online piracy singapore launch presentation
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from Sycamore Pte LtdTRANSCRIPT
Online Piracy Behaviour and Attitudes in Singapore
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“If everyone else is doing it and not getting into trouble then why can’t I do it as well?” 18-24 PIRATE
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Qualitative Discussion Groups
19th – 20th November 2013
Methodology
1. Male pirates 18-24 Students 2. Male pirates 18-24 White Collar 3. M/F pirates 25-34 inc. some parents 4. Male lapsed pirates 18-24
Online quantitative research
2nd – 10th December 2013
• 900 respondents aged 16-64 • Up-weighted to be representative
of total population • Participation anonymous
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10
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Incidence levels are high
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Base: Total sample N=900
Ever done any piracy
12
49
39 Lapsed Current Never done any
6
5 6 6 7
12 13 15 16
23 21
28 28
Download a pirated movie from the
internet
Download a pirated TV show \ series from the internet
Use a website to stream and watch a pirated movie on the
internet
Use a website to stream and watch a pirated TV show \
series on the internet
%
Less Often (Every 3-6 months)
At least once a month
At least once a week
SG (Dec 2013)
A high ‘active’ rate compared with other countries
BASE: TOTAL SAMPLE, (N=all that indicated they have ever done above activity) N3: Please indicate how often you do each of these activities
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Home is the preferred location for piracy activities
BASE: ACTIVE PIRATES
Location of piracy activities
28
4 3 5
27
9 10 11
37
19 22 23
8 68 65 61
Home Work Somewhere else
On the go
Never
Less often
At least once a month
At least once a week
MUSIC MOVIE/TV
23 6 6 7
22
13 9 10
45
17 21 22
10 64 64 61
Home Work Somewhere else
On the go
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It’s a youth issue
Active Pirates Non Pirates
16-18 YEAR OLDS
69%
31%
35-49 YEAR OLDS
57% 43%
19-24 YEAR OLDS
74%
26%
50-59 YEAR OLDS
31%
69%
TOTAL AVERAGE
49% 51%
60-64 YEAR OLDS
40% 60% 60%
40%
25-34 YEAR OLDS
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Young active pirates understand copyright infringement
Clarity that this is the activity in which they are involved
“It’s downloading free files off a torrent
programme”
Downloading free stuff that is supposed
to be paid
Everything copyrighted that you
share /download without proper authority (free)
Taking other people’s intellectual property
without consent, using, enjoying and
distributing
Clarity with regards to definition
10
Pirating creative content is stealing/theft
And most consider it stealing / theft …..
BASE: Total sample N=900. N5: Please indicate how much you agree or disagree with the following statement..
………. But carry on regardless
68 70 67 74 66 58 69 75 77 66 71
17 20 15 15 19 25 19 9 10 23 12
TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 ACTIVE PIRATES
NON-PIRATES
% Top 2 Box Bottom 2 Box
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What’s influencing behaviour?
Free Easily accessible Habitual
No limits on behaviour or compelling disincentives
No perceived negative impact A social norm
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It’s free and easily accessible
Legality of content is NOT a consideration when choosing what they should view or listen to
Content I want DESIRE
When I want it CONTROL
Easy to find ACCESS
FREE
Pirated online content
MOD: “Why don’t you go directly to iTunes”? PIRATE: “Because it’s not free” 18-24 PIRATE
“On TV you have to watch what is given to you…if you want to watch Lost season 1 [by pirating] you can choose” 18-24 PIRATE “I watch one season
and get on with my life because I’m busy” 18-24 PIRATE
13
A habit for illegally accessed content
7 7 7 8 24 13
31 9
12 16 14 9
22 25
33
41 16 11 16 10
33 45
34 42 60 62 62 73
5 4 1 21 17
2 8
16-18 19-24 16-18 19-24 16-18 19-24 16-18 19-24
Rent a movie online Purchase a movie online Download a pirated movie Stream a pirated movie
At least weekly Monthly, less than weekly Less often Never Can’t say Don’t do nowadays
Legal behaviour Illegal habit
BASE: ACTIVE PIRATES
14
No perceived negative impact
It damages Singapore’s creative industries
56 51 52 50 54 62 74 50 61
28 33 34 30 31 21 11 38
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TOTAL 16-18 19-24 25-34 35-49 50-59 60-64 ACTIVE PIRATES
NON PIRATES
% Agree Disagree
DON’T KNOW 16 16 14 20 15 17 15 12 21
“A world without entertainment? It’s a bit far fetched but it’s possible” 18-24 ‘LAPSED’ PIRATE
“It’s not the fact that they [creative industries] want to make money. They want to make really good shows for viewers” 18-24 PIRATE
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No limits on behaviour or compelling disincentives
BASE: Total sample N=900. N5: Please indicate how much you agree or disagree with the following statement..
33 36 30 47 39 38 30 24 38 41 25
46 46 46 37 34 38 49 55 51 41 50
TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 ACTIVE PIRATES
NON PIRATES
% Top 2 Box Bottom 2 Box
“The MDA have authority but they don’t enforce it” 18-24 PIRATE
25 27 22 32 26 29 27 17 18 30 20
55 56 54 45 54 48 54 61 67 53 57
TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 ACTIVE PIRATES
NON PIRATES
% Top 2 Box Bottom 2 Box
“There is no specific law. Nobody really knows, it’s not like drugs” 18-24 LAPSED PIRATE
If you do it, there is little chance that you
will get caught
If you do get caught, nothing much will
happen to you
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70 66 73 77 82 72 73 58 57 80 60
18 24 12 15 9 12 14 29 33 13 22
TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 ACTIVE PIRATES
NON PIRATES
% Top 2 Box Bottom 2 Box
A social norm
BASE: Total sample N=900. N5: Please indicate how much you agree or disagree with the following statement..
It’s something that everybody does
nowadays
Those who don’t participate are
perceived to be ‘not really like them’ Rich people
who can pay for what they
need
The technically
inept The artists
Religious people (moral
objectors)
Given 69% of all 16-18 year olds and 74% of 19-24 year olds are active pirates – it is the social norm for these age groups
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Influencing behaviour
Unclear and unenforced legislation
Easy access ENVIRONMENTAL
SOCIAL
PERSONAL
Piracy is the norm
Habit
No perceived negative impact
Free
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Influencing behaviour
Unclear and unenforced legislation
Easy access ENVIRONMENTAL
SOCIAL
PERSONAL
Piracy is the norm
Habit
No perceived negative impact
Free
“If there was a really stiff penalty then nobody would dare do it… people would think twice” 18-24 PIRATE
“If TPB was blocked, what would your life be like?” “Miserable!” “Where would you go instead?” “CD shops!” 18-24 PIRATE
“If it was blocked I may not go to the effort to find another” 25-34 PIRATE
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Which would be most effective?
Most anticipate blocking would be effective in reducing piracy behaviour
BASE: Total sample N=900. D13. Which of the following measures do you think would be the most effective in reducing illegal download behaviour
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16
11
8
6
6
4
3
2
6
Blocking of sites that profit from pirated content
Proof that downloading pirated content heightens exposure to viruses/malware
A guaranteed fine or penalty
Knowing someone who has been caught and fined
Your ISP slows down (throttles) your service if you are downloading excessively
A warning letter from your ISP
ISP disconnects your service if you are downloading excessively
An official visit from a copyright infringement official
Knowing someone who has been caught
Not specified
%
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The active agree at surprising levels
BASE: Total sample N=900. N5: Please indicate how much you agree or disagree with the following statement..
55 53 57 50 48 47 57 61 64 52 59
29 35 22 40 34 35 30 20 17 37 20
TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 ACTIVE PIRATES
NON PIRATES
% Top 2 Box Bottom 2 Box
55 54 56 43 42 50 55 63 73 53 57
25 30 20 37 31 27 27 21 10 32 19
TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 ACTIVE PIRATES
NON PIRATES
% Top 2 Box Bottom 2 Box
The internet requires more regulation to
prevent individuals from downloading or
streaming pirated content
Singapore's courts should be allowed to decide to block overseas websites
that profit from pirated content
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“It’s normal for people to download from the internet … we act innocent … so do illegal stuff but don’t get caught. You can apply that anywhere.” 18-24 PIRATE
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