businesscomesfromwordofmouth

Tooexpensivetosetup&maintain

Notthoughtaboutit

Don’tknowhowtosetoneup

Toomuchhassle

Notgotaroundtoityet

Takestoomuchtimetosetup&maintain

Undercontractfromalargercompany

Arelookingintoit

Mainbusinessisseparate

Inprocessofsettingoneup

Don’tknow

Likelytogetadomainname

Notlikelytogetadomainname

Q13.Whatarethemainreasonsyourbusinessdoesnotcurrentlyownadomainname?Base:Businesseswhodon’townormanageadomainnameLikelyn=78;Unlikelyn=366


…andtheyneedmoreinformation

Q59.Whatcouldbedonetohelpyougetaroundtoregisteringadomainname?Base:Businesseslookingintosettingdomainnameupbuthaven’tdoneityetn=86

11%

10%

7%

6%

5%

4%

15%

21%

29%

Needmoreinformationaboutit

Ifitwasfreeoraffordable

Ifitwaseasierorsimpletosetup

Needsomeonetogivemesomeadvice

Needtoallocatesometime

Needtogetaroundtoit

Other

Nothing

Don'tknow

Asimplelow-costsolutionwouldhelp

Asit’sjustmeinthebusiness,it’smoreamatterofgettingmyselforganised.Mybusinessisquitenewand

thereisalwayssomuchtodoandI’mstillgettingmyheadaroundeverything.IfIcouldfindareasonablypriced

package,thatwouldprovideeverythingIneedtosetupmywebsiteaswellassupportandinformationthatwouldmakelifewayeasier.That’swhatI’vebeenlookingforbuthaven’tgotaroundtomakinganydecisionsaroundityet

becauseI’vebeenbusyjuggling!

Easytoaccessinformationabouthowto,what’savailableandpricing

CostfreeandeasylinkagetocurrentemailaddresssoIdon’thavetothrowoutoramenddozensofbusiness

cards

Understandinghow,whatthecostsare,howitismaintained.Basicallytheinsandoutsofhavingone


Businesseswhosaythenatureoftheirbusinessdoesn’trequireadomainnamegetworkfromwordofmouthreferrals,workintheagriculturalindustry,orworkforthemselvesasasoletraderorcontractor

Note:Onlyreasonsmentionedbymorethan2%ofbusinessesareshownQ58.Whatisitaboutthenatureofyourbusinessthatmeansyoudon’trequireadomainname?Base:Businesses sayingthatthenatureoftheirbusinesswasthereasonfornothavingadomainnamen=238

11%

10%

9%

9%

9%

8%

8%

6%

6%

5%

5%

4%

4%

3%

Smallbusiness

Businessgetsworkfromwordofmouthreferrals

Agriculturalorfarmingbusiness

Soletrader,selfemployedorfreelancer

Contractworker

Limitedorsetnumberofclientsorcustomers

Don'tneedit

Haveplentyofwork

Workunderorforanotherorganisation

Consultancywork

Don'tselldirectlytothepublic

Dealinproperty

Useotheronlineservicese.g.LinkedIn,TradeMe

Don'twanttoexpand

Businessconsultingandcorporategovernance– workonreferralsonly.Thebusinessisidentifiedonathirdparty

businesswebsiteandthatwebsiteisonourbusinesscards

Asmallcaféthatonlyofferstakeawayfoodthatispreparedfreshdailyandvariesdaily.Allactivitycanbe

seenviasocialmedia

Verysmallnicheindustrywithwordofmouthcontactsandprofessionalnetworkgeneratingbusinessenquiries

andcontacts

Wearesellingaregularserviceandonceourweekisfullit’sfull

Tuitionservicesforasmallnumberofstudents.Businessthoughtrecommendationandwordofmouth.Idonot

wantmoreclients

Thebusinessisspecialisedandhasanarrowfocus/niche.Wearecontractedwithanotherbusinessthatgenerates

mostofourbusinessforus

Cost of domain names


Between$93and$166ayearistheoptimalpricefordomainnameregistration.Businesseswhoarelikelytoregisterinthenext12monthshaveaslightlyhigherexpectationofwhatitmightcost

Themeancostiscalculatedineachcategory,aftertheoutliersinthedatawereremoved.Q46.Thinkingabouttheannualcostassociatedwithregisteringadomainnameforyourbusiness,whatannualpricewouldyouconsidertobesoexpensivethatyouwouldthinkitisnotworthittoregisteradomainname?Q47.Whatannualpricewouldyouconsidertobeexpensivebutyouwouldstillprobablygoaheadandregisteradomainname?Q48.Whatannualpricewouldyouconsiderthecostofadomainnametobeagooddeal?Base:Businesseswithoutadomainname(excl don’tknow)n≈476,Businesseslikelytoregisteradomainnameinthenext12months(excl don’tknow)n≈78

It’snotworthittoregisteradomainname($173)

It’sexpensivebutwouldstillpurchase

($166)

Thecostisagooddeal($93)

Allbusinessesw

ithou

ta

domainname

Busin

esseslikelytopurchase

ado

mainnameinth

enext12

mon

ths

It’snotworthittoregisteradomainname($221)

It’sexpensivebutwouldstill

purchase($212)

Thecostisagooddeal($97)

$75 $100 $125 $150 $175 $200 $225

Social media


Two-thirdsofbusinesseswhousesocialmediauseittokeeptheircustomersuptodate,aswellasmanagingtherelationshipwiththeircustomers

Note:Questionwordingchangein2017Q4.Doesyourbusinessusesocialmedia?Ifso,pleaseindicatebelowallofthereasonsyouusesocialmedia,ifyourbusinessdoesn’tusesocialmediapleaseselecttheoptionattheendofthelist.Base:Businesseswhousesocialmedia2017n=549;2015n=324;2014n=303

Keep customers up to date

79%

76%

Transacting sales

11%

Directing customers to our website

49%

48%

Receiving feedback from

customers

48%

46%

Generating leads

46%

53%

Other

10%

12%

None of these

2%

3%

2014

2015

9%

67% 16%50% 52%50% 9%2017


Theperceivedbenefitsofsocialmediahaveincreasedfrom2014and2015,overonequarterofcustomersnowrateitasextremelybeneficial

27%

16%

18%

32%

32%

30%

19%

25%

24%

23%

27%

28%

2017

2015

2014

9or10(extremelybeneficial) 7or8 5or6 4to1(notatallbeneficial)

Q4a.Howbeneficial,ornot,doyouthinksocialmediaistoyourbusiness?Pleaseuseascaleof1to10,whereonemeansnotatallbeneficial,it’sawasteoftime,andtenmeansit’sextremelybeneficialanddefinitelyworththetime.Base:Allbusinesseswhousesocialmedia(excl don’tknow)2017n=540;2015n=316;2014n=298

59%

48%

48%

%rated9or10

Accessing the internet via

mobile devices


Businesswebsitecompatibilitywithmobiledeviceshasincreasedovertime,overonethirdofwebsitesarenowcompatible.Amongthosewhoarenot,three-quartershavenoplanstochange

23% 29%38%

52% 43% 30%

25% 28% 32%

2014 2015 2017

Yes No Don'tknow

Business’websitedesignedtobeusedonmobiledevices

Q51.Nowthinkingabouthowyourcustomersuseyourwebsite,isyourbusiness’websitedesignedtobeusedonmobiledevices,suchasmobilephones,ipads andtablets?Base:Allbusinesses2017n=1,100;2015n=1101;2014n=1,100

Q52.Isyourbusinessconsideringdesigningyourwebsiteforusebyyourcustomersonmobiledevicesinthenext12months?

Base:Allbusinesseswhosewebsiteisn’tcurrentlyset-uptobeusedonmobiledevices2017n=309;2015n=449;2014n=535

Consideringupdatingformobiledevicesinnextyear

15% 15% 14%

72% 75% 73%

13% 10% 13%

2014 2015 2017

Yes No Don'tknow


Two-thirdsofbusinessesthinkhavingawebsitethatiscompatiblewithamobiledevicehasapositiveimpactontheirbusiness

38%49% 49%

27%24% 27%

26% 15% 16%

8% 8% 6%

2014 2015 2017

Extremelyimportant Veryimportant

Quiteimportant Notthatimportant

Notatallimportant Don’tknow

21%

31%

34%

39%

37%

35%

39%

31%

29%

2014

2015

2017

Alargepositiveimpact Alittlepositiveimpact

Alittlenegativeimpact Alargenegativeimpact

Don’tknow

Importancewebsitecanbeusedonmobiledevices

Impactofhavingamobiledevicecompatiblewebsiteonbusiness

Q53.Howimportantisittoyourbusinessthatyourwebsiteisabletobeusedonmobiledevicesbyyourcustomers?Q54.Hasmakingyourwebsitecompatiblewithmobiledeviceshadapositiveornegativeimpactonyourbusiness?Base:Allwhosewebsiteisset-uptobeusedonmobiledevices2017n=515;2015n=391;2014n=304

Totalpositive

68%

60%

69%

Totalimportant 65% 73% 76%

Business demographic

information


44%

56%

6%

15%

21%

31%

25%

2%

83%

4%

9%

3%

45%

55%

6%

16%

25%

30%

22%

1%

82%

6%

7%

5%

47%

53%

9%

18%

25%

29%

19%

1%

84%

6%

5%

5%

Male

Female

18-34years

35-44years

45-54years

55-64years

65+years

Prefernottosay

BusinessOwnerorselfemployed

DirectororChiefExecutive

Seniordecisionmaker

Other

2017 2015 2014

1,100businessrespondents

14%

4%

2%

10%

3%

8%

5%

3%

4%

3%

4%

14%

4%

1%

6%

7%

6%

10%

14%

5%

2%

10%

4%

8%

5%

2%

5%

4%

6%

13%

8%

1%

8%

6%

7%

3%

15%

6%

3%

14%

4%

13%

4%

3%

5%

2%

3%

13%

6%

1%

5%

5%

5%

3%

Agriculture,Forestry&Fishing

Mining

Manufacturing

Electricity,Gas,Water&Waste

Construction

WholesaleTrade

RetailTrade

Accommodation&FoodServices

Transport,Postal&Warehouse

InformationMedia&Telecomm

Financial&InsuranceServices

Rental,Hiring&RealEstate

Professional,Scientific&Technical

Administrative&SupportServices

PublicAdministration&Safety

Education&Training

HealthCare&SocialAssistance

Arts&RecreationServices

Other

Gen

der

Age

Rol

e

Indu

stry

Base:All(2015n=1101;2014n=1,003).Maynotaddupto100%duetorounding.

Forfurtherinformationpleasecontact:

NZRSLtdL11,80Boulcott StreetPOBox24361,WellingtonPhone (04) 5550100www.nzrs.net.nz

publicperception research: business results · nine out of ten domain names were registered more...

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