“Dot brand” TLDs: Afnic reveals the exclusive results of its perception survey

Understanding and adapting to Internet users’ increasingly wary behaviour

In a world where things digital are ubiquitous, the behaviour of Internet users is strikingly paradoxical: mass adoption of technologies combined with intensified vigilance for the risks they entail. Almost all respondents to the survey made regular use of social networks (87%), email (98%), mobile applications (90%) and websites (96%). However, when it comes to online purchases, a sharp distinction appears: 88% of respondents favoured websites for placing an order, as against 69% for mobile applications and just 26% for social networks.

These figures reflect a marked preference for brand websites. Reluctance to use social networks for purchases can be explained partly by concerns linked to habits but above all by concerns associated with trust and security. While 95% of users said they made online purchases, nearly one person in two claimed to have already fallen victim to an online scam aimed at extracting personal or banking data and/or to pirating of a customer account.

In reaction to this, many people said they had adopted cautious practices: 85% of Internet users attached importance to the addresses of the merchant websites they consulted, and this vigilance was intensified for websites requiring banking information or personal data to be shared, with 84% of users saying they systematically verified the authenticity and security of websites before undertaking any action. As observed following this survey, these behaviours seem to have a significant influence on the perception of the “dot brand” websites consulted.

The brand TLD: anchored in users’ minds

Brand TLDs, although still emerging in the digital universe, are showing encouraging signs of gaining recognition with the public. At present, one person in four claims to have noticed an Internet address ending in a custom brand name.

Leaders such as E. Leclerc, BNP Paribas, MMA or more recently Google, stand out in the digital landscape. A good example is the retail chain E. Leclerc which has spontaneously shot into the lead position in brand TLDs with its .leclerc. When recognition is assisted, results are even more promising: 74% of respondents can identify at least one brand from the list proposed, that uses its own TLD to communicate. These data show that the pioneering brands are recognised and identified by users.

Tangible benefits for users and businesses

The results of the survey reveal a largely positive perception of brand TLDs. Three dimensions stand out in particular:

The brand TLD: a lever for identifying the brand

According to our study, 83% of respondents acknowledged that brand TLDs favour immediate identification of the business. This was the feature with the highest score. The high score illustrates the effectiveness of the brand TLD as a strategic vector of identity. A customised URL such as drive.leclerc immediately states who the message is from and what the Internet user is likely to find on the website before he or she even clicks.

This simple detail might seem trivial, but it is a trump card for establishing strong credibility and being remembered. Businesses that use these TLDs anchor their identity in consumers’ minds, while at the same time reducing uncertainty as to the authenticity of the website and the products or services. In a saturated digital ecosystem, this differentiation stands out as a far from negligible competitive advantage.

The brand TLD: a marker of trust on the Internet

Another interesting finding of the survey was that 80% of respondents thought a dot brand address inspired more confidence in visitors to a website.

In a context in which nearly 40% of respondents said they had been the victims of cyber-crime, the perceived reliability of the brand TLDs seems like an effective response, to assuage users’ fears. Indeed, with a brand TLD, only the company itself can create, use and delete Internet addresses under its TLD.

By adopting .brand TLDs, businesses position themselves as reliable actors. These initiatives, which are in response to growing demand for tangible assurance, help strengthen the ties of trust.

Brand TLDs: enhanced security from digital threats

Lastly, the study revealed that 77% of respondents considered that brand TLDs strengthened protection of online transactions. Furthermore, 76% of participants considered that they made it easier to identify email senders, thus reducing the risks of “phishing” and other email-based scams.

By allowing users to quickly verify the origins of messages and URLs and easily authenticate senders, brand TLDs give users an increased feeling of security. This facility chimes perfectly with current expectations: having one’s own brand TLD could become a key argument in business communication strategy, particularly for the sectors most targeted by online scammers, for which security is likely to become an absolute priority, in order to reassure their customers.

So brand TLDs are very positively perceived by the French and constitute a real lever for strengthening identification, trust and security for businesses online. But beyond these advantages, we note that the impact of these domains is even more marked in the case of users who are already familiar with their use.

Positive perception of brand TLDs, especially among users already familiar with them

The survey revealed a particularly interesting difference between the general population and early adopters already familiar with brand TLDs. The early adopters, many of them used to browsing online with care, were especially keen on typing or pasting URLs directly into the search bar and paid particular attention to Internet addresses, especially when carrying out online transactions.

This vigilance was accompanied by better overall perception of brand TLDs, a phenomenon that the survey attributed to their degree of familiarity. Indeed, the survey showed that the greater users’ familiarity with brand TLDs, the greater their trust. This points to a significant potential for adoption as awareness grows.

Another interesting observation concerns the positive impact on brand loyalty. While this metric produced the lowest results among the general population (63% agreed that brand TLDs had this effect), results were 11 percentage points higher for the early adopters, attesting to the positive effect of familiarity on user perception. In short, these results show that trust and appreciation of brand TLDs depend not just on technological considerations, but also on behavioural factors and user experience.

Furthermore, nearly 90% of respondents thought it essential for the public to be educated on domain names in general. To maximise the effect, channels such as the social networks (87%), schools (90%) and online training sessions (90%) were identified as priorities. This underlines the crucial importance of awareness-raising and exposure in getting Internet users to adopt these brand TLDs.

The leading sectors are Bancassurance and Healthcare

The results of the survey point to the sectors that stand to gain most from the adoption of brand TLDs.

In response to the question “For which business sectors is it most important to communicate with a brand TLD?” respondents put banking and insurance first (63%), followed by healthcare and large-scale retailing (43%).

These results show a clear trend, consistent with our previous findings: this adoption is particularly marked in sectors dealing with sensitive data, where the security, authenticity and trust are prime considerations. In these sectors, where consumers are particularly vigilant, Internet addresses ending in a brand TLD represent an effective strategic tool for strengthening transparency and establishing trust-based relations between businesses and users.

Driven by world-renowned brands, retailing ranks alongside the healthcare sector. This suggests that brands such as E.Leclerc, whose brand TLD is the one spontaneously cited most frequently by respondents, or .lidl, influence consumers’ perception through their communication campaigns (such as promo.leclerc or monpanier.lidl). Their strategy is based on the idea of strengthening customer loyalty by relying on the image of proximity and security conveyed by customised addresses.

A strategic watershed for brands in 2026

With the opening of the upcoming round of candidacies confirmed for April 2026, businesses have a rare opportunity to secure their own custom TLD.

This is an opportunity that only comes around once every 10 to 15 years, as shown by the last round, in 2012, which led to the emergence of the pioneers that are now enjoying significant advantages.

So it’s time for serious in-house group reflection and to position yourself for the opportunity of submitting an application. With our expertise, we can support you throughout this procedure.

Contact us to find out more and join our Cercle des .marque (The BrandTLD Club) initiative, the only working group in France dedicated to exchanges on custom brand TLDs.