(photo from Tyrone Shum)
For those of you who aren’t familiar with the term direct navigation, here’s the Wikipedia definition for you:
“Direct navigation describes the method individuals use to navigate the World Wide Web in order to arrive at specific websites. Direct navigation is a 10 year old term which is generally understood to include type-in traffic.”
If you have spent any time learning about the world of domaining, you know that short, generic .COM domains are highly valued not only because they are extremely brandable, but also because they receive direct navigation (or type-in) traffic. While there’s no denying the branding power of a short, generic .COM name, a new report shows that direct navigation may be dying.
Earlier this week, Symantec released a list of the top 100 searches conducted by children on the Internet. While the list is interesting and worth looking at for yourself, here’s what makes the list particularly interesting (as noted by RWW):
“Another somewhat unexpected insight gained by examining this data is the fact that kids are searching for easy-to-remember URLs including Facebook, MySpace, YouTube, Yahoo, MSN, and even Google. Why search when simply adding a “.com” on the end will take you directly there? Some may say that this points to children not entirely grasping the way internet addresses work, but it’s more likely an example of the trend where search has replaced typing in URLs for navigating the net.”
So, why is this significant? As asked and answered in the comments of this post: