Recent data from the Australian Communications and Media Authority suggests that 99 per cent of Australian adults were online in 2020, up from 90 per cent in the year prior.
The proliferation of digital technologies in 2020 came as a direct result of the COVID-19 pandemic, which saw people turn to these technologies as a way to stay connected during a time of lockdowns and social distancing.
And with the vast majority of the population now online, businesses upped the ante in terms of establishing a digital presence.
Not only did this mark the first time ever there had been this many .au websites, it also represented a 4.1 per cent year-on-year increase.
The .au domain was particularly popular among businesses, with 580,000 new com.au domain names being created in the last 12 months alone.
Around 85 per cent of these new com.au domain names were created by businesses that existed prior to the pandemic, with around one in three being more than 10 years old.
This suggests that existing businesses are looking for new ways to connect with customers in an increasingly digital society.
For businesses, a domain name is a vital asset as it is such a major part of online identity. Not only does it connect the business to customers and suppliers, but it also serves as a brand-building tool.
Thanks to strict registration and validation requirements, the .au domain is reliable and secure, with fewer instances of domain abuse (which includes malware, phishing and spam) than other commercial domain extensions.
An Australian domain name (ending in .au) therefore can be used to help create trust and increase recognition among local users.
auDA research shows businesses with the com.au domain name were almost twice as likely to have their website associated as trustworthy and secure than other common commercial domain names.
“An Australian domain name is your online calling card. There is no better way to signify to your online customers and suppliers that you are local and trusted,” auDA CEO, Rosemary Sinclair AM told B&T.
AUSSIES LOVE LOCAL
As well as fast-tracking digital transformation projects, for many Australians, the pandemic also reinforced a desire to shop local.
Research commissioned by Mastercard last year found that 73 per cent of Australians were looking to actively spend in their local community to help accelerate economic recovery.
And the .au domain can be used by businesses to leverage this desire to shop local.
According to auDA’s survey, 92 per cent of respondents associate the com.au domain with local businesses and 70 per cent said supporting Australian businesses is important when online shopping.
Additionally, having a local domain means a business will rank higher in internet search results, thus helping find new customers.
“Business owners setting up a website for the first time or refreshing their digital strategies should recognise the significant value a .au domain name can add to their online brand,” said Sinclair.
Looking forward, Australian businesses should continue to capitalise on the prestige of a com.au domain as part of their digital transformation efforts.
“Australia’s digital transformation is not slowing down. Australians increasingly rely on the internet to extend social and business connections,” continued Sinclair.
“We expect the online environment to shape the way we socialise, work and shop into the future.”
Please login with linkedin to commentauDA
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]