Brits are accustomed to going straight to domains when searching for a site, according to a new survey by YouGov.

Over 60% of the 2000 or so internet users questioned said that the ending will automatically mean that the site they're looking for or visiting will be more relevant to them, while 33% think that local domain names are "essential".

Seventy per cent of those surveyed said they knew to go straight to rather than in order to find the products they're looking for.

"The findings show that British internet users are loyal to local websites and have higher levels of trust for the .uk domain name", said Lesley Cowley, CEO of Nominet, the domain registry service for whom the service was carried out.

"It's clear that the trust issue is one of increasing importance to the Internet industry, as well as internet users."