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Transcript of Copyright Infringement Tracker Survey, 5th Wave (Full Text Report)
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OnlineCopyrightInfringementTracker
Wave5(CoveringperiodMar15–May15)
Overviewandkeyfindings
ResearchcommissionedbytheIntellectualPropertyOfficeandcarriedoutby:KantarMedia.
Submittedversion:10thJuly2015
ThisisanindependentreportcommissionedbytheIntellectualPropertyOffice(IPO).
© Crown copyright 2015
2015/47Intellectual Property Office is an operating name of the Patent Office
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’
AboutKantarMedia
KantarMediaisawellestablishedbrandoftrustedmediaanalystsand
advisors.Wehelptheworldsadvertisers,mediaowners,advertising/
media/PRagencies,andpublisherstogetherwithgovernment,NGO,and
tradeorganisationstomeasuretheirmediareputationandimpact.
KantarMediahasastrongtrackrecordinresearchingandunderstanding
aboutthecopyrightinfringementarea,havingconductedtheIllegalfile
sharingpilotforOfcomin2010andthreesubsequentwavesoftheOCI
tracker.
Abouttheauthorofthisreport:
EuanMackay,Director,KantarMedia
Euanhasextensiveexperienceinmediaresearchexperience.Heisa
regularconferencespeaker,havingspokenatthe2013MRGannual
conferenceatBafta,attheWARCconferenceatLordsinApril,was
electedasatop10speakerattheARFRethink:2014conferenceinNew
YorkCityinMay.Add itionallyhespoke(andwasvotedrunnerupinthe
bestspeakercategory)attheMRGinternationalconferenceinBerlinlast
November.
ISBN:978-1-908908-97-1
CopyrightandtheValueofthePublicDomain:An
empiricalassessment
PublishedbyTheIntellectualPropertyOfficeJuly
2015
12345678910
©CrownCopyright2015
Youmayreusethisinformation(excludinglogos)
freeofchargeinanyformatormedium,underthe
termsoftheOpenGovernmentLicence.Toview
thislicence,visithttp://www.nationalarchives.gov.
uk/doc/opengovernmentlicence/
oremail:[email protected]
Wherewehaveidentifiedanythirdpartycopyright
informationyouwillneedtoobtainpermissionfrom
thecopyrightholdersconcerned.
Anyenquiriesregardingthispublicationshouldbesentto:
TheIntellectualPropertyOffice
ConceptHouse
CardiffRoad
Newport
NP108QQ
Tel:03003002000Fax:01633817777
email:[email protected]
Thispublicat ionisavailablefromourwebsiteat
www.gov.uk/ipo
http:///reader/full/http://www.nationalarchives.govhttp://www.gov.uk/ipohttp:///reader/full/http://www.nationalarchives.govhttp://www.gov.uk/ipo
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ContentsIntroduction 1
Key findings 2
1. Research overview 6
1.1 Background and objectives 6
1.2 Research notes 8
2. Cross-category overview 14
2.1 Digital content consumption 14
2.2 Levels of copyright infringement 19
2.3 Consumer spend 28
3. Attitudes towards digital activities
and copyright infringement 32
3.1 Motivations for general online activities 32
3.2 Attitudes towards online content 36
3.3 Motivations for lawful and unlawful behaviour 37
3.4 Awareness of lawful/licensed services 43
3.5 Confidence in knowing what is and isn’t legal online 44
4. Technical appendix 46
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Online Copyright Infringement Tracker Wave 5 1
Introduction Thisreportdetailsthemainfindingsofthefifthwaveofa largescaleconsumertrackingstudy
intotheextentofonlinecopyrightinfringement,aswellaswiderdigitalbehavioursandattitudes,
amongpeopleaged12+intheUK.Thestudywascommissionedandfinanciallysupportedby
theUKIntellectualPropertyOffice(IPO).Itisthefifthinaseriesofresearchwavesintendedto
generatebenchmarksand timeseries relevant to theaccessand useofcopyrightmaterial
online. It also outlines the background to the research and a detailed description of the
methodologyemployed.
Researching copyright infringement and digital behaviours is complex. The ways in which
consumers access and share copyright material online change regularly, and infringement
levels,inparticular,arenotoriouslydifficulttomeasure.Wehavegonetoextensivelengthsto
find the best way of securing meaningful and accurate results for this survey, including
commissioningamethodologicalstudyandanindependentpeerreview.Thesereportscanbe
foundat:
http://stakeholders.ofcom.org.uk/binaries/research/telecoms-research/filesharing/kantar.
pdf
http://stakeholders.ofcom.org.uk/binaries/research/telecoms-research/filesharing/peer.pdf
Ratherthanfocusingononeindustry,thestudylooksatsixmaintypesofonlinecontent–
music,film,TVprogrammes,books,videogamesandcomputersoftware–andforeachof
these assesses levels of infringement. These are then assessed within wider patterns of
consumerbehaviourandcontentconsumption.
ForthisfifthresearchwaverespondentsweresurveyedduringtheperiodofMarchtoMay2015
andaskedabouttheirbehaviourduring“thepastthreemonths”.Referencetothefiguresfrom
thepreviouswave(W4,coveringtheperiodMarchtoMay2013 1 )aremadewherestatistically
significantchangeshaveoccurred.Insomecasesreferencesarealsomadetotheprevious
waves.Inthisfifthwavewehavealsoconducted10qualitativeinterviewsamongstinfringers. The role of these interviews is to gain more indepth understanding of the motivations and
attitudesforusingunlawfulservicesonline.Thedetailsabouttheseinterviewsarecoveredinthe
technicalappendixsectionandthefindingsfromtheseinterviewsarestatedinrelevantsections
inthisreport.
Full details and results of previous waves can be found at hp://stakeholders.ofcom.org.uk/market-data-
research/other/telecoms-research/copyright-infringement-tracker/ (W1) and hp://stakeholders.ofcom.
org.uk/market-data-research/other/telecoms-research/copyright-infringement-trackerw2/ (W2) hp://
stakeholders.ofcom.org.uk/market-data-research/other/telecoms-research/copyright-infringement-
trackerw3/ (W3) hp://stakeholders.ofcom.org.uk/market-data-research/other/telecoms-research/oci -
wave4/ (W4).
1
http://stakeholders.ofcom.org.uk/binaries/research/telecoms-research/filesharing/kantarhttp://stakeholders.ofcom.org.uk/binaries/research/telecoms-research/filesharing/kantar.pdfhttp://stakeholders.ofcom.org.uk/binaries/research/telecoms-research/filesharing/peer.pdfhttp://stakeholders.ofcom.org.uk/market-datahttp://stakeholders.ofcom.org.uk/market-data-research/other/telecoms-research/copyright-infringement-tracker/http://stakeholders.ofcom.org.uk/market-data-research/other/telecoms-research/copyright-infringement-tracker/http://stakeholders.ofcom/http://stakeholders.ofcom.org.uk/market-data-research/other/telecoms-research/copyright-infringement-trackerw2/http://stakeholders.ofcom.org.uk/market-data-research/other/telecoms-research/copyright-infringement-trackerw2/http://stakeholders.ofcom.org.uk/market-data-research/other/telecoms-research/copyright-infringement-trackerw3/http://stakeholders.ofcom.org.uk/market-data-research/other/telecoms-research/copyright-infringement-trackerw3/http://stakeholders.ofcom.org.uk/market-data-research/other/telecoms-research/copyright-infringement-trackerw3/http://stakeholders.ofcom.org.uk/market-data-research/other/telecoms-research/ocihttp://stakeholders.ofcom.org.uk/binaries/research/telecoms-research/filesharing/kantarhttp://stakeholders.ofcom.org.uk/binaries/research/telecoms-research/filesharing/peer.pdfhttp://stakeholders.ofcom.org.uk/market-datahttp://stakeholders.ofcom/http://stakeholders.ofcom.org.uk/market-data-research/other/telecoms-research/ocihttp://stakeholders.ofcom.org.uk/market-data-research/other/telecoms-research/copyright-infringement-trackerw3/http://stakeholders.ofcom.org.uk/market-data-research/other/telecoms-research/copyright-infringement-trackerw3/http://stakeholders.ofcom.org.uk/market-data-research/other/telecoms-research/copyright-infringement-trackerw3/http://stakeholders.ofcom.org.uk/market-data-research/other/telecoms-research/copyright-infringement-trackerw2/http://stakeholders.ofcom.org.uk/market-data-research/other/telecoms-research/copyright-infringement-trackerw2/http://stakeholders.ofcom.org.uk/market-data-research/other/telecoms-research/copyright-infringement-tracker/http://stakeholders.ofcom.org.uk/market-data-research/other/telecoms-research/copyright-infringement-tracker/http://stakeholders.ofcom.org.uk/binaries/research/telecoms-research/filesharing/peer.pdfhttp://stakeholders.ofcom.org.uk/binaries/research/telecoms-research/filesharing/kantar.pdfhttp://stakeholders.ofcom.org.uk/binaries/research/telecoms-research/filesharing/kantar.pdf
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2 Online Copyright Infringement Tracker Wave 5
Keyfindings• This reportpresents the mainfindingsofthefifth wave(W5)of our consumertracking
studyintoonlinecopyrightinfringement.Thekeyfindingsareasfollows:
General digital content consumption
• SixtytwopercentofUKinternetusersaged12+consumedatleastoneitemofonline
content2(legallyorillegally)overthethreemonthperiodMarchMay2015.Fortytwoper
centhaddownloadedcontent,and57%hadstreamedoraccessedcontent.Thestreaming
activityhasgrownsignificantlyfrompreviouswaves.Thisisthehighestlevelofstreaming
oraccessingcontentonlinewehaveseentodate.
• Consumptionvariedacrosscontenttypes;music(35%)andTVprogrammes(34%)had
thehighestlevelseitherdownloadedorstreamedonlineinthepastthreemonths,followed
byfilms(22%),books(12%),computersoftware(12%)andvideogames(12%).Theoverall
consumptionlevelhasrisenfromthepreviouswave,mainlydrivenbythegrowthinthefilm
category.
Payment
• Overhalf(56%)ofthosewhoconsumedanytypeofcontentduringthepastthreemonths,
paidforatleastsomeofit.Thisremainsstable,withnochangeinpaidandfreeconsumption
ofcontentfromthepastwave(W4).
• Justoveraquarter(27%)of12+UKinternetusersaccessedcontententirelyforfree,this
proportionhasincreasedslightlyfromWave4(25%)butnotsignificantly.
• TheseincreasesreflectslightlyhigherconsumptionlevelsduringW5comparedtoW4,and
astableproportionof12+UKinternetusersconsumingamixofpaidandfreecontent
(23%inW4and24%inW5).
• Intermsofthosewhoaccessedindividualcontenttypes,therewasasmallbutsignificant
decreaseintheproportionwhowatchedonlineTVprogrammesforfreefrom93%during
W4,to87%inW5.Thisisdrivenbyanincreaseinthosewhopaidforallcontentfrom7%
inwave4to15%inwave5.
‘Online content’ refers to any of six types – music, lms, TV programmes, computer soware, books and
video games.
2
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Online Copyright Infringement Tracker Wave 5 3
Levels of infringement
• Weestimatethat18%,(equatingtoapproximately7.8million)ofUKinternetusersaged
12+consumedatleastoneitemofonlinecontentillegallyoverthethreemonthperiod
MarchMay2015.And6%ofthe12+UKinternetusershaveexclusivelyconsumedillegal
content.TherehavebeensignificantchangesinthisproportionsinceW4.
• Levelsofinfringementvariedsignificantlybycontenttype;9%consumedatleastsome
musicillegallyoverthethreemonthperiod,while7%didsoforTVprogrammesand6%
forfilms.Forcomputersoftware,videogamesandebooksthesefigureswere2%,2%and
1%,respectively.
• Ifinsteadoflookingat‘allinternetusersaged12+’weuseabaseof‘allinternetuserswho
consumedcontentonlineoverthethreemonthperiod’,wefoundthat31%consumedat
leastoneitemillegally.Furthermore,25%ofthosewhoconsumedfilm,and26%ofthose
whoconsumedmusic,didsoillegally,whilethelowestincidenceof illegalconsumption
wasamongonlinebookconsumers(10%).
• Theproportionofallinternetusersaged12+whoconsumedcontentexclusivelylegally
has decreased slightly for this wave from W4 from 40% in W4 to 39% in W5.
Demographics
• Across all content types, those who downloaded or streamed illegally were skewed
towardsmales(59%),thoseunder35(66%),andABC1s(54%).Althoughtheageand
social grade balances reflect those who consumed digital content online in general
(whetherlawfullyornot),therewerenoticeabledifferencesfornoninfringers–whowere
morelikelytobefemale(51%),over34(57%),andwereevenmorelikelytobeABC1
(67%).
Volumes of infringement
• Musicwasbyfarthemostconsumedcontenttype,bothdigitally(343milliontracks)andphysically(96milliontracks)overthethreemonthperiod.Thereisanotableincreasein
digitalvolumesfrom319millioninW4.Further,weestimatethat96millionmusictracks
wereaccessedillegallyonline.Thiscategoryhasthehighestvolumesandinfringement
acrossthecategoriestested.Despitethis,wedoseeadeclineinthelevelofinfringement
sincelastwave.
• FilmsandTVprogrammesaretheother categorieswheredigital volumeshaveshifted
fromthepreviouswave.Filmsvolumeshavedeclinedfrom 81millioninwave4 to79
millionthistime.HoweverthevolumeofTVprogrammeshasincreasedfrom98millionin
2013to135millionthiswave.
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4 Online Copyright Infringement Tracker Wave 5
• IntheTVprogrammecategoryinfringementlevelshaveraisedfrom12millionintheprevious
waveto16millionthiswave.
• Theebookcategoryhasthelowestlevelofinfringementwithonly6%ofcategoryusers
accessingillegalcontent.
Services used for consuming online content
• Twentysixpercentofthosewhoconsumedanycontentillegallyclaimedtouse‘peerto-
peer’(P2P)services,comparedto6%ofthosewhoonlyconsumedlegally.Thisisthe
lowestlevelseensincethefirstwavein2012(itwas32%inW4).
• Oftheindividualpeertopeerservicesused,uTorrenthadthehighestpenetration17%
ofinfringersclaimedtohaveuseditinthepastthreemonths.
• However, many licensed3 content services were also used by a significantly higher
proportion of infringers thannoninfringers; for example: YouTube, Spotify, Netflix and
Amazon.
• Netflixuseincreasedsignificantlyamonginfringersfrom13%inwave4,to21%forW5,
whistleSpotifyuseremainedstableamongthisgroup,at14%.Incontrast,theuseof
Apple’sonlineproducts(iTunesorAppstore)hasdeclinedfrom26%(W4)to19%(W5).
Spend
• Theproportion of 12+individuals in theUK whospent moneyon at least oneof the
categoriesweanalysedrangedfrom10%forsoftwareto44%forfilms.Averagequarterly
spendrangedfrom£6.68forTVprogrammesto£20.28formusic.
• For both music and films, spend on ‘other’ (which included cinema/concerts and
merchandise)wassubstantiallyhigherthanspendonphysicalanddigitalcontent.
• Forfourofthesixcategories, thosewhoconsumeda mixoflegaland illegalcontent
claimedtospendmoreonthatparticularcontenttypeoverthethreemonthperiodthan
thosewhoconsumedeither100%legallyor100%illegally.Theebookinfringerbasewas
toolowtoanalyse.
Note that unlawful acvies are possible on some of these services (such YouTube, iTunes, Google Play, etc).3
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Online Copyright Infringement Tracker Wave 5 5
Reasons for infringing
• Themostcommonlycitedreasonsforinfringingwerebecauseitisfree(49%),convenient
(43%) and quick (37%). Other reasons such as “can try before they buy” have fallen
significantlyamongstallinfringersfrom27%inW4to17%inthiswave.Therearealso
notabledeclinesinreasonssuchas“can’taffordtopay”and“thinklegalcontentistoo
expensive”.
• Theproportionclaimingtohaveconsumedcontentillegallybecausetheyhadalreadypaid
toseeit(e.g.amovieinthecinemaorlivemusic)hasfallensignificantly,from14%inW4
to7%inW5.
What would make infringers stop?
• The top three factors that infringers said wouldencourage them to stop included the
availabilityofcheaperlegalservices(25%),ifeverythingtheywantedwasavailablelegally
(21%),andifitwasclearerwhatislegalandwhatisnot(21%).Allfactorswerementioned
byahigherproportionofthosewhoconsumedamixoflegalandillegalcontentthanby
thosewhoconsumedcontentexclusivelyillegally.Only14%ofthosewhoconsumedillegal
contentexclusivelystatedthatnothingwouldencouragethemtostop.
• Fifteenpercentofinfringersindicatedthattheywouldbeputoff‘ifmyISPsentmealetter
sayingtheywouldsuspendmyinternetaccess’,fallingto11%for‘ifmyISPsentmea
letterinformingmemyaccounthadbeenusedtoinfringe’,and10%for‘ifmyISPsentme
alettersayingtheywouldrestrictmyinternetspeed’.
• ResponsestothethreatofISPletterswereallatlowerlevelsthantheyhadbeeninprevious
waves;thesuspensionofinternetserviceinparticularhasfallenbyasmallproportions
waveonwave(from22%inW1,18%inW2,16%inW3and14%inW4toitscurrentlevel
of15%).
Levels of consumer awareness in legal services and confidence about
what is and is not legal online.
• Lackofconfidenceaboutwhatisandisnotlegalonlineappearedmoreprevalentamong
females(46%v33%ofmale)andC2DEs(43%v38%ofABC1),i.e.thoselesslikelyto
participateinallformsofonlineactivity(legalandillegal).Alackofconfidencegenerally
increasedwithagebeyond34,however1215yearolds(37%)showedsimilarlevelsof
confidenceto3544yearolds(40%).
• Theproportionofpeopleclaimingtobe‘notatallconfident’inwhatisandisnotlegal
onlinehasincreasedslightly;from15%inW4to17%inW5.
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6 Online Copyright Infringement Tracker Wave 5
1.Researchoverview
1.1 Background and objectives
The DigitalEconomyAct (DEA) 20104extendedIPO’sremittoincludenewdutiesrelatedto
onlinecopyrightinfringement.TheDEArequiresIPOtoestablishacodesettingouttherulesfor
ascheme,wherebyinternetserviceproviders(ISPs)mustnotifytheirsubscribersofallegations
madebycopyrightownersthattheiraccounthasbeenusedtoinfringecopyright. Oncethe
schemeisoperationalOfcommust reportto theSecretaryofState,onprogress inreducinglevelsofinfringement.
InMay2011,theHargreavesReviewof IntellectualPropertyandGrowthrecommendedthat
OfcomshouldnotwaituntiltheDEAschemewasupandrunningtobegingatheringdataand
establishing benchmarks on online copyright infringement5. The Government adopted this
recommendation and, asa result, the Intellectual Property Office agreed to fundOfcom to
conduct research into online copyright infringement, inorder togather initial evidenceand
trendsthatcouldbeusedtoassistpolicymaking.
In2012,OfcomcommissionedKantarMediatoconductatrackingstudycoveringbehaviour
andattitudestowardsbothlawfulandunlawfulonlineuseofcopyrightmaterialacrossseveralcontenttypes.ThisstudywasfundedbytheIPO.Howeverthisyear(2015)IPOcommissioned
andmanagedthisprojectwithKantarMedia.
Thetablebelowsetsoutthewideroverallaimsoftheresearch,alongwiththespecificresearch
objectivesandassociatedmetrics:
OverallAim ResearchObjective Metrics
Establishthecurrentlevelof
subscribers’useofinternet
accessservicestoinfringe
copyright.
• Measureonlinecopyright
infringementlevels(alongside
lawfulactivity)amongUK
consumers,andmonitorchangesonaquarterlybasis.
• Whetheraccessed/
downloaded/sharedfiles
(ever,pastthreemonths)by
contenttype.• Frequencypercontenttype.
• Volumepercontenttype.
• Proportionoftypepaidfor
andfree.
• Proportionoffilesbelievedto
havebeenlegallyaccessed
(fromwhichafigureforillegal
filescanbederived).
4 hp://www.legislaon.gov.uk/ukpga/2010/24/contents
5 hp://www.ipo.gov.uk/ipreview.htm hp://www.ipo.gov.uk/ipresponse-full.pdf
http://www.legislation.gov.uk/ukpga/2010/24/contentshttp://www.ipo.gov.uk/ipreview.htmhttp://www.ipo.gov.uk/ipresponse-full.pdfhttp://www.ipo.gov.uk/ipresponse-full.pdfhttp://www.ipo.gov.uk/ipreview.htmhttp://www.legislation.gov.uk/ukpga/2010/24/contents
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Online Copyright Infringement Tracker Wave 5
7
OverallAim ResearchObjective Metrics
Describeandassessthesteps • Gaindeeperunderstandingof • Generalattitudes.
takenbycopyrightowners“to attitudestowardscopyright • Keydriversofbehaviour.inform,andchangetheattitude infringement.
• Whypeopledo/don’tof,membersofthepublicin • Monitorawarenessand infringe.relationtotheinfringementof
copyright”and“toenable
subscriberstoobtainlawful
accesstocopyrightworks.”
effectivenessofeducational
campaigns.
• Assessawarenessand
attitudestowardsavailability
• Whatwouldmakethem
stop?
• Awareness/useoflawful
services.
oflawfulalternatives. • Reasonswhydo/don’tuse
lawfulservices.
• Understandingofwhatis
legal.
Betterunderstandtherolethat • Measurespendonrecorded • Currentspendonrelevant
pricingplays inthe lawfuland anddigital mediatoanalyse material.
unlawfulaccessofonline potentialimpactofunlawful • Willingnesstopaymodelling.content. filesharingonpurchaseof
relatedcontent(positiveand
negative).
• Explorewillingnesstopayandoptimumpricingfor
differentcontenttypes.
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8 Online Copyright Infringement Tracker Wave 5
1.2 Research notes
Content types and activities assessed
Withinthisstudywesoughttoprovidemeasurementsforsixcorecontenttypesofinterest:
Music Films Programmes ComputerSoftware
Books VideoGames
Thequestionsweaskedwereprimarilyfocusedaroundthefollowingonlineactivities,explained
toeachrespondentasfollows:
• Streamedoraccessed:Bythiswemeanthatyouviewed,listenedtoorplayedcontent
directly through the internet without downloading a copy. For example, watching TV
programmesonBBCiPlayerorlisteningtomusicthroughservicessuchasSpotify.
• Downloaded:Bythiswemeanthatyoutransferredacopyofthefiletoyourdevice.For
example,downloadingamusictracktoyourcomputerthroughiTunesorAmazon.
• Shared:Bythiswemeanthatyoumadethefilepubliclyavailable,orsentoruploadedit
onlineforsomeoneelsetodownloadorstream/access.Forexample,sharingfilesonyour
computerthroughanonlineservice.Thisdoesnotincludesharinglinksonline.
These categories all relate towhatwe term ‘digital’content/files.However,certainmetrics in
thisreportalsoincorporateconsumerspendattributableto‘physical’formats(e.g.CDs,DVDs,
physicalbooks,gamesandcartridges)tohelplocatetheconsumptionofdigitalcontentinits
widercontext.
For most of the content types there are several elements that had the potential to causeconfusionandtherebydistortthefiguresifmisinterpretedbytherespondent.Forexample,there
isafinelinebetweenmusictracksandmusicvideos,andthereisadistinctdifference(interms
ofnumberofdigitalfiles)betweensinglesandalbums.Similarly,forcomputersoftwareand
videogamespeoplemayconsiderupdatesandpatchesasproductsinthemselves.Therefore,
weattemptedtobeascleartorespondentsaspossibleintermsofwhattheyshouldincludein
thedefinition.Theseareasfollows:
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Online Copyright Infringement Tracker Wave 5
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Category Definitionforrespondent
Music Musictracksoralbums(excludingonlineradiostations) 6
Films Films(fulllength)
TVprogrammes TVprogrammes
ComputersoftwareComputersoftware(excludingmobilephoneapps,andpatches/
upgradestosoftwarealreadyowned)
Books ebooks
Videogames Videogames(excludingpatchesandupgrades)
6Key Metrics
With respect to assessing levels of copyright infringement for each content category, the
approachis consistentthroughout thesurvey;wefilter down from generalonline behaviour
towardsthesensitivetopicofinfringement.Withineachcategory,weoutlinekeymetricsattwo
levels:
1. Respondentlevel:Forexample,thetotalnumberandproportionoftheUKpopulation
whoundertookanactivitysuchasdownloadingmusic.
2. Volumelevel:Forexample,thenumberofmusictracksdownloadedinthepastthree
months,orthenumberofmusictrackslegallyobtained.
‘Musicvideos’and‘shortvideoclips’wereaskedseparatelyforthe‘everdone’and‘doneinpastthreemonths’
questionstoaidwiththedistinctions.
6
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10 Online Copyright Infringement Tracker Wave 5
Thekeymetricsthroughoutthisreportaresummarisedinthefollowingtable:7
Topic RespondentLevel VolumeLevel
Assessinglevelsofcopyrightinfringement
General 1.Everdone
behaviour 2.Doneinthepastthreemonths 7
3.Frequency
4.Medianvolumes(pastthreemonths)amongthosewhohavedone
activity
Payment Proportionofthepopulationwhofitintothefollowingderivedgroups
intermsofvolumeofcontentconsumedinthepastthreemonths:
1.100%paid
2.Mixofpaidandfree
3.100%free
4.Anyfree(combinationof2+3)
5.100%alreadyownedinphysicalformat
6.Anyalreadyownedinphysicalformat
7.Nonealreadyownedinphysicalformat
8.100%previouslydownloadedforfree(%ofpaidacquisitions
acrossformats)
9.Anypreviouslydownloadedforfree
10.Nonepreviouslydownloadedforfree
Aswellastheproportionsofthosewhohavedonetheactivityinthe
pastthreemonths,metrics1to4arealsoreportedamongthetotal
12+UKinternetpopulation,andincludemedianvolumes.Metrics5
to10includemeanvolumes 8.
Paidandfree
proportionsof
totalvolume
(incorporating
physicalformat
whererelevant)
Legality Proportionofthepopulationwhofitintothefollowingderivedgroups
intermsofvolumeofcontentconsumedinthepastthreemonths:
1.100%legal2.Mixoflegalandillegal
3.100%illegal
4.Anyillegal(combinationof2+3)
Aswellastheproportionsofthosewhohavedonetheactivityinthe
pastthreemonths,theabovemetrics1to4arealsoreported
amongthetotal12+UKinternetpopulationandincludemedian
volumes.
Legalandillegal
proportionsof
totalvolume
(incorporating
physicalformat
whererelevant)
7 Thepastthreemonthswasdecideduponastheprimarytimebasedmetricforthisstudy.Althoughthismighthaverepercussionsregardingrespondents’abilitytorecollectpastbehaviouraccurately,itwaschosenfortworeasons
1)ittiesinwiththefuturequarterlyDEAreportingrequirement,and2)itis intendedtoavoidbiasinthedata
causedbyseasonality(especiallyregardingtheChristmasperiod).
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Online Copyright Infringement Tracker Wave 5
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Assessingconsumerspendoncategoriesandpricesensitivity
Spend Proportionofpopulationwhohavespentanything(andaverage
spendinthepastthreemonths)ondigitalsubscriptions,
individualdigitaldownloads,physicalformatsandotherrelated
areassuchasgigsorcinema.
Totalvolumesand
proportionsofoverall
spend
Price
sensitivity
Willingnesstopay(music,filmsandebooksonly)
Forconsumingindividualfilesviaadownloadservice
Forasubscriptionservice(monthlycharge)
Subgroup analysis 8
Foreachcategorythereportdetailsthemainfindings,followedbysignificantdifferencesof
interest(at the 95% level9, unless indicatedotherwise) comparedto W4 results,among the
followinggroups:
Category Subgroups
Gender Male,Female
Age 1215,1624,2535,3544,4554,55+
Socioeconomicgroup(16+only) ABC1,C2DE
Presenceofchildreninthehousehold Yes(includingunder15yearoldrespondents),No
Trends
Throughout the report reference to the figures from the previous waves are made where
significantchangeshaveoccurredintheresults.Againthisisassessedatthe95%level(unless
otherwisestated)andishighlightedinthe tablesor chartswherepossible.Wheresignificant
changeshaveoccurred,anattemptismadetoexplainwhytheymayhaveoccurred;insome
casesthismightbepartlyattributedtochangesinthesurveydesign(suchasquestionwording).
8 SeeTHELIMITATIONSOFCLAIMEDBEHAVIOURANDDATARECONCILIATIONonpage12.
9 In statistics,a numberthatexpressestheprobabilitythattheresultof agivenexperimentorstudycouldhave
occurredpurelyby chance.This numbercanbe amarginof error(“Theresultsof this publicopinion pollare
accurate tofive percent”), orit can indicate a confidence level (“If this experimentwererepeated,there is aprobability ofninetyfivepercentthat ourconclusionswouldbe substantiated”).Source:DictionaryofCultural
Literacy.
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The limitations of claimed behaviour and data reconciliation
Consumerresearchprovidesonesourceofinsightintotheextentandpatternsofonlinecontent
consumption.OtherpotentialsourcesincludeanalysisofISPinternettraffic,industrysalesand
revenuedata,internetaudienceanalysisanddirectmeasurementofonlineactivity(forexample,
bymonitoringactivityonfilesharingnetworks).Ontheirown,noneofthesesourcespresentsa
completepictureofthemarket,andeachhasstrengthsandlimitations.
Datain thisreport (particularly consumption volumesandconsumerspend) arenot directly
comparabletopublishedindustrysalesdata.Widevariationsinnotionallysimilarfiguresshould
beexpectedformanyreasons,including:
• Differencesinmethodologicalapproach
• Extentofmarketcoverage
• Seasonalityandtimingofresearch
• InclusionorotherwiseofVAT
• Differencesbetweenconsumerspendandsalesreceipts
• Inclusionofsalesofsecondhandmaterial
Itisalsoparticularlyimportanttonotethatfiguresinthisreportarebasedonthe‘claimed’
numberscollectedfromarandomsampleofpeopleinthissurvey.Thesedatawerethengrossed
uptoreflecttheUK12+population.Therewasawidevarianceinthenumbersandthisreflects
thebehaviourindicatedbyasubsectionoftheUKpopulation12+withinthetimeperiodsasked
about.
Furthermore,questionsonunlawfulbehaviourhaveaparticularrelianceonhonesty,which
is also likely to affect accuracy to some degree i.e. result in underclaim for unlawful
behaviour.Wehavegonetosignificantlengthstoensurethathonestywasencouraged(to
ensure that the data collected were asaccurate aspossible) byusing indirectlinesof
questioningwhencalculatingunlawfulactivity.Thesemeasuresarediscussedinmoredetail
inthetechnicalappendix(Section4)ofthisreport.
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Reporting averages and the issue of outliers
When reporting on average volumes consumed (or shared) certain metrics are reported
differentlyforthisstudy.Thetwotypesofaveragesusedare:
Themedianthemiddlevalueinasamplesortedintoascendingorder.
Themeanthegrandtotaldividedbythenumberofdatapoints.
Forcoremetricscoveringaveragevolumesof filesdownloaded/streamed,paidfor/obtained
free,andobtainedlegally/illegallyinthepastthreemonths,wereportonlyonmedians.The
reason for this isthatdue tothenatureofonlinebehaviours,and the continuousscale for
responses to these questions, the resultant mean scores are highly influenced by a few
respondentswithhighlevelsofactivity.Asaresultthemeanvolumesarenoticeablyvolatilefrom
onewavetothenextforallcontenttypescovered,reducingtheconfidencewithwhichwecan
infer trends for these figures. Alternatively, if we were to exclude outliers from the mean
calculationsthiswouldignorevaliddatafrompossibleenthusiastsandhencecauseadifferent
issue.Themedian(middlenumber),ontheotherhand,hasprovedtobemuchmorestablefor
thesemetrics.
Forthetwometricscoveringphysicalownershipofdigitalcontentconsumed,andtheprevious
freeconsumptionofpaidforcontent,wereverttothestandardmean.Thereasonforthis isthat,incontrasttotheabove,themeanhasremainedstablefromonewavetothenextfor
thesemetrics. Furthermore, the median iszero inall cases, as the majorityofthosewho
consumedcontentonlineinthepastthreemonthsdidn’talreadyownanyinphysicalformat,or
previouslyconsumepaidforcontentforfree.Therefore,thereislittlevalueinreportingonthe
medianhere.
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2.Cross-categoryoverview
2.1 Digital content consumption
This section provides a summary of the key metrics and findings from the current wave of
research(asdescribedinSection1.2).
2.1.1 Digital behaviour among internet users aged 12+ across all
content types
The following table outlines the proportion of internet users aged 12+ who downloaded,
streamed/accessed,orsharedcontentforeachofthesixcontenttypes.The‘any’columnisan
aggregationacrossallofthecontenttypes(forexample,ifsomeonedownloadedandstreamed
bothmusicandfilmstheywouldbecountedonlyoncewithintheoverallproportion):
Table 2.1.1a: Digital behaviour among internet users aged 12+
– all content types
Music Films Programmes Computer
Software
Books VideoGames Any
Sig.increase(fromW4)
Sig.decrease(fromW4)
Base:allinternetusers12+ 4552 4552 4552 4552 4552 4552 4552
Download Everdone 34% 14% 15% 15% 15% 13% 51%
Past3
months
24% 9% 9% 9% 11% 8% 42%
Streamor
access
Everdone 37% 27% 40% 12% 9% 12%
64%
Past3
months
27% 20% 32% 5% 6% 8% 56%
Share Everdone 8% 3% 3% 2% 1% 3% 18%Past3
months
6% 2% 2% 1% 1% 2% 13%
Downloador
Stream/
accessi.e.
Consumed
Everdone 46% 30% 42% 20% 18% 17% 69%
Past3
months
35% 22% 34% 12% 12% 11% 62%
Download,
Stream/
access,or
Share
Everdone 46% 31% 43% 20% 18% 18% 69%
Past3
months
35% 22% 34% 12% 13% 12% 62%
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• Therehasbeenanoverallincreaseinonlineactivityto69%sincelastwaveinMarMay
’13.Thisriseismainlydrivenbythegrowthinstreamingactivities(64%).
• Sharingofcontenthasalsoincreasedandismainlyledbygrowthinsharingofmusic,films
andTVprogrammecontentcomparedtothepastwave.Howeversharingremainsaniche
activity.
• Musiccontinuestobethemostdownloadedcontenttypeofthesixweexplored;34%of
internetusershadeverdownloadedmusic,andaquarterhaddonesointhepastthree
months.
• TVprogrammeswerethemostcommonlystreamedtype,with40%havingdonesoever,
and32%havingdonesointhepastthreemonths.
• Theonlineconsumptionlevelofsmallercontentcategoriessuchascomputersoftware,
ebooks and video games has remained broadly stable for streaming and accessing/
sharingcontent. Whereasebooks downloaded in thepast three months hasdropped
significantlycomparedtothepreviouswave.
The followingtable outlinesthemedianvolumesoffilesdownloaded,streamed/accessedor
sharedinthepastthreemonths(amongthosewhohaddoneeachactivity).The‘any’column
showsaggregationsacrossallthreeactivities:
Table 2.1.1b: Median number of files among 12+ internet users who
consumed content (past three months)
Sig.increase
(fromW4)
Sig.decrease
(fromW4)
Music Films Programmes Computer
Software
Books VideoGames Any
Base* 1247 470 489 437 537 415 2013
Downloaded 10 3 5 2 4 2 9
Base* 1425 1014 1590 320 287 420 2492
Streamed/
accessed
20 5 7 2 3 3 15
Base* 311 104 96** 78** 55** 102 454
Shared 3 2 2 2 2 2 3
Base* 1808 1122 1693 578 613 618 2843
Downloadedor
Streamed/
accessedi.e.
Consumed
20 5 9 3 5 4 20
*Allbasesareamongthosewhohaddoneeachactivityinthepastthreemonths
**Caution:baseslowerthan100.
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• Generally, the median figureshave remained relativelystableacross the content types
since W4. The exception was TV programmes, where the number of streamed TV
programmesincreasedsignificantlysincewave4,from5to7.EventhedownloadingofTV
programmes increased from3 programmes inW4 to5 programmes incurrentwave.
Similarly themedian number of TV programmes consumedoverall (i.e. includingboth
streaminganddownloading)hasalsoincreased.ThisgaveTVprogrammesthehighest
medianconsumptionlevelsince2012.
2.1.2 Payment groups
Wecategorisedpeopleaccordingtotheproportionofdigitalcontentthattheyclaimedtohave
paidfor;werefertothesecategoriesas‘paymentgroups’.
Thefollowingtableshowstheincidencesforeachpaymentgroupintermsofcontentaccessed
inthepastthreemonths,acrosstwodifferentbases:
• Base1allwhodownloadedorstreamed/accessedeachcontenttypeinthepastthree
months
• Base2allinternetusersaged12+
Wehaveincludedthissecondbasebecausetheproportionofpeopleactiveineachcategory
variesbetweencontenttypes;lookingatpaymentcategoriesacrossthe12+internetuniverse
allowsustomakecomparisonsbetweenthem.
Table 2.1.2: Payment groups – proportion who paid to consume content
or did so for free (past three months)
Music Films Programmes Computer
Software
Books V ideoGames Any
Sig.increase(fromW4)
Sig.decrease(fromW4)
Base1allwhoconsumed 1808 1120 1693 577 613 615 2834
100%Paid 27% 35% 15% 24% 47% 36% 13%
MixofPaidandFree 23% 17% 11% 17% 22% 24% 43%
100%Free 50% 48% 76% 59% 31% 40% 44%
ANYPAID 50% 52% 25% 41% 69% 60% 56%
ANYFREE 73% 65% 87% 76% 53% 64% 87%
Base212+internetusers 4552 4552 4552 4552 4552 4552 4552
100%Paid 9% 8% 5% 3% 6% 4% 5%
MixofPaidandFree 8% 4% 3% 2% 3% 3% 24%
100%Free 17% 11% 26% 7% 4% 5% 27%
ANYPAID 17% 12% 8% 5% 9% 7% 29%
ANYFREE 25% 15% 29% 9% 7% 8% 51%
Base1:Allwhohavedownloadedorstreamed/accessedtypesofcontentinthepastthreemonths
Base2:Allinternetusers(aged12+)
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• TVprogrammeshadthehighestincidenceoffreeconsumptionacrossthecontenttypes,
equatingtolittlelessthanathirdofthe12+internetpopulation.Thefreeconsumptionof
TVprogrammeshasdeclinedsignificantlyfromthepreviouswave(from32%W4to29%
W5).However,thisdeclineisoffsetbytheincreaseinpaidTVprogrammesconsumption.
AquarterofthosewhoaccessTVprogrammesonlinehavepaidforthecontent.Thishas
increasedfrom15%(W4)to25%inthiswave.
• Acrossallcontenttypes,andamongallinternetusersaged12+,the‘mixofpaidandfree’
groupremainedstableandtothesamelevelsasseeninW2(23%).Therewasasmall
upliftinthepercentagewhoconsumedcontentforfree(from48%to51%).However,this
isnotsignificant.TheupliftinfreecontentwasmainlydrivenbyFilmscategory.
• Ofthosewhodownloadedoraccessedmusiccontentofanytypeduringthepastthree
months,thegreatmajority(73%)consumedatleastsomeofitforfree10.
• AllcontenttypesexceptTVprogrammeshaveseennosignificantfluctuationsover the
timeperiod.
• Moreebookconsumerspaidforsomecontent(69%)andforalloftheircontent(47%)
thanconsumersofanyothercontenttype.
2.1.3 Existing ownership, and free access to digital contentbefore purchasing
• Thefollowingtabledisplaysasummaryofkeymetricsaboutpriorownershipinphysical
formatofcontentconsumedonlineinthepastthreemonths.
Table 2.1.3a: – Prior physical ownership of content consumed in the past
three months
Sig.increase(fromW4)
Sig.decrease(fromW4) Music Films Programmes ComputerSoftware
Books VideoGames Any
Base* 1808 1122 1693 577 613 615 2843
100%ownedinphysicalformat 4% 3% 2% 6% 2% 6% 2%
Anyownedinphysicalformat 26% 19% 10% 17% 14% 23% 30%
Noneownedinphysicalformat 70% 78% 88% 77% 84% 71% 68%
Meannumber 12 1 3 2 1 3 12
*Allbasesareamongthosewhohaddoneeachactivityinthepastthreemonths
*Meannumberistheaveragenumberofitemsphysicallyownedpriortopurchasingcontentonlineinthepastthree
months
10 Note that ‘free’ does not necessarily mean that the content was consumed ‘illegally’.
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• Physicalownershipofcontentconsumedonlineinthepastthreemonthshassignificantly
changedonlyintheMusiccategorysinceW4. Littlemorethanaquarter(27%)ofthose
whoconsumedanycontentinthepastthreemonths,alreadyownedsomeofitinphysical
format.
• Consumersofmusic(26%)andvideogames(23%)weremostlikelytoclaimownershipof
physicalcopiesofatleastsomeofthecontenttheyhadconsumedonlineinthepastthree
months.
• Theoverallmajorityofconsumers(68%)donotowncontentinanyphysicalformatbefore
consumingitonline.
Thefol lowingtableshowstheproportionofpeoplewhoclaimedtohavepreviouslyconsumed
contentonlineforfreewhichtheywentontopayfor(ineitherdigitalorphysicalformat).
Table 2.1.3b: Consuming online content for free before purchasing in the
past three months
Sig.increase(fromW4)
Sig.decrease(fromW4)Music Films Programmes Computer
Software
Books VideoGames Any
Base* 1523 1520 1054 668 2046 1018 5192
100%previouslyconsumedfor
free
14% 9% 20% 24% 7% 13% 2%
Anypreviouslyconsumedforfree 34% 20% 32% 42% 14% 29% 16%
Nonepreviouslyconsumedfor
free
66% 80% 68% 58% 86% 71% 84%
Meannumber 12 1 3 2 1 1 5
*Allbasesareamongthosewhohadpaidfortypesofcontent(physicalordigital)inthepastthreemonths
*Meannumberistheaveragenumberofitemsconsumedonlineforfreebeforepurchasinginthepastthreemonths
• The percentage of those who hadpreviously consumed paidfor content for free has
remainedstableacrossallthecategorieswithnosignificantchangessincepreviouswave.
• Acrossthecontenttypes,themajority(84%)ofthecontentthatispaidforonlinewasnot
consumedforfreepreviously.
• Thepercentageofthosewhoconsumed100%ofthecontentforfreebeforepurchasing
was highest for the computer softwarecategory (24%)and TVprogrammescategory
(20%).
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2.2 Levels of copyright infringement
2.2.1 Legality groups
Aswiththepaymentgroupmetricsoutl inedinSection2.1.2,wecancreate‘legality’groupsby
assessingtheproportionofonlinecontenttheyeachconsumedlegally11:
Table 2.2.1a: Legality groups – proportion who consumed content legally/
illegally (past three months)
Sig. increase (from W4)
Sig. decrease (from W4) Music Films Programmes ComputerSoftware
Books VideoGames Any
Base 1 - all who consumed 1808 1122 1693 578 613 618 2843
100% legal 74% 75% 79% 80% 89% 82% 69%
Mix of legal and illegal 11% 9% 7% 7% 4% 8% 22%
100% illegal 15% 16% 14% 14% 6% 10% 10%
ANY ILLEGAL 26% 25% 21% 20% 11% 18% 31%
Base 2 - 12+ internet users 4552 4552 4552 4552 4552 4552 4552
100% legal 26% 17% 27% 10% 11% 9% 39%Mix of legal and illegal 4% 2% 2% 1% 1% 1% 12%
100% illegal 5% 4% 5% 2% 1% 1% 6%
ANY ILLEGAL 9% 6% 7% 2% 1% 2% 18%
Base1:Allwhohavedownloadedorstreamed/accessedtypesofcontentinthepastthreemonths
Base2:Allinternetusers(aged12+)
• Overall,theproportionof12+internetuserswhoinfringedremainedsimilartoW4,at18%.
However, amongany content consumers therehas been a significant increase in the
proportionofconsumerswhoareaccessing100%illegalcontentfrom8%(W4)to10%for
thecurrentwave.
• Thegrowth in accesstoillegalcontentamong thecategory usersis mainly driven by
accesstoillegalcontentintheTVprogrammescategory(from11%inW4to14%forW5).
• Ontheotherhand,therehasbeenasignificantdeclineinillegalcontentaccessinthefilms
categoryfromthepreviouswave(from21%inW4to16%forthecurrentwave).
• Intheothercategoriestherearenomajorchangesinthelevelofinfringement.Wecontinue
toseehighestlevelofinfringementinthemusiccategory(26%),closelyfollowedbythe
filmscategorywith25%ofanyillegalcontent.
11 We derived gures for illegal les by looking at dierences between claimed total number of les with
claimed number of les obtained ‘legally’ in the past three months. Illegal streaming acvity is dened as
content that has not been accessed or streamed from legal sources
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Table2.2.1bshowsthedemographicprofileof‘anyillegal’(infringers)versus‘100%legal’(non-
infringers):
Table 2.2.1b: Demographic profiles of infringers versus non-infringers12
Base
Allcontentconsumers Anyillegal
(Infringers)
100%legal
(noninfringers)
2843 762 1171
Gender Male 53% 59% 49%
Female 47% 41% 51%
Age 1215 9% 10% 8%
1634 45% 56% 35%
3554 32% 25% 35%
55+ 14% 10% 22%
Socioeconomic
group12 ABC1 67% 54% 67%
C2DE 33% 46% 33%
Base:Allwhohavedownloadedorstreamed/accessedanycontenttypeinthepastthreemonths(2843)
• Across all content types, those who downloaded or streamed illegally were skewed
towardsmales(59%)andthoseunder35(66%).Noninfringersweremorelikelytobe
female(51%),over34(57%),andABC1(67%)thaninfringers.
• We also looked at thepenetrationlevels amongdemographicgroups andwe noticed
higherlevelofinfringementamonglowerSECC2DE(16%)comparedtoSECABC1(7%).
Thefollowingtableshowsthemediannumberofitemsdownloadedorstreamedillegally,split
outbythelegalitygroups:
Table 2.2.1c: Legality groups – median content items consumed illegally
in the past three months
Music Films Programmes Computer
Software
Books VideoGames Any
Base: 457 341 337 123 72* 114 762
100%illegal 11 3 4 2 ** 2 6
Anyillegal(Infringers) 20 6 8 4 6 3 21
Base:Allwhohavedownloadedorstreamedtypesofcontentillegallyinthepastthreemonths
*Cautionlowbase(under100).**Basestoosmalltoanalysefurther(under50)
12 Socioeconomicgroupisnotincludedfor1215yearolds,sothisprofileisamong16+yearolds.
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• Acrossallcontent types the median number of files downloaded or streamed illegally
amongthosewhohaddonesowastwentyone.
• Medianvolumeswerehighestformusic(20tracks),whilecomputersoftwareandvideo
gameswerelowest(fourandthree).
Thefol lowingtableshowstheincidenceofservicesusedinthepastthreemonthstoconsume
orshareanytypeofcontent.Itcomparesinfringers(‘anyillegal’)withnoninfringers(‘100%
legal’).
Table 2.2.1d: Use of services for consuming or sharing content in the14past three months13
Sig.increase(fromW4)
Sig.decrease(fromW4)
Allwhoconsumed
orsharedcontent
inpast3months
Anyillegal
(infringers)
100%legal
(noninfringers)
Base 2864 762 1171
YouTube 50% 63% 41%
BBCiPlayer 37% 33% 39%
Amazon/Amazonmp3/Kindle 35% 27% 29%
iTunes/AppStore/iBookstore/
AppleStore 23% 19% 13%
ITVPlayer 18% 16% 18%
4OD 17% 17% 15%
Facebook 22% 30% 14%
Google(SearchEngine) 19% 26% 17%
Spotify 16% 14% 11%
Email 13% 18% 9%
Netflix 24% 21% 14%
Lovefilm 4% 3% 2%
SkyGo 9% 8% 7%
uTorrent 7% 17% 3%
Demand5 7% 6% 7%
GooglePlay/AndroidMarketplace 8% 9% 4%
Microsoft 6% 5% 5%
BitTorrentsoftware 4% 10% 1%
Peer-to-peer(NET)13 12% 26% 6%
Cyberlockers(NET)14 4% 9% 1%
Meannumberofservicesused 4.0 5.6 3.4
Base:Allwhohavedownloaded,streamed/accessedorsharedanyofthesixcontenttypesinthepastthreemonths
(2864)
13 Peertopeer(net)comprisesBittorrentsoftware,uTorrent,PirateBay,Isohunt,Limewire,eDonkey/eMule,Gnutel la,
KickAssTorrents,Torrentz,andSopcast.
14 CyberlockerscomprisesRapidshare,MediaFireandYouSendit.
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• Halfofthosewhoconsumedorsharedanycontentonlineinthepastthreemonthsused
YouTube,followedbytheBBCiPlayerandAmazonservices.BBCiPlayerserviceusage
hasdeclinedfrom44% to37%sincethelastwavein2013but remainsanimportant
source,particularlyforthenoninfringers.
• Netflixservicesseethemostsignificantincreaseinusageamongallthegroups.Aquarter
ofthosewhoconsumedorsharedanycontentonlineinthepastthreemonthsusedthis
service.Furthermore,nearlyaquarterofinfringers(21%)usedNetflix.
• UseofPeer2Peer(P2P)washigheramonginfringers(26%),butthelevelshavedropped
sincethelastwaveanditiscurrentlyatthelowestlevelseensofar(itwas32%inW4).
• uTorrentwasstillthemostused‘unlicensed’service,asithasbeensinceW117%of
infringersclaimedtohaveuseditinthepastthreemonths.‘Cyberlockers’wereusedby
9%ofinfringers.Therehavebeennochangesinthelevelof‘unlicensed’serviceusage
amongstinfringers.
• Those who infringed used 5.6 services on average, compared to 3.4 for those who
consumed100%legally.
2.2.2 Qualitative findings about the servicesused across categories
Thefollowingfindingsarefromthequalitativeindepthinterviewswhereweaskedrespondents
aboutthereasonsforusingvariousofficialandunofficialservicesacrosscategories.
Use of official services in Music, Films and TV programmes categories:
YouTubewasapopularsourceusedamongst infringersinterviewedinthequalitativephase. It
isoften the ‘go to’ source for discoveringmusic.The ads that appear onthischannelare
percievedtobeannoyingbutconsumersarewillingtouseitbecauseitisfree.YouTubeisalso
used to find old TVseries’ whichare oftenunavailableonothersources. There were also
references to use for accessing entire films though these tended not to benew releases.
ConsumersseelittleriskinviewingcontentonYouTube,eventhatwhichmaybeillegalasthey
consideritisYouTube’sresponsibilitytonotpublishanyunofficialcontent.
This is illustratedbyone respondentswho said “I prefer streaming things on Youtube rather
than those illegal downloads. If it’s on Youtube then it’s obviously going to be strict. Finding
Nemo is on there. Something like that would be taken off if it was illegal.” (Responsefromafemalerespondentbetweentheages2529years)
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AswehaveseenfromthequantitativefindingsInfringersareawareofofficialsourceslikeNetflix
butperceiveittohavealimitedcontentarchivecomparedtootherunofficialsources.Itisseen
toofferonlyselectedseriesofsomeshows.TheUSAversionisperceivedashavingabroader
selection.Tosomeextentthereisareluctancetosubscribetotheservicewhencontentisfreely
availableonotheronlinestreamingservices.“New stuff I don’t watch through Netflix, because
you have to wait. I can just stream it.” (Responsefromamalerespondentfromtheagegroup
1820years)
Spotify was the other popular streaming service discussed in the interviews. Consumers
(infringers)preferredusingthefreeversionofthisserviceeventhoughtheyfindtheadvertsto
beannoyingandfeelithasrestrictedfeatures.However,again,theyarewillingtousethefreeversionoverthepaidsubscriptionoption.Theyalsoconsiderthisserviceusefulasameansto
trialtracksandalbums.
Theinfringersalsoreferedtodownloaderappsthatcanbeusedinsmartphonesandtabletslike
iTunes,AmazonmusicandGoogleplay.Howevertheseappswereonlyusedoccasionally.
ForTVprogrammes,consumersarealsousingTVCatchupappstowatchliveTVonvarious
devices.Thereappearedto besomeconfusionaroundthelegalityofthisservice.However,
thoseinfringerswespoketopreferedusingthisserviceasitcircumventstheeffortofusing
individualbroadcasterapps.
Use of unofficial services in Music, Films and TV programmes categories:
UnofficialservicessuchasuTorrent,BitTorrentetcareusedfordownloadingmusictracks,films
orTVprogrammesastheyarecostfreeandalargevolumeofcontentcanbedownloaded
using these services. They are also seen as providing a wide choice including unreleased
content. Thereare timeswhenuncertaintyofthequalityandeven thecontentthatisbeing
downloadedbecomeanissue.Downloadsfromtheseservicescanbeslowandneedalotof
planning. Given that the content is generally seen to be freely available for downloading,
infringersgetfrustratedwhenunofficialsitesareblocked.
There were other unofficial streaming services such as Couch Tuner,Show Box, Coke andPopcornwhichinfringersclaimedtouse,generallyincreasinglytostreamfilmandTVcontent.
Theseservicestendedtobemorepopularwithyoungerinfringers.Theyconsidertheseservices
forpersonalviewinginordertocircumventhouseholdpreferencesandoftenusethemontheir
personaldevices.Theseserviceswereregardedasprovidinganacceptablequalityofcontent
forfree.Thesestreamingserviceswerealsoseenasfacilitatingbingeviewingastheyprovide
vastarchivesthatarenotboundtosinglebroadcastersorprovidersinthesamewayaslegal
alternatives are. Infringers also tend to use these services to view various shows that are
broadcastonlyintheUSAandsoarenotavailable,orhavenotyetbeenreleasedintheUK.
SuchunofficialservicesareperceivedtobridgethegapbetweencinemareleasesandtheDVD/
PayTVwindow.
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2.2.3 Content consumption volumes
Whilstmetricsoutlinedsofarhavefocusedonresultsatanindividualrespondentlevel,the
followingtableoutlinestotalconsumptionvolumeestimatesforeachofthecontenttypes(inthe
pastthreemonths,roundedtothenearestmillionineachcase15 ).
Thevolumesarecalculatedusingthemedianscoresaspertherationalesetoutpreviouslyin
theresearchnotessection.
Table 2.2.2: Volume of content consumed
Volumesareinmillions Total Physicalformat Digitalformat
Music
Volume 440m 96m 343m
%oftotal 57% 22% 78%
Films
Volume 79m 22m 56m
%oftotal 10% 28% 72%
Programmes
Volume 135m 15m 119m
%oftotal 17% 12% 88%
Computer
Software
Volume 18m 4m 13m
%oftotal 2% 26% 74%
Books
Volume 77m 50m 26m
%oftotal 10% 65% 35%
VideoGames
Volume 21m 7m 13m
%oftotal 3% 35% 65%
Total 772m 197m 574m
15 Due to rounding (to the nearest million), not all gures e.g. paid + free will add up to the total exactly.
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• Digital format consumption contributes to nearly three quarters of the overall volume
(574m).Thedigital volumeshaveincreased bynearly thirteenpercentage points since
2013.
• The majorityof content isconsumed indigitalformat across all categories,except for
ebookswherephysicalcontent(i.e.traditionalbooks)outweighsdigital.
• Musicwasbyfarthemostconsumedcontenttype,bothdigitally(343milliontracks)and
physically(96milliontracks)overthethreemonthperiod.Thiswaslargelydrivenbythe
fact that weassessed individual tracks, not albums. There isa notable shift indigital
volumesfrom319millioninW4.
• FilmsandTVprogrammesaretheothercategorieswheredigital volumeshavenotably
shiftedfromthepreviouswave.Thedigitalvolumesforfilmhasdecreasedfrom81million
foronlinefilmsinwave4andTVprogrammes’volumeshaveincreasedfrom98million.
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Table 2.2.2a: Paid vs. free content in Digital formats
Digitalformat
Volumes are in millions Paidcontent Freecontent
Music
Volume 76m 267m
%oftotal 22% 78%
Films
Volume 25m 31m
%oftotal 45% 55%
Programmes
Volume 29m 90m
%oftotal 24% 76%
Computer
Software
Volume 4m 9m
%oftotal 31% 69%
Books
Volume 15m 11m
%oftotal 57% 43%
VideoGames
Volume 9m 4m
%oftotal 66% 34%
• Unsurprisingly there are big differences in paid and free content for the music, TV
programmesandcomputersoftware,withfreecontentvolumesbeingmuchhigherthan
paidcontentvolumes,forallexceptvideogames.
• HigherproportionsoffreecontentwithinthedigitalformatisseenforTVprogrammes,
musicandcomputersoftwarecategories.Whereastheproportionofpaidcontentishigher
invideogamescategoryfollowedbyebookscategory.
• Intermsofvolume,freedigitalmusiccontentstandsoutwith267milliontracksconsumed
onlineforfree.
• Whencomparedtowave4thebiggestshiftsinfreecontentvolumesarealsoseeninthe
music,filmandTVprogrammescategories.Inwave4thedigitalfreecontentvolumes
were215million,27millionand64million,respectively.
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Table 2.2.2b: Legal vs. Illegal content in Digital formats
Digitalformat
Volumes are in millions Legalcontent Illegalcontent
Music
Volume 247m 96m
%oftotal 72% 28%
Films
Volume 44m 12m
%oftotal 77% 23%
Programmes
Volume 102m 16m
%oftotal 86% 14%
Computer
Software
Volume 10m 2m
%oftotal 78% 22%
Books
Volume 25m 1m
%oftotal 94% 6%
VideoGames
Volume 17m 3m
%oftotal 85% 15%
• Weestimatethat96millionmusictrackswereaccessedillegallyonlineinthelast3months.
Themusiccategoryhasthehighestvolumeandproportionofinfringementcomparedto
theothercategories.
• Weseethattheebookscategoryhasamuchlowerlevelofinfringementwithonly6%of
thecategoryusersaccessingillegalcontent.
• Thelevelofinfringementhasdeclinedinthemusicandfilmcategoriesfromthoseseenin
2013.Inthepreviouswave(conductedinMarchtoMay2013),wefoundanestimateof
157milliontracksbeingaccessedillegallyinthemusiccategorywhichhasnowreduced
to96million.Inthefilmcategoryweestimate18millionsfilmswerebeingillegallyaccessed
whichhasalsoreducedto12millioninthiswave.
• However,intheTVprogrammescategoryinfringementlevelshaverisenfrom12millionin
thepreviouswaveto16millioninthiswave.
• Fortheothercategoriestheinfringementlevelsremainstablesince2013.
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2.3 Consumer spend
Thissectionoutlinesthemainfindingsforconsumerspendacrossthesixcontenttypes.
2.3.1 Quarterly consumer spend among 12+ year olds
Thetablebelowshows,atarespondentlevel,theaveragespendbycontenttypesinthepast
threemonthsacrossanumberofdifferentmeansofexpenditure.Italsoshowstheproportion
oftheentireUKpopulation(i.e.notjustinternetusers)aged12+whoclaimtohavespentany
moneyontheseitems:
Table 2.3.1a: Average consumer quarterly spend among 12+ year olds
– all content types16
Sig.increase
(fromW4)
Sig.decrease
(fromW4)
Mean % Mean % Mean % Mean % Mean % Mean %
Purchases/rentals
inphysicalformat
£4.67 19% £4.51 21% £3.53 14% £3.98 9% £8.09 34% £6.91 14%
Individualdigital
purchases
£1.34 10% £0.70 4% £0.92 4% £0.96 3% £1.06 7% £1.71 5%
OnlineSubscriptions £1.90 5% £1.17 6%
Other £12.39 16% £8.86 34% £2.23 6% £1.50 7% £1.63 6%
TOTAL16 £20.28 30% £16.64 44% £6.68 17% £4.94 10% £10.65 38% £10.24 16%
Music Films Programmes Computer
Software
Books VideoGames
Meanistheaveragespendamongall12+yearoldsintheUK%istheproportionof12+yearoldsintheUKwho
spentanythingonthecontenttype
Base:All12+yearoldsintheUK(5192)
• Acrossthesixcontenttypes,musichasthehighestaveragespendperpersonintheUK
aged12+,at£20.28,aheadoffilmat£16.64.
• Ahigherproportionofpeopleclaimedtohavespentmoneyinthepastthreemonths,on
films(44%)andbooks(38%)thanonothercontenttypes.
• Nineteenpercentofthoseaged12+intheUKclaimedtospendmoneyonphysicalmusic
(onCD,vinylortape)duringtheperiod,comparedto10%fordigitalmusic(downloaded
orstreamed).Averagespendonphysicalproductswassubstantiallyhigherthanondigital
forallcontenttypes.
• For both music and film, average spend on ‘other’ (including cinema/concerts and
merchandise)wassubstantiallyhigherthanspendonphysicalanddigitalcontent.
16 Notethatthetotalpercentagesaddtolessthantheindividualpercentagesaddedtogetherduetoduplicationi.e.
ifsomeonepurchasedinphysicalformatandonlinetheyonlycountonce.
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• TVprogrammes (£6.68)andcomputer software (£4.94)hadthelowest averagespend
acrossthesixcontenttypes.Thelatteralsohadthelowestproportionofthepopulation
spendinganythinginthethreemonthperiod.
• Therehavebeensmallchangesintheaveragespendbutnonesignificant.Theaverage
spendhasincreasedintheTVprogrammescategoryfrom£5.05inW4to£6.68forthe
currentwave,forebooks,theaveragespendhasshiftedfrom£9.79inthepreviouswave
to£10.65andinvideogamesweseeanincreasefrom£8.35inW4to£10.24forthe
currentwave.TheincreaseinTVprogrammecategoryismainlydrivenbythespendon
‘other’ (merchandise) whilst ebooks and video games change in average spend is a
functionofincreaseinthephysicalformatspend.
The following table shows the averagespend for each content type (see previous charts for
detailsofspendcoverage)amongthelegalitygroups:
Table 2.3.1b: Average consumer quarterly spend among legality groups
– all content types
Music Films Programmes Computer
Software
Books VideoGames
100% legal£45.90
(1351)
£21.14
(388)
£11.22
(1356)
£23.48
(455)
£27.34
(541)
£53.83
(504)
Mix of legal and £77.56 £54.35 £22.94 £90.91
illegal (195) (75*) (108)£14.18 £20.59
(52**)
100% illegal£26.50
(262)
£21.20
(182)
£4.65
(229)
(123**) (72*)£9.68
(62**)
Basesforindividualgroupsareincludedinbrackets.
*Caution:baseunder100**Basetoolowtoanalyseindividuallegalitygroups(figuresshownfor‘anyillegal’)
• Forfiveofthesixcategories,wenoticedadeclineinspendamongstthosewhoconsumed
thecontent100%illegallycomparedtopreviouswave.Themusiccategoryistheonly
exceptionforthisobservation.Theaveragequarterlyspendhasremainedstableamongst
infringers.
• Infourofthesixcategories,thosewhoconsumedamixoflegalandillegalcontentclaimed
tospendmoreonthatparticularcontenttypeoverthethreemonthperiodthanthosewho
consumedeither100%legallyor100%illegally.(Forebooksandcomputersoftwarethe
samplesizewastoolowtomakearobustassessment).
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Table 2.3.2: Total quarterly spend estimates – all content types17
Sig.
increase(from
W4)
Sig.
decrease
(fromW4)
Music Films Programmes Computer
Software
Books VideoGames
Spend % Spend % Spend % Spend % Spend % Spend %
Purchases/ £250m 23% £241m 30% £189m 53% £213m 81% £433m 76% £370m 67%
rentals
inphysical
format
£71m 7% £37m 5% £49m 14% £51m 19% £56m 10% £91m 17%Individual
digital
purchases
£101m 9%
£663m 61%
£61m
£474m
8%
58% £119m 33%
£80m
14%
£87m
16%
Online
Subscriptions
Other
TOTAL8 £1,088m £816m £358m £265m £570m £549m
Spendisthetotalamountspentacrossall12+yearoldsintheUK%istheproportionofthetotalspendattributedtothespecificcategory
Base:All12+yearoldsintheUK(5192)
• Musichadthehighestoverallquarterlyspendacrossthecontenttypes,atanestimated
£1,088m,followedbyfilms(£816m).Spendonmusicinphysicalformatduringthisperiod
(£250m) was more than that generated from digital music (approximately £172m for
individualpurchasesandonlinesubscriptionscombined).
• However,inabsolute terms, the£172mspent on digitalmusicwasbyfar thehighest
digitalspendacrossthesixcategoriesevaluated,comparedtofilms(£98m),computer
software(£51m),andvideogames(£91m).DigitalspendwaslowestonTVprogrammes,
at£49m,followedby£51mforcomputersoftware.
• Spendon physical content was highest forbooks (£433m), followed by video games
(£370m).Inlinewithpreviousfindings,TVprogrammehadthelowestspendat£189m.
17 *Other includes:Music=Concerts/gigs(£607m54%)Merchandise(£91m,8%)Films=Cinema(£382m,41%)
Merchandise(£43m,5%),PayTVpurchases(£138m,15%)TVprogrammes=Merchandise(£60m,22%).
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• Theoverallspendinthefilmcategoryhasdroppedfromthepreviouswavemainlydriven
bythedeclineinthe‘other’(merchandise/cinema)spend.Thisiseventhoughtherehas
beenanincreaseinboththephysicalandonlinesubscriptionsspendsincetheprevious
wave.
• TheoppositeholdstruefortheTVprogrammescategory,thetotalspendinthiscategory
hasincreasedsincethelastwavein2013.Thisriseinspendismainlydrivenbythe‘other’
(merchandise)spendincreaseandtherehasbeenadeclineinthequarterlyspendinthe
physicalformat.
• Outofallthecategories,thevideogamescategoryspendshavegrownsignificantlyacross
alltheformatsi.ephysical,onlineandothersincethepreviouswave.
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3.Attitudestowardsdigital
activitiesandcopyright
infringement
3.1 Motivations for general online activities
The survey included severalquestionsaround consumerattitudes with aview touncovering
primarymotivationsforparticipating(andalsonottakingpart,inthecaseofdownloading)inthe
activitiescoveredinthesurveyi.e.downloading,streaming/accessing,andsharingcontent.
The following tables show the ranked prompted responsesamongst those claiming to have
participatedintheseactivitiesinthepastthreemonths.Wehaveincludedonlythoseanswers
thatgainedaresponserateof4%ormore.
Although not displayed in the following tables, it is worth noting that motivations forgeneral
onlinebehaviourweresimilar,bothforthosewhohadconsumedanyillegalcontent,andforthe
generalinternetpopulation,sincethesequestionsfocusedonthegeneralactsofdownloading,streamingandsharing(withoutanyreferencetolegality).Thesubsectionfollowingthisone
focusesonmotivationsforlawfulandunlawfulactivity.
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Table 3.1a. Motivations for downloading (or not) content online
DOWNLOADINGCONTENTONLINE
Youindicatedyouhavedownloaded[CONTENTTYPES] inthepastthreemonths.Generally,what
wouldyousayareyourpersonalreasonsfordownloadingthesetypesoffilesratherthanbuyinga
physicalversionsuchasaCD,DVD,Bluray,paper,etc.?
Base:Allwhohaddownloadedanyofthesixcontenttypesofinterestinthepastthreemonths(2013)
It’seasier/moreconvenient 63%
It’squicker 55%
It’scheaper 42%IcanaccessthemmoreeasilyonthedevicesIhave 34%
Icangetthemforfree 31%
Thequalityisn’tnoticeablydifferent 16%
It’smoreuptodate 15%
Nophysicalversionavailable 12%
It’swhateveryonedoes 11%
Whatarethereasonsthatyouhavenotdownloadedanyfilesinthepastthreemonths?
Base:Allwithinternetaccesswho’dnotdownloadedanyofthesixcontenttypesofinterestinthe
pastthreemonths(2972)
I’mnotinterested 65%
Iprefertohaveaphysicalcopy 15%
I’mnotsurehowtodoit 13%
Ifeartheymayhaveviruses/malware/spyware 7%
Theyaretooexpensive 7%
Ifearthattheycouldbeillegal 5%
Iprefertostream/access(withoutdownloading)files 6%
Itiseasiertobuyphysicalcopies 5%
Sig.increase(fromW4)Sig.decrease(fromW4)
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Table 3.1b. Motivations for streaming or accessing content online
STREAMING/ACCESSINGCONTENTONLINE
Youindicatedyouhaveaccessedorstreamed[CONTENTTYPES]inthepastthreemonths.Whatare
yourpersonalreasonsfordoingthis?
Base:Allwhohadstreamedoraccessedanyofthesixcontenttypesofinterestinthepastthree
months(2492)
It’seasy/convenient 60%
It’squick 48%
It’sfree 44%
It’seasytodo 40%
TowatchprogrammesIhavemissed(onTV) 23%
Forentertainment 30%
ItmeansIdon’thavetodownloadthem 20%
It’squickerthandownloading 21%
ItmeansIcantrysomethingbeforeIbuyit 14%
It’scheaperthandownloading 13%
Sometypesoffilesaretooexpensivetobuy 6%
It’swhatmyfriendsorfamilydo 6%
Table 3.1c. Motivations for sharing content online
SHARINGCONTENTONLINE
Youindicatedyouhaveshared[CONTENTTYPES]inthepastthreemonths.Whatareyourpersonal
reasonsfordoingthis?
Base:Allwhohadsharedanyofthesixcontenttypesofinterestinthepastthreemonths(454)
It’seasytodo 49%
It’sonlyfair 29%
It’swhateveryonedoes 26%
IshouldbeabletosharemycontentwithwhomeverIchoose 16%
Myfriends/familycan’taccessfilesthemselves 15%
• Sincethelast wave in 2013,themotivations for usinggeneral online activitiesremain
largelystable.Thereisaslightdeclineintheoverallresponsebutthisisnotasignificant
change.
• “Ease/convenience” remains the prime motivator both for downloading (63%) and for
streaming/accessing(60%)content.Speed(i.e.“it’squick”)wasalsohighlycited–by55%
amongdownloadersand48%amongstreamers.Theseresponseshavebeenatsimilar
levelsacrossallfourwavesconductedsofar.
• Theabilitytoaccesscontentforfreeappearedmoreimportanttostreamers(44%)thanto
downloaders(31%).
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• Themajority(65%)ofthosewhosaidtheydidn’tdownloadweresimplynotinterested,but
apartfromthis,thepreferenceforowningaphysicalcopywasalsoamajorreason(15%).
ThepreferenceforowningaphysicalcopyhasdeclinedsignificantlyfromW4(23%).
• Amongstthosewhohavesharedfiles,theeaseofsharing(“easytodo”)wasthemain
reasongiven(49%).
Findings from the Qualitative interviews:
The qualitative interviews amongst infringers highlighted that consumers perceive different
activities ashaving varying levels ofseriousness in infringement. The hierarchy notedis as
follows.
Sharingfileswaswidelythoughttobetheactivitywheretheseriousnessofconductingillegal
activity is greatest. This is then followed by downloading activity with the lowest level of
infringementregardedasstreaming.
Infringers describedtheir perceptions about thedifferent typesof activitiesandstated that
sharingfilesistheleastsecureactivityasitcanprovideaccesstousers’devices.Thiswasseen
asaconcernandapotentialimpedimenttodoingit.Sharing(uploading)wasalsoseentoslow
downthedownloadingprocess.
Withregardstodownloading,infringersconsideredthisactivitytorequirethemostwork.It
requiredinfringerstodothemostanditwasseenthatthereisaneedtoplanaheadandto
ensure they have enough disk space to store files. Some mentioned that they carry out
background research on the source before downloading files from a site. However with
downloadingthemainbenefitcitedwasthattheycouldthenstoreahighvolumeofcontent.In
addition,portabilitybetweendevicesandacrossformatsisanothermotivationfordownloading
thatwascitedintheinterviews.
Streamingofcontentisgenerallyperceivedtobe“lessillegal”.Thiswasseentobethemost
secureasthereisnodownloadinginvolvedandhencelessexposuretotheirdevices.Streaming
was also considered a much faster way of accessing content than downloading. There isgenerallysomereluctance (amongst infringers) to subscribe to illegal streamingservicesas
thereisareticencetowardssharingpersonalinformation.Streamingisalsoseenasagoodfit
foraccessingcontentwhilstoutofhome,howeverthereareconcernsoverdataallowanceand
devicebatterylife.
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3.2 Attitudes towards online content
Respondentswereaskedthefollowing,inrelationtotheirconsumptionofdigitalmedia.
To what extent do you agree or disagree with each of the following statements?
1:Stronglyagree
2:Slightlyagree
3:Neitheragreenordisagree
4:Slightlydisagree
5:Stronglydisagree
Thetablebelowoutlinestheproportionswhoagree(stronglyorslightly)amongstal lthosewith
internetaccess(aged12+),andthenamongstthethreelegalitygroups(aggregatedacrossall
sixcontenttypes):
Table 3.2: Proportion of legality groups who agree with statements
Q.4Towhatextentdoyouagreeordisagree
witheachofthefollowingstatements?
Allaged12+
withinternet
access
100%legal
Mixof
legaland
illegal
100%
illegal
Base 4552 1166 491 264
Contentthatyoudownloadoraccessonline
shouldbecheaperthantheequivalent
purchasedinaphysicalformat
58% 71% 72% 48%
Itiswrongtoaccesscontentonlinewithoutthe
creator’s/artist’spermission53% 64% 42% 33%
Therulesgoverningwhatyoucanandcan’tdo
withcontentyoupurchaseshouldbethesame
forbothphysicalandonlineformats
49% 61% 48% 36%
Ifyouhadpaidforadigitalfileyoushouldthen
beabletoshareitwithothers39% 44% 53% 36%
Itiseasytofindcontentontheinternetforfree
thatwouldusuallybepaidfor36% 39% 60% 37%
Ithinkthatyoushouldbeabletodownloador
accessthecontentyouwantforfreefromthe
internet
34% 34% 53% 41%
Thepricethatyoupaytodownloadoraccess
contentonlineisgenerallyaboutright 28% 31% 34% 25%
Ifinditdifficulttofindlegalcontentonline 17% 15% 31% 23%
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• Thereweresomesignificantchangesinthelevelsofagreementwiththeabovestatements
betweenW4andW5.Ingeneral,thelevelofagreementhasdeclinedacrosseachofthe
groupsinthiswave.
• Themajorityofthoseaged12+withinternetaccess,agreedthatonlinecontentshouldbe
cheaperthantheequivalentpurchasedinaphysicalformat(58%).However,thefigurewas
muchloweramongthosewhoconsumedalltheircontentillegally(48%)thanamongthose
whoconsumedlegalcontent(71%).
• Intermsofthestatement:“thepriceyoupayfordownloadedoraccessedcontentonline
isaboutright”thelevelofagreementwasalsoloweramongthosewhoconsumedonly
illegalcontent(25%)thanamongtheothertwogroups(31%34%).
• The‘mixoflegalandillegal’groupwasthemostlikelytoagreethat“youshouldbeableto
sharedigitalfilesifyouhavepaidforthem”(53%).Sixtypercentofthisgroupalsoagreed
that “it iseasyto find contentontheinternet(that you usuallypay for) for free”.Both
infringinggroupswerelesslikelytothink“itiswrongtoaccesscontentonlinewithoutthe
creator’s/artist’spermission”–42%and33%respectivelycomparedto64%amongthose
whoconsumedalltheircontentlegallyfor‘mixoflegalandillegal’and‘100%illegal.
3.3 Motivations for lawful and unlawfulbehaviour
Furtherquestionsonattitudeswereaskedinordertoassesstheprimarymotivationsforlawful
and unlawfulbehaviour, inan attempt touncover factors that mightencourage thosewho
currentlyinfringetostop.
Respondentswhopaidforanycontentwereasked:
You indicated you have paid to download or stream/access [CONTENT TYPES] in the past three
months. What were your personal reasons for doing this rather than using services where you
could have got them for free?
Itisimportanttotakeintoaccountthatwhenweaskabouttheuseofpaidservicesoverfree
oneswearenotnecessarilyimplyingthatthelatterareillegal–aswehaveseenformanyofthe
content types, free services such as YouTube, BBC iPlayer and Facebook are particularly
popularwhenitcomestoconsumingandsharingcontent.
However,aswellasassessingresponsesamongthosewhosimplypaidforanycontent,itis
also possible tocompare the responses of thosewho consumedcontent both legally and
illegallywiththosewhoconsumedcontentonlylegally.Table3.3adisplaysthemainreasons
givenforpayingforonlinecontent:
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Table 3.3a. Motivations for using paid services
Anypaid 100%legalMixoflegaland
illegal
Base 1481 487 308
It’seasier/moreconvenient 48% 41% 43%
It’squicker 44% 38% 45%
Idon’twanttouseillegalsites 37% 37% 22%
Iwanttosupportcreators/industry 24% 21% 20%
Ithinkit’smorallywrongtouseillegal
sites 24% 23% 11%
Ifeartheymayhaveviruses/malware/
spyware 22% 19% 17%
Theyarebetterquality 24% 21% 28%
Idon’tthinkitisrighttogetthemforfree 16% 13% 5%
Iprefertopay 16% 12% 11%
Icanaffordtopay 17% 10% 15%
IfearImightbecaught 8% 6% 8%
I’munawareofthefreeservicesavailable 9% 15% 6%
Idon’tknowhowtousethefreeservices 6% 8% 2%
Averagenumberofreasonscited 2.9 2.6 2.3
• Thereare significant shifts in thereasons cited forusing paid services. This maybea
function of the decrease in the average number of responses which were provided,
particularlyamongthosewhoexclusivelyuselegalservices.
• Conveniencewasthemostcommonlycitedreasonbothamongstthosewhoaccessedall
oftheircontentlegallyandamongthosewhoseconsumptionwaspartlyillegal(48%v
43%).
• However,thereweremarkeddifferencesamongthetwolegalitygroupsacrosstheother
motivations.Thosewhoconsumedcontententirelylegallyweremuchmorelikely(37%)
thanthosewhoinfringed(22%)tosaythattheydidnotwanttouseillegalsites(possibly
conflatingfreesitesandillegalsites).
• Comparedtothosewhoaccessedbothlegalandillegalcontentweremorelikelytosay
thattheyusedpaidservicesbecausetheyarequicker(45%v38%),andbecausetheyare
betterquality(28%v21%).
• Thosewhoaccessedbothlegalandillegalunsurprisingly,werelesslikelytobeaverseto
freeandillegalservices;just11%saidthey“thinkit’smorallywrongtouseillegalsites”,
and5%thatthey“don’tthinkitisrighttogetcontentforfree”.
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Respondentswhoindicatedthattheyhadinfringedinthepast3monthswereasked:
You indicated you have downloaded or streamed the following types of files in the past three
months which you think may have been done so illegally [CONTENT TYPES]. What are your
personal reasons for doing this?
Themainreasonsgivenforunlawfulconsumptionofcontentwereasfollows:
Table 3.3b. Motivations for unlawful consumption of content online
Anyillegal 100%illegal Mixoflegal
andillegal
Base 761 268 493
It’sfree 49% 43% 53%
It’seasy/convenient 43% 39% 46%
It’squick 37% 32% 40%
ItmeansIcantrysomethingbeforeIbuyit 17% 8% 22%
Ican’taffordtopay 14% 7% 18%
Ithinklegalcontentistooexpensive 13% 9% 15%
BecauseIcan 16% 11% 19%
I’vealreadypaidtoseeit/thematthecinema/inconcert,etc 7% 3% 10%
Ialreadyownedcontentinanotherformat 9% 4% 12%
Idon’twanttowaitforcontenttobecomeavailableonlegal
services 7% 3% 10%
TheIndustrymakestoomuchmoney 9% 6% 10%
It’swhatmyfriendsorfamilydo 9% 7% 9%
Ialreadyspendenoughoncontent 5% 1% 8%
ThefilesIwantarenotavailableonlegalservices 8% 3% 10%
Idon’tthinkIshouldhavetopayforfilesonline? 5% 4% 6%
Noonesuffers 4% 2% 6%
Ithinklegalcontentistoopoorquality 2% 2% 2%Nooneevergetscaught 2% 3% 2%
Averagenumberofaspectscited 2.5 1.8 2.7
• Evenamongstinfringerstheaveragenumberofreasonscitedforusingunlawfulservices
hasseenanotabledeclinefrom3.1inW4to2.5reasonsinW5.
• Overall,thefreeaspect(49%)isthemainmotivationforillegalconsumption,andthishas
beenthecaseinallfivewavesoftheresearch.Generally,responseswerehigherforthose
inthe‘mixoflegalandillegal’groupthanforthe‘100%illegal’group,andthisisreflected
intheaveragenumberofreasonscitedbyeachgroup(2.7v1.8respectively).
• Twentytwopercentofallthe‘mixoflegalandillegal’groupsaidtheydoitbecausethey
cantrybeforetheybuywhichishigherthantheexclusiveinfringersgroupaswellasthe
anyillegalgroup(22%v8%v17%)
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Findings from the qualitative interviews among infringers:
The qualitative interviews complemented the quantitative results stated previously. Infringers
said that they use unlawful services as the legal sites are perceived to be very expensive
especiallywhenfreealternativesourcesareavailable.Infringerscouldbepersuadedtopotentially
payforsome(single)tracksorshowsbutwhentheywanttoaccessalbumsorseriesofshows,
theyprefertousethealternativefreesources.Therewasanindicationthatunlawfulservicesare
oftenusedwhenpeoplewantedtotrialsomecontent.However,thisdoesnotnecessarilymean
thatafterthetrialtheyarelikelytopurchasethecontentlegally.Whenaskedwhytheywon’tbuy
thecontentafterthefreetrialonerespondentsaid“Ican’tafford100+tracks!”suggestingthat
thereisanimplicitacknowledgmentofthevalueofthecontentthatinfringerswereconsuming.
Another key motivation for using unlawful services was the accessibility and scale of illegal
sources.Itwasgenerallyperceivedthatunofficialsourceshaveamuchwiderlibrary/rangeof
contentavailablethanthelegalpaidservices.Illegalserviceswerealsoseentoprovideaccess
toolderormorenichecontentwhichisnotnecessarilyavailablethroughpaidservices.
Qualityofcontentbeingconsumedwasnotgenerallyseenasanimpedimenttousingunofficial
servicesandthe tradeoffbetweenpaymentandhigherqualitywasnotdeemedworthwhile.
Thereweresomesuggestionsthatinfr ingersfinditlesscomplicatedtouseunlawfulservicesas
theyweregenerallyseentobereasonablyreliableandefficient.Inthiscontextoneofthemale
respondentsaid“Itworksandit’sreallystraightforward,there’snonegativesidetoitbeingillegal.Youwouldthinkthepaidsitewouldbemoreefficientorreliablebutit’sthesame,there’s
nodifferencereally.”
Havingtheconvenienceofeasyaccesstocontentwasanothermotivationgivenforuseof
unlawfulservices.Therewasaperceptionthattheywereopenandeasytousewheneverthey
like and most give the option toeither downloador stream the content depending on the
devicesandbroadband/WiFiconnectionthattheyhave.
Finally,amotivationthatalsoemergedforillegalserviceusewastoaccesstocontentbeforeit
becomesavailableintheUK.ThiswasmostcommonlynotedwhendiscussingTVshowsand
filmsthatareoftenreleasedintheUSAbeforetheUKorwhichhaverestrictedaccessintheUK.
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Infringerswerealsoasked:
And which, if any, of the following do you think would make you stop downloading or streaming
files illegally?
Table 3.3c. Aspects that would encourage stopping accessing content
illegally online
Anyillegal 100%
illegal
Mixoflegal
andillegalBase 761 268 493
Iflegalserviceswerecheaper 25% 14% 32%
IfeverythingIwantedwasavailablelegally 21% 10% 26%
Ifitisclearerwhatislegalandwhatisn’t 21% 18% 23%
Ifeverythingwantedwasavailablelegallyonlineassoonas
releasedelsewhere 16% 7% 20%
Iflegalservicesweremoreconvenient/flexible 10% 4% 13%
IfIthoughtImightbesued 15% 8% 19%
Iflegalserviceswerebetter 12% 6% 16%
IfasubscriptionserviceIwasinterestedinbecameavailable 13% 10% 16%
IfIthoughtImightbecaught 15% 11% 17%
IfmyISPsentmealettersayingtheywouldsuspendmy
internetaccess 15% 10% 18%
IfIknewwheretogotoseeifsomethingwasillegalornot 10% 6% 12%
Ifeveryoneelsestoppeddoingit 11% 8% 13%
Iffriendsorfamilywerecaught 11% 6% 14%
IfmyISPsentmealetterinformingmemyaccounthadbeen
usedtoinfringe 11% 7% 13%
IfmyISPsentmealettersayingtheywouldrestrictmyinternet
speed 10% 5% 13%
Iftherewerearticlesinthemediaaboutpeoplebeingcaught 6% 4% 8%Nothingwouldmakemestop 10% 14% 8%
Averagenumberofaspectscited 2.3 1.4 2.8
• Thetopfourmostcommonlycitedfactorswereallthemedaroundmakinglegalservices
more attractive,with the top response being “if legalserviceswere cheaper” (25% of
infr