the down low on downloads music downloading practices & attitudes at unc-chapel hill
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The Down Low on Downloads Music Downloading Practices & Attitudes at UNC-Chapel Hill. David August, Lacy Bedol, Kate Farmer, Elizabeth Johnson, Chala Jones. Agenda. Purpose & Background. Find out: Why do students download music illegally? Goal: - PowerPoint PPT PresentationTRANSCRIPT
The Down Low on DownloadsMusic Downloading Practices & Attitudes at UNC-Chapel
Hill
David August, Lacy Bedol, Kate Farmer,
Elizabeth Johnson, Chala Jones
Purpose &
Background
Methodology Results Applicat
ion
Agenda
Purpose & Background
“The Down Low on Downloads” 3
Find out: Why do students download music
illegally?
Goal: Discover alternatives to encourage
students to pay for their music downloads.
Purpose & Background | Methodology | Results | Application
Research Questions• RQ1: What are the main sources from which students
at UNC obtain their music?
• RQ2: What is the main motivation of UNC students to download music illegally?
• RQ3: Do those who download illegally still purchase some music?
• RQ4: What factors are most likely to motivate UNC students to legally purchase their music rather than illegally downloading it?
“The Down Low on Downloads” 4
Purpose & Background | Methodology | Results | Application
Literature Review
College students between the ages of 18 and 24 are more likely
than any other American demographic to
download music illegally.
“The Down Low on Downloads” 5
Purpose & Background | Methodology | Results | Application
Literature Review
“The Down Low on Downloads” 6
$12.5 billion =estimated economic loss in music industry from illegally downloaded
musicPurpose & Background | Methodology | Results
| Application
UNC’s Student Population
“The Down Low on Downloads” 7
Purpose & Background | Methodology | Results | Application
10,000
7,00099% = Percent of undergraduate
students < 25
12,000 Caucasia
n
5,000 Minority
1,300 Journalism
600 Business
The Sample
“The Down Low on Downloads” 8
Purpose & Background | Methodology | Results | Application
126# of Respondents
86% female
14% male
Survey• Qualtrics
software• Listservs• journalism and
business schools, student organizations
• Link to form for interview interest
9
Purpose & Background | Methodology | Results | Application“The Down Low on Downloads”
15 Questio
ns< 7 Min. to Complete
Interviews
• Focus on students’ motivation behind downloading music illegally
Purpose & Background | Methodology | Results | Application 10“The Down Low on Downloads”
15 Interviewees8 Questions
Results
“The Down Low on Downloads” 11
iTunes
Youtube t
o mp3
Amaz
on
Limew
ire
Mediaf
ire
Video
ToMP3
Grooves
hark
4shar
ed.co
m
datpiff
.com
MP3Raid0
20
40
60
80
10094
2512 11
5 4 3 2 2 2
Top 10 Programs/Sites Used: Unstructured Question
Program or Website
# o
f Res
pon
den
ts (
out
of 1
21
)
What Are the Main Sources From Which Students At UNC Obtain
Music?
Purpose & Background | Methodology | Results | Application
Results
“The Down Low on Downloads” 12
What Is The Main Motivation Of UNC Students To Download Music Illegally?
0306090
88
3 2 1 328
Primary Reasons for Downloading Music Il-legally: Structured Response Question
Primary Reason
# o
f Res
pon
den
ts (
out
of 1
25
) 90.7% of Illegal Downloaders Say it
Saves Money---
“It is so accessible and instant that it makes it too easy”
Purpose & Background | Methodology | Results | Application
Results
“The Down Low on Downloads” 13
Purpose & Background | Methodology | Results | Application
Do Those Who Download Illegally Still Purchase Some Music?
0%
10%
20%
30% 32% 33%
14% 17%
3%
Amount of Music Library Made Up of Il-legally Downloaded Music
Approximate Amount of Music Library
Per
cen
t of
Res
pon
den
ts (o
ut
of 1
26
)
0% 1-20% 21-40% 41-60% 61-80% 81-99% 100%0%
5%
10%
15%
20%
25%
30%
7%
21%
6%
13%10%
25%
18%
Percent of Time Students Purchase Music Rather Than Download Illegally
Approximate Percent of Time Music is Purchased
Per
cen
t of
Res
pon
den
ts (
out
of 1
26
)
Results
“The Down Low on Downloads” 14
Purpose & Background | Methodology | Results | Application
3% = Percent of students who said “all of my music is illegally downloaded.”
7% = Percent of students who said they “purchase music 0 percent of the time.”
4% = Difference between the questions.
Conclusion: Regardless of the error, a majority download both legally &
illegally.
Results
“The Down Low on Downloads” 15
Purpose & Background | Methodology | Results | Application
What Factors Are Most Likely to Motivate UNC Students to Legally Purchase Their
Music Rather Than Illegally Downloading It?
- Better law enforcement- Sympathy for the artist
Application
“The Down Low on Downloads” 16
The conclusions we had drawn would prove to be highly beneficial to the RIAA as well as other
groups and organizations who campaign to keep
students from downloading music illegally.
Purpose & Background | Methodology | Results | Application
Application
“The Down Low on Downloads” 17
• Companies like the RIAA should push for more awareness of their company’s objectives and build a better brand presence.
• Form a campaign targeted at making students more knowledgeable about the consequences of illegal downloading.
Purpose & Background | Methodology | Results | Application
Application
“The Down Low on Downloads” 18
Most of our participants felt they would not “get caught” since they didn’t
know anyone who had received legal punishment.
Purpose & Background | Methodology | Results | Application
Application
“The Down Low on Downloads” 19
Part of the responsibility lies with media outlets.
---If the news more accurately
portrayed cases about people illegally downloading music, it would increase awareness that
the law is still being upheld.Purpose & Background | Methodology | Results
| Application
Application
Purpose & Background | Methodology | Results | Application“The Down Low on Downloads” 20
All in all, our results could be used to show
organizations like the RIAA that fewer students are
illegally downloading music than initially perceived.