We’ve written a lot about .au domains in the past: the .au domain buyer’s guide, how to register a .au domain, and so on. Today we are doing something different, and instead of telling you our opinion about it, we’re going share what Australians really think about .au domain names. And when we say .au domain names, we mean all the domain extensions that end in .au, like .au, .com.au, .net.au, .org.au, .id.au, etc. 

Now that we’re on the same page, let’s get into the more interesting stuff.  

  1. 76% Australians are more likely to trust an Australian Business that ends in .au 
    With all .au domains having a local requirement, i.e. you need to provide your Australian Business/Company Number or an Australian ID, this is a great way for Aussies to identify and trust local website.
  1. 53% Australian consumers will only purchase from a business online if their website ends in .au. I’ll be honest this stat surprised us the most and is one that’ll impact Australian businesses the most. Probably a good idea to get more than just a .com domain if you’re planning on selling to Aussies. 
  1. And if the previous answer had you confused, here’s why. Australians choose to shop on .au websites for two main reasons: To support local Australian Businesses or to be covered by Australian law and consumer protection in case of issues with their online purchase.
  1. 75% Australian Small Businesses use .au as their primary domain name. 
    And the 3 main reasons they do this is because:  
  • .au helps promote their business as Australian 
  • .au is well recognised 
  • .au is more authentic and credible than other top-level domains 
  1. .au is the 10th largest top-level domain (aka domain ending) in the world. 
     While Australia may only be 0.33% of the world’s population, the .au namespace is the 10th largest biggest. What this really shows is that Australians favour their local tld and have a stronger affinity towards it than people in other countries. 

Well, if you’re one of those types that makes data-driven decisions, we hope this article made you happy. These stats certainly show that .au (with all its variants) is Australia’s favorite domain.

Find Your .au Domain

Sources: 

auDA market research, conducted by Sagacity Research, March 2023. The research was carried out via an online survey of 2,030 respondents, comprising: 

  • 829 Australian small businesses with a registered domain name for business use, considering registering a domain name or with an existing online presence  
  • 801 Australian consumers with a registered domain name for personal use or considering registering a domain name for personal use
  • 400 consumers intending to establish a business in the three years from the time of the survey. 
  • auDA Digital Lives of Australians 2022
  • .au registry, March 2023
  • .au DNS nameserver data, March 2023

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