1 dual consumer profile: “a” consumption consumption overview apathetic account for: 9% of total...
TRANSCRIPT
Yes40%
No52%
Don't Know8%
1
Dual Consumer Profile: “A” Consumption
CONSUMPTION OVERVIEW
• Apathetic account for:• 9% of total consumption volume• Average units/month: 3.8
• 19% of total illegitimate consumption volume
Substitution Rate: 51%
Illegitimate48%
Legitimate52%
CONSUMPTION TIMELINE
Before Theater
In Theater Before DVD During DVD Physical Media
1%10% 8%
16%12%
18%
35%
IllegitimateLegitimate
74%
26%
KnowingUnknowing
DEVICES USED
DVD player64%
TV53%
High Definition TV, 3D-capable TV, or IPTV 52%
Computer50%
Digital cable , satellite or IPTV service 47%
Blu-Ray disc player39%
Internet connected set top box 36%
Theater/ cinema
Rent Blu-Ray/DVD from retail store
Purchase Blu-ray/DVD from online store
*Download from internet for free*
*Buy BR/DVD from bootleg/street vendor*
92%
41%
23%
22%
20%
46%
38%
18%
TOP OFFICIAL METHODS
TOP UNOFFICIAL METHODS
METHODS OF VIEWING CONTENT NON-USA FILMS
Average Accessed/ Viewed
Past Month 3.3
Past 3 Mo.’s 7.6
2
Dual Consumer Profile: “A” Methods of Consumption
Apathetic32%
Technovator17%
Early Screener35%
Reluctant6%
Aficionado11%
Base: 281
48%
52%
Models of Consumption Methods of Consumption
Currently Substituted From
34%
30%
20%
15%
1%
93%
7%
16%5%
79%
34%
8%1%22%
35%
42%
33%
25%
Theater/ Cinema
PPV/ VOD
Download
Stream
DVD/ Blu-ray
Buy (Illegitimate)
Free (Illegitimate)
51%
Substitution Rate
Theater/ Cinema
Rent (Legitimate)
Buy (Legitimate)
Legitimate
Illegitimate
Subscribe (Legitimate)
Free (Legitimate)
3
Dual Consumer Profile: “A” BehaviorPIRATING
Digital/Hardcopy of Obtained Newly Released Movie?
COPYING To Access Across Electronic
Devices(1)
WATCHING ON TV By Connecting
Electronic Device to TV
34%66%
YesNo
Yes, Succeeded
Yes, Did Not SucceedDo Not Know
24%
32%
45%
Onto
USB 54%
Hard drive 53%
Disc 42%
Portable electronic device 13%
45%
48%
8%
TERMS OF USERead Digital Copy Terms
81%
19%
Method
Free download 64%
Purchased download 49%
Free stream 34%
DVD/Blu-Ray 23%
Purchased stream 22%
Digital copy purchased with a DVD/Blu-Ray 10%
4
Dual Consumer Profile: “A” Piracy MotivationsPRIVE-VALUE
FACTOR
SHARINGFACTOR
CONVEN-IENCE
FACTOR
USAGE FACTOR
TIMING FACTOR
SUPERIO-RITY
FACTOR
SOCIALFACTOR
Completely Agree Somewhat Agree Neither Agree Nor Disagree Somewhat Disagree Completely Disagree
Save money for other activities
Screen out those movies that are not worth watching at the theater, or on DVD/Blu-Ray disc
Decide on the movies that you will spend money on
Exchange movies with friends and family
Gather and share good times with friends
Watch movies where you want
Watch movies when you want
Watch movies you wouldn't have been able to watch otherwise
Watch movies from the comfort of your home
Transfer a movie to other devices
Build a collection of movies you can watch later
Keep a collection of movies you really like
Kill time when you are traveling or when there's not much to do
Watch movies before they even get released
Watch movies that are still in theater or not released on DVD/Blu-Ray disc yet
Show others your technical skills in obtaining movies that have not been released yet
Feel the thrill and excitement of watching movies that have not been released yet
Get to see movies before everyone else sees them
Boast about movies that have not been released in theaters yet
Make a statement against the movie industry
Keep up-to-date on the latest movie news
Comment, rate, and review on movies on blogs and social networking sites
Share your tastes and likes
Tell others about movies that are worth watching
36%
30%
26%
28%
27%
34%
33%
30%
29%
35%
30%
30%
30%
28%
26%
31%
30%
30%
30%
29%
27%
33%
29%
27%
34%
40%
40%
44%
43%
34%
40%
41%
39%
32%
40%
40%
41%
44%
41%
39%
38%
40%
38%
39%
38%
36%
40%
44%
20%
22%
24%
22%
21%
23%
19%
22%
23%
24%
23%
23%
22%
20%
25%
22%
23%
23%
25%
25%
28%
24%
26%
22%
8%
6%
9%
3%
7%
9%
6%
6%
6%
7%
6%
7%
6%
6%
7%
6%
7%
5%
6%
4%
7%
6%
4%
5%
2%
2%
2%
2%
1%
1%
2%
2%
2%
3%
2%
3%
2%
2%
1%
2%
2%
2%
5
Pirate Only Consumer Profile: Overview
PIRATE ONLY COMPOSITION
Males / Females M: 57% / F: 43%
Age 13-17: 19%18-25: 25%25-34: 27%35-54: 29%
Married? Yes: 52% / No: 48%
Children in Household? Yes: 62% / No: 38%
Average Yearly Income Rs. 55,670
Education
DEFINING ATTRIBUTES
SCORED LOW ON:• I often use social network sites to write about or rate the
newly released movies I enjoyed or disliked• I like to be part of the elite crowd that watches an american
movie in the theater• Digital media should enable me to watch movies on any
device I own
SCORED HIGH ON:• I prefer to watch American movies dubbed in my language• I don't mind waiting for a newly released movie to come to
Blu-Ray disc or DVD before I watch it
• Feel the thrill and excitement of watching movies that have not been released yet• Get to see movies before everyone else sees them• Transfer a movie to other devices
PIRACY MOTIVATIONS
MySpace
YouTube
6%
56%
84%
77%
11%
20%
16%
6%
11%
22%
58%
8%
9%
8%
70%
57%
15%
2%
25%
28%
11%
6%
8%
18%
SOCIAL NETWORKING HABITS
Do not visit
Watch videos, read, and share posts (at least once a week)Comment on other posts (at least once a week)Create original posts, reviews, videos, etc.
Comprise 4% of Total Consumers – xxx
Visit ( less often than once a week)
6
Consumer Profile: NON-PIRATE “A” Methods of Consumption
Legitimate100%
Models of Consumption
Methods of Consumption
35%
33%
24%
5% 3%
35%
10%1%
6%
49%
Theater/ Cinema
PPV/ VOD
Download
Stream
DVD/ Blu-ray
Theater/ Cinema
Rent (Legitimate)
Buy (Legitimate)
Subscribe (Legitimate)
Free (Legitimate)
Late Adopter
23%Exclusively Legitimate
78%
Base: 640
7
Social Networking Habits of Consumers
Dual Consumers
Do not visit
Watch videos, reader and share posts (at least once a week)
Comment on other posts (at least once a week)
Create original posts, reviews, videos, etc.
Legitimate Only Consumers
Visit (less frequently than once a week)
MySpace
YouTube
10%
39%
60%
50%
19%
26%
22%
17%
16%
20%
66%
32%
17%
23%
61%
57%
26%
16%
23%
34%
46%
19%
12%
18%
25%
MySpace
YouTube
14%
59%
80%
62%
20%
21%
16%
10%
18%
24%
57%
16%
56%
50%
14%
4%
18%
35%
10%
13%