Nominet, the UK registrar which hosts more than 8 million websites and maintains a countrywide registry database of all
.co.uk domain names, has recently released statistics pointing to some interesting trends in UK online branding, web presence and domain name registration.
Following surveys in various PC and tech publications which cited that more than four-fifths of site owners would prefer shortened one or two word domain names, Nominet is taking measures to ensure the availability of these domains. A small minority, less than 15%, was opposed to the idea of shortened domain names for purposes of branding and website accessibility.
The maxim “bigger is better” is falling out of fashion with UK brands, and although Nominet regulations do not allow one and two letter domain names, this may change in response to customer demand. Essentially, the trend reflects a focus on usability, tailoring to the consumer ability, or inability, to memorize long-tail domain names.
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