80% Of UK Online Purchasers Prefer To Buy British

Martin Bolton 29/12/04

4 out of 5 of UK consumers prefer to buy British when it comes to shopping online, according to research announced today by Nominet UK, the .uk domain name registry.

The independent survey reveals that UK specific Internet addresses are the first port of call for the vast majority of Britons searching for information and purchases online. This highlights the strategic importance of registering local domain names for companies on the web. The findings show that almost half of Britons (47 per cent) feel reassured that they can contact a .uk company easily by other means, such as telephone or mail, because they have a UK presence. Over a third (34 per cent) also have their confidence in .uk websites boosted because they are expected to adhere to UK trade laws.

With 25.5 million (75 per cent) online Britons regularly purchasing on the web, and a further 5.4 million (16 per cent) researching buying decisions online before buying in the shops, there are substantial revenue opportunities for businesses that have local domain names. Rising incidents of cybersquatting and registration disputes also clearly illustrate the growing brand value of domain names on Internet.

Lesley Cowley, Managing Director at Nominet UK, commented: "The web opens up a worldwide marketplace but this research shows how buyers tend to remain largely parochial in their actions. This highlights the importance, even for multinational companies, to have a localised domain name and the brand value attached for businesses competing for a share of fast-growing e-commerce revenues. Clearly the golden rule of 'think global, act local' is more than just a business cliché."

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