Young adults are still interested in domain names, but tend to get them later
Websites must be easy to create and must deliver demonstrable value.
On SIDN’s behalf, NIQ has investigated how young adults who have business plans feel about domain names and websites. More than 500 people took part in the study, of whom half were aged 18 to 29. The results provide valuable intelligence regarding the thinking of an important group of potential customers for our industry. Because the findings shed light on how the market is developing, we’re sharing the headline conclusions with registrars.
Interest declining amongst 18-to-29-year-olds
The research was done because we wanted to know more about the observed decline in domain name purchasing intent amongst young adults. The consumer surveys that NielsenIQ carries out for us every 6 months have shown that the percentage 18-to-29-year-olds who envisage possibly buying domain names has fallen sharply since the end of the COVID pandemic. That has made us wonder whether the downturn represents a problem for our industry, and to what extent we are witnessing a structural shift in attitudes. Is it a case of deferred demand, as young adults start businesses and register domain names a little later in life than previous generations? Or do domain names simply play a less prominent role in young people’s online plans?
Table: Do you anticipate registering another domain name in the next 5 years?
Period | Total | 18-29-yr-olds |
|---|---|---|
Spring 2023 | 33.6% | 55.1% |
Autumn 2023 | 29.5% | 43.8% |
Spring 2024 | 20.7% | 41.5% |
Autumn 2024 | 23.5% | 35.8% |
Spring 2025 | 20.5% | 32.9% |
Autumn 2025 | 18.8% | 19.6% |
Spring 2026 | 16.5% | 17.4% |
500 people with business plans
In the study prompted by the survey findings, we zoomed in on a subset of the people who are planning to start their own businesses, because business plans are the biggest driver of domain name registrations. A total of 500 people took part in the new study, of whom half were aged 18 to 29. The research was done in May 2026.
Gen Z: websites and domain names are for growth phase
Young adults are not more negative about domain names than previous generations, but see them as less urgent. Whereas earlier generations often registered domain names before they started trading online, today’s young adults tend to think that the time to take that path is when their online activities take off. Initially, many of them see a social media presence as sufficient, and start thinking about their own website only once their business reaches a certain size. In other words, 18-to-29-year-olds do see the value of domain names and websites, but are less likely to regard them as a priority at the outset.
From the starting point to the start-up journey
One of the factors behind the shift in attitudes is that the journey of today’s start-up typically differs from what was normal 10 years ago. Whereas traditionally someone starting a business immediately registered with the Chamber of Commerce and got a domain name, many businesses now start as an idea that someone tries out online, such as offering for sale the things they make as a hobby, or sharing content. Some of those initiatives gradually grow into significant activities, until the person decides to make it a formal, registered enterprise. Only at that stage does the ‘start-up’ register a domain name to raise their online profile and increase their findability.
Websites must deliver added value
Young adults are positive about websites, seeing them as reliable, fixed points where information can be made permanently available, independently from all the platforms. On its own, however, independence isn’t a strong enough reason for registering a domain name. Young adults going into business want to see direct, added commercial value before they’ll get a domain name. Findability on Google is the type of added value they most often mention (76 percent).
Figure 1: Which message has most traction amongst young entrepreneurs?
Reducing obstacles is the key to successful marketing
One important conclusion to come from the study is that websites, domain names and e-mail still have the reputation of being complicated, time-consuming and expensive. Reducing obstacles is therefore the key to successfully marketing those things to this target audience. AI-based website builders could play an important role in that context. More than half of the young adult respondents said that they saw the value of AI tools that can help build and maintain websites.
Figure 2: The 5 obstacles to getting and using a domain name most often mentioned by young adults
What are the implications for registrars?
The study results show that a large proportion of the potential target audience are people who have yet to formally start businesses, but are already commercially active via social media. So it’s there that the opportunities lie for reaching the website and domain name buyers of the future. ‘Social first’ is the motto, especially where the potential customers are already commercially active or offering goods and services on a casual basis.
For young adults starting out in business or pursuing a hobby, convenience, simplicity and speed are very important. Meanwhile, for young adults whose businesses are starting to grow, demonstrable added value and conversion are key. Within that context, .nl has a strong starting position. Young adults firmly associate .nl with reliability.
Want to know more?
Want to know more about the study results or discuss the implications for your marketing or acquisition strategy? Drop us a line or give us a call, and we’ll be happy to tell you more about the study and its findings.
