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Trusted .au domain ranked in world’s top 10

The .au domain has recently been recognised as one of the most popular and trusted domains globally, despite Australia’s relatively small population.


According to a new report by industry self-regulatory Domain Administration (auDA), Australians recognise that .au domain names for website and email addresses are an essential business asset that guide consumer behaviour.

Why .au? Australia’s trusted .au domain highlights that Australian consumers turn to .au as they know it is Australian, recognisable and trustworthy.

With more than 1,500 top level domains globally (the characters that follow the last dot in a domain name), .au made the top 10 with more than 4.2 million .au domain names registered.

The report also found:

  • .au domain names are a simple, effective signal that organisations and individuals have a connection to Australia.
  • .au is a trusted choice relied upon by businesses and sole traders (3.9 million domain names), clubs, associations and community groups (192,000 domain names), charities and not-for-profit organisations (41,000 domain names) and government bodies (12,000 domain names)
  • Three of four Australians (76 per cent) are more likely to trust an Australian business if its website ends in .au
  • .au websites are sought after by consumers to support local businesses (three of five consumers) and be covered by Australian law and consumer protection (two of three consumers) when shopping online
  • The majority of Australian small businesses (three of four) choose .au as their primary domain
  • Despite Australia having a relatively small population, .au is the 10th most popular domain worldwide and climbing.

auDA CEO Rosemary Sinclair AM said: “.au is powered by Australians for Australians and auDA’s Why .au? report shows that .au is a simple, credible online signifier of a connection to Australia.

auDA has been trusted to deliver .au on behalf of Australians for more than 20 years. We are proud to provide a reputable .au domain that businesses and consumers recognise as valuable to building brands and communities online.”

The Why .au? report is available on the auDA website. The research was informed by industry data as well as new auDA research, which surveyed more than 2,000 Australian consumers and small businesses with an online presence or interest in developing one.

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