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BtoB

Two-thirds of Internet searchers use direct navigation

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New York—Direct navigation—typing a generic category plus “.com” directly into a Web browser—is growing, according to an Opinion Research Corp. survey for LeaseThis.com, a company that leases domain names at a flat rate.

Sixty-four percent of Web surfers surveyed bypass search engines and type keywords into their browsers. One fourth (26%) said they bypass search engines at least once a day while surfing, and 38% said they bypass search engines weekly or monthly.

More than half (53%) of those surveyed said they would always or sometimes bypass search engines if they could access what they are looking for on the Internet by typing the category name into their browser.

The business value of generic domain names was driven home with the announcement Thursday that b-to-b search engine Business.com has been acquired by R.H. Donnelley Corp. for $345 million in cash. That single-word domain name was purchased in 1999 for $7.5 million. In other examples, Creditcheck.com recently sold for $3 million and Sex.com, for $12 million.

—Carol Krol

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