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Consumer Preference and Perceptions

November 2014

In Summary

New Zealanders remain most likely to trust a local .nz website; although increasingly consumers tend to judge websites based on the quality of content. People are looking for clear pricing, contact details including a telephone number and a NZ postal address. Online consumers also report that .com and .au sites ship to NZ and have reasonable postal charges.

As consumers become more familiar with global purchasing, over the last year there has been a significant drop in the association of the .nz brand with organisations or specific packages or products. 

 

What level of trust is placed with domain names? 

  Although New Zealanders’ are still most likely to trust a .nz website, levels have decreased compared to the last two years. Consumer responses indicate that trust in a website is largely driven by the quality of content.

Trust in top level domains

Some thoughts from online consumers about how they judge websites…

"I tend to judge websites by content, I don't decide to look based on .com etc. I use co.nz if I want to buy something quickly or locally, and anything else goes if I am looking for information."

 

"The top domain names do not relate to security or the trustworthiness of a website. .au or .uk is for all commercial businesses both the good and the bad. The sites on them are like products in a supermarket, you get familiar with the ones that you know or have seen advertised and these are the ones you go for. If you go to another domain like .kr or .jp you will find a foreign set of sites and have to use your instinct to find safe and reliable sites."

 

 

What expectations do New Zealanders have of websites in different domain names spaces?

And although .nz has the strongest association with these statements, online consumers also think .com and .au sites ship to NZ and have reasonable postal charges.  For anyone setting up a website it is important to take note of the core aspects people expect to find such as pricing, contact details including a telephone number and a NZ postal address.  These are all aspects that contribute to a great user experience.

Expectations of websites

 

Awareness of the .nz Brand

Every 2 months since early 2014 we have asked some questions of the Colmar Brunton online omnibus survey to understand awreness and perceptions of .nz.  These are the results for the fourth wave of brand awareness and perception research.  The online omnibus is conducted fortnightly, interviewing around 1,000 New Zealanders aged 18 years and over. The results are nationally representative by age, gender and region of online New Zealanders.  Fieldwork for this wave was conducted from 23rd – 30th September 2014.  The margin of error on a sample size of 1,031 is +3.1%

Recognition of the .nz Brand

What does .nz represent?

Those aware of NZRS are more knowledgeable about the organisation than in June this year (when this question was last asked).  There have been significant drops in the association of the .nz brand with organisations or specific packages or products

What does .nz represent

 

.nz is most associated with being local

The .nz brand (and by association, the .nz domain name space) is seen very heavily as being local.  92% of respondents associated local extremely strongly, very strongy or quite strongly.  Which is really not a surprise!  .nz is the domain space for New Zealand.

Association of attributes with .nz