Registrant and Reseller Research Thursday 5 th November.nz Registrar Conference Presented by David Morrison
Why do it? We want to better understand registrants and resellers - Why.nz - How they are used By better understanding the market we can adapt and improve what we do as a registry and as registrars 2
The process Develop the survey tool Open offer to registrars to participate Setup individual web collectors for each participating registrar Regsitrars send out EDM to registrants and resellers using the web collector link Responses received centrally Data analysed and presented (today) Participating registrars get their own data to review. 3
Some key learnings/insights Better question design Should have done some controlled tests with a small sample of registrants and resellers Controlled distribution /content? Different response rates due to different content? Not sure Would satisfaction data be better on a more regular basis? 4
Registrar participation Registrant Survey - 9 Registrars participated - 1433 responses - Covering 57.56% market share by domain names Reseller survey - 3 Registrars participated - 89 responses - Warning: results unlikely to be representative of all registrar reseller channels. But there are some interesting insights. 5
Registrant Research
Results Registrant Which 2LD Awareness of 2LR Reasons for purchase Biz vs personal Reseller or registrar? - Are you leveraging your investment as a registrar? Length as a customer How found? Other services NPS How many names Learnt about domain names - What is the opportunity? 7
Type of name registered.nz.co.nz.org.nz.net.nz.kiwi.nz don't know 3% 2% 3% 4% 39% 49% 8
Awareness of registrations at second level Yes No 23% 77% 9
Intended use of domain name Business Personal 26% 74% 10
Reasons for registration website address email address to protect the name from being used by someone else to redirect to an existing website using a different domain name for a future business idea Other to redirect to somewhere else (e.g a social media page) to resell the name to monetise the domain name 0% 10% 20% 30% 40% 50% 60% 70% 80% 11
Reasons for registration Other Category 12
Statements rating.nz is important to organisations that wish to engage New Zealand customers content using.nz domain names is more trustworthy than other names.nz represents local, relevant content.nz allows people and organisations to identify as being part of New Zealand 0% 20% 40% 60% 80% 100% Strongly disagree Disagree Neither agree or disagree Agree Strongly agree 13
Is domain name provider a.nz authorised registrar 41% 54% an organisation that resells via.nz authorised registrar I don't know 5% 14
Duration as a customer 3% 6% 56% 10% 25% Less than six months Six months to a year This is my first purchase 1-2 years 3 or more years 15
Discovery of domain name provider 2% 4% 1% 11% via Internet search 46% via a referral via online advertising via offline advertising via Social Media 36% via Other 16
Discovery of domain name Other Category provider 17
Net Promoter Score = 14 NPS = Promoters (%) Detractors (%) Detractors (0-6), 25.12% Passives (7-8), 35.80% Promoters (9-10), 39.08% 0% 20% 40% 60% 80% 100% 18
Net Promoter Score Actionable insights 19
Number of domains registered 2% 2% 10% 42% 14% More than 100 Between 51-100 Between 11-50 Between 6-10 One (1) Between 2-5 30% 20
Learning about domain names Via searching on the Internet From work/industry From a friend or colleague Other (please specify) From my domain name provider From a family member From a course I attended 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 21
Learning about domain names Other Category 22
Reseller Research
Results Reseller Individual vs Org Offered services Engagement methods Purpose/use Register on behalf of? How many names managed NPS Customer management of domain names Ts and Cs ntld thoughts 24
Based in which country 95% Australia United States Turkey Germany NZ + Aus New Zealand 25
Sell domain names as a.. 17% Individual Organisation 83% 26
Services Offered Domain name registration Domain name management Website hosting Website design Email hosting Consulting services SEO services Website template design Graphic Design Other (WebDev) Brand protection services Legal services 0% 20% 40% 60% 80% 100% 27
Communication with customers by Social media Website Phone Email Face to face 0% 20% 40% 60% 80% 100% Never Rarely (no label) Sometimes (no label) Regularly 28
When registering names 25% 4% 7% Always register the domain name using your details Always register the domain name using the customer details 64% Sometimes register using your details and sometimes using the customer details Other (please specify) 29
Portfolios by category 0% 20% 40% 60% 80% 100% To resell the domain name To monetise the domain name For me to use On behalf of customers N/A 1-5 6-10 11-50 51-100 101-1,000 over 1,000 30
Net Promoter Score = 8 NPS = Promoters (%) Detractors (%) Detractors (0-6), 29.00% Passives (7-8), 34.00% Promoters (9-10), 37.00% 0% 20% 40% 60% 80% 100% 31
Net Promoter Score = 8 32
Customer facility Provided by Registrar Do you give customers access? 39.53 % 60.47 % 67% 33% Yes No Yes No 33
Customer facility Provided by Registrar Would you like to give customers access? 40% 33% 60% 67% Yes No No Yes 34
Terms and Conditions 1% Yes, I have used Terms and Conditions supplied by our registrar 53% 30% 16% Yes, I have inserted my own Terms and Conditions No, I have no Terms and Conditions relating to the registration of domain names Other (please specify) 35
Location and identity, not trust.nz is important to organisations that wish to engage New Zealand customers content using.nz domain names is more trustworthy than other names.nz represents local relevant content.nz allows people and organisations to identify as being part of New Zealand 0% 20% 40% 60% 80% 100% Strongly disagree Disagree Neither agree or disagree Agree Strongly agree 36
Thank you! Any questions? Contact: david@nzrs.net.nz, @davidmorrisonnz www.nzrs.net.nz