Project Cate Exploring online piracy behaviour and attitudes in Taiwan 12th June 2014
Contents •
Methodology
•
Love and Fear Online
•
Entertainment
•
Defining the Pirates
•
Pirates’ Online Behaviour
•
Pirates on Piracy : Knowledge and Attitudes
•
Drivers of Choice
•
Modifying Behaviour in Taiwan
3
Methodology
Qualitative Discussion Groups
Online quantitative research
March 16-17th 2014
23rd April – 8th May 2014
1. Male pirates 18-24 Persistent 2. Male pirates 18-24 Casual 3. M/F pirates 25-34 inc. some parents Casual 4. Male lapsed pirates 18-24 50% of sample pre-tasked with 2 week viewing and listening diaries
• 1200 respondents aged 18-59 • Up-weighted to be representative of total population • Participation anonymous
4
1. LOVE AND FEAR ONLINE
5
An integral part of Taiwanese life •
Clear benefits of social connection, entertainment and information readily articulated
•
Control, convenience, cost efficiency recognised
“Information is so fast – anything you want to find out you can find out”
“Whatever you need to search you can. You don’t need to find it out yourself”
“Convenience is key – my time is more of a premium”
18-24 Persistent
18-24 Persistent
25-34 Casual
Source: Internetworldstats.com
75%
Over of the population online
6
Socialising online a prominent pastime Average time spent in hours Reading news
Emailing
Social Media
Searching information
Listen to music
1.02
1.03
1.13
1.00
0.98
1.11
0.93
0.98
0.99
TOTAL
18-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
1.28
1.13
1.35
1.28
1.28
1.30
1.30
1.33
1.41
TOTAL
18-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
2.58
2.37
1.69
1.49
1.28
1.18
1.03
1.47
1.65
TOTAL
18-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
1.45
1.55
1.82
1.47
1.38
1.35
1.37
1.24
1.58
TOTAL
18-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
1.93
1.76
1.06
1.02
0.97
0.77
0.87
1.00
18-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
1.19
TOTAL
Base: ALL Taiwan (1200) A2. On average day on the internet what activities do you usually do and how long?
7
Watching videos peaking amongst younger online users Average time spent in hours Watching videos Searching music to download Searching movies/TV to download
Playing games
Other
1.38
1.84
1.87
1.31
1.27
1.22
1.19
1.12
1.15
TOTAL
18-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
0.86
1.11
1.14
0.91
0.80
0.76
0.67
0.69
0.73
TOTAL
18-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
1.06
1.29
1.34
1.09
1.07
0.95
0.83
0.85
0.99
TOTAL
18-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
1.18
1.52
1.77
1.29
1.24
0.95
0.90
0.82
0.85
TOTAL
18-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
0.49
0.52
0.61
0.55
0.41
0.62
0.44
0.46
TOTAL
18-24
25-29
30-34
0.29 35-39
40-44
45-49
50-54
55-59
Base: ALL Taiwan (1200) A2. On average day on the internet what activities do you usually do and how long?
8
With sunshine comes shadow •
Negative impact of internet on life apparent – Time sapper – Reduction in physical social contact
•
‘Dangers’ mentioned without prompting, and feared – Hacking + Trolling – Viruses – Fake goods
“It reduces contact between people, physical conversation is less” 18-24 Pirate
“You plan on being there for half an hour and you realise you’ve spent 3 hours!” 18-24 Lapsed
“I say who is your girlfriend? Me or the phone?!” 25-34 Casual
“Some people go crazy on the internet. Start false rumours and talk nonsense” 18-24 Lapsed
“What I hate is unfounded criticism”
“I don’t like it when you shop some of the things and they’re fake”
18-24 Casual
18-24 Persistent
This is more pronounced than witnessed in qualitative research in other markets
9
Viruses the number one concern Main concerns when going online My computer can get infected with viruses
81
My personal details can be stolen
76
My computer can be hacked
70
I can be the target for scams
50
I may get into trouble for downloading / watching pirated movies, TV shows or music
37
My computer can be used for piracy activities
34
Rumours and gossip can be spread about me or by using my computer
25
I can be exposed to porn
25
I can be exposed to child porn I have no concerns at all when going online
Base: Taiwan (1200) N11. When going online, what are your main concerns?
16 6
10
Exposure to inappropriate content a worry for parents Main concerns when your child goes online
My child can be exposed to high risk advertisements (eg sex, gambling, scam advertisements etc.)
68
58
My child can become the target for scams or fraud
The computer can get infected with viruses
54
The computer can be hacked
My child’s personal details can be stolen Downloading / watching Illegal movie, TV and music content
Base: Children at home (513) D12A. Do your children download or stream illegal content from the internet? D12B. What are your main concerns when your child goes online?
46 43
41
11
2. ENTERTAINMENT
12
Actively enjoying film, TV and music
Global content mentioned and consumed by pirates
Cinema remains popular but online on an equal footing
Tai pop
Those who admit to being pirates, and those who don’t, are active online viewers of movie and TV
Mandopop
13
As a population, avid consumers of movie, TV and music More than once a week
Once a week
Every 2-3 weeks
I have purchased an USB/hard drive containing a number of movies/TV shows or music
23 3 4
Upload a clip of a movie or TV show I’ve seen to Facebook or YouTube so I can share it with others Use a VPN to access movies and TV shows overseas that are not yet available in Taiwan
Once a month
10
Less often
19 7
65
8
3 4 3 4
Can’t say
Never
8
4
29
34
14
4
67
5
Use a USB / portable hard drive or cloud storage to share music with friends and family
5
5
7
7
32
39
5
Use a USB / portable hard drive or cloud storage to share movies and TV shows with friends and family
5
6
5
8
31
41
4
Convert a YouTube clip to MP3 (music track)
25 subscription TV such as Chunghwa
Buy a pay-per-view movie on pay MOD,(i.e. where you pay a fee to watch a particular movie)
7
106
6
7
3 3 3 4
Stream a TV show (episode) online for free
13
Download a TV show (episode) online for free
12
28
15 9
9
8
8
8 9
9
Download a movie online for free
14
11
10
Purchase a TV show (episode) online
2 3 22
Purchase a movie online
2323
See a movie at the cinema Rent a movie or TV show online
Base: Total sample N=1200 A3: Please indicate how often, if ever, you do each of the following?
3 4
26
9
15
2323
28 9
26
4 31
4
31
4
28
11
32
19
4 18
67
14
4
70
8
20 17
4 4
73
16
3 4 3 3
5
68
Stream a movie online for free
Purchase a music track online
41
48
4 11
66
6 4
14
3. DEFINING THE PIRATES
15
Definitions for Taiwan
Active Have consumed pirated material in last 12 months
Persistent Pirate at least weekly
Casual Pirate monthly, more or less often but not as frequently as weekly
DIY
Share Only
DIY and share
Download or stream pirated content but don’t share
Share pirated content only. Do not download/ stream
Both download / stream and share pirated content
Non-Active Lapsed Say they have not consumed pirated content for at least 12 months
Non-pirates Say they have never consumed pirated content
16
Definitions for Taiwan
Active Have consumed pirated material in last 12 months
Persistent Pirate at least weekly
DIY
Casual Pirate monthly, more or less often but not as frequently as weekly
Share Only
Non-Active Lapsed Say they have not consumed pirated content for at least 12 months
Non-pirates Say they have never consumed pirated content
DIY and share
Other sub segments will be highlighted where appropriate – all segments data is available for music only and movies/TV only 17
Nearly ž of Taiwan’s population have participated in piracy Ever done any piracy
25
10
27 Ever (any) Never (all)
21
73
Base: Total sample N=1200
18
Current activity levels are high Ever done any piracy
25
10
27
16 Lapsed Active Never done any
21
57
Base: Total sample N=1200
19
Almost identical levels of incidence for movie / TV show piracy and music piracy Ever done any movie / TV show piracy
10
25
35
16
35
49
Base: Total sample N=1200
Ever done any music piracy
21 Lapsed
18
48 Lapsed
Active
Active
Never done any
Never done any
20
In comparison with Singapore, involvement is still high Ever done any movie / TV show piracy
Ever done any music piracy
10
25
50
10 39
41 21
16 43
Base: Total sample N=1200 NB. Only using piracy activities that appear in both Singapore and Taiwan research
40
18 42
49
11 39
21
More than half of all active pirates download and share Active pirates
10
25
DIY
54
40
Sharers Both
21
6
Base: Total sample N=690 ( breakdown of Active pirates base )
22
Segment sizes
Active
Non-Active
57%
43%
Persistent
Casual
Lapsed
Non-pirates
16%
41%
16%
27%
DIY 40%
Share 6%
Both 54%
23
Segment profiles
Active
Non-Active
57%
43%
Skewed towards: younger
Skewed towards: older, married, slightly lower level of education
Casual
Persistent 16% younger, female, student/part-time, single, SES B
41% slightly younger and male, higher education
DIY 40%
Share 6%
Both 54%
female, parttime, single
older, female, married, heavily skewed full-time workers, SES A
younger, male, student, single, higher education
Lapsed 16% middle aged, female, mid-level education, joint account holder
Non-pirates 27% older, male, single, lower education, SES C
24
4. PIRATES’ ONLINE BEHAVIOUR
25
Triggers to view / listen
TV shows More sociable
Entertainment
Music Solus
Movies Social or solus
“I have wanted to watch this animation for a long time” 18-24 Persistent
Boredom relief
“Just to kill travelling time” 18-24 Casual
Relaxation
“listening to different singers…helps relax oneself” 18-24 Persistent
Social connection
“Watched FTV new drama ‘Dragon Dance’ with my whole family right after dinner” 24-35 Casual
Habit
“I play some music to settle myself with every free time” 18-24 Casual
Information
26
What fits, not what’s legal Legal
Illegal
• Focus Group diaries revealed high consumption of TV by pirates
• Pirated sources accessed more for solus, unplanned viewing on computer
– Habitual viewing (especially News) – Social viewing – Popular content
• Western content mentioned frequently
For MUSIC • Predominantly ‘freemium’ options eg. Tune-in, Spotify, KKBox • But still many mentions of CD purchases of favourites
In Taiwan, for pirates, legal and illegal coexist
27
Movie and TV sources Sites Heard about before YouTube
93
82
82
PPS iTunes
29
58
12
24
BitTorrent Funshion
Igogoshare.com
Currently Use
9
19
8
Fun 698
13
7
EYNY
13
6
EZTV
9
1
Megashare
8
2
The Pirate Bay
3
None of these
1
1 5
Base: Movies/TV Active (580) X1A. Which of the following sites which have you heard about before? X3A. Which of the sites that you know of do you currently use (at least once in the past 3 months)?28
Music sources Sites Heard about before KKBox
Currently Use 89
Foxy
27
77
eMule
15
35
8
Spotify
10
4
Kuguo
7
2
Grooveshark
5
3
EYNY Forum
3
1
Ah Ben Forum
2
1
Kuaibo
2
1
None of these
3
52
Base: Music Active (567) X1B. Which of the following sites which have you heard about before? X3B. Which of the sites that you know of do you currently use (at least once in the past 3 months)?29
Discriminating between sources of content “YouTube can quickly use keywords to search….convenient and fast” 18-24 Casual
“Funshion site, fast downloading speed and clear picture quality” 18-24 Casual
“Ah Ben Forum because they have regular updates with the latest music albums” 18-24 Persistent
Ease of use
Quality of content
Familiarity
FREE Recency of content
Range of choice
“I’ve used KKBox for a long time” 18-24 Lapsed
“Downloaded from EYNY – there is a lot of drama series, movies and variety programmes in it” 18-24 Casual
Some ‘legal sources such as YouTube and KKBox fulfill many of these requirements – whilst legality is not a driver of choice, it is also not a barrier to choice. 30
The quality issue in Taiwan •
Unlike other markets pirated content is believed to require a compromise on quality – Though free access and convenience (at home, unscheduled) are prioritised over quality by many
•
Even the most frequent pirates recognise the quality compromise – Chinese sites referenced
•
“I prefer to pay because the quality is better” 18-24 Casual
“We're using the computer. If we want good quality we go to the cinema” 18-24 Lapsed
“It’s easier to differentiate for movies and TV – only if you are very picky about sound quality then you’d want licensed” 24-35 Casual
The main driver for ceasing piracy articulated by the lapsed
If the quality gap is widened and overtly publicised then it will force a comparison between legal and illegal content in which legal will win (now) 31
The appeal of streaming in Taiwan •
As in other markets streaming proving more popular – Immediacy and convenience appeals – Less perceived risk of viruses
•
However, recognition that streaming may compromise quality for movies and TV
“I prefer to stream online and not download. It saves time and also you won’t get a virus” 18-24 Casual
“fun 698 is the most convenient I’ve seen so far. After you’ve finished watching it shows in yellow. I watch half of it today and fall asleep and I can watch the rest tomorrow” 18-24 Persistent
– If quality matters, then DDL
•
Preference for opportunities to stream while downloading afforded by some sites
32
Streaming drives frequency of movie and TV piracy At least once a week
25
24
26
13
15 28
25
51
21 19
20
40
15 51
50
23
23
56
60
38
Download a pirated movie from the internet
Download a pirated TV show from the internet
N=381
N=354
N=249
N=122
N=232
0
Casual
0
Active
Casual
Persistent
0
Active
Casual
0
28
21
Persistent
13
26
18
Active
22
Casual
24
Persistent
16
57
24 42
Active
6 17
40
23
N=132
6
22
42
15
Don’t do nowadays
18
45 21
Less often
Persistent
20
11
At least once a month
Use a website to stream Use a website to stream and watch a pirated movie and watch a pirated TV on the internet show on the internet N=453
BASE: Active N=690; Persistent N=196, Casual N=494 (all that indicated they have ever done above activity) N3: Please indicate how often you do each of these activities
N=148
N=305
N=455
N=163
N=292
33
Music less defined by streaming / downloading At least once a week
25
At least once a month
Less often
14
15
18 29
25
Don’t do nowadays 10
15
30 27 31
30
46 18
43
44 51
18
55
50
30 26 19
24 22 7
Active
20
30 20
13
0
Persistent
Casual
Downloaded a pirated music track from the internet N=417
45 36
N=135
N=282
14
0
Active
Persistent
Casual
Streamed a pirated music track from the internet N=259
N=94
BASE: Active N=690; Persistent N=196, Casual N=494 (all that indicated they have ever done above activity) N3: Please indicate how often you do each of these activities
N=165
0
Active
Persistent
Casual
Converted a YouTube clip to MP3 (music track) N=391
N=118
N=273
34
And persistent pirates love to share
33
28
25
13
60
16
12
22
14
Casual
Persistent
0
Active
Active
34 18
0
Casual
8
Persistent
12 0
16
0
Received pirated movies Given pirated movies & Received pirated movies Given pirated movies & & TV shows from my TV shows to my friends & TV shows from my TV shows to my friends friends or family through or family through a USB / friends or family through or family through cloud a USB / portable hard portable hard drive cloud storages storages drive N=133 N=114 N=56 N=328
N=98
N=230
N=239
N=91
N=148
N=183
36
44 51
22 32
21
Casual
Persistent
7
Active
16
23
43
17 21
12
21
45
46
32
24
36
Active
41
34
27
44
30 39
35
39 17
28
18
N=69
BASE: Active N=690; Persistent N=196, Casual N=494 (all that indicated they have ever done above activity) N3: Please indicate how often you do each of these activities
N=77
14
27 13 0
8
Casual
37
22
Persistent
42
26
Don’t do nowadays
Active
36
23
Less often
Persistent
40
At least once a month
Casual
At least once a week
Watched a pirated movie or TV show that my friend or family showed me N=431
N=121
N=310
35
Music sharing
37
28
36
44
33 17
21
47
39
42
13
10
40
23 21
21
49
38 19
Casual
16
31 19
14
0
Persistent
12 0
Active
8
27
Casual
Casual
21
Persistent
14 0
Persistent
Active
7
12
Active
21
31
45
20
21 15
38
38
0
Active
21
32
26
27 38
22
27 15
8
0
Casual
47
25
Persistent
41
33
Don’t do nowadays
Active
28
Less often
Casual
45
41
36
At least once a month
Persistent
At least once a week
Received pirated music Given pirated music to Received pirated music Given pirated music to Listened to a pirated from my friends or family my friends or family from my friends or family my friends or family music track that my through a USB / portable through a USB / portable through cloud storages through cloud storages friends or family played hard drive hard drive for me N=317
N=101
N=216
N=243
N=89
N=154
N=174
N=67
N=107
BASE: Active N=690; Persistent N=196, Casual N=494 (all that indicated they have ever done above activity) N3: Please indicate how often you do each of these activities
N=137
N=62
N=75
N=374
N=112
N=262
36
However, pirates do not feel their frequency rates are increasing at the rate experienced in Singapore Buying or watching pirated movies or TV Shows More often these days
33 16
About the same as 12 months ago
Less often these days
Buying or listening to pirated music
26
28
-44
-43
28
5 15
24
3 16
-33 -65
24
-47
-50
-59
%Active movies/
13
9
8 19
25
16
-66
9
10 20
26
2 15
-38 -55
23
-50 -68
TV (N=580)
Active movies/ TV (N=367)
Persistent pirates (n=162)
Persistent pirates (n=118)
Casual pirates (N=418)
Casual pirates (N=237)
Active Music (N=567)
Active Music (N=322)
Persistent pirates (N=93)
Persistent pirates (N=88)
Casual pirates (N=474)
Casual pirates (N=233)
TW
SG
TW
SG
TW
SG
TW
SG
TW
SG
TW
SG
On average 14% of population cannot say if they are doing more, less or the same as 12 months ago for movies/TV shows. For music this is 15% of the population. SG: 14% for movies/tv shows, 10% for Music
Evidence for saturation? N7(b)/N8(b): Compared with 12 months ago, would you say you are now buying or watching/listening to pirated ‌.movies or TV shows/music?
37
Influences on location •
Home preferred – Where the need and opportunity exist most strongly to pirate – A ‘safe environment’ where any question of legality is removed for many
•
The concern for pirating at work or school reveals the underlying knowledge that piracy is not desirable / legal – Fear of detection is greater
•
Music is slightly different – Sourced at home does not mean listened to at home
“At home you just watch it quietly. Nothing happens” 18-24 Persistent “At school we do correct stuff. We don’t do this sort of thing at school” 18-24 Persistent
“At work, it’s more of a public space. I think the government is more likely to check…you’re easy to find and more likely to become a target.” 18-24 Persistent
In diaries, almost all consumption of pirated content took place in the home, in the evening 38
Movie/TV show piracy location At least once a week 5
44
3
19
6
61
At least once a month 56
64
72
Less often 63
76
Don’t do nowadays
73
64
77
55
18
23
Home
Work
BASE: PERSISTENT MOVIES/TV PIRATES N=162; CASUAL MOVIES/TV PIRATES N=418 N8A2. How often you download or stream pirated music tracks from each of the following sources
3
6 0
Somewhere else
7 4 5
19
13 3 1
Casual
2
9
18
Persistent
7
Casual
7
18
Active
10
17
Persistent
8 7
Active
Casual
Persistent
13
Active
18
10
16
Casual
28
18
27
Persistent
24
17
Active
60
26
On the go
39
Music show piracy location At least once a week 8
49
5
28
9
58
At least once a month 48
62
70
Less often 59
75
Don’t do nowadays
70
58
74
57
22
24
20
15
21
Home
20
Work
BASE: PERSISTENT MOVIES/TV PIRATES N=162; CASUAL MOVIES/TV PIRATES N=418 N8A2. How often you download or stream pirated music tracks from each of the following sources
4 1
Somewhere else
5 5
Active
11
6 4
Active
6 3
Casual
13
19 7
8
Persistent
Active
Casual
Persistent
Active
11
9 6
20
Casual
45
13 5 2
Casual
23
22
22
29
Persistent
27
Persistent
22
On the go
40
5. PIRATES ON PIRACY – KNOWLEDGE AND ATTITUDES
41
Pirates know what piracy is “It’s called breaking the law” [laughter] “It’s called getting something for free” “It’s called infringement of property rights”
“Watching movies for free that you should have paid for. Without permission you acquire things that the ownership rights belong to others”
“It’s using without the permission of the original creator”
“Without the permission of the movie company or the music company before it is released you can already view it and listen to it. If you haven’t paid for it and view it without paying”
PERSISTENT PIRATES 18-24
CASUAL PIRATE 25-34
CASUAL PIRATE 18-24
CASUAL PIRATE 25-34
42
The role of legality •
Illegality is not a spontaneous differentiator of sources – Nor one that currently drives choice – But sources CAN be differentiated on this basis by pirates
•
‘Licensed’ vs ‘unlicensed’ is the commonly used terminology – Which perhaps shows a greater understanding of the issue, and a means of distancing their behaviour from the term ‘illegal’
43
Most activities are considered illegal Legal
17
17
3
5
6
8
17
21
18
19 3
5
13
17
Illegal -64
-55 -88
Can’t say
-19
-77
-69
SG
Using file sharing software to download and watch pirated movies or TV shows from the internet without paying, for personal use
-48
-61
-31 -21
-21
TW
-17
-17
SG
TW
Using file sharing software to download and watch pirated movies or TV shows from the internet without paying, and then selling copies of it to others
-53
-56 -87
-28
-9
TW
-78
-62
-37 -31 -10
Using file sharing software to download and watch pirated movies or TV shows from the internet without paying, then giving copies to, or sharing them with your friends
TW
SG
Using a website to stream pirated movies or TV shows on the internet for personal use
BASE: Total sample Taiwan N=1200 N4: For each of the following, please indicate if you think it is legal, illegal or if you don’t know.
TW
-77
-28
-23
SG
SG
Using file sharing software to download and listen to pirated music tracks without paying, for personal use
-46
TW
-18
SG
Using file sharing software to download and listen to pirated music tracks without paying and then selling copies of it to others
TW
SG
Watching a pirated movie or TV show that someone else has downloaded
44
Personal use of pirated material the source of some confusion – the active give themselves the chance to rationalise Legal
23
11
23 7
4
1
2
8
4
3
10
24 8
11
8
5
18 1
2
7
5
Illegal -73
Can’t say
-75
-87
-93
-86
-74
-83
-72
-81
-16
-18
-18 -9
-6
-12
-16
-74
-63 -86
-92
-87
-24 -18
-13
-72
-75
-23
-20
-46
-52
-54
-57
-17
-73
-36 -17
-30
-18 -9
-7
-22
-11
Active Lapsed Non- Active Lapsed Non- Active Lapsed NonActive Lapsed Non- Active Lapsed Non- Active Lapsed Non- Active Lapsed NonPirates Pirates Pirates Pirates Pirates Pirates Pirates Using file sharing software to download and watch pirated movies or TV shows from the internet without paying, for personal use
Using file sharing software to download and watch pirated movies or TV shows from the internet without paying, and then selling copies of it to others
Using file sharing software to download and watch pirated movies or TV shows from the internet without paying, then giving copies to, or sharing them with your friends
Using a website to stream pirated movies or TV shows on the internet for personal use
BASE: Lapsed=188; Non-Pirates N=322 N4: For each of the following, please indicate if you think it is legal, illegal or if you don’t know.
Using file sharing software to download and listen to pirated music tracks without paying, for personal use
Using file sharing software to download and listen to pirated music tracks without paying and then selling copies of it to others
Watching a pirated movie or TV show that someone else has downloaded
45
Piracy is stealing •
Taiwanese pirates were clear that piracy is a form of theft – But this is not a huge concern
•
As in other markets there is no real fear of enforcement and penalty
•
A feeling that online they can do what they choose (though paradoxically they want others to be restricted)
•
Some reconcile their activity with this perception – They are consumers of pirated content – They are not stealing, just consuming stolen goods – In their own minds – what they do is not that bad
“We look out for our own interests. They are not very efficient at catching those who engage in piracy. Everyone is doing it anyway” 18-24 Casual
“Just block viruses and nothing else. Anything that harms my interests. Block it” 18-24 Persistent
46
The highest level of agreement in any market to date Pirating creative content is stealing/theft T2B
B2B
81
78
84
83
-11
-13
-8
-9
TOTAL
Male
Female
18-24
69
80
81
86
86
80
84
80
82
84
80
-11
-13
-8
-8
-12
-10
-14
-12
-7
-9
30-34
35-39
40-44
45-49
50-54
Lapsed
Non pirates
% -17 25-29
BASE: Total sample N=1200. N5: Please indicate how much you agree or disagree with the following statement..
55-59 Persistent Casual
47
They can identify pirated content •
Broad rule of thumb offered by pirating groups is online illegal, offline legal – Perhaps more demonstrative of their habits than the reality
•
Other markers readily identified: – Payment - quality - availability – Simplified chinese characters – recency of release – high risk ads
•
Pirates know when they are pirating – Little suggestion of confusion with pirates who identify themselves as pirates – However, confusion offered as an ‘excuse’ and may be a reality for those who do not identify themselves as pirates
“[you can tell it is pirated by:] Whether you’ve paid for it or not and whether you see sex ads or not” 24-35 Casual “If you have to pay then it’s licensed. There is usually a disclaimer at the bottom, if it’s licensed they will say that. If it’s not then they won’t say anything” 18-24 Persistent “If you want to watch a legal film you go to the cinema. Everything basically online is pirated” 18-24 Persistent
As the quality of pirated content in Taiwan improves, pirated content will be less easily differentiated – certainly for non-pirates 48
Identifying pirated content Movie/TV pirated illegal
Music pirated illegal
There is content not yet available in the cinemas The movie / show tends to be poor quality
64
Subtitles are in simplified Chinese characters
Voice overs have a nonTaiwanese accent
43
53
It's free
47
There is content not yet available in the music stores
57
It's free
Most online sources are illegal
The music tracks tends to be poor quality
66
41
Most online sources are illegal
36
33
Base: Movies/TV Active (580) / Music Active (567) X5A. Which of the following indicate that the movie/TV content is likely pirated (illegal)? X5B. Which of the following indicate that the music content is likely pirated (illegal)?
There is content not yet available on iTunes or similar paid-websites There is a wide choice available
41
26
22
49
Piracy damages •
The Taiwanese pirates were informed about the potential impact of piracy on individuals, industry and Taiwanese creativity – Again, an impact they manage to uncouple from their behaviour
•
The potential personal damage, or impact on viewing experience does resonate more strongly
“Box office incomes will drop. Viewership rates will drop. They will earn less money. Advertisers will invest less money” 18-24 Persistent
“The movie companies are [most affected] and that affects a whole range of people under them”
18-24 Casual
“If you get caught you have to bear legal responsibility” Lapsed
“If the market keeps shrinking then the Taiwan celebrities will go outside… when I go to China the programmes are better than Taiwan” 25-34 Casual
“[Piracy leads to] a place where there are no good creations anymore. Creators will no longer have the passion to create content” 18-24 Casual
“The bigger problem is being sued by the original creator” 25-34 Casual
50
It’s damaging Top 2 Box
It damages Taiwan’s creative industries
It creates financial losses to the creative industries in Taiwan It creates job losses in creative industries in Taiwan
It damages Taiwanese moral values
%
%
%
%
Bottom 2 Box
74
72
79
75
-15
-18
-10
-10
73
71
78
75
-15
-19
-10
-11
69
67
73
71
-18
-22
-13
-14
71
69
78
73
-17
-21
-11
-11
TOTAL
Active
Lapsed
Non-pirates
51
But pirates fail to own their involvement in the issue Top 2 Box
I don’t think I contribute to the problem of piracy
%
Bottom 2 Box
50
48
43
50
52
-34
-38
-45
-35
-29
TOTAL
Active
Persistent
Casual
Non-Active
“Yes I’m participating but I’m not breaking the law…we’re indirect participants. We’re second hand but not first hand. On the boundary line. It doesn’t count”
“I am participating but I don’t care”
“I use piracy but I don’t do piracy”
[Sharing pirated content] “if you don’t give it it’s not illegal. We [receiving] are the victim”
18-24 Casual
18-24 Casual
18-24 Persistent
18-24 Persistent
Able to justify their actions to themselves – consciously distance their behaviour from their knowledge 52
6. DRIVERS OF CHOICE
53
What pirates say influences their behaviour
Free and available
“It’s free and you can even make money out of it” 18-24 Persistent
“Sometimes I look online and it’s already in the US but not Taiwan so I go and look for it” 24-35 Casual
Unwillingness to wait
Lack of legal options
54
Reasons Active pirates watch pirated movies & TV shows (spontaneous)
Free/ Cost less money
36
Convenient
20
Fast to get
8
I just want to watch/Try out It's for personal use only
9 3
Not available in TW Catch up on missed TV show/movie
9 8
Other No answer
16 7
BASE: SAMPLE N=580 N6c Which of these, if any, are reasons why you watch pirated movies or TV shows ? (open ended question, multiple response)
55
Reasons Active pirates download and listen to illegally obtained music (spontaneous)
Free/ Cost less money
47
Convenient
15
Fast to get
5
I just want to listen to music/Try out It is for personal use only Not available in TW I only like one or a few songs of the album Other answer No answer
8 3 4 8 12 10
BASE: SAMPLE N=567 N7d What are your main reasons for downloading or streaming pirated music? (open ended question, multiple response)
56
Reasons for watching pirated movies & TV shows Persistent Pirates
NB. Context: Pirates tend not to actively seek legal content before resorting to illegal
Casual Pirates 59
I look for a movie legally online first but I can’t find it
55 64
I look for the TV show series legally online first but I can’t find it
54 90 89
Because it’s free I prefer to sample a TV show series or movie first and then I will pay for it
44
48 83
I want to get it as soon as possible
70 48 48
I’m not aware of any alternatives I choose to download a pirated version to avoid censorship
25 18
Because there are no enforced laws in place to stop me
BASE: SAMPLE N=580 N7a Which of these, if any, are reasons why you watch pirated movies or TV shows ?
55 46
57
Most agree there are sufficient op,ons to legally obtain… Top 2 Box
.. and watch TV shows, (eg. via legal sites, iTunes and through set top boxes)
.. and watch movies (eg. via legal websites, iTunes and through set top boxes)
.. and listen to music (eg. via legal websites, KKBox, Spotify)
%
%
%
Bottom 2 Box
72
72
77
71
-16
-19
-12
-12
61
63
63
57
-27
-28
-21
-27
74
73
78
75
-17
-20
-12
-13
TOTAL
Active
Lapsed
Non-pirates
58
Unconscious and unspoken influences
If you do it, the chance you will get caught is very small
T2B
B2B
37
36
38
40
38
41
37
33
38
32
35
-47
-48
-46
-42
-42
-41
-50
-51
-50
-50
-56
TOTAL
Male
Female
18-24
25-29
30-34
35-39
40-44
45-49
50-54
%
48
37
35
30
-39
-48
-46
-51
Lapsed
Non pirates
55-59 Persistent Casual
Self interest
Impulse and habit
A risk worth taking
Get what I want when I want it
Unchecked and ingrained
Pleasure vs risk of virus or detection
59
7. NEXT STEPS FOR THE NETIZENS OF TAIWAN
60
Current considerations for consumers of online content Legal content
Pirated content
PROS
• • • •
Free Easy to access Recent content Personal control over schedule
• • • •
Safer Good quality Legal Supporting artists and their industry
CONS
• • • •
Danger of viruses and exposure Poor quality Illegal Damaging to artists and industry
• • • •
Costly Perceived to be harder to find Older content Controlled release
Currently no active preference for legal content for majority of pirates
61
Legal can be very successful “If KKbox had movies then I think it might stop [Piracy]”
FREE
25-34 Casual
EASY TO USE
ADDED VALUE
CONVENIENT
Adored in Taiwan by pirates - meets all needs
“Many activities – a singer may go online and play their favourite songs or open a chat room” RECENT CONTENT
25-34 Casual
“Simple but sophisticated” 25-34 Casual
QUALITY
INSTANT
But not enough to prevent use of other illegal sources
62
How consumers claim their behaviour has been influenced… Opportunity
Fear
REASONS NO LONGER LISTEN TO PIRATED MUSIC AMONGST LAPSED PIRATES (%) 78
70
54
I’m worried about being caught
78
70
75
80
68
Guilt 65
48
I’m worried about I’m worried about It takes too long to After thinking about There are more I am more aware of Because it’s the I don’t have time to Because I listen to getting viruses on being victim of download off the it I have actively legal options the negative wrong thing to do search for pirated less music my computer scams, fraud or internet decided not to do it available so I don’t consequences of content nowadays identity theft need to piracy
REASONS BUY / WATCH PIRATED MOVIE/TV SHOWS NO LONGER AMONGST LAPSED PIRATES (%)
70 52
77
71
67 49
73
75
76
65
63
I’m worried about Pirated movies I’m worried about I’m worried about It takes too long After thinking There are more I am more aware Because it’s the I don’t have time Because I watch being caught and TV shows getting viruses on being victim of to download off about it I have legal options of the negative wrong thing to do to search for less movies and are poor quality my computer scams, fraud or the internet actively decided available so I consequences of pirated content TV shows identity theft not to do it don’t need to piracy nowadays
63
Potential influences on piracy behaviour Behavioural Goal:
Environmental
Behavioural influences
Conditions for change
Agents of change
Decrease consumption of illegal content Increase access and consumption of legal content
Access + Opportunity
Personal
Social
Attitude/Knowledge/Experience
Acceptability/Impact
1. Fewer pirated sites 2. More legal options
1. Ownership of behaviour + connection with beliefs 2. Awareness of legal alternative 3. Positive legal experience vs illegal
1. Piracy not a social norm 2. Concern for future of industry + employees
Legislation: restrict access to illegal sites Investment: quality legal alternatives
Communication: negative associations, quality legal experiences Education: role of legal Investment: promotion of legal alternatives
Legislation: to restrict access and marginalise behaviour Communication/Education: impact of actions on others
• Industry • Community
• Government/ courts • Industry • Community
Responsibility
• Government/ courts • Industry
64
Legislative agents of change Top 2 Box
If you do get caught, nothing much will happen to you
%
Bottom 2 Box 24
14
15
13
11
11
-71
-72
-71
-73
-70
-62
TOTAL
Active
NonActive
18-24
25-29
30-34
•
In Taiwan, internet law enforcement is known and accepted as a means of protecting netizens
•
Whilst likelihood of getting caught is not perceived to be high – enforcement of laws once caught are credible
16
10
11
15
11
-75
-76
-76
-68
-75
35-39
40-44
45-49
50-54
55-59
“If you do something online today, if it’s downloading content then nobody will find you. But if it’s something else you’ll get caught straightway – like scamming”
“In Taiwan I think they have a special police for IP rights. They use the IP address” 18-24 Persistent
18-24 Lapsed
65
Legislative agents of change considered effective Which would be most effective? % 30
Blocking of sites that profit from pirated content Proof that downloading pirated content heightens exposure to viruses or other malware on your computer
17
A guaranteed fine or penalty
17
Evidence that piracy sites expose children to high risk advertising such as graphic sexual ads, malware ads or
10 8
Knowing someone who has been caught and fined Your ISP slows down (throttles) your service if you are downloading excessively ISP disconnects your service if you are downloading excessively
4
A warning letter from your ISP
4
A official visit from a copyright infringement official Knowing someone who has been caught
5
3 2
BASE: Total sample N=1200. D13. Which of the following measures do you think would be the most effective in reducing illegal download behaviour
66
And supported – by pirates and non pirates Top 2 Box
The internet requires more regulation to prevent individuals from downloading or streaming pirated content
Taiwan’s courts should be allowed to decide to block overseas websites that profit from pirated content
%
%
Bottom 2 Box
55
50
61
69
74
75
78
74
-29
-32
-23
-21
-14
-14
-8
-14
NonActive
18-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
61
67
55
51
59
62
67
72
73
73
-20
-23
-16
-23
-29
-23
-27
-16
-15
-14
-15
TOTAL
Active
NonActive
18-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
67
63
72
-20
-25
-13
TOTAL
Active
63
BASE: Total sample N=1200. N5: Please indicate how much you agree or disagree with the following statement..
67
How do Taiwan netizens view regulation and blocking? •
Regulation already expected and accepted for online protection in Taiwan
•
Blocking of pirated content considered inconvenient and irritating but life will go on
“I’ve no idea if Taiwan’s internet is regulated or not. It probably is but we don’t feel it!!” 18-24 Persistent “Some people would complain. We won’t” 24-35 Casual “I’d feel, Oh it’s blocked! Disappointed but accept it. Nothing we can do about it. All we can do is go to the cinema” 18-24 Casual “We’re not supposed to be doing it.. So what can I do. I’d feel it’s none of your damn business” 18-24 Casual
The apathy that relates to the pirating of movies extends for many to the restriction of access 68
Low recall of TIPO blocking announcement Awareness of the TIPO 2013: The proposed blockade of foreign websites infringing copyrights in Taiwan Yes No
10
90
Of those who had heard – most could not remember what TIPO 2013 was about – of all respondents less than 1% mentioned restriction of internet freedom Base: Taiwan (1200) D14. Are you aware of the TIPO 2013 The proposed blockade of foreign websites infringing copyrights in Taiwan?
69
Communication and education as agents of change The opportunity to highlight the negative experience of piracy
Viruses
Personal exposure
High risk advertising
Safety of children online
(hacking, trolling etc)
70
Pirates admit exposure to high risk advertising Most seen % Sex industry advertisements
65
Online gambling advertisements
40
Scam advertisements (e.g. Weight loss)
39
Software and \ or anti-virus advertisements
38
Other advertisements
None \ can’t say
26
15
44
6
9
10
10
21
Base: Taiwan (878) 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 + N14. Which of these types of ads do you see the most on websites where you can access pirated content
71
Lack of parental awareness and control Children download or stream illegal content from the internet
Main concerns when your child goes online My child can be exposed to high risk advertisements (eg sex, gambling, scam advertisements etc.)
18
11
68
My child can become the target for scams or fraud
58
The computer can get infected with viruses
The computer can be hacked
71
My child’s personal details can be stolen
Yes
No
54
46
43
Don't know Downloading / watching Illegal movie, TV and music content
Base: Children at home (513) D12A. Do your children download or stream illegal content from the internet? D12B. What are your main concerns when your child goes online?
41
72
Responsibility for preventing piracy? Biggest role % Individuals - by choosing not to buy or watch pirated material
65
59
Internet service providers
49
The government Search engines (Google, Yahoo!, Baidu etc.)
41
The movie, TV and music industries
34
Schools & universities
24
The courts I do not know who is responsible for limiting piracy online
21
12
35 20 12 6 4 1 1
21
BASE: ALL SAMPLE N=1200; 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?
73
What could influence Taiwan netizens change in behaviour? Behavioural Goal:
Environmental
Behavioural influences
Conditions for change
Agents of change
Decrease consumption of illegal content Increase access and consumption of legal content
Access + Opportunity
Personal
Social
Attitude/Knowledge/Experience
Acceptability/Impact
1. Fewer pirated sites 2. More legal options
1. Ownership of behaviour + connection with beliefs 2. Awareness of legal alternative 3. Positive legal experience vs illegal
1. Piracy not a social norm 2. Concern for future of industry + employees
Legislation: restrict access to illegal sites Investment: quality legal alternatives
Communication: negative associations, quality legal experiences Education: role of legal Investment: promotion of legal alternatives
Legislation: to restrict access and marginalise behaviour Communication/Education: impact of actions on others
• Industry • Community
• Government/ courts • Industry • Community
Responsibility
• Government/ courts • Industry
74