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