Domain Name Statistics Australia (2025)

There are over 359.8 million total registered domain names, a clear indication that businesses, organisations, and individuals understand the value of domain names in establishing a strong digital identity. Having a unique domain name improves credibility, online visibility and online recognisability.

Australian Domain Name Statistics

Australia has 667 top-level domains (TLDs) with 1,758.398 registered domains. This market continues to grow with the rise of new extensions.

Growth of Domain Names

The Rise of .com.au and Other Local Extensions

The Australian domain market is dominated by .com.au, a TLD that accounts for 74% of all registered domain names in the country. The dominance of .com.au is due to the following:

• Familiarity: The .com.au extension is the most widely known by Australian internet users, and it clearly indicates that the website belongs to an Australian organisation.
• Trust: The .com.au domain extension is associated with trust and credibility for Australian consumers as domain registrations require verification. The .com.au extension promotes confidence that users interact with a legitimate Australian company.
• Search Engine Optimisation (SEO): The impression is that pages with .com.au domains may have higher SEO rankings in search engine results pages (SERPs). Businesses believe that these can give them an edge when it comes to local SEO.

The early emergence of other local extensions, such as .net.au and .org.au, have smaller market shares but are still accepted by local users.

• .net.au: Relevant for the tech industry and ISPs.
• .org.au: Mostly used by non-profit organisations
• .edu.au: An option for educational institutions
• .gov.au: Reserved only for government agencies.

Source: Domain Name Stat

According to the latest domain statistics in Australia, the .com.au domain accounts for 64% of all registrations, while the .net.au represents 6.53%. Runner-ups include .online at 4%, .store at 3.67%, and .info at 1.04%.

Key Drivers Behind Domain Registration Growth

Worldwide

The global domain name market has 369.5 million registrations in 2023 and is expected to reach 464.8 million by 2030, growing at a 3.3% CAGR.

Source: Research and Markets

This worldwide domain name market growth is fueled by digital transformation, expanding internet usage, and the increasing need for strong online branding. The demand for domain names will continue to rise as businesses prioritise their online presence.

Australia

Source: Domain Name Stat

According to Domain Name Stat, the number of domain registrations in Australia increased from 1,325,459 in November 2023 to 1,688,577 in November 2024, an increase of 363,118 registrations over the one year. The growth has been steady, highlighting a consistent upward trend in domain registrations in the country.

.au Direct

Source: auDA

.au direct is for individuals with a verified Australian ABN who wish to establish an online presence or for an organisation. And despite the country’s smaller population, the .au domain is among the top ten largest TLDs in the world.

Milestones in Australian Domain Expansion

Several major events have led to the expansion of domain names in Australia. 

• Introduction of second-level .au domains: Second-level .au domains improved flexibility and choice among businesses and individuals.
• .au domain expansion (2022): The launch of the direct or shorter .au domain extension allowed businesses to register shorter, more recognisable domain names.
• Updates in auDA Policy: The auDA has implemented policies to protect consumers from abuse in domain names. These include anti-spam measures and ways to fight cybercrime..
• Registrar activities: Increased competition among registrars has led to competitive pricing, more services, and better customer service. Registrars have improved the domain name registration process with advanced technologies, automation, and improved security features.

Forecasted Trends and Market Projections

Trends in domain name registration in Australia see continued growth of the .com.au despite the introduction of the direct .au.  However, businesses are looking for shorter and more memorable options. 

Emerging Domain Extensions

New extensions such as .sydney or .melbourne are gaining traction in local registrations because of the following reasons:

• Enhanced brand recognition: The .sydney and .melbourne extensions enhance brand identity and local recognition for companies within these areas. 
• SEO: These new domain extensions may offer local SEO advantages as people rely on local search results. Also, users looking for local businesses get a more direct and relevant search experience.
• Targeted marketing and branding: Businesses use these extensions to boost their targeted marketing campaigns within these geographic areas. These domains provide a unique branding opportunity that differentiates the business from its competitors.

Source: Domain Name Stat

.sydney has 6,235 registered domains, accounting for 0.35% of the total number of registrants, while .melbourne has 5,617, which is 0.32%. 

However, widespread adoption of these new domain extensions may take time, and competition for them is expected to increase, driving up the cost.

Future Growth Drivers for Domain Registrations

The Domain Name Industry Brief’s quarterly report shows .au’s strong presence worldwide. Here are the results of DNIB’s Q4 2023 and Q2 2024, showing the top ten largest TLDs by the number of reported domain names.

Source: Domain Name Industry Brief

Source: Domain Name Industry Brief

.au was among the top ten most registered TLDs in Q4 2023 and Q2 2024. This continued presence in the rankings is likely driven by Australia’s strong digital economy, increasing adoption of .au domains by businesses, and initiatives to enhance online security and consumer trust.

Impact of Global vs Local Extensions

Australian businesses prefer local TLDs such as .com.au over generic .coms as local domains build trust with consumers and improve local SEO, ranking higher in Australian search results.

Source: .auDA

The latest report highlights that .au domain names support 3.9 million businesses and sole traders, 192,000 clubs, associations, community groups, and 41,000 charities. While .com domains have global reach, .com.au domains provide distinct advantages for businesses focusing on the Australian market.

Demographics of Domain Buyers

The right domain can greatly impact online visibility and develop buyer trust. Here are the notable trends in domain ownership in Australia.

Small Business and Startup Registrations

Three out of four small businesses in Australia use .au domains. Small businesses, including clubs, charities, and startups, prefer this primary domain to instil confidence among Australian consumers. 

Also, half of Australian consumers said they will shop only on websites ending in .au. Thus, an Australian business should consider the .au domain name to avoid missing out on attracting a large market segment.

Corporate Domain Strategies

Large Australian companies apply these strategies to register domain names:

• Primary domain: The main domain matches the company’s name and is the centre of its online presence. For example, (company name).com.au.
• Domain variations and misspellings: Corporations register variations of the primary domain and common misspellings to prevent competitors or other businesses from acquiring these domains, possibly misleading customers and damaging their reputations. For example, SydneyPlumbing.com.au may also register SydneyPlumbers.com.au.
• Trademark-related domains: Corporations may include trademarks or brand slogans to enhance brand protection. For example, Toyota owns Toyota.com.au as well as OhWhatAFeeling.com.au
• Landing page domains: Businesses may use dedicated landing page domains for specific marketing campaigns, which allow for targeted messaging and enhanced performance tracking. For example: Westpac owns lifeinsurance.westpac.com.au, a landing page for its life insurance offerings.
• Geographic targeting: Companies with a strong regional presence acquire localised domains, which increase SEO and visibility among local customers. For example, Bunnings owns bunnings.com.au but also uses bunnings.co.nz for its New Zealand operations.

A comprehensive domain registration strategy allows Australian businesses to protect their brand, enhance their online presence, and promote marketing campaigns.

Age and Industry Breakdown

Younger demographics, including millennials and Gen Zs, are likely more active in domain registration due to their digital literacy and involvement in blogging, social media, e-commerce, and other online activities.

Meanwhile, .auDA reports that the .au domain name is adopted openly by more industries, such as the following:

• Commercial utilities that trade in Australia: 74% for com.au and 5% for net.au
• Registered Australian charities and not-for-profit organisations: 18%
• Australian government recognised education and training entities: 2%
• Federal, state, or local government departments, agencies and bodies: 0.4%
• People or organisations connected to Australia: 0.1%
• Other Australian entities: 0.4%

Business Statistics and Practical Insights

The right domain name helps customers find businesses, boosts consumer trust, protects the brand, and promotes brand recognition.

Domain Extensions and SEO Performance

Local TLDs such as .com.au can greatly affect search engine rankings through the following:

• Stronger local signals: Search engines like Google prioritise websites with local domains when users search from within the country. A local TLD is a strong signal that the website is designed specifically for the local audience. Also, local TLDs promote trust with local consumers. These signals that the business is legitimate and operates within the country.
• Improved user experience: Websites with local TLDs can be customised to display content in the local currency or language, significantly enhancing user experience. Also, local TLDs help businesses comply with local regulations, indirectly benefiting their SEO.
• Competitive advantage: Sometimes, competition for higher search engine rankings is lower for sites with local TLDs than those using .com.

Multi-Domain Strategies for Brand Protection

Here are some examples of how popular brands like Google and Amazon use multi-domain strategies. 

• Google: Owns “gmail.com,” “youtube.com,” “android.com,” and many more. Google also uses domains such as “google.org” for philanthropic initiatives and “googlemaps.com” for its maps service.
• Amazon: Has 39 primary domains, including “amazon.com,” “aws.amazon.com,” and other domains for specific products. Amazon also uses domains to expand their services internationally, such as “amazon.co.uk,” “amazon.de,” and amazon.com.au.”
• Coca-Cola: Has registered domains with variations of its brand, including common misspellings. Coca-Cola also uses domains for specific product lines, such as “cokezero.com.” Fun fact: Coca-Cola owns all the domain names that can be read as ‘ahh’. This includes ahh.com, ahhhh.com, ahhhhh.com, and so on… up to 62 hs.
• Nike: Owns domain names related to its brand name, logos, and slogans including sport.nike, JustDoIt.nike, and apparel.nike. Nike may use domains for specific athlete endorsements and to promote limited-edition products.

Sector-Specific Domain Usage Insights

The .au domain is Australia’s TLD, with various subdomains catering to different industries and entities. Each domain extension has specific eligibility and registration guidelines under the auDA.

Source: auDA

The most popular .au subdomains are the following:

• .com.au for commercial enterprises at 74%
• .org.au for charities and non-profit organisations at 2%
• .net.au for internet service providers at 5%
• .edu.au for educational institutions at 0.4%
• .gov.au for government offices 0.1%
• .asn.au for trade unions and various political groups
• .id.au for personal websites

Unique Australian Domain Insights

Source: .auDA

Australians are active online, with 99% of adults using the internet daily for work, leisure, and business. Over the past years, this increasing use of online resources has led to higher domain registrations. Let us now look at domain insights that are unique only to Australia.

Local Regulations and Policies

Registering a .com.au domain requires an Australian ABN. Here are the key requirements for domain name registration:

Eligibility

To register a .com.au domain, you must be

• A registered Australian company
• Trading under a registered business in Australia
• An Australian partnership or a sole trader
• A foreign company that is licensed to trade in the country
• An owner of an Australian registered trademark
• An association incorporated in Australia
• A commercial statutory body in Australia
• An applicant for an Australian Registered Trademark

Verification process

Upon registration, you must provide your Australian Business Number (ABN) or your Australian Company Number (ACN).

Domain industry impact

These strict requirements ensure that entities with genuine connections to Australia are prioritised for domain name registration. These efforts promote trust and security for users engaging with companies with .com.au domains. Also, these requirements discourage random domain registrations of those without an Australian presence.

Additional requirements

The domain name must be connected to the applicant’s organisation or business. The auDA has the right to reject applications that do not follow its policies or may pose a security risk.

Consumer Trust in .au Extensions

Australian consumers consider the .au extension as reliable, trustworthy, and recognisable.

Source: auDA

76% of Australians are likely to do business with a website that ends in .au. Also, 53% of Australian consumers will purchase only from a site if it ends in .au. 

When it comes to online shopping, 60% support local businesses, while 65% are confident that they will be protected by Australian law and consumer regulations in case of an issue with their online purchase from a website that ends with .au.

Registry Rule Updates and Their Effects

The following are domain name registration updates for new businesses.

• Choose a memorable domain name that reflects the business name or services. Keep this short at 15 characters or less, avoid hyphens or numbers. Take the “radio test” to make sure the domain name is clear..
• Consider .com.au for business or .au direct.
• Always check for availability and trademark through the auDA website.
• Register your domain name with your business.
• Domain names are valid for 1 to 5 years. Renew this on time to avoid disruptions and additional fees.
• Transfer your domain licenses when buying a business to avoid disruptions in website and email services.

Frequently Asked Questions 

1. Are .au domains more popular than .com for Australian businesses?

For Australian businesses, .au domains are more popular than .com domains as these offer a local focus, SEO benefits, regulatory compliance, and brand recognition. The .com domain offers a global reach, while .au domains are preferred for companies targeting the Australian market.

2. How does domain age or length impact SEO in the Australian market?

Domain age is not a direct ranking factor in Google’s search algorithm, but it can indirectly influence SEO by promoting trust.

Regarding domain length, shorter domain names are easier to remember and share. Short domains are catchy and are easier to use in marketing campaigns. Lastly, shorter domains are easier to type, reducing errors.

3. Do startups and SMEs benefit more from local domains versus generic extensions?

Startups and SMEs benefit from local domains such as .au compared to generic .com domains. Local domains offer brand differentiation, local identity and connection, and improved local SEO.

4. What are the rules for registering a .au domain?

To register a .au domain, you must demonstrate an Australian presence. You must be an Australian entity:

• A registered Australian company
• Trading under a registered business in Australia
• An Australian partnership or a sole trader
• A foreign company that is licensed to trade in the country
• An owner of an Australian registered trademark
• An association incorporated in Australia
• A commercial statutory body in Australia
• An applicant for an Australian Registered Trademark

Upon registration, you must provide your Australian Business Number (ABN) or your Australian Company Number (ACN).