Online Piracy Behaviour and Attitudes in Singapore

3

“If everyone else is doing it and not getting into trouble then why can’t I do it as well?” 18-24 PIRATE

4

Qualitative Discussion Groups

19th – 20th November 2013

Methodology

1.  Male pirates 18-24 Students 2.  Male pirates 18-24 White Collar 3.  M/F pirates 25-34 inc. some parents 4.  Male lapsed pirates 18-24

Online quantitative research

2nd – 10th December 2013

•  900 respondents aged 16-64 •  Up-weighted to be representative

of total population •  Participation anonymous

5

10

21

Incidence levels are high

25

Base: Total sample N=900

Ever done any piracy

12

49

39 Lapsed Current Never done any

6

5 6 6 7

12 13 15 16

23 21

28 28

Download a pirated movie from the

internet

Download a pirated TV show \ series from the internet

Use a website to stream and watch a pirated movie on the

internet

Use a website to stream and watch a pirated TV show \

series on the internet

%

Less Often (Every 3-6 months)

At least once a month

At least once a week

SG (Dec 2013)

A high ‘active’ rate compared with other countries

BASE: TOTAL SAMPLE, (N=all that indicated they have ever done above activity) N3: Please indicate how often you do each of these activities

7

Home is the preferred location for piracy activities

BASE: ACTIVE PIRATES

Location of piracy activities

28

4 3 5

27

9 10 11

37

19 22 23

8 68 65 61

Home Work Somewhere else

On the go

Never

Less often

At least once a month

At least once a week

MUSIC MOVIE/TV

23 6 6 7

22

13 9 10

45

17 21 22

10 64 64 61

Home Work Somewhere else

On the go

8

It’s a youth issue

Active Pirates Non Pirates

16-18 YEAR OLDS

69%

31%

35-49 YEAR OLDS

57% 43%

19-24 YEAR OLDS

74%

26%

50-59 YEAR OLDS

31%

69%

TOTAL AVERAGE

49% 51%

60-64 YEAR OLDS

40% 60% 60%

40%

25-34 YEAR OLDS

9

Young active pirates understand copyright infringement

Clarity that this is the activity in which they are involved

“It’s downloading free files off a torrent

programme”

Downloading free stuff that is supposed

to be paid

Everything copyrighted that you

share /download without proper authority (free)

Taking other people’s intellectual property

without consent, using, enjoying and

distributing

Clarity with regards to definition

10

Pirating creative content is stealing/theft

And most consider it stealing / theft …..

BASE: Total sample N=900. N5: Please indicate how much you agree or disagree with the following statement..

………. But carry on regardless

68 70 67 74 66 58 69 75 77 66 71

17 20 15 15 19 25 19 9 10 23 12

TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 ACTIVE PIRATES

NON-PIRATES

% Top 2 Box Bottom 2 Box

11

What’s influencing behaviour?

Free Easily accessible Habitual

No limits on behaviour or compelling disincentives

No perceived negative impact A social norm

12

It’s free and easily accessible

Legality of content is NOT a consideration when choosing what they should view or listen to

Content I want DESIRE

When I want it CONTROL

Easy to find ACCESS

FREE

Pirated online content

MOD: “Why don’t you go directly to iTunes”? PIRATE: “Because it’s not free” 18-24 PIRATE

“On TV you have to watch what is given to you…if you want to watch Lost season 1 [by pirating] you can choose” 18-24 PIRATE “I watch one season

and get on with my life because I’m busy” 18-24 PIRATE

13

A habit for illegally accessed content

7 7 7 8 24 13

31 9

12 16 14 9

22 25

33

41 16 11 16 10

33 45

34 42 60 62 62 73

5 4 1 21 17

2 8

16-18 19-24 16-18 19-24 16-18 19-24 16-18 19-24

Rent a movie online Purchase a movie online Download a pirated movie Stream a pirated movie

At least weekly Monthly, less than weekly Less often Never Can’t say Don’t do nowadays

Legal behaviour Illegal habit

BASE: ACTIVE PIRATES

14

No perceived negative impact

It damages Singapore’s creative industries

56 51 52 50 54 62 74 50 61

28 33 34 30 31 21 11 38

18

TOTAL 16-18 19-24 25-34 35-49 50-59 60-64 ACTIVE PIRATES

NON PIRATES

% Agree Disagree

DON’T KNOW 16 16 14 20 15 17 15 12 21

“A world without entertainment? It’s a bit far fetched but it’s possible” 18-24 ‘LAPSED’ PIRATE

“It’s not the fact that they [creative industries] want to make money. They want to make really good shows for viewers” 18-24 PIRATE

15

No limits on behaviour or compelling disincentives

BASE: Total sample N=900. N5: Please indicate how much you agree or disagree with the following statement..

33 36 30 47 39 38 30 24 38 41 25

46 46 46 37 34 38 49 55 51 41 50

TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 ACTIVE PIRATES

NON PIRATES

% Top 2 Box Bottom 2 Box

“The MDA have authority but they don’t enforce it” 18-24 PIRATE

25 27 22 32 26 29 27 17 18 30 20

55 56 54 45 54 48 54 61 67 53 57

TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 ACTIVE PIRATES

NON PIRATES

% Top 2 Box Bottom 2 Box

“There is no specific law. Nobody really knows, it’s not like drugs” 18-24 LAPSED PIRATE

If you do it, there is little chance that you

will get caught

If you do get caught, nothing much will

happen to you

16

70 66 73 77 82 72 73 58 57 80 60

18 24 12 15 9 12 14 29 33 13 22

TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 ACTIVE PIRATES

NON PIRATES

% Top 2 Box Bottom 2 Box

A social norm

BASE: Total sample N=900. N5: Please indicate how much you agree or disagree with the following statement..

It’s something that everybody does

nowadays

Those who don’t participate are

perceived to be ‘not really like them’ Rich people

who can pay for what they

need

The technically

inept The artists

Religious people (moral

objectors)

Given 69% of all 16-18 year olds and 74% of 19-24 year olds are active pirates – it is the social norm for these age groups

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Influencing behaviour

Unclear and unenforced legislation

Easy access ENVIRONMENTAL

SOCIAL

PERSONAL

Piracy is the norm

Habit

No perceived negative impact

Free

18

Influencing behaviour

Unclear and unenforced legislation

Easy access ENVIRONMENTAL

SOCIAL

PERSONAL

Piracy is the norm

Habit

No perceived negative impact

Free

“If there was a really stiff penalty then nobody would dare do it… people would think twice” 18-24 PIRATE

“If TPB was blocked, what would your life be like?” “Miserable!” “Where would you go instead?” “CD shops!” 18-24 PIRATE

“If it was blocked I may not go to the effort to find another” 25-34 PIRATE

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Which would be most effective?

Most anticipate blocking would be effective in reducing piracy behaviour

BASE: Total sample N=900. D13. Which of the following measures do you think would be the most effective in reducing illegal download behaviour

38

16

11

8

6

6

4

3

2

6

Blocking of sites that profit from pirated content

Proof that downloading pirated content heightens exposure to viruses/malware

A guaranteed fine or penalty

Knowing someone who has been caught and fined

Your ISP slows down (throttles) your service if you are downloading excessively

A warning letter from your ISP

ISP disconnects your service if you are downloading excessively

An official visit from a copyright infringement official

Knowing someone who has been caught

Not specified

%

20

The active agree at surprising levels

BASE: Total sample N=900. N5: Please indicate how much you agree or disagree with the following statement..

55 53 57 50 48 47 57 61 64 52 59

29 35 22 40 34 35 30 20 17 37 20

TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 ACTIVE PIRATES

NON PIRATES

% Top 2 Box Bottom 2 Box

55 54 56 43 42 50 55 63 73 53 57

25 30 20 37 31 27 27 21 10 32 19

TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 ACTIVE PIRATES

NON PIRATES

% Top 2 Box Bottom 2 Box

The internet requires more regulation to

prevent individuals from downloading or

streaming pirated content

Singapore's courts should be allowed to decide to block overseas websites

that profit from pirated content

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“It’s normal for people to download from the internet … we act innocent … so do illegal stuff but don’t get caught. You can apply that anywhere.” 18-24 PIRATE

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