Online Piracy Behaviour and Attitudes in Singapore MARCH 2014
Methodology
1. 2. 3. 4.
Qualitative Discussion Groups
Online quantitative research
19th – 20th November 2013
2nd – 10th December 2013
Male pirates 18-24 Students. Male pirates 18-24 White Collar M/F pirates 25-34 inc. some parents Male lapsed pirates 18-24
• 800 respondents aged 19-64 • 100 aged 16-18 • Up-weighted to be representative of total population • Participation anonymous
3
Contents 1. 2. 3. 4.
Wired! – The environmental context Piracy incidence in Singapore Who are the pirates? Insight into current behaviour a) Where and what? b) How?
5. 6. 7. 8.
Are we pirates? Key influences on behaviour What might limit behaviour successfully? Summary and conclusions
4
1. WIRED! – THE ENVIRONMENTAL CONTEXT
5
Singapore - at the forefront of technology • • •
High-speed internet Attractive ISP packages with unlimited downloads High smartphone penetration
6
With an active online population
7
Seeking culturally diverse content “Most of my pasttime is to watch movies and TV dramas… I watch from Korea, to Japan to Hong Kong to Thailand. All sorts of dramas” 25-34 Pirate
Whilst positive in many ways, this environment is conducive to online copyright infringement
8
2. PIRACY INCIDENCE IN SINGAPORE
9
Incidence levels are high Ever done any piracy
12 10
25
39 21
49
Lapsed
Base: Total sample N=900
Current
Never done any
10
Almost identical levels of incidence for movie / TV show piracy and music piracy Ever done any movie / TV show piracy
10
11
10
25
50
Ever done any music piracy
39
49
39
21
Lapsed
Base: Total sample N=900
Current
Never done any
Lapsed
Current
Never done any
11
Higher activity levels of online movie and TV piracy than in Australia Ever done any online Movie / TV piracy activities
8
10 25 50
39
67
Lapsed
Current
Base: Australia total sample (1229); Singapore (900)
Never done any
Lapsed
Current
Never done any
12
3. WHO ARE THE PIRATES?
13
Behavioural segmentation - frequency of activity •
In other markets we have found it helpful to segment by frequency of activity – To profile the most prolific offenders – To understand changing penetration of pirates in addition to volume of consumption
•
Increasing recognition that behaviour influences attitude – Explain attitudinal patterns through levels of physical involvement in the issue – Provide broader view of influences on behaviour – Explore measures that can influence behaviour not attitude Segment name
Definition
Persistent pirates
Pirate online at a frequency of weekly or more often
Casual pirates
Pirate online monthly or less frequently but not as often as weekly
Lapsed pirates
Have pirated online in the past but claim not to do so ‘nowadays’
Non-pirates
Claim to have never pirated online
NB. For the purposes of identifying behaviour, for this study a pirated movie, TV show or music track was defined as one that is ‘illegally obtained’. This study focuses on online piracy and omits purchasing of physical copies of pirated content. This is a result of a steady decline in ‘traditional’ forms of piracy in other markets and a corresponding increase in digital forms of piracy.
14
The online movie & TV pirate in more detail
Persistent pirates 13%
Casual pirates 26%
Lapsed pirates 10%
Non pirates 50%
BASE: TOTAL SAMPLE n=900
15
The online music pirate in more detail
Persistent pirates 10%
Casual pirates 29%
Lapsed pirates 11%
Non pirates 49%
BASE: TOTAL SAMPLE n=900
16
4. INSIGHT INTO CURRENT BEHAVIOUR
17
A) WHERE AND WHAT?
18
Home is the preferred location for piracy activities, though frequency of out of home piracy is still considerable Location of Movie / TV piracy activities At least once a week 2
8
8 24
At least once a month
54
73
48
Less often 71
Never 41
69
52
66 26 27 22 29 13
Persistent Movie Pirates
18
16
20
11
11
8
9
8
Casual Movie Pirates
Persistent Movie Pirates
Casual Movie Pirates
Persistent Movie Pirates
Casual Movie Pirates
HOME
WORK
BASE: PERSISTENT MOVIE PIRATES N=118; CASUAL MOVIE PIRATES N=237
SOMEWHERE ELSE
20
13
Persistent Movie Pirates
22
8
Casual Movie Pirates
ON THE GO
19
Music piracy shows a similar pattern Location of Music piracy activities At least once a week 9
10
At least once a month
47
70
47
Less often 70
Never 44
68
57
13 23
55
17
22
18 17
13
11 2
15
Casual Music Pirates
Persistent Music Pirates
18 11
Persistent Music Pirates
Casual Music Pirates
HOME
26
25
Persistent Music Pirates
WORK
20
13 17
8 4
8 2
Casual Music Pirates
SOMEWHERE ELSE
BASE: PERSISTENT MUSIC PIRATES N=88; CASUAL MUSIC PIRATES N=233 N8A2. How often you download or stream pirated music tracks from each of the following sources?
20
Persistent Music Pirates
Casual Music Pirates
ON THE GO
20
For movie and TV piracy Singapore registers a higher ‘active’ rate compared with Australia At least once a week
At least once a month
40
Less Often (Every 3-6 months)
Don't do nowadays
SG (Dec 2013)
%
29
28
35
35
28
28
23 21
20 15 12
5
0
Download a pirated movie from the internet
16
13
6
Download a pirated TV show \ series from 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
7
Use a website to stream Use a website to stream and watch a pirated movie and watch a pirated TV on the internet show \ series on the internet
21
Persistent pirates are more movie focused and streaming is popular %
Download a pirated movie from the internet
100 80 60
73 70 59 43
% 100
80
61 60
52
40
29 17
20
44
57 45 26 19
0
Persistent pirates
At least once a week
80
40
73 67 59
20
0
% 100
Download a pirated TV show from the internet
Casual pirates
Lapsed pirates
At least once a month
Less Often (Every 3-6 months)
Use a website to stream and watch a pirated movie on the internet 89 86 71
Persistent pirates
72
% 100
80
63 60
60
46
46
40 20
Lapsed pirates
Don't do nowadays
Use a website to stream and watch a pirated TV show on the internet 82 80 66
75 67 50
51
40
22
Casual pirates
28
20
0 Persistent pirates
Casual pirates
Lapsed pirates
BASE: PERSISTENT PIRATES N=149; CASUAL PIRATES N=290; LAPSED PIRATES N=105 N3: Please indicate how often you do each of these activities
0 Persistent pirates
Casual pirates
Lapsed pirates
22
Similar levels of frequency of music piracy compared with movie / TV Streamed a pirated music track from the internet
Download a pirated music track from the internet %
94 88
% 100
100
71
80
80
70
60
66
58
45
49
60
45
68 66 62 42
48 40
40
25
17 20
20 0
0
Persistent pirates
Casual pirates
At least once a week
Lapsed pirates
At least once a month
Persistent pirates
Less Often (Every 3-6 months)
Casual pirates
Lapsed pirates
Don't do nowadays
Converted a YouTube music video to MP3 %
100
79 80
74
60
54
61 57
53
40
22 20 0 Persistent pirates
Casual pirates
Lapsed pirates
BASE: PERSISTENT PIRATES N=149; CASUAL PIRATES N=290; LAPSED PIRATES N=105 N3: Please indicate how often you do each of these activities
23
However, pirates do not really feel their frequency rates are increasing Buying or watching pirated movies or TV Shows
% 80
Buying or listening to pirated music
60
More often these days
33
40
25
16 20
About the same as 12 months ago
26
28
9
13
24
24
-50
-47
SG Casual pirates (N=237)
SG TOTAL (N=322)
9 26
23
0
20
-33
Less often these days
-44
-38 -50
40
60 SG TOTAL (N=367)
SG Persistent pirates (n=118)
N7(b)/N8(b)/N9(b): Compared with 12 months ago, would you say you are now buying or watching/listening to pirated movies or TV shows/music?
SG Persistent pirates (N=88)
SG Casual pirates (N=233)
24
They draw from an extensive variety of sources – predominantly illegal content for movies and TV Movies and TV
Music
25
B) HOW?
26
Pathways to legal and illegal content – movies and TV • •
The top of mind sources for pirates are illegal Legal content consumption appears dominated by cinema visits – Social – Affordable
•
When I want it CONTROL
Legal online consumption is a last rather than first resort
Mod: “Why
don’t you go directly to iTunes”? Pirate: “Because it’s not free” 18-24 Pirate
Content I want DESIRE
“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
Easy to find ACCESS
FREE
“I watch one season and get on with my life because I’m busy” 18-24 Pirate
“I need it to be on my terms” 25-34 Pirate
Pirated online content
Importantly, legality of the content is NOT a consideration when choosing to what they should view or listen 27
Pathways to legal and illegal content - music • •
The pathway to music is similar Spotify has provided a legal alternative that answers all needs more easily than illegal options… except YouTube
Content I want OR inspiration DESIRE / INSPIRE
CONTROL
Easy to find ACCESS
NB. Spotify is not popular because it is legal, it just meets all needs and importantly can be FREE – the legality is a bonus afterthought
“I found Spotify..it’s good value and I know I’m paying for the music as well so I feel better about it”
When I want it
FREE Legal online sources
Illegal online sources
18-24 Pirate
28
PIRATES
Pathways to TV and movies are straightforward and habitual Free time
► The Pirate Bay / favourite source
Boredom (‘something to do’)
► Desktop link to favourite source
Wi-fi available
Number of seeders / leechers
► Borrow hard drive ► Google
WATCH XXXX ONLINE FREE XXXX TORRENT FOR FREE XXXX FREE DOWNLOAD
Any difficulties, or failed searches, are very rare – no specific incidents recalled
29
BROWSING
► Convert to MP3
SEEKING SPECIFIC
CASUAL
The pathway to music is simpler still
XXX MP3 SONGTITLE.MP3
30
5. ARE WE PIRATES?
31
As a concept, copyright infringement is well understood by all
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
32
But the term piracy is no longer part of the vernacular •
Whilst they understand their definitions could be termed piracy, pirates prefer softer descriptors • Downloading • Filesharing • Torrenting
The younger active pirates
• Illegal [downloading / streaming] • Prohibited [downloading] • Stealing
•
The older and ‘lapsed’, piracy spontaneously mentioned but not first mentioned
Piracy is seen as an old fashioned term • •
For some linked to physical copies (VCDs DVDs) Pirated is considered more likely to be poor quality…which is not their experience online
Piracy is a term that confirms illegality – pirates know that they pirate, but by not using the term piracy they permit themselves to exist in a state of denial
33
The legal boundaries are relatively clear 40
Say it’s Legal
%
20
17
5
8
0
19
5
17
Say it’s Illegal
20
48
55 78
40
77
31
28 80 17
23
46
53
69
60
100
21
Can’t say
37
28 18
Using file sharing softwareUsing file sharing softwareUsing file sharing softwareUsing a website to streamUsing file sharing softwareUsing file sharing software Watching a pirated movie to download and watch to download and watch to download and watch pirated movies or TV to download and listen to to download and listen to or TV show that someone pirated movies or TV pirated movies or TV pirated movies or TV pirated music tracks pirated music tracks else has downloaded shows on the internet for shows from the internet shows from the internet shows from the internet without paying, for without paying and then personal use without paying, for without paying, and then without paying, then personal use selling copies of it to personal use selling copies of it to giving copies to, or others others sharing them with your friends
BASE: Total sample SG N=900 N4: For each of the following, please indicate if you think it is legal, illegal or if you don’t know.
34
And most consider it stealing / theft
Pira%ng crea%ve content is stealing/the2
80 60 40 20 0 20 40
% 68
70
67
74
66
58
69
75
77
-17
-20
-15
-15
-19
-25
-19
-9
-10
TOTAL
Male
Female
16-18
19-24
25-34
35-49
50-59
BASE: Total sample N=900. N5: Please indicate how much you agree or disagree with the following statement..
66
66
64
73
-28
-21
-19
-10
60-64 Persistent Casual
Lapsed Non pirates
35
Pirates also say that illegal content is easy to spot •
Experience – Pirates were incredulous that anyone would not be able to tell
•
You don’t have to pay – Very few free legal options known – Legal is unlikely to have up to date content
•
Warning signs – Anti virus software warnings, multiple pop ups
BUT • Even for pirates there are claimed areas of uncertainty… or convenient grey areas – Watching streamed content not as illegal as seeding or downloading – Driven largely by YouTube content – Music can be trickier to identify as legal and illegal content is mixed on the one site (YouTube)
“If you download it for free then most likely it’s not legal” 25-34 Pirate
“So called legitimate sites have lesser pop ups” 18-24 Pirate “When you need to pay, most of the time it’s legal” 18-24 Pirate
“With streaming you cut off any ties with piracy” 25-34 Pirate
36
Involvement of the active •
Young active pirates are very open about their involvement in piracy – To the extent it is almost a badge worn with pride – The tech savvy are the cool kids of this generation – A feeling they are part of a social norm and bulletproof
•
Older pirates felt less involved in the issue – Though their levels of participation were the same as the younger, they felt they were only participating to a small degree – Believe they don’t do enough for it to count
I don’t think I contribute to the problem of piracy
80 60 40 20 0 20 40
% 65
67
63
57
57
59
65
75
76
62
62
61
70
-18
-20
-16
-29
-18
-19
-21
-12
-15
-26
-22
-22
-11
TOTAL
Male
Female
16-18
19-24
25-34
35-49
50-59
Top 2 Box
60-64 Persistent Casual
Lapsed Non pirates
Bottom 2 Box
Appreciating involvement in the issue of piracy is key to being receptive to anti-piracy measures BASE: Total sample N=900. N5: Please indicate how much you agree or disagree with the following statement..
37
Happy to put themselves at the centre of piracy
38
6. KEY INFLUENCES ON BEHAVIOUR
39
6 key influences • •
We recognise that many behaviours are subconscious and most behaviour is emotionally driven 6 key influences on behaviour identified
Habit
Free
Easy
No perceived negative impact
Social Norm
No limits on behaviour – no compelling disincentives
Taking each of these in turn
40
1. Habit •
Habit is considered the best predictor of future behaviour • The more we repeat a particular behaviour the more automatic it becomes •
•
13% of Singaporeans are pirating movies and TV shows at least weekly Their illegal activity is more frequent and habitual than their legal activity
Breaking this subconscious habitual behaviour requires more than a change in attitude
ac#vity
Persistent Pirate in %
Rent a movie / TV show online Purchase a Movie online Purchase a TV show online Purchase a music track online
18 17 15 17
Download or stream a movie online for free Download or stream a TV show online for free Convert a Youtube clip to MP3
57 57 34
Download a pirated movie from the internet Download a pirated TV show from the internet Stream a pirated movie from the internet Stream a pirated TV show from the internet Download a pirated music track from the internet Stream a pirated music track from the internet Convert a YouTube clip to MP3
43 44 46 51 45 48 54
41
2 + 3. It’s free and easy to access 80
Because it’s free / saves money
%
60 40 60 40
40
41
TOTAL
Male
Female
16-18
19
18
20
69 50
45
47
34
24
37
0 40
It’s convenient / easy
19-24
25-34
50-59
16
13
60-64
Persistent Casual
%
20 29 15
11
5
0 TOTAL
Top of Mind reasons for downloading or streaming pirated movies / TV shows
35-49
Male
Female
16-18
40 Because it's free / saves money I want to get it as soon as possible I can't find the movie/TV show legally online Not available in singapore i am not aware of any alternatives
19-24
25-34
15
35-49
6
20
50-59
5
4
4
6
0 60-64
Persistent Casual
3
12
1
8
It is convenient / easy I do not download illegaly / do not know it is illegal For personal use Other No answer / Don't know
BASE: SAMPLE N=367 N6c) What are the main reasons why you download or watch pirated movies or TV shows? (open ended questions – looking at first given answer)
42
The same is true for pirated music 80
Because it’s free / saves money
%
60 40 46
20
53
40
64
66
55 31
TOTAL
It’s convenient / easy
46
9
0 20
46
33
Male
Female
16-18
19-24
25-34
35-49
50-59
60-64
Persistent Casual
%
12
18
16
12
11
9
12
12
35-49
50-59
13
9
6
0 TOTAL
Top of Mind reasons for downloading or streaming pirated music
Male
Female
46 Because it's free / saves money i prefer to sample / preview For personal use No answer / Don't know
16-18
19-24
25-34
12
8
It is convenient / easy I can't find the music track legally online Other
60-64
4 222
Persistent Casual
14
1
9
I do not do this / Do not know it is illegal Not available in Singapore i am not aware of any alternatives
BASE: SAMPLE N=322 N7d What are the main reasons why you download or listen to pirated music? (open ended questions – looking at first given answer)
43
Reasons for watching pirated movies & TV shows 60
I can’t find the movie legally online
61 64
I can’t find the TV show legally online
NB. Context: Pirates tend not to actively seek legal content before resorting to illegal
64 87
Because it’s free
85
I prefer to sample first
55
45
71
I want to get it as soon as possible
57 53
I’m not aware of any alternatives
50 44
To avoid censorship
No enforced laws to stop me
56 43 26
BASE: SAMPLE N=367 N7a Which of these, if any, are reasons why you watch pirated movies or TV shows ?
Persistent Pirates Casual Pirates
44
Reasons for listening to pirated music NB. Context: Pirates tend not to actively seek legal content before resorting to illegal
56 I can’t find the track legally online 47
82 Because it’s free 78
58 I prefer to sample first 54
65
I want to get it as soon as possible 50
47 I’m not aware of any alternatives
Persistent Pirates 39
BASE: SAMPLE N=322 N8a Which of these, if any, are reasons why you watch pirated movies or TV shows ?
Casual Pirates
45
3. It’s the social norm •
Social norms – ‘group rules’ impact how a group behaves – Failure to follow these norms can lead to exclusion from a group
•
49% of the population say they are active pirates
It’s something that everybody does nowadays
•
80 60 40 20 0 20 40
% 70
66
73
77
82
72
73
-18
-24
-12
-15
-9
-12
-14
TOTAL
Male
Female
16-18
19-24
25-34
35-49
58
57
-29
-33
50-59
60-64
79
80
83
-14
-12
-7
Persistent
Casual
Lapsed
53 -27 Non pirates
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 BASE: Total sample N=900. N5: Please indicate how much you agree or disagree with the following statement..
46
The case of the lapsed pirate •
In Singapore, many of those who claimed to be lapsed are still active – – – –
Exhibited signs of moral discomfort Conflicted about acting illegally The greatest concern about getting caught More negative imagery surrounding pirates – “LAZY PEOPLE” “CHEAPSKATES” – BUT…feel socially pressured to conform
“If everyone else is doing it and not getting into trouble then why can’t I do it as well?” Lapsed Pirate
“They say, why go to the cinemas when you can get it for free? …they just think you are really [stupid]”
“It’s something you share with your social circle but you don’t want everyone else to know about it.. you know fundamentally it is wrong and you don’t want it to be an impression that someone else who doesn’t know you has about you” Lapsed Pirate
Lapsed Pirate
This is a positive – more susceptible to moral arguments and legal deterrents but currently some fear being socially marginalised 47
4. No perceived negative impact •
Most see only a positive outcome for piracy from their perspective
•
Only the ‘lapsed’ hint at a negative conclusion – but it does not change their behaviour “A world without entertainment? It’s a bit far fetched but it’s possible” Lapsed Pirate
“Boredom.. if it keeps going on and people who make music can’t make money from it then will stop and it will be boring “ Lapsed Pirate
48
Potential negative economic impact is rejected •
With prompting, a logical economic impact can be articulated
“If they screen movies then most of the time they earn more from that anyway” 18-24 Pirate
– But quickly dismissed by the active pirates
•
As seen in other markets, limited understanding of the economics of the industry – Makes $$$$ with or without piracy – Sense that it is affluent anyway and creative success is more important than (and distinct from) business success
• •
A ‘distant’ industry – pirates consume the product but think little about the source Some exceptions amongst the lapsed – A greater emotional concern for those involved in the industry – A greater value placed on quality content
“It’s not the fact that they want to make money. They want to make really good shows for viewers” 18-24 Pirate
“I read somewhere that the reasons they don’t do music is because they aren’t making money in the same way anymore – that’s one of the reasons I stopped downloading music” Lapsed Pirate
The lack of a significant local movie industry may contribute to a feeling of detachment. Economic impact is more readily articulated in countries with a more developed film, TV and music production industry 49
But social and personal impact is readily articulated •
Predominantly positive – Provides them with control over what they view for free – Access to media for those who can’t afford it
•
Some recognition that viewing has become less social – Particularly amongst the older groups – Though this is not necessarily only because of piracy but largely the growth in multiple viewing platforms in the household
•
Acknowledgement that it is a somewhat selfish behaviour – But one they can live with
“Previously we’d sit in the living room as a family and watch TV together – I do miss some of the discussion, the debate” 25-34 Pirate
“It does make us [Singaporeans] more self centred” 18-24 Pirate
But still not sufficiently compelling to cause them to change behaviour
50
6. No limits on behaviour / compelling disincentives a) Self imposed limits • Those who have stopped pirating or reduced their piracy are driven more by circumstance than anything else – Less time to pirate, less interest in all content
•
Tangible or perceived personal impact or benefit is more cited than moral concern as a driver for modifying behaviour – Particularly risk of viruses
•
Whilst the growth in legal alternatives is assisting reduction – Amongst pirates the legal alternatives are not well known or used – As we have seen, legality is not a criteria for choice right now
•
Singaporeans appear more motivated by quality than we have seen in other markets – Some will delay piracy until they can guarantee a quality stream / download – Some equate payment to better quality, payment also guarantees quality Promise of quality alone is not sufficiently motivating to modify behaviour but potentially can play a role in communication moving forward 51
No limits on behaviour / compelling disincentives b) Knowledge of third party imposed limits •
There is no clarity that exists around legal limitations – Whilst laws and fines are thought to exist they are not clearly understood – Responsibility for implementing limitations is guessed at, not known
“Most of us are smalltime downloaders, if you are a big time downloader then you would be concerned”
“They are trying to find the big fish. The people who massively upload files” 18-24 Pirate
25-34 Pirate
52
No limits on behaviour / compelling disincentives b) Knowledge of third party imposed limits continued •
Despite some personal experience of ‘being caught’, a feeling that the likelihood is very low – Too many active participants lowers risk of identification – Low down the priority list – A slap on the wrist expected rather than proper penalty – Confusion to who is actually ‘looking for culprits’ means that the threat does not seem real
“The MDA have authority but they don’t enforce it” 18-24 Pirate
“It’s too trivial for them [government]... they can’t be snooping around every day” 18-24 Pirate
“They found me but they didn’t really do anything. They sent a letter addressed to my parents… I got scolded” 18-24 Pirate
53
More concern for ‘being caught’ than other markets – but active pirates show less concern than most
If you do it, there is liNle chance that you will get caught
60 40 20 0 20 40 60
If you do get caught, nothing much will happen to you
60
% 47
39
38
30
24
-46
-37
-34
-38
-49
-55
-51
Male
Female
16-18
19-24
25-34
35-49
50-59
60-64
25
27
22
32
26
29
27
17
18
-55
-56
-54
-45
-54
-48
-54
-61
-67
TOTAL
Male
Female
16-18
19-24
25-34
35-49
50-59
60-64
33
36
30
-46
-46
TOTAL
38
50
36
21
27
-35
-45
-48
-51
Persistent
Casual
Lapsed
Non pirates
25
20
20
-46
-56
-56
-57
Persistent
Casual
Lapsed
Non pirates
%
40 20 0 20 40
40
60 Top 2 Box
BASE: Total sample N=900. N5: Please indicate how much you agree or disagree with the following statement..
Bottom 2 Box
54
No limits on behaviour / compelling disincentives c) Experience of blocking • • •
“US Copyright Act.. it’s a bit hard as they’ve closed down some sites”
Content blocking already a method familiar to most pirates 18-24 Pirate Regularly experienced on YouTube, some experience of other sites Known not to be Singaporean driven
“The website got blocked by the An inconvenience rather than a deterrent as it currently stands TV Station.. the – Not pervasive nor consistent – plenty of other options remain available copyright owners” – More content than site focused “So what did you do?” “I watched it somewhere else – there are other websites to watch. It’s a 5 minute detour”
– Attributed to US laws
•
25-34 Pirate
55
7. WHAT MIGHT LIMIT BEHAVIOUR SUCCESSFULLY?
56
Can behaviour be changed? Restriction: Make illegal harder to access and higher risk • Fines and penalties • Regulation • Access prevention • High risk advertising Looking at these in more detail….
Promotion: Make legal more widely available • Number and awareness of legal sites • ‘Fairly priced’ – Subscription model akin to Spotify most mentioned
•
Recent content
57
Fines and penalties •
There is an expectation that fines and penalties exist – But nobody is clear as to what the fines / penalties are
•
However, respondents understand fines in other walks of their life – They are enforced – They have a precise $ value attached –
•
•
“If there was a really stiff penalty then nobody would dare do it… people would think twice” 18-24 Pirate
A sense that if the penalties for piracy were clearly outlined and communicated then they would be believed and more likely to be taken into account when embarking on illegal behaviour Also, a social ‘penalty’ was volunteered by lapsed – Socially more concerned about their behaviour – They state the threat of being publicly ‘outed’ would be an effective deterrent for them
“There is no specific law. Nobody really knows, it’s not like drugs” 18-24 Lapsed Pirate
Law abiding in other aspects of their life, Piracy does not seem wrong or illegal partly as the true legal implications are unknown Based on qualitative discussion with pirates
58
Regulation and access prevention •
Regulation as a concept is accepted by most – A means of protecting them / kids online from undesirable or illegal content – However debate as to where the ‘line’ should be drawn
• •
Many assume regulation already exists Experience of regulation (and access prevention) – – – –
•
In the workplace By parents (ISP assisted) By social networks By sources they love (YouTube)
“If it’s protecting your interests then you’d support it” 18-24 Pirate
“Twitter has a group pro-nazis…it was a trigger for Twitter to start censoring” 25-34 Pirate
Some confusion between regulation and being ‘tracked’ online – Regulation is OK, people are less comfortable knowing their activity is being monitored How regulation is positioned is key – if transparent and positioned in terms of protection of consumer rights and restriction of illegal or immoral activity then it is more acceptable. It must also be distinct from online tracking.
Based on qualitative discussion with pirates
59
Regulation and access prevention • •
“[if my site is blocked] I think I’d just pay….. somewhere cheap” 24-35 Pirate
Access prevention in the form of blocking is also familiar to most There was no ideological objection to blocking but more of a question over expected efficacy – Some do not believe it would be sufficiently pervasive and sustained
•
Some feel blocking can be bypassed with ease – Multiple, easy to find proxy sites
•
However, even the more active pirates admitted that it is an annoyance – They would resist as long as they could be bothered – Their assertion that blocking would be ineffective seems more like bravado than reality
“If TPB was blocked,what would your life be like?” “Miserable!” “Where would you go instead?” “CD shops!” 18-24 Pirate “If you are lazy you probably wouldn’t bother [searching for proxy sites]. 18-24 Lapsed Pirate
“If it was blocked I may not go to the effort to find another” 25-34 Pirate
“It can be done but it would be too tedious” “Tedious for you too?” “Yes! [laughs]” 18-24 Pirate
Blocking would certainly make what is an easy behaviour more challenging – not all would persevere as they think they might Based on qualitative discussion with pirates
60
Most anticipate restricting access to sites 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?
61
The majority support regulation and blocking – even the active pirates agree in surprising numbers The internet requires more regula%on 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
70 50 30 10 10 30 50
70 50 30 10 10 30 50
%
55
53
57
50
48
47
57
61
64
-29
-35
-22
-40
-34
-35
-30
-20
-17
TOTAL
Male
Female
16-18
19-24
25-34
35-49
50-59
60-64
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
54
51
48
62
-41
-35
-34
-17
Persistent
Casual
Lapsed
Non pirates
53
53
53
58
-39
-29
-23
-18
Persistent
Casual
Lapsed
Non pirates
%
BASE: Total sample N=900. N5: Please indicate how much you agree or disagree with the following statement..
62
High risk advertising
•
Adult pirates acknowledge the existence of high risk advertising on sites that they visit for pirated content – Claim they ignore – Some claim to use adblockers
•
However, also acknowledge that it is less appropriate for younger audiences
Screen shot from The Pirate Bay Jan 2014 - search term: ‘Frozen’ Exposure will be more of a concern for parents of younger children who pirate than for young adults themselves
63
Exposure to high risk advertising Most seen
% Sex industry advertisements
53
Online gambling advertisements
51
Weight loss advertisements
42
Software and \ or anti-virus advertisements
34
25
Other advertisements
Banking industry advertisements
None \ can’t say
28 20
8
9 9
1
15
20
Base: Singapore (543) N14. Which of these types of ads do you see the most on websites where you can access pirated content?
25
64
Advertising recall – exposure to high risk advertising 80
Sex industry
%
60 40 53
57
TOTAL
Male
20 0
80
Online gambling
58
61
Female
16-18
19-24
42
44
46
Female
16-18
19-24
57
25-34
48
55 36
35-49
50-59
60-64
50
52
46
25-34
35-49
50-59
60-64
37
38
42
25-34
35-49
50-59
50
57
56
Child at No child at Persistent home home
55
Casual
45
Lapsed
%
60 40 51
20 0 80
Weight loss
48
TOTAL
59
Male
58
51
51
52
Child at No child at Persistent home home
52
Casual
45
Lapsed
%
60 40 20 0
42
36
TOTAL
Male
48
Female
63 40 16-18
19-24
44 24 60-64
40
46
Child at No child at Persistent home home
Base: Singapore (543) N13. When viewing websites where you can access pirated content, what kind of ads or pop-ups do you see, even if only a little, on these websites
43
Casual
33 Lapsed
65
Advertising recall cont’d 60
Software
%
40 20 0
40
Banking
34
37
TOTAL
Male
44
30
31
Female
16-18
19-24
12
13
14
Female
16-18
19-24
43
25-34
27
30
35-49
50-59
14
16
35-49
50-59
23 60-64
32
36
45
Child at No child at Persistent home home
32
Casual
23 Lapsed
%
20
0
15
17
TOTAL
Male
18 25-34
10 60-64
17
13
20
Child at No child at Persistent home home
Base: Singapore (543) N13. When viewing websites where you can access pirated content, what kind of ads or pop-ups do you see, even if only a little, on these websites
14 Casual
10 Lapsed
66
Responsibility for limiting piracy? •
Fully expect a government related agency to either take responsibility for limiting piracy OR influence ISPs to limit on their behalf – Both the MDA and IDA cited
•
No articulated resistance to government regulation – More an expectation that they accept (albeit reluctantly for the more active pirates) – No differentiation articulated from a consumer perspective between government or judicial relief
• •
“The government won’t do it, they will tell the MDA to do it” 18-24 Pirates White Collar
Younger professionals expect the decision as to who would be responsible to be political However, still a complementary belief that the movie TV and music industries should contribute by making content – More affordable (or FREE!) – More controllable (when and what can be accessed)
67
Who has a role in preventing online piracy? - Overall Biggest role % Individuals - by choosing not to buy or use pirated material
56
48
Internet service providers
40
The movie and TV industry
the Government
39
Search engines (Google etc.)
35
Schools & universities
23
The courts
None \ can’t say
17
13
32 16 12 13 9 2 1
15
BASE: ALL SAMPLE N=900; N12A. Which of the following, if any, do you personally think has a role to play in preventing online piracy? + N12B. And which one of these do you think has the biggest role to play in preventing online piracy?
68
8. SUMMARY AND CONCLUSIONS
69
Summary •
Singaporeans are prolific movie, TV and music pirates – Particularly avid consumers of movies relative to other markets – As we have seen in other markets, piracy is most prevalent amongst the younger age groups and participation declines with age – A function of available time to pirate and technical ability
•
Whilst pirates know piracy to be illegal technically, it does not feel illegal since the laws regulating it are not well known nor enforced
70
Summary •
As in other markets, Singaporeans find piracy easy to morally and financially justify – They are ill versed in the negative effects of piracy – Detached from the ‘problem’
•
However, as generally law abiding citizens, pirates (and particularly lapsed pirates) recognise that their behaviour could be legitimately challenged – Expectation and acceptance of likely measures to reduce piracy
Pirates in this study felt they were ‘getting away with it’ rather than piracy being their right or the fault of someone else as has been evident in other markets 71
Conclusions •
The aim is to modify piracy behaviour and redress the behavioural balance
LEGAL ILLEGAL
•
Improving knowledge about the impact of piracy may have an effect on some but would be limited
72
Key drivers are predominantly environmental
Environmental
Unclear and unenforced legislation
Free, easy Access
Little knowledge of alternatives
SOCIAL
Piracy is the norm
PERSONAL
Habit
73
Most impact can be had at an environmental level
Environmental
Unclear and unenforced legislation
Free, easy Access
Little knowledge of alternatives
SOCIAL
Piracy is the norm
PERSONAL
Habit
74
Environmental impact
Environmental
Unclear and unenforced legislation
Free, easy Access
Little knowledge of alternatives
• Government or court decisions to prevent access to selected copyright infringing movie/tv/music websites would have an impact on making content more difficult to access • Human beings prefer the path of least resistance – make it harder to find and fewer will look to access pirated content • To be fully successful, as legal alternatives become available they should be promoted on the basis of ease of use and low / competitive cost • Clear legal parameters and a realistic chance of being penalised will emphasis the risks involved and again, make piracy a less carefree behaviour 75
Personal impact PERSONAL
Habit
• Breaking the habit of piracy could be realistically achieved via removal of habitual sources • If a pirate’s favourite source is unavailable they are forced to behave differently • Search elsewhere, spend more time, maybe compromise quality • A subconscious behaviour becomes a more conscious one where they are more likely to evaluate what they are doing SOCIAL
Piracy is the norm
• And as habits are broken and fewer participate, a mainstream behaviour will increasingly be seen as a marginal behaviour 76
Key highlights 1. Singaporeans are prolific pirates – 61% admit to having pirated, 49% admit to currently pirating online 2. Piracy incidence is highest amongst younger age groups – 69% of 16-18s and 74% of 19-24s are active pirates 3. Even though pirates know it to be wrong (a majority think it is stealing / theft) they carry on regardless 4. The primary driver of behaviour is that it is free – and free is hard to resist when the alternative is to pay 5. Adult pirates acknowledge the existence of high risk advertising on sites that they visit for pirated content – sex industry ads having the highest recall 6. The majority of Singaporeans agree that the internet requires regulation to prevent piracy 7. The majority of Singaporeans agree that judicial site blocking of sites that profit from piracy is a justifiable action
77
Anna Meadows +65 8571 7383 anna@sycamore.com.au