Kathy Nielsen did an article for Wired that took a look at the U.S. lagging behind China when it comes to gTLD awareness.
From the article:
The IDN movement is significant in China, which has 21.97% of the world’s Internet users, compared to just 9.58% of the world’s Internet users coming from the U.S. In an interview with the Wall Street Journal last year, Fadi Chehade, CEO of the International Corporation for Assigned Names and Numbers (ICANN), the Internet’s governing body, predicted that once domain names with Chinese characters were available in the gTLD program, the numbers would be “staggering”. As it turns out, he was right.
During the initial application period in 2012, companies called registries could apply to run their own gTLDs for everything from .app to .music to .游戏 meaning .game in Chinese. These aspiring registries applied for a total of 116 non-Latin script gTLDs. Seventy-three of those were in Chinese characters. This spring, as many of the new domain extensions began hitting the market, the first live auction for .在线 (Dot Chinese Online) and .中文网 (Dot Chinese Website) domain names raised nearly $200,000.