Online piracy behaviour and attitudes in Singapore public deck

Online Piracy Behaviour and Attitudes in Singapore

MARCH 2014

3

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

•  800 respondents aged 19-64 •  100 aged 16-18 •  Up-weighted to be representative of total

population •  Participation anonymous

4

Contents

1.  Wired! – The environmental context 2.  Piracy incidence in Singapore 3.  Who are the pirates? 4.  Insight into current behaviour

a)  Where and what? b)  How?

5.  Are we pirates? 6.  Key influences on behaviour 7.  What might limit behaviour successfully? 8.  Summary and conclusions

5

1. WIRED! – THE ENVIRONMENTAL CONTEXT

6

Singapore - at the forefront of technology

•  High-speed internet •  Attractive ISP packages with unlimited downloads •  High smartphone penetration

7

With an active online population

8

Seeking culturally diverse content

Whilst positive in many ways, this environment is conducive to online copyright infringement

“Most of my past-time is to watch movies and TV dramas… I watch from Korea, to Japan to Hong Kong to Thailand. All sorts of dramas” 25-34 Pirate

9

2. PIRACY INCIDENCE IN SINGAPORE

10

10

21

Incidence levels are high

25

Base: Total sample N=900

Ever done any piracy

12

49

39

Lapsed Current Never done any

11

10

21

Almost identical levels of incidence for movie / TV show piracy and music piracy

25

Base: Total sample N=900

Ever done any music piracy

Ever done any movie / TV show piracy

10

39 50


11

39 49


12

8

25

67


Ever done any online Movie / TV piracy

activities

Higher activity levels of online movie and TV piracy than in Australia

Base: Australia total sample (1229); Singapore (900)

10

39 50


13

3. WHO ARE THE PIRATES?

14

Behavioural segmentation - frequency of activity

•  In other markets we have found it helpful to segment by frequency of activity –  To profile the most prolific offenders –  To understand changing penetration of pirates in addition to volume of consumption

•  Increasing recognition that behaviour influences attitude –  Explain attitudinal patterns through levels of physical involvement in the issue –  Provide broader view of influences on behaviour –  Explore measures that can influence behaviour not attitude

Segment name Definition

Persistent pirates Pirate online at a frequency of weekly or more often

Casual pirates Pirate online monthly or less frequently but not as often as weekly

Lapsed pirates Have pirated online in the past but claim not to do so ‘nowadays’

Non-pirates Claim to have never pirated online

NB. For the purposes of identifying behaviour, for this study a pirated movie, TV show or music track was defined as one that is ‘illegally obtained’. This study focuses on online piracy and omits purchasing of physical copies of pirated content. This is a result of a steady decline in ‘traditional’ forms of piracy in other markets and a corresponding increase in digital forms of piracy.

15

The online movie & TV pirate in more detail

BASE: TOTAL SAMPLE n=900

Persistent pirates

13%

Non pirates 50%

Lapsed pirates

10%

Casual pirates 26%

16

The online music pirate in more detail

BASE: TOTAL SAMPLE n=900

Persistent pirates

10%

Non pirates 49%

Lapsed pirates

11%

Casual pirates 29%

17

4. INSIGHT INTO CURRENT BEHAVIOUR

18

A) WHERE AND WHAT?

19

Location of Movie / TV piracy activities

Home is the preferred location for piracy activities, though frequency of out of home piracy is still considerable

66

11 11 9 13

24

29

13

8

16

8

20

8

8 52

22

18

27

20

26

22

2 8 54 73 48 71 41 69

Persistent Movie Pirates

Casual Movie Pirates







HOME WORK SOMEWHERE ELSE ON THE GO

At least once a week At least once a month Less often Never

BASE: PERSISTENT MOVIE PIRATES N=118; CASUAL MOVIE PIRATES N=237

20

Location of Music piracy activities

Music piracy shows a similar pattern

55

11 18

2

15

2

17

4

23

22 18

11

13

8

13

8

13 57

17

17

25

20

26

20

9 10 47 70 47 70 44 68

Persistent Music Pirates

Casual Music Pirates







HOME WORK SOMEWHERE ELSE ON THE GO

At least once a week At least once a month Less often Never

BASE: PERSISTENT MUSIC PIRATES N=88; CASUAL MUSIC PIRATES N=233 N8A2. How often you download or stream pirated music tracks from each of the following sources?

21

For movie and TV piracy Singapore registers a higher ‘active’ rate compared with Australia

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

5 6 6

7

12 13

15 16

23 21

28 28 29

28

35 35

0

20

40

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

%

At least once a week At least once a month Less Often (Every 3-6 months) Don't do nowadays

SG (Dec 2013)

22

70

52

73

61

29

43

59

17

0

20

40

60

80

100

Persistent pirates Casual pirates Lapsed pirates

%

44

59

19

67

45

73

57

26

0

20

40

60

80

100


%

46

71

22

86

63

89

72

46

0

20

40

60

80

100


%

51

66

28

80 67

82 75

50

0

20

40

60

80

100


%

BASE: PERSISTENT PIRATES N=149; CASUAL PIRATES N=290; LAPSED PIRATES N=105 N3: Please indicate how often you do each of these activities

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

Download a pirated movie from the internet

Persistent pirates are more movie focused and streaming is popular

Download a pirated TV show from the internet

Use a website to stream and watch a pirated TV show on the internet


23

70

45

66

17

49

71

58

45

0

20

40

60

80

100


%

66

88

48 62

25

68

94

42

0

20

40

60

80

100


%

Streamed a pirated music track from the internet

Download a pirated music track from the internet

Similar levels of frequency of music piracy compared with movie / TV


57 54

74

22

79

61 53

0

20

40

60

80

100


%

Converted a YouTube music video to MP3

BASE: PERSISTENT PIRATES N=149; CASUAL PIRATES N=290; LAPSED PIRATES N=105 N3: Please indicate how often you do each of these activities

24

26 28 24 24 26 23

16

33

9 13

25

9

-44 -33

-50 -47 -38

-50

60

40

20

0

20

40

60

80

SG TOTAL (N=367)

SG Persistent

pirates (n=118)

SG Casual pirates (N=237)

SG TOTAL (N=322)

SG Persistent

pirates (N=88)

SG Casual pirates (N=233)

%

More often these days About the same as 12 months ago

Less often these days

Buying or watching pirated movies or TV Shows

Buying or listening to pirated music

N7(b)/N8(b)/N9(b): Compared with 12 months ago, would you say you are now buying or watching/listening to pirated movies or TV shows/music?

However, pirates do not really feel their frequency rates are increasing

25

Movies and TV Music

They draw from an extensive variety of sources – predominantly illegal content for movies and TV

26

B) HOW?

27

Pathways to legal and illegal content – movies and TV

•  The top of mind sources for pirates are illegal •  Legal content consumption appears dominated

by cinema visits –  Social –  Affordable

•  Legal online consumption is a last rather than first resort

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

“I need it to be on my terms” 25-34 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

Importantly, legality of the content is NOT a consideration when choosing to what they should view or listen

28

Pathways to legal and illegal content - music

•  The pathway to music is similar •  Spotify has provided a legal alternative that

answers all needs more easily than illegal options… except YouTube

NB. Spotify is not popular because it is legal, it just meets all needs and importantly can be FREE

– the legality is a bonus afterthought

“I found Spotify..it’s good value and I know I’m paying for the music as well so I feel better about it” 18-24 Pirate

Content I want OR inspiration

DESIRE / INSPIRE

When I want it CONTROL

Easy to find ACCESS

FREE

Legal online sources

Illegal online sources

29

Pathways to TV and movies are straightforward and habitual

Any difficulties, or failed searches, are very rare – no specific incidents recalled

Free time

Boredom (‘something

to do’)

Wi-fi available

PIR

ATES

►  The Pirate Bay / favourite source

►  Borrow hard drive

►  Desktop link to favourite source

►  Google

WATCH XXXX ONLINE FREE

XXXX TORRENT FOR FREE

Number of seeders / leechers

XXXX FREE DOWNLOAD

30

The pathway to music is simpler still

CA

SUA

L

XXX MP3

SONGTITLE.MP3

SEEK

ING

SPE

CIF

IC

BR

OW

SIN

G

►  Convert to MP3

31

5. ARE WE PIRATES?

32

“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

As a concept, copyright infringement is well understood by all

Clarity that this is the activity in which they are involved

33

But the term piracy is no longer part of the vernacular

•  Whilst they understand their definitions could be termed piracy, pirates prefer softer descriptors

The younger active pirates

The older and ‘lapsed’, piracy spontaneously mentioned but not first mentioned

Piracy is a term that confirms illegality – pirates know that they pirate, but by not using the term piracy they permit themselves to exist in a state of denial

• Downloading • Filesharing • Torrenting

•  Illegal [downloading / streaming] •  Prohibited [downloading] •  Stealing

•  Piracy is seen as an old fashioned term •  For some linked to physical copies (VCDs DVDs) •  Pirated is considered more likely to be poor quality…which is not their experience

online

34

17 5 8 21 19 5 17

55

78 69

48 53

77

46

28

17 23

31 28

18

37

100

80

60

40

20

0

20

40

Using file sharing software to download and watch pirated movies or TV

shows from the internet without paying, for

personal use


shows from the internet without paying, and then

selling copies of it to others


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

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

% Say it’s Legal

The legal boundaries are relatively clear

BASE: Total sample SG N=900 N4: For each of the following, please indicate if you think it is legal, illegal or if you don’t know.

Can’t say

Say it’s Illegal

35

And most consider it stealing / theft

Pira%ng crea%ve content is

stealing/the2

68 70 67 74 66 58 69 75 77 66 66 64 73

-17 -20 -15 -15 -19 -25 -19 -9 -10 -28 -21 -19 -10

40 20

0 20 40 60 80

TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 Persistent Casual Lapsed Non pirates

%

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

36

Pirates also say that illegal content is easy to spot

•  Experience –  Pirates were incredulous that anyone would not be able to tell

•  You don’t have to pay –  Very few free legal options known –  Legal is unlikely to have up to date content

•  Warning signs –  Anti virus software warnings, multiple pop ups

BUT •  Even for pirates there are claimed areas of uncertainty…

or convenient grey areas –  Watching streamed content not as illegal as seeding or

downloading –  Driven largely by YouTube content –  Music can be trickier to identify as legal and illegal content

is mixed on the one site (YouTube)

“So called legitimate sites have lesser pop ups” 18-24 Pirate

“If you download it for free then most likely it’s not legal” 25-34 Pirate

“When you need to pay, most of the time it’s legal” 18-24 Pirate

“With streaming you cut off any ties with piracy” 25-34 Pirate

37

Involvement of the active •  Young active pirates are very open about their involvement in piracy

–  To the extent it is almost a badge worn with pride –  The tech savvy are the cool kids of this generation –  A feeling they are part of a social norm and bulletproof

•  Older pirates felt less involved in the issue –  Though their levels of participation were the same as the younger, they felt they were

only participating to a small degree –  Believe they don’t do enough for it to count

Appreciating involvement in the issue of piracy is key to being receptive to anti-piracy measures

I don’t think I contribute to the problem of

piracy

65 67 63 57 57 59 65 75 76 62 62 61 70

-18 -20 -16 -29 -18 -19 -21 -12 -15 -26 -22 -22 -11

40 20

0 20 40 60 80


%

Top 2 Box Bottom 2 Box


38

Happy to put themselves at the centre of piracy

39

6. KEY INFLUENCES ON BEHAVIOUR

40

Habit Free Easy Social Norm

No perceived negative impact

No limits on behaviour

– no compelling

disincentives

6 key influences

•  We recognise that many behaviours are subconscious and most behaviour is emotionally driven

•  6 key influences on behaviour identified

Taking each of these in turn

41

1. Habit

•  Habit is considered the best predictor of future behaviour

•  The more we repeat a particular behaviour the more automatic it becomes

•  13% of Singaporeans are pirating movies and TV shows at least weekly

•  Their illegal activity is more frequent and habitual than their legal activity

ac#vity Persistent Pirate in %

Rent a movie / TV show online 18 Purchase a Movie online 17 Purchase a TV show online 15 Purchase a music track online 17

Download or stream a movie online for free 57 Download or stream a TV show online for free 57 Convert a Youtube clip to MP3 34

Download a pirated movie from the internet 43 Download a pirated TV show from the internet 44 Stream a pirated movie from the internet 46 Stream a pirated TV show from the internet 51 Download a pirated music track from the internet 45 Stream a pirated music track from the internet 48 Convert a YouTube clip to MP3 54

Breaking this subconscious habitual behaviour requires more than a

change in attitude

42

2 + 3. It’s free and easy to access

40 40 41 60

45 50 24 34

69 47 37

0

20

40

60

80

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

%

15 11 19 18

29

5 16 13

0 6

20

0

20

40


%

40 15 6 5 4 4 3 12 1 8

Because it's free / saves money It is convenient / easy I want to get it as soon as possible I do not download illegaly / do not know it is illegal I can't find the movie/TV show legally online For personal use Not available in singapore Other i am not aware of any alternatives No answer / Don't know

Because it’s free / saves

money

Top of Mind reasons for

downloading or streaming

pirated movies / TV

shows

It’s convenient /

easy

BASE: SAMPLE N=367 N6c) What are the main reasons why you download or watch pirated movies or TV shows? (open ended questions – looking at first given answer)

43

The same is true for pirated music

Because it’s free / saves

money 46 40 53 64 66 55

31 33 9

46 46

0

20

40

60

80


%

Top of Mind reasons for

downloading or streaming pirated music

It’s convenient /

easy 12 12 11 9 16

6 12 12

18

9 13

0

20


%

46 12 8 4 2 2 2 14 1 9

Because it's free / saves money It is convenient / easy I do not do this / Do not know it is illegal i prefer to sample / preview I can't find the music track legally online Not available in Singapore For personal use Other i am not aware of any alternatives No answer / Don't know

BASE: SAMPLE N=322 N7d What are the main reasons why you download or listen to pirated music? (open ended questions – looking at first given answer)

44

Reasons for watching pirated movies & TV shows

60

64

87

55

71

53

44

43

61

64

85

45

57

50

56

26

I can’t find the movie legally online

I can’t find the TV show legally online

Because it’s free

I prefer to sample first

I want to get it as soon as possible

I’m not aware of any alternatives

To avoid censorship

No enforced laws to stop me Persistent Pirates Casual Pirates

BASE: SAMPLE N=367 N7a Which of these, if any, are reasons why you watch pirated movies or TV shows ?

NB. Context: Pirates tend not to actively seek legal content before resorting to illegal

45

Reasons for listening to pirated music

56

82

58

65

47

47

78

54

50

39

I can’t find the track legally online

Because it’s free

I prefer to sample first

I want to get it as soon as possible

I’m not aware of any alternatives Persistent Pirates Casual Pirates

BASE: SAMPLE N=322 N8a Which of these, if any, are reasons why you watch pirated movies or TV shows ?

NB. Context: Pirates tend not to actively seek legal content before resorting to illegal

46

3. It’s the social norm

•  Social norms – ‘group rules’ impact how a group behaves –  Failure to follow these norms can lead to exclusion from a group

•  49% of the population say they are active pirates

•  Those who don’t participate are perceived to be ‘not really like them’

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

It’s something that everybody does nowadays

70 66 73 77 82 72 73 58 57 79 80 83

53

-18 -24 -12 -15 -9 -12 -14 -29 -33 -14 -12 -7 -27

40 20

0 20 40 60 80


%

Rich people who can pay for what

they need

The technically inept The artists Religious people

(moral objectors)


47

The case of the lapsed pirate

•  In Singapore, many of those who claimed to be lapsed are still active

–  Exhibited signs of moral discomfort –  Conflicted about acting illegally –  The greatest concern about getting caught –  More negative imagery surrounding pirates

–  “LAZY PEOPLE” “CHEAPSKATES” –  BUT…feel socially pressured to conform

This is a positive – more susceptible to moral arguments and legal deterrents but currently some fear being socially marginalised

“If everyone else is doing it and not getting into trouble then why can’t I do it as well?” Lapsed Pirate

“They say, why go to the cinemas when you can get it for free? …they just think you are really [stupid]” Lapsed Pirate

“It’s something you share with your social circle but you don’t want everyone else to know about it.. you know fundamentally it is wrong and you don’t want it to be an impression that someone else who doesn’t know you has about you” Lapsed Pirate

48

4. No perceived negative impact

•  Most see only a positive outcome for piracy from their perspective

•  Only the ‘lapsed’ hint at a negative conclusion – but it does not change their behaviour

“Boredom.. if it keeps going on and people who make music can’t make money from it then will stop and it will be boring “ Lapsed Pirate

“A world without entertainment? It’s a bit far fetched but it’s possible” Lapsed Pirate

49

Potential negative economic impact is rejected

•  With prompting, a logical economic impact can be articulated

–  But quickly dismissed by the active pirates •  As seen in other markets, limited understanding

of the economics of the industry –  Makes $$$$ with or without piracy –  Sense that it is affluent anyway and creative success is more

important than (and distinct from) business success •  A ‘distant’ industry – pirates consume the product but think

little about the source •  Some exceptions amongst the lapsed

–  A greater emotional concern for those involved in the industry –  A greater value placed on quality content

“If they screen movies then most of the time they earn more from that anyway” 18-24 Pirate

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

The lack of a significant local movie industry may contribute to a feeling of detachment. Economic impact is more readily articulated in countries with a more developed film,

TV and music production industry

“I read somewhere that the reasons they don’t do music is because they aren’t making money in the same way anymore – that’s one of the reasons I stopped downloading music” Lapsed Pirate

50

But social and personal impact is readily articulated

•  Predominantly positive –  Provides them with control over what they view for free –  Access to media for those who can’t afford it

•  Some recognition that viewing has become less social –  Particularly amongst the older groups –  Though this is not necessarily only because of piracy but

largely the growth in multiple viewing platforms in the household

•  Acknowledgement that it is a somewhat selfish behaviour –  But one they can live with

But still not sufficiently compelling to cause them to change behaviour

“Previously we’d sit in the living room as a family and watch TV together – I do miss some of the discussion, the debate” 25-34 Pirate

“It does make us [Singaporeans] more self centred” 18-24 Pirate

51

6. No limits on behaviour / compelling disincentives

•  Those who have stopped pirating or reduced their piracy are driven more by circumstance than anything else

–  Less time to pirate, less interest in all content •  Tangible or perceived personal impact or benefit is more cited than moral

concern as a driver for modifying behaviour –  Particularly risk of viruses

•  Whilst the growth in legal alternatives is assisting reduction –  Amongst pirates the legal alternatives are not well known or used –  As we have seen, legality is not a criteria for choice right now

•  Singaporeans appear more motivated by quality than we have seen in other markets

–  Some will delay piracy until they can guarantee a quality stream / download –  Some equate payment to better quality, payment also guarantees quality

Promise of quality alone is not sufficiently motivating to modify behaviour but potentially can play a role in communication moving forward

a) Self imposed limits

52

No limits on behaviour / compelling disincentives

•  There is no clarity that exists around legal limitations –  Whilst laws and fines are thought to exist they are not

clearly understood –  Responsibility for implementing limitations is guessed at,

not known

b) Knowledge of third party imposed limits

“They are trying to find the big fish. The people who massively upload files” 18-24 Pirate

“Most of us are smalltime downloaders, if you are a big time downloader then you would be concerned” 25-34 Pirate

53


•  Despite some personal experience of ‘being caught’, a feeling that the likelihood is very low

–  Too many active participants lowers risk of identification

–  Low down the priority list –  A slap on the wrist expected rather than proper penalty –  Confusion to who is actually ‘looking for culprits’ means

that the threat does not seem real

b) Knowledge of third party imposed limits continued “The MDA have authority but they don’t enforce it” 18-24 Pirate

“It’s too trivial for them [government]... they can’t be snooping around every day” 18-24 Pirate

“They found me but they didn’t really do anything. They sent a letter addressed to my parents… I got scolded” 18-24 Pirate

54

If you do it, there is liNle chance that you will get caught

33 36 30 47 39 38 30 24 38 50 36 21 27

-46 -46 -46 -37 -34 -38 -49 -55 -51 -35 -45 -48 -51

60 40 20

0 20 40 60


%

More concern for ‘being caught’ than other markets – but active pirates show less concern than most

If you do get caught,

nothing much will happen

to you

25 27 22 32 26 29 27 17 18 40 25 20 20

-55 -56 -54 -45 -54 -48 -54 -61 -67 -46 -56 -56 -57

60 40 20

0 20 40 60


%

Top 2 Box Bottom 2 Box


55


•  Content blocking already a method familiar to most pirates •  Regularly experienced on YouTube, some experience of other sites •  Known not to be Singaporean driven

–  Attributed to US laws •  An inconvenience rather than a deterrent as it currently stands

–  Not pervasive nor consistent – plenty of other options remain available –  More content than site focused

c) Experience of blocking “US Copyright Act.. it’s a bit hard as they’ve closed down some sites” 18-24 Pirate

“The website got blocked by the TV Station.. the copyright owners” “So what did you do?” “I watched it somewhere else – there are other websites to watch. It’s a 5 minute detour” 25-34 Pirate

56

7. WHAT MIGHT LIMIT BEHAVIOUR SUCCESSFULLY?

57

Can behaviour be changed?

Restriction: Make illegal harder to access and higher risk •  Fines and penalties •  Regulation •  Access prevention •  High risk advertising

Looking at these in more detail….

Promotion: Make legal more widely available •  Number and awareness

of legal sites •  ‘Fairly priced’

–  Subscription model akin to Spotify most mentioned

•  Recent content

58

Fines and penalties

•  There is an expectation that fines and penalties exist –  But nobody is clear as to what the fines / penalties are

•  However, respondents understand fines in other walks of their life –  They are enforced –  They have a precise $ value attached – 

•  A sense that if the penalties for piracy were clearly outlined and communicated then they would be believed and more likely to be taken into account when embarking on illegal behaviour

•  Also, a social ‘penalty’ was volunteered by lapsed –  Socially more concerned about their behaviour –  They state the threat of being publicly ‘outed’

would be an effective deterrent for them

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

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

Law abiding in other aspects of their life, Piracy does not seem wrong or illegal partly as the true legal implications are unknown

Based on qualitative discussion with pirates

59

Regulation and access prevention

•  Regulation as a concept is accepted by most –  A means of protecting them / kids online from undesirable or

illegal content –  However debate as to where the ‘line’ should be drawn

•  Many assume regulation already exists •  Experience of regulation (and access prevention)

–  In the workplace –  By parents (ISP assisted) –  By social networks –  By sources they love (YouTube)

•  Some confusion between regulation and being ‘tracked’ online –  Regulation is OK, people are less comfortable knowing their

activity is being monitored

How regulation is positioned is key – if transparent and positioned in terms of protection of consumer rights and restriction of illegal or immoral activity then it is more acceptable.

It must also be distinct from online tracking.

“If it’s protecting your interests then you’d support it” 18-24 Pirate

“Twitter has a group pro-nazis…it was a trigger for Twitter to start censoring” 25-34 Pirate


60

Regulation and access prevention

•  Access prevention in the form of blocking is also familiar to most

•  There was no ideological objection to blocking but more of a question over expected efficacy –  Some do not believe it would be sufficiently

pervasive and sustained •  Some feel blocking can be bypassed with ease

–  Multiple, easy to find proxy sites •  However, even the more active pirates admitted

that it is an annoyance –  They would resist as long as they could be bothered –  Their assertion that blocking would be ineffective

seems more like bravado than reality

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

“If you are lazy you probably wouldn’t bother [searching for proxy sites]. 18-24 Lapsed Pirate

“It can be done but it would be too tedious” “Tedious for you too?” “Yes! [laughs]” 18-24 Pirate

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

Blocking would certainly make what is an easy behaviour more challenging – not all would persevere as they think they might

“[if my site is blocked] I think I’d just pay….. somewhere cheap” 24-35 Pirate


61

Which would be most effective?

Most anticipate restricting access to sites 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

%

62

The internet requires more regula%on to

prevent individuals

from downloading or streaming

pirated content

55 53 57 50 48 47 57 61 64 54 51 48 62

-29 -35 -22 -40 -34 -35 -30 -20 -17 -41 -35 -34 -17

50 30 10 10 30 50 70


%

Singapore's courts should be allowed to decide to

block overseas websites that profit from pirated content

The majority support regulation and blocking – even the active pirates agree in surprising numbers

55 54 56 43 42 50 55 63 73 53 53 53 58

-25 -30 -20 -37 -31 -27 -27 -21 -10 -39 -29 -23 -18

50 30 10 10 30 50 70


%


63

High risk advertising

•  Adult pirates acknowledge the existence of high risk advertising on sites that they visit for pirated content

–  Claim they ignore –  Some claim to use adblockers

•  However, also acknowledge that it is less appropriate for younger audiences

Screen shot from The Pirate Bay Jan 2014 - search term: ‘Frozen’

Exposure will be more of a concern for parents of younger children who pirate than for young adults themselves

64

Exposure to high risk advertising

53

51

42

34

25

15

20

Sex industry advertisements

Online gambling advertisements

Weight loss advertisements

Software and \ or anti-virus advertisements

Other advertisements

Banking industry advertisements

None \ can’t say

28

20

8

1

25

Base: Singapore (543) N14. Which of these types of ads do you see the most on websites where you can access pirated content?

Most seen

9

9

%

65

51 59 42 44 46

58 50 52 46 51 51 52 52 45

0

20

40

60

80

TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 Child at home

No child at home

Persistent Casual Lapsed

%

Advertising recall – exposure to high risk advertising

Sex industry

53 57 48 58 61 57 48 55 36

50 57 56 55 45

0

20

40

60

80


No child at home


%

Online gambling

42 36 48 40

63 37 38 42

24 44 40 46 43 33

0

20

40

60

80


No child at home


%

Weight loss

Base: Singapore (543) N13. When viewing websites where you can access pirated content, what kind of ads or pop-ups do you see, even if only a little, on these websites

66

15 17 12 13 14 18 14 16 10

17 13 20

14 10 0

20

40


No child at home


%

Software

34 37 30 31 44 43

27 30 23 32 36

45 32

23

0

20

40

60


No child at home


%

Banking

Base: Singapore (543) N13. When viewing websites where you can access pirated content, what kind of ads or pop-ups do you see, even if only a little, on these websites

Advertising recall cont’d

67

Responsibility for limiting piracy?

•  Fully expect a government related agency to either take responsibility for limiting piracy OR influence ISPs to limit on their behalf

–  Both the MDA and IDA cited •  No articulated resistance to government regulation

–  More an expectation that they accept (albeit reluctantly for the more active pirates)

–  No differentiation articulated from a consumer perspective between government or judicial relief

•  Younger professionals expect the decision as to who would be responsible to be political

•  However, still a complementary belief that the movie TV and music industries should contribute by making content

–  More affordable (or FREE!) –  More controllable (when and what can be accessed)

“The government won’t do it, they will tell the MDA to do it” 18-24 Pirates White Collar

68

Who has a role in preventing online piracy? - Overall

56

48

40

39

35

23

17

13

Individuals - by choosing not to buy or use pirated material

Internet service providers

The movie and TV industry

the Government

Search engines (Google etc.)

Schools & universities

The courts

None \ can’t say

32

16

12

13

9

2

1

15

BASE: ALL SAMPLE N=900; N12A. Which of the following, if any, do you personally think has a role to play in preventing online piracy? + N12B. And which one of these do you think has the biggest role to play in preventing online piracy?

Biggest role %

69

8. SUMMARY AND CONCLUSIONS

70

Summary

•  Singaporeans are prolific movie, TV and music pirates

–  Particularly avid consumers of movies relative to other markets

–  As we have seen in other markets, piracy is most prevalent amongst the younger age groups and participation declines with age

–  A function of available time to pirate and technical ability

•  Whilst pirates know piracy to be illegal technically, it does not feel illegal since the laws regulating it are not well known nor enforced

71

Summary

•  As in other markets, Singaporeans find piracy easy to morally and financially justify

–  They are ill versed in the negative effects of piracy

–  Detached from the ‘problem’

•  However, as generally law abiding citizens, pirates (and particularly lapsed pirates) recognise that their behaviour could be legitimately challenged

–  Expectation and acceptance of likely measures to reduce piracy

Pirates in this study felt they were ‘getting away with it’ rather than piracy being their right or the fault of someone else as has been evident in other markets

72

Conclusions

•  The aim is to modify piracy behaviour and redress the behavioural balance

•  Improving knowledge about the impact of piracy may have an effect on some but would be limited

ILLEGAL

LEGAL

73

Key drivers are predominantly environmental

Unclear and unenforced legislation

Free, easy Access Environmental

Little knowledge of alternatives

SOCIAL

PERSONAL

Piracy is the norm

Habit

74

Most impact can be had at an environmental level




SOCIAL

PERSONAL

Piracy is the norm

Habit

75

Environmental impact




•  Government or court decisions to prevent access to selected copyright infringing movie/tv/music websites would have an impact on making content more difficult to access

•  Human beings prefer the path of least resistance – make it harder to find and fewer will look to access pirated content

•  To be fully successful, as legal alternatives become available they should be promoted on the basis of ease of use and low / competitive cost

•  Clear legal parameters and a realistic chance of being penalised will emphasis the risks involved and again, make piracy a less carefree behaviour

76

Personal impact

PERSONAL Habit

•  Breaking the habit of piracy could be realistically achieved via removal of habitual sources

•  If a pirate’s favourite source is unavailable they are forced to behave differently

•  Search elsewhere, spend more time, maybe compromise quality •  A subconscious behaviour becomes a more conscious one where they

are more likely to evaluate what they are doing

SOCIAL Piracy is the norm

•  And as habits are broken and fewer participate, a mainstream behaviour will increasingly be seen as a marginal behaviour

77

Key highlights

1.  Singaporeans are prolific pirates – 61% admit to having pirated, 49% admit to currently pirating online

2.  Piracy incidence is highest amongst younger age groups – 69% of 16-18s and 74% of 19-24s are active pirates

3.  Even though pirates know it to be wrong (a majority think it is stealing / theft) they carry on regardless

4.  The primary driver of behaviour is that it is free – and free is hard to resist when the alternative is to pay

5.  Adult pirates acknowledge the existence of high risk advertising on sites that they visit for pirated content – sex industry ads having the highest recall

6.  The majority of Singaporeans agree that the internet requires regulation to prevent piracy

7.  The majority of Singaporeans agree that judicial site blocking of sites that profit from piracy is a justifiable action

Anna Meadows +65 8571 7383 [email protected]

Documents

Online piracy behaviour and attitudes in Singapore public deck