When it comes to the new domain names, GoDaddy is probably going to play one of the greatest roles in consumer adoption. GoDaddy is the largest domain name registrar, and as a result, the company will present the new gTLD domain names to millions of consumers. I believe the company’s marketing efforts will be critical to consumer awareness, and there’s a lot of money at stake.
Earlier this month, GoDaddy opened pre-registrations on four domain extensions: .Build, .Luxury, .Uno, and .Menu. Prices to pre-register domain names ranged from $40 to $1,200 (price is refundable less the application fee if name isn’t secured). Shortly after the company began offering pre-registrations, I reached out to ask if the company would share some trends and perhaps some information about the number of pre-registrations.
Last night, I received an email from GoDaddy with some trends the company is seeing. Here are some of these trends:
- Domainers are in the minority as percentage of buyers (Only 7% of total units purchased)
- Price points matter – Registries with more affordable price are moving more domain names
- .MENU has more than 10x the number of units sold than .LUXURY
- As we expected, pre-registered names are relevant to the respective domain name extension, e.g.:
- .BUILD has a lot of names related to construction industry
- .UNO has a lot of Spanish language names
I think other extensions are going to see more action from domain investors, so the low purchase rate from domain investors isn’t a big surprise to me. I think more generic TLDs like .Shop or .Web will have more speculation.
What are your thoughts on the trends GoDaddy has reported?