British Internet users are six times more likely to choose a .uk rather than .com address when looking for information via an Internet search engine. YouGov carried out the online survey of 2,324 Internet users, and also found that 62% believe a .uk address suggests a company is local or more relevant than a .com, and that a third (32%) believe that it is important for international companies to have a local Domain Name in order to attract local customers.

When asked about searching for a particular company on the Internet, 72% said they would visit a British web address above any other. Only 5% of respondents said they would try the .com option first. "The findings show that British Internet users are loyal to local websites and have higher levels of trust for .uk Domains, It’s clear that the trust issue is one of increasing importance to the Internet industry, as well as Internet users." says Lesley Cowley, Chief Executive at Nominet.