This issue doesn’t receive a lot of exposure despite the fact that especially at the beginning of the Internet’s new gTLD journey, it’s reasonably important/relevant.

To start, let me just give you two random examples of new gTLDs which cater to the needs of an audience which is *not* tech savvy: dot seniors and dot retirement.

On the opposite end of the spectrum, here are two examples of new gTLDs which cater to the needs of a highly tech savvy audience: dot programming and dot coding.

As you can see, as far as the first two new gTLDs are concerned (dot seniors and dot retirement), the elderly represent their target audience and as such, it will most likely take longer until these people get used to the fact that new extensions exist.

Therefore, it’s safe to assume that there will be more traffic leakage than with new gTLDs which cater to the needs of highly tech savvy audiences such as dot programming or dot coding.

These extreme examples hopefully make it clear what the message I’m trying to get across is: each new gTLD needs to also be analyzed from this perspective, especially during the first couple of years.

Whatever you do, don’t make the mistake of generalizing.

We’ll have lots and lots of different extensions. Different registry operators. Different target audiences. Different industries. Different business models. The list could go on and on.

If you want to make the right choices, the responsibility lies exclusively on your shoulders. Making an informed decision isn’t easy at all, a lot of hard work is required. Research, brainstorming, you name it. The potential returns can be extremely high and make everything more than worth it but simply saying you’re a professional domain investor isn’t enough, you have to also act accordingly and that involves hard work.