Entertainment and financial services brands are most likely to apply for new gTLDs for their brands, according to a survey by registrar Melbourne IT.
The company said 150 of its clients have expressed interest in applying or a new gTLD. Of these, 92% would prefer a .brand domain and 9% a product domain, while 11% are interested in applying for a generic word.
Eighty-seven percent of its clients said they are interested in applying for just one TLD while 13% said they are interested in applying for two or more gTLDs.
While brand owners have been sceptical about the gTLD rollout, and the increased potential for cybersquatting, the survey suggests that many will nevertheless decide to apply for domains.
So far, only two companies - Canon and Hitachi - have confirmed that they will apply, while a number of others have ruled it out.
Bruce Tonkin of Melbourne IT is a member of Icann's Board but abstained in Monday's vote, citing a potential conflict of interest.