The issue came into focus at a Media Advocacy and Capacity Building Workshop organised by the Nigeria Internet Registration Association (NiRA) in collaboration with the Nigeria Information Technology Reporters Association (NITRA), where journalists gathered under the theme “The Role of Media in Advancing Nigeria’s Digital Identity.”

In his opening remarks, Adesola Akinsanya, NiRA president, said the engagement aimed to strengthen collaboration with the media on digital identity awareness.

He described the session as a “handshake” between NiRA and journalists, stressing that the partnership is essential to growing Nigeria’s digital presence.

“I would like to begin with a critical question that should frame our engagement today: who truly owns Nigeria’s digital identity? Is it shaped by the platforms we use, the domains we register, or the narratives we amplify?” he said.

“The reality is that digital identity is neither accidental nor passive, it is deliberately constructed, and increasingly, it is contested. In this context, your role as journalists and media professionals becomes not just relevant, but strategic.”

The president encouraged participants to see themselves as active stakeholders in national development, urging a more patriotic approach to digital identity. “We should be seen doing it to be patriotic and to move this country forward.”

Speaking at the session, Adebiyi Oladipo, vice chair, ICANN ccNSO, also a researcher and lecturer said the issue goes beyond technology and shows how Nigeria values its own digital space.

“This is not about NiRA, this is about Nigeria,” he said.

He compared Nigeria with other countries, pointing to wide gaps between population size and the number of registered country-code domains.

China, with over 1.4 billion people, has about 21 million domain names. Germany, with 83.6 million people, has more than 17 million. The Netherlands, with just 18.4 million people, holds about 6.3 million domains.

Nigeria, by contrast, has only about 240,000.

The difference becomes apparent when measured per population. Germany has more than 200 domains per 1,000 people. The Netherlands records over 300. Nigeria stands at less than one.

“I find it really absurd that a country of over 200 million people we are struggling with 240,000 domain names,” Oladipo said.

A stronger economic framing came from Oluwaseyi Onasanya, COO of NiRA, who said the “.ng” domain is not a technical product but a national critical asset tied directly to economic survival and sovereignty.

“.ng is not a technical tool, but a national critical asset. It is the bedrock of a digital economy,” she said.

She warned that every time a Nigerian business chooses a foreign domain, the country loses part of its digital economic value.

“What that means is that we are taking out a significant part of our digital economy offshore,” she said.

Oladipo said Nigeria is failing to treat “.ng” as a national asset. Instead, many businesses prefer foreign domains, especially “.com”.

“When you choose .com, you are pushing the value away from our environment,” he said.

He described domain names as economic assets rather than technical tools, comparing them to land in real estate.

“The domain is not a technical asset. It’s an economic asset, because you can make money from it,” he said.

He added that the opportunity extends across a value chain, from domain registration to website development, digital marketing and online business growth.

Oladipo also addressed perception challenges, noting that many Nigerians wrongly believe local domains are less secure, even though infrastructure matches global standards.

“Everything that exists with .com exists with us,” he said.

He linked the slow adoption to mistrust and poor information, warning that false narratives can shape public opinion.

“There’s a lot of fragility around online credibility,” he said, referring to a recent fake video that falsely claimed an attack in Abuja.

He placed responsibility on the media to correct misinformation and promote local digital identity.

“Nobody is going to tell your story like you,” he said.

Onasanya stressed that the issue is not perception alone but structural economic leakage, explaining that foreign domain use results in capital flight as payments leave the country in foreign currency.

“Every foreign domain is a capital flight,” she said, noting that even small annual fees multiply into significant national losses when scaled across businesses.

Oladipo urged journalists to go beyond reporting startups and fintech, stressing that the domain system is the foundation those industries depend on.

“It’s akin to celebrating the house but ignoring the land,” he said.

He called on media professionals to act as educators, amplifiers and trust builders by explaining digital identity issues, promoting Nigerian platforms and calling out fraud.

He also urged organisations and individuals to adopt “.ng” domains for their platforms.

“For those who are not, switch to .ng,” he said.

Onasanya said policy intervention is critical to improving adoption, urging stronger government intervention through legislation, executive orders, and institutional enforcement.

She proposed that “.ng” should be mandatory for government communication, licensing, and procurement processes, and called for alignment with national identity systems such as the Corporate Affairs Commission (CAC).

Without stronger policy backing, she warned, adoption would remain slow. “Adoption is not luck, it is not by chance, it is driven by policy,” she said.

Despite the gap, Oladipo said the situation is not beyond repair, noting that the digital economy already contributes more than 20% to Nigeria’s GDP and continues to grow.

“There are endless possibilities for us,” he said.

He ended by challenging the media to take the lead in changing perception and driving adoption.

“Will you lead or will you follow?” he asked.

James Dooley, owner of PromoSEO, shares six examples that range from the worst to the funniest, and what we can learn from them.

1. Unintended Meanings

Therapistfinder.com – This domain inadvertently sounds like a dating site for therapists, rather than a platform to find mental health professionals.

Lesson: Avoid names that convey unintended meanings.

2. Typos Gone Wrong

Speedofart.com – Intended for a company selling art supplies, this name is an unfortunate typo that became an internet joke.

Lesson: Double-check spellings to prevent embarrassing mistakes.

3. Raising Eyebrows

Expertsexchange.com – Originally a tech support forum, the name raised eyebrows and likely deterred some visitors.

Lesson: Consider how your name could be misinterpreted.

4. Clever Wordplay Gone Awry

Workatho.me – While aiming for a clever play on “work at home,” this domain instead conjures up images of workaholics.

Lesson: Always consider how your name could be misinterpreted or have negative connotations.

5. When Good Intentions Go Bad

Teachersstalking.com – Originally meant for a forum where teachers could discuss and collaborate, this name reads more like a support group for predators.

Lesson: Getting feedback from diverse perspectives is crucial to catch potentially disturbing meanings.

6. Unintended Meanings Strike Again

Itsarap.com – Intended for a website about IT services and support, this domain unfortunately reads like something quite unappetizing.

Lesson: Be wary of unintended meanings, especially when combining abbreviations with words.

The Importance of a Well-Crafted Domain Name

Here are some insights behind the importance of selecting a memorable, relevant, and brand-appropriate domain name, while steering clear of frequent mistakes:

Leaving a Lasting Impression

A memorable domain name is your virtual calling card, the first point of contact with potential customers. Opting for a name that sticks in the mind ensures repeat visits and word-of-mouth referrals.

James says, ‘Avoid lengthy strings of characters, convoluted phrases, or obscure terms that are easily forgotten. Instead, aim for simplicity, clarity, and distinctiveness that resonate with your audience long after they’ve clicked away.’

Aligning with Your Brand Identity

Your domain name should seamlessly reflect your brand’s essence, offering a glimpse into what you do and what sets you apart. Selecting a name that lacks relevance to your business or industry can confuse visitors and dilute your message.

Ensure your domain succinctly encapsulates your offerings, values, or unique selling points, reinforcing your brand narrative and fostering connection with your target audience.

Building Trust and Credibility

A domain name that aligns with your brand’s ethos and values strengthens trust and credibility from the outset. Beware of inadvertently conveying unintended meanings or associations that could undermine your brand’s integrity.

Avoid using slang, jargon, or ambiguous terms that may alienate or confuse your audience. James says, ‘Instead, opt for a name that exudes professionalism, authenticity, and authenticity, reinforcing your brand’s authority in the digital realm.’

Common Mistakes to Avoid

While the allure of creativity is undeniable, veering off course can lead to costly missteps. Avoid choosing a domain name that is too long, convoluted, or difficult to spell, as this can hinder memorability and impede organic discovery. Similarly, steer clear of names that lack relevance to your brand or business, as this can lead to confusion and disengagement among potential customers.

Remember: Your domain name is the cornerstone of your online identity, shaping perceptions, driving traffic, and fuelling growth.

James states, ‘By heeding these insights and avoiding common pitfalls, you can set the stage for digital success, forging a lasting connection with your audience and standing out in a crowded online landscape.’

The right domain can be a source of profit, but also a key indicator of the shaping of international relations and geopolitics. 

Domain and hosting specialists Fasthosts’ 2023 State Of The Web Report revealed 2022’s top-level domain (TLD) registration figures, dynamics and trends of the domain industry for the previous year, and shed light on its growing correlation to the intricacies of operating in a centralised global network.

Here are some of the top findings: 

Navigating A Global Network

By the end of 2022 there were 350 million active domain names, and 308 ccTLDs. ccTLDs are associated with specific countries or territories and allow for users when searching for a website to be directed to the correct regional page.

However, they are often subject to political decisions and agreements between countries and organisations which can at times lead to disputes around changes in domain ownership.

Europe – The Leading Region for TLDs

Leading the way, Germany (.de), the UK (.uk) and The Netherlands (.nl) take the top spot demonstrating their dominance in the European domain landscape. Their popularity can be attributed to their association with some of Europe’s strongest economies and their recognition as reputable domain extensions for businesses and organisations alike.

Oceania – Small-Scale Islands, Large-Scale Contenders

As expected, the larger and more established islands of Australia and New Zealand featured in the top three largest ccTLDS however, in first place was the sparsely inhabited island of Tokelau with 5.04 million registrations. Over the years, there have been reports that the revenue generated from their domain sales have seen a huge rise in their GDP, which in 2012, had the lowest GDP output in the entire world. 

Similarly, .tv (Tuvalu), .pw (Paulau), .fm (Micronesia), .to (Tonga), and .ws (Samoa), among other islands, have also leveraged the marketability of their domain extensions to attract registrants from around the world who want cheap domains or have ccTLDs with specific meanings or relevance to their businesses or projects. 

In 2022, the island of Tuvalu made an estimated $10 million from the income of its .tv country code. Its domain sale to Twitch.tv in 2014 earned the country a $970 million profit, which enabled them to join the UN thanks to all the royalties produced from domain name registrations.

In 2020, Niue Island launched proceedings to regain control of their .nu TLD which was, in their opinion, wrongfully in the hands of the Internet Foundation of Sweden. 

The Americas – Rising Giants

The top two country codes in the Americas were .br and .co. In recent years, Brazil has established its country code’s popularity due to the nation’s large population, economy, and increasing access to the internet. Colombia’s .co on the other hand, has gained global recognition as an abbreviation for .com, company, commerce, and community. 

The US’s .us domain name comes 4th on the list at 1.8 million registrations, which is said to be down to the .com domain being used more prevalently on a global scale. 

Although not in the list, the Caribbean island of Anguilla has received a spell of luck in the past few years with the rise of the popularity of artificial intelligence, with AI’s abbreviation the same as the island’s country code .ai. 

Africa – Emerging Markets 

Gabon (.ga) has emerged as a prominent player in the African domain industry with over 7 million registered domains. Following in 2nd and 3rd place are .ml (Mali), and .cf (Central African Republic). Nigeria’s .ng domain name reached 184,425 in January 2023.

Each three’s success can be attributed to their accessibility and affordability, making them a strong choice for businesses and individuals across the continent.

With that said, their country codes have some of the highest number of distributed malware, which can lead to questions around ethics and regulations when managing the TLDs assimilated to developing countries where certain registries might have less stringent registration requirements in comparison to other TLDs.

Asia / Middle East – Innovative TLDs 

China (.cn) showcases its growing influence on a global scale with 8.98 million registered domains. Following closely behind are Russia (.ru) and India (.in), nations known for their technological advancements and growing industries, attracting businesses seeking to establish themselves in the trade market. 

With that said, at the start of 2022, the future of the .ru domain was up for debate when domain sales were exempt from US sanctions on Russia in order to support activists’ and independent media’s fight against potential government propaganda.

Further emphasising the power of governments and organisations to exert control over domain names to enforce content regulations and censorship.

Also featured on the top 10 TLD’s are the Coco Islands and British India Ocean Territories who both have been at the centre of controversy in the past few years. Officials called for Australia to take over control of the .cc TLD after large amounts of criminal content became associated with the extension. Whereas, the rights to the .io domains – a popular choice for crypto firms and NFT dealers – furthered disputes between the UK and Mauritius over the ownership of Chagos Islands. Consequently, the exiled Chagosians on the Island of Mauritius have never been able to access the rights to their domain or their royalties. 

To Conclude

The domain name industry operates within the intricate web of geopolitics, where shifts in international relations can cause profound consequences on the allocation, management, and protection of domain names worldwide. To ensure a more harmonious digital landscape, governments and regulatory organisations must prioritise balanced policy-making, taking into account its impact on different nations within the Domain Name System.

The addition of 7,082 new domain names to the .ng registered in the month of January, took the country’s active domain numbers to 184,425.

ALSO READ: Top Seven Costliest Domain Names in History and their Monthly Traffic revealed

With this number, Nigeria recorded 1,298 more domain name registrations in January 2023 when compared to 5,784 registered in January 2022.

TechEconomy checks on Nigeria Internet Registration Association (NiRA) website show that 7,082 new registrations, 5,186 renewals, and 121 domain name restorations were recorded in the past month under review.

Also, 96,930 of them are active third level domain names.  A third-level domain name also called “sub-domains” as they sometimes refer to, are specific sections or pages of a website.

It is the part of a domain name or website address that comes before the second-level domain name.

The remaining 87,495 are Second Level Domain (SLD) names. SLD is the part of the domain name that is located right before a Top Level Domain (TLD).