PIRATE PERSONAS: Understanding the culprits of digital book theft

Rating Digital PiratesIn the following pages you’ll meet six types of pirates. This legend will help you understand their tendencies.

Low =

High =

Legend:

HoarderData hoarder: Saving the world’s data against the apocalypse

Countermeasures: Takedown notices/escalation

Content EngagementDownload Volume

Upload VolumeIdealism

Purchase LikelihoodEnabler / Influence

Piracy Impact Finds, stores, curates & re-uploads online files. Prevents files from disappearing.

High-Tech EnablerYour friendly neighborhood IT nerd

Countermeasures: Fight tech with tech (DRM, watermarking)

Content Engagement

Download Volume

Upload Volume

Idealism

Purchase Likelihood

Enabler / Influence

Piracy Impact Willing and effective teacher of piracy techniques to other personas.

CrusaderDoing it for the cause, cred, lulz

Countermeasures: Takedown notices/reduce visibility

Content EngagementDownload Volume

Upload VolumeIdealism

Purchase LikelihoodEnabler / Influence

Piracy Impact Truly believes that content should be free. Will search on request for other personas.

Social Media MavenLightweight #reader, heavyweight socializer

Countermeasures: Takedown notices/rights-holder threats

Content EngagementDownload Volume

Upload VolumeIdealism

Purchase LikelihoodEnabler / Influence

Piracy Impact Uses word-of-mouth to promote piracy as well as the book. Gets help from High Tech Enabler.

BookwormHeads down, hardcore, laser-guided reader

Countermeasures: Grab their budget, All-you-can eat/subscriptions

Content EngagementDownload Volume

Upload VolumeIdealism

Purchase LikelihoodEnabler / Influence

Piracy Impact Heavy consumer, the more they pirate, the less you earn.

Starving StudentVery focused, very motivated, Top Ramen for every meal

Countermeasures: Accessible borrow or loan models

Content EngagementDownload Volume

Upload VolumeIdealism

Purchase LikelihoodEnabler / Influence

Piracy Impact Very highly motivated to find specific titles. Will ask for help from Idealists.

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