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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.
ColmarBrunton 201711
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
ColmarBrunton 201712
…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
ColmarBrunton 201713
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%
ColmarBrunton 201714
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
ColmarBrunton 201716
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
ColmarBrunton 201717
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
ColmarBrunton 201719
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
ColmarBrunton 201720
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
Stronglyagree Agree Neithernor Disagree Stronglydisagree
Q61.Belowisasetofstatementsaboutbusinessattitudestowardswebsites.Usingthescaleprovided,pleaseindicatehowmuchyouagreeordisagreewitheachstatement.Base:Businesseswithoutadomainname(excl don’tknow)n≈476
ColmarBrunton 201721
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%
ColmarBrunton 201722
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%
ColmarBrunton 201723
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
ColmarBrunton 201724
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
ColmarBrunton 201725
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
ColmarBrunton 201727
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
ColmarBrunton 201728
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
Stronglyagree Agree Neithernor Disagree Stronglydisagree
Q42.Belowisasetofstatementsaboutsettingupandregisteringyourdomainname.Usingthescaleprovided,pleaseindicatehowmuchyouagreeordisagreewitheachstatement.Base:Respondentswhowereinvolvedinregisteringtheirbusinessesdomainname(excl don’tknow)n≈421
ColmarBrunton 201729
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
ColmarBrunton 201730
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
ColmarBrunton 201731
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
ColmarBrunton 201733
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
ColmarBrunton 201734
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%
ColmarBrunton 201735
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
ColmarBrunton 201736
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%
ColmarBrunton 201737
…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
ColmarBrunton 201738
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
ColmarBrunton 201740
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
ColmarBrunton 201741
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
ColmarBrunton 201742
…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
ColmarBrunton 201743
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
ColmarBrunton 201745
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
ColmarBrunton 201747
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
ColmarBrunton 201748
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
ColmarBrunton 201750
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
ColmarBrunton 201751
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
ColmarBrunton 201753
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