GoDaddy Consumer Survey Says “Your Domain Name Still Matters in 2025”

WEST PALM BEACH, FL – In the age of AI, social media, and voice search, you might think domain names have taken a back seat. But GoDaddy’s latest Consumer Pulse survey proves otherwise – and it’s a wake-up call for any business that wants to be taken seriously online.

To celebrate the 40th birthday of the domain name, GoDaddy surveyed 1,500 U.S. consumers in March 2025 and uncovered what modern shoppers think about domains. Spoiler alert: your spelling, length, and even your domain extension could make or break a sale.

Spelling and Length Still Rule the Web

Across generations, one truth stands out: people prefer domain names that are short, clean, and easy to remember. A full 80% of respondents admitted they’ve avoided a website just because the domain was oddly spelled. Among Gen Z and Millennials – the digital natives – that number jumps even higher (85% and 82% respectively).

That’s not just a preference – that’s lost traffic, conversions, and brand trust. For Gen X and Boomers, the concern is still very real at 76%.

What makes a domain name memorable?
According to the survey:

• 43% like domains with full, correctly spelled words
• 40% favor domains made up of two words or less
• 38% appreciate a name that’s easy to pronounce
• 23% are drawn to creative extensions like .AI or .shop
• 19% even enjoy a bit of humor or a rhyming twist

The takeaway: simple and sensible beats clever and confusing. Creativity helps, but clarity closes the deal.

Red Flags: What Turns People Away

The survey didn’t just highlight what works – it also revealed the top domain dealbreakers. If your business uses a misspelled domain, or one that doesn’t match your brand name exactly, you’re sending the wrong signal.

Top consumer turn-offs:

• 56% are wary of misspelled words
• 55% don’t trust domains that don’t match the business name
• 20% avoid domains with hyphens
• 20% dislike numbers in domain names
• 20% avoid “free” domains (like those ending in .wixsite.com or .godaddysites.com)

If you’re still using a free subdomain, it might be time to upgrade. Not only do these look unprofessional, but they also undermine consumer trust at first glance.

Yes, People Still Type in Domain Names

Despite the dominance of search engines, apps, and voice commands, many consumers still go old-school when visiting a website.

• 50% of respondents said they regularly type in a domain name to visit a site
• 27% will do so if they remember the name
• 23% prefer search engines, bookmarks, or social media links

Interestingly, Gen Z and Millennials are more likely to type in domain names directly compared to Gen X and Boomers. That’s a strong argument for choosing a name that’s intuitive and unforgettable.

Younger Shoppers Are More Domain-Aware

For Gen Z and Millennials, a bad domain isn’t just a red flag – it’s a reason to walk away. Nearly 4 in 10 Gen Z shoppers said they’ve stopped doing business with a company because of its domain name. Compare that to just 15% of Gen X and Boomers.

Younger consumers are also more open to creative domains:

• 34% of Gen Z and 30% of Millennials find unique extensions memorable, versus only 17% of older generations
• 25% of Gen Z and 24% of Millennials enjoy funny or pun-based domain names

This shows that while professionalism is key, there’s still room for personality – especially if you’re targeting a younger, digitally-savvy audience.

Choosing the Right Domain: What This Means for Your Business

Whether you’re naming a startup or taking a long-running brick-and-mortar business online, your domain name is your digital storefront. It needs to be:

• Short and easy to type
• Spelled exactly as expected
• Free from hyphens, numbers, or gimmicks
• Matching your business name whenever possible
• Using a trusted or relevant domain extension

As GoDaddy’s domain expert Trip Briscoe put it: “It’s the difference between a potential customer finding you effortlessly or getting lost in the vastness of the internet.”

Bonus Tip: Secure the Name Before Someone Else Does

If the domain name you want isn’t available, don’t settle for second-best. The domain aftermarket – where owners list names for resale – is thriving. It might be worth the investment to buy the exact match before your competitor does.

And for those just getting started, GoDaddy’s AI-powered tool, Airo, can help brainstorm business names, secure a matching domain, generate a logo, and launch a site in minutes – removing much of the friction that comes with naming and branding.

Your domain name is not just a technical detail – it’s a marketing asset. In a crowded digital landscape, it’s one of the first things people notice and one of the last things they’ll remember. Make it count.