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New Research Reveals Strong User Preferences for Short Links Using Real WordsSEATTLE, June 7, 2018 /PRNewswire/ -- Donuts Inc., the global leader in high-quality, new top-level Internet domains, today announced results of a third-party online survey assessing Internet link sharing and user preferences. The objectives of the survey, conducted by Sapio Research in April and May 2018 and commissioned by Donuts, were to assess user behaviors and compare their preferences for traditional long links, branded short links using real words, and legacy short links (primarily character-based). A panel of more than 1,000 online respondents were presented with five different real-world scenarios that involved links. The scenarios included: viewing online ads and online shopping promotions, listening to a radio ad, creating and sharing a job posting, and planning a vacation online with friends. In each scenario, users were asked to select the link that was most preferable within that context, and indicate the primary reason for their choice (easy to remember, clear and informative, or trustworthy). The responses were definitive, both by scenario and in aggregate: users overwhelmingly preferred short links using real words. Regardless of the scenario, between 60% - 75% of respondents chose short links with real words, rather than the alternatives. Surprisingly, 90% of all respondents preferred either short links using real words or traditional long links; only 10% of respondents selected legacy short links using character strings. "In today's world, when someone has a nanosecond to click or move on, the message value of that link is all-important," said John Pollard, executive vice president of Donuts registry. "These survey responses confirm that short links using real words provide a crucial means for businesses to connect to their target audiences. When links contain real words, they drive more clicks and greater engagement. It's just that simple." The survey was conducted in order to provide insights and fact-based findings related to short link usage and behaviors, in conjunction with the launch of BL.INK, a branded short link service, formerly known as BudURL. While hundreds of millions of links are created and shared every month,there is a paucity of third-party research regarding the quality of those links, and which kinds of links drive greater user engagement. Donuts and BL.INK are committed to ongoing link market research and analysis, and to disclosing these findings to industry participants. Donuts acquired BudURL in 2017 and has been working to enhance the product with a new name (that conveys its agility and simplicity), add unique, game-changing features, and offer a robust API that allows distribution as a value-added service (VAS) through Donuts' extensive registrar and reseller channel of more than 200 partners. To celebrate the BL.INK launch, newcomers who register at www.bl.ink will also be able to obtain a free domain name. Visit www.bl.ink for additional details. Contact: About Donuts About BL.INK About Sapio Research
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