--- title: Research Reveals User Preferences for Short Links Using Real Words description: New research shows that using branded short links has a big impact on marketing ROI and engagement. The results are in, and it's good news for businesses. image: https://www.bl.ink/hubfs/Imported_Blog_Media/Press-release-image_3.jpg --- [![blink-logo-white](https://www.bl.ink/hs-fs/hubfs/zz-Archive/emails/blink-logo-white.png?width=714&height=143&name=blink-logo-white.png) ](https://www.bl.ink) [![login to blink](https://www.bl.ink/hubfs/Theme%202022/Global%20Assets/person-logo.svg) Login ](https://app.bl.ink/my-login) [ Get a Demo ](https://bl.ink/top-right) ![Icon-3](https://www.bl.ink/hubfs/Website%20navigation%20icons/new-svg-image/Icon-3.svg) #### Features Where we shine ![Icon-nav-flexi](https://www.bl.ink/hubfs/Website%20navigation%20icons/new-svg-image/Icon-nav-flexi.svg) #### Flexibility Editable links ![Icon-nav-security](https://www.bl.ink/hubfs/Website%20navigation%20icons/new-svg-image/Icon-nav-security.svg) #### Security & Compliance SOC2, GDPR, HIPAA ![Support for Short URLs & QR codes](https://www.bl.ink/hubfs/Website%20navigation%20icons/new-svg-image/Icon-nav-support.svg) #### Service & Support Clients love BL.INK ![Icon-nav-vs-competitors](https://www.bl.ink/hubfs/Website%20navigation%20icons/new-svg-image/Icon-nav-vs-competitors.svg) #### BL.INK vs. the Rest Compare us to anyone ![Icon-nav-integrations](https://www.bl.ink/hs-fs/hubfs/Website%20navigation%20icons/Icon-nav-integrations.png?width=40&height=40&name=Icon-nav-integrations.png) #### Open API & Integrations We work with your tech ![Branded, shortened URLs](https://www.bl.ink/hs-fs/hubfs/Website%20navigation%20icons/Icon-nav-branded-links.png?width=40&height=40&name=Icon-nav-branded-links.png) #### Branded Links Full link management ![Rules-based routing](https://www.bl.ink/hubfs/Website%20navigation%20icons/new-svg-image/Icon-nav-route-arrows.svg) #### Rules-Based Link Routing Customize experiences ![Customized landing pages](https://www.bl.ink/hubfs/Website%20navigation%20icons/new-svg-image/Icon-nav-rules-dynamic-routing.svg) #### Power Pages Easy custom landing pages ![SMS at Scale](https://www.bl.ink/hubfs/Website%20navigation%20icons/new-svg-image/Icon-nav-customer-stories.svg) #### SMS at Scale Personalized messaging ![QR codes](https://www.bl.ink/hubfs/Website%20navigation%20icons/new-svg-image/Icon-nav-qr-code.svg) #### QR Codes QR code with each link ![E-Link](https://www.bl.ink/hubfs/Website%20navigation%20icons/new-svg-image/Icon-nav-developers.svg) #### E-Link Let anyone create links ![Broken Link Management](https://www.bl.ink/hubfs/Website%20navigation%20icons/new-svg-image/Icon-nav-branded-links-new.svg) #### Broken Link Monitoring No more 404s ![Structured data](https://www.bl.ink/hubfs/Website%20navigation%20icons/new-svg-image/Icon-nav-integrations.svg) #### Structured Data Empowered analytics ![Icon-nav-enterprise-product](https://www.bl.ink/hubfs/Website%20navigation%20icons/new-svg-image/Icon-nav-enterprise-product.svg) #### BL.INK Enterprise Unlimited options ![BL.INK CXP](https://www.bl.ink/hs-fs/hubfs/Website%20navigation%20icons/Icon-nav-connected-packaging.png?width=40&height=40&name=Icon-nav-connected-packaging.png) #### BL.INK CXP Dynamic mobile microsites at scale ![Icon-nav-core-product](https://www.bl.ink/hubfs/Website%20navigation%20icons/new-svg-image/Icon-nav-core-product.svg) #### BL.INK Core Feature-rich self-serve QR codes & short links ![Icon-nav-GS1](https://www.bl.ink/hubfs/Website%20navigation%20icons/new-svg-image/Icon-nav-GS1.svg) #### GS1 Digital Link 2D barcodes for optimal consumer engagement ![Smartlabel QR codes](https://www.bl.ink/hs-fs/hubfs/Website%20navigation%20icons/Icon-nav-sms-at-scale.png?width=40&height=40&name=Icon-nav-sms-at-scale.png) #### Connected Packaging Customized QR codes for variable printing and packaging ![Marketing ROI analysis](https://www.bl.ink/hs-fs/hubfs/Website%20navigation%20icons/Icon-nav-vs-competitors.png?width=40&height=40&name=Icon-nav-vs-competitors.png) #### Marketing ROI Structured attribution data for optimized analytics ![HIPAA compliant short links](https://www.bl.ink/hubfs/Website%20navigation%20icons/new-svg-image/Icon-nav-core-product.svg) #### Healthcare HIPAA-compliant, BAA-ready links & QR codes ![Icon-nav-enterprise-product](https://www.bl.ink/hubfs/Website%20navigation%20icons/new-svg-image/Icon-nav-enterprise-product.svg) #### BL.INK Enterprise Pricing requires a quote request ![CXP ](https://www.bl.ink/hs-fs/hubfs/Website%20navigation%20icons/Icon-nav-connected-packaging.png?width=40&height=40&name=Icon-nav-connected-packaging.png) #### BL.INK CXP Pricing requires a quote request ![Icon-nav-core-product](https://www.bl.ink/hubfs/Website%20navigation%20icons/new-svg-image/Icon-nav-core-product.svg) #### BL.INK Core Monthly pricing that starts with a free trial ![Icon-nav-integrations](https://www.bl.ink/hubfs/Website%20navigation%20icons/new-svg-image/Icon-nav-integrations.svg) #### Knowledge Base Tons of articles, videos ![Icon-nav-support](https://www.bl.ink/hubfs/Website%20navigation%20icons/new-svg-image/Icon-nav-support.svg) #### Get Help Submit a ticket here ![BL.INK Open API](https://www.bl.ink/hs-fs/hubfs/Website%20navigation%20icons/Icon-nav-developers.png?width=40&height=40&name=Icon-nav-developers.png) #### For Developers Open API documentation ![Strong User Preferences for Short Links Using Real Words](https://www.bl.ink/hubfs/Imported_Blog_Media/Press-release-image_3.jpg) [byJulia](https://www.bl.ink/blog/author/julia)May 11, 2019 2:43:02 PM Listen to this blog # New Research Reveals Strong User Preferences for Short Links Using Real Words ### *Top Reasons Include: Clarity / Simplicity of Information, **Memorability, and Trustworthiness* [Donuts Inc.](https://donuts.domains/), the global leader in high-quality, new top-level Internet domains, announced the results of a third-party online survey assessing Internet link sharing and user preferences. The objectives of the survey, conducted by Sapio Research and commissioned by Donuts, were to assess user behaviors and compare their preferences for traditional long links, branded short links using real words, and legacy short links (primarily character-based).   In 2018, a panel of more than 1,000 online respondents was presented with five different real-world scenarios that involved links. The scenarios included: viewing online ads and online shopping promotions, listening to a radio ad, creating and sharing a job posting, and planning a vacation online with friends. In each scenario, users were asked to select the link that was most preferable within that context, and indicate the primary reason for their choice (easy to remember, clear and informative, or trustworthy). The responses were definitive, both by scenario and in aggregate: users overwhelmingly preferred short links using real words. Regardless of the scenario, between** 60% – 75% of respondents chose short links with real words**, rather than the alternatives. Surprisingly, 90% of all respondents preferred either [short link](https://www.bl.ink/features/link-manager) using real words or traditional long links; only 10% of respondents selected legacy short links using character strings. **[Check out 10 smart ways our customers use branded short URLs to boost their business.](https://www.bl.ink/blog/url-shortening-best-practices/)** **About Sapio Research**** **[Sapio Research](https://sapioresearch.com) is a global market research consultancy. Our entrepreneurial spirit and wealth of experience help our clients tackle business and consumer (strategic or content) market research with knowledgeable, innovative thinking.  Managing partners Guy Washer and Jane Hales **previously founded** **Redshift Research** – a company with an excellent reputation for customer service, which was short-listed for the Research Awards ‘Best New Agency’ in 2008, and Kent Excellence in Business Best Place to Work 2011. The Sapio team are creative, evidence-based problem solvers who pinpoint the issues and use good sense to solve them. ### Search ### Delivering Messaging Campaigns that Click  In today’s market, standing out and being heard is on every marketer’s mind. BL.INK has compiled best practices across a number of customers to share the key elements of success that differentiate the best from the rest. [ Download ](https://www.bl.ink/magnet-messaging-campaigns-that-click) ###### Browse by category - [Link Management](https://www.bl.ink/blog/tag/link-management) - [GS1 Digital Link/2D Barcodes](https://www.bl.ink/blog/tag/gs1-digital-link-2d-barcodes) - [Connected Packaging](https://www.bl.ink/blog/tag/connected-packaging) - [QR Code](https://www.bl.ink/blog/tag/qr-code) - [Branding](https://www.bl.ink/blog/tag/branding) - [Compliance/Security](https://www.bl.ink/blog/tag/compliance-security) - [Marketing Data/Attribution](https://www.bl.ink/blog/tag/marketing-data-attribution) - [Healthcare](https://www.bl.ink/blog/tag/healthcare) - [Data Analysis/Analytics](https://www.bl.ink/blog/tag/data-analysis-analytics) - [Consumer Goods](https://www.bl.ink/blog/tag/consumer-goods) - [Retail](https://www.bl.ink/blog/tag/retail) - [Social Media](https://www.bl.ink/blog/tag/social-media) - [SMS/Messaging](https://www.bl.ink/blog/tag/sms-messaging) - [Sustainability](https://www.bl.ink/blog/tag/sustainability) ##### Subscribe to this Blog ## Related Posts [![How-BL.INK-uses-branded-short-links](https://www.bl.ink/hs-fs/hubfs/Imported_Blog_Media/How-BL_INK-Uses-Short-Links.gif?width=352&name=How-BL_INK-Uses-Short-Links.gif) ](https://www.bl.ink/blog/how-blink-uses-short-links) ### [How BL.INK uses branded short links](https://www.bl.ink/blog/how-blink-uses-short-links) At [BL.INK](https://www.bl.ink), we believe that every organization should use short links. The use cases across... [Read More](https://www.bl.ink/blog/how-blink-uses-short-links) ### [Name.com Launches BL.INK: Branded URL Shortener](https://www.bl.ink/blog/name-com-launches-blink) *Enables SMB Customers to Create Branded Short Links that are Memorable, Meaningful, and Drive **More...* [Read More](https://www.bl.ink/blog/name-com-launches-blink) [![Using short links for internal communications](https://www.bl.ink/hs-fs/hubfs/Imported_Blog_Media/Using-Short-Links-for-Internal-Communication-1.png?width=352&name=Using-Short-Links-for-Internal-Communication-1.png) ](https://www.bl.ink/blog/short-links-internal-communication) ### [Using short links for internal communications](https://www.bl.ink/blog/short-links-internal-communication) Short links have become a necessity for businesses to better connect with their audience and... [Read More](https://www.bl.ink/blog/short-links-internal-communication) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Julia", "url" : "https://www.bl.ink/blog/author/julia" }, "dateModified" : "2024-09-16T12:13:32.500Z", "datePublished" : "2019-05-11T19:43:02.000Z", "headline" : "Research Reveals User Preferences for Short Links Using Real Words", "image" : [ "https://www.bl.ink/hubfs/Imported_Blog_Media/Press-release-image_3.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.bl.ink/blog/new-research-findings", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.bl.ink/hubfs/blink-transparent-bg.png" }, "name" : "Blink Global, LLC" } } ```