Thursday, 15 October 2020 14:48

What's in a (domain) name?

The Cheeky Chocolate Queen owner Rebecca Day The Cheeky Chocolate Queen owner Rebecca Day

A survey conducted for .au administrator auDA about Australians' attitudes towards various top-level and second-level domains yielded some interesting results.

Recognition that and are associated with Australian businesses was quite high at 92% and 87% respectively, but you could be excused for wondering why it isn't higher – perhaps respondents were thinking of the way local subsidiaries of foreign companies can register domains in those spaces.

The use of a .com,au domain was the most common way that the 1003 respondents decide whether a business is Australian or not (71%). This was followed by checking the company's contact details (46%).

Since the importance of supporting local businesses when shopping online has increased since the COVID-19 pandemic started – 89% say it is now at least moderately important, compared with 82% pre-coronavirus – it would seem sensible to revisit the decision to use a global domain such as .com rather than

An example of the effect that can have is the experience of Adelaide based The Cheeky Chocolate Queen. Owner Rebecca Day said "In 2019 I changed my website domain to after being advised that it quickly shows customers my business is Australian. I focused on building my online presence and now my business reaches chocolate-lovers around the country, with online purchases making up 40 percent of total sales."

"Being visible online has been especially important during the current pandemic and thankfully, my customers have continued to support me. I've even connected with new customers who are consciously seeking out Australian businesses – this was particularly obvious at Easter," she added.

There's also the issue of trustworthiness.

19% of respondents say websites with domains are strongly trusted, with another 46% of them saying they were trusted.

That compares favourably with .com, where the figures were 5% and 24%.

Similarly, scored 11% and 38%, whereas .net only earned 2% and 15%. was described as 'secure' by 21% of respondents, compared with 12% for .com.

Interestingly, sites were less likely to be described as 'secure' (16%).

And one result that might come as a surprise to some (though not this writer) is that more than half (57%) of respondents are unlikely or extremely unlikely to buy from a business via social media pages if it does not have a website.

"With a domain, Australians can be sure in a split-second that a business has a local presence. If you are putting your business online, don't risk being overlooked by consumers who are telling us they want to support Australian businesses," said auDA chief executive officer Rosemary Sinclair.

Subscribe to ITWIRE UPDATE Newsletter here

Now’s the Time for 400G Migration

The optical fibre community is anxiously awaiting the benefits that 400G capacity per wavelength will bring to existing and future fibre optic networks.

Nearly every business wants to leverage the latest in digital offerings to remain competitive in their respective markets and to provide support for fast and ever-increasing demands for data capacity. 400G is the answer.

Initial challenges are associated with supporting such project and upgrades to fulfil the promise of higher-capacity transport.

The foundation of optical networking infrastructure includes coherent optical transceivers and digital signal processing (DSP), mux/demux, ROADM, and optical amplifiers, all of which must be able to support 400G capacity.

With today’s proprietary power-hungry and high cost transceivers and DSP, how is migration to 400G networks going to be a viable option?

PacketLight's next-generation standardised solutions may be the answer. Click below to read the full article.


WEBINAR PROMOTION ON ITWIRE: It's all about webinars

These days our customers Advertising & Marketing campaigns are mainly focussed on webinars.

If you wish to promote a Webinar we recommend at least a 2 week campaign prior to your event.

The iTWire campaign will include extensive adverts on our News Site and prominent Newsletter promotion and Promotional News & Editorial.

This coupled with the new capabilities 5G brings opens up huge opportunities for both network operators and enterprise organisations.

We have a Webinar Business Booster Pack and other supportive programs.

We look forward to discussing your campaign goals with you.


Stephen Withers

joomla visitors

Stephen Withers is one of Australia¹s most experienced IT journalists, having begun his career in the days of 8-bit 'microcomputers'. He covers the gamut from gadgets to enterprise systems. In previous lives he has been an academic, a systems programmer, an IT support manager, and an online services manager. Stephen holds an honours degree in Management Sciences and a PhD in Industrial and Business Studies.

Share News tips for the iTWire Journalists? Your tip will be anonymous




Guest Opinion

Guest Interviews

Guest Reviews

Guest Research

Guest Research & Case Studies

Channel News