copyright infringement tracker survey, 5th wave (full text report)

8/20/2019 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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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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• 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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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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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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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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9

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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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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11

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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15

• 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)


Software


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)


Software

Books V ideoGames Any



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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17

• 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.decrease(fromW4) Music Films Programmes ComputerSoftware


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.decrease(fromW4)Music Films Programmes Computer

Software


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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19

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


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


Software


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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21

• 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



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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27

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%


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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29

• 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


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)


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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33

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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39

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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41

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

copyright infringement tracker survey, 5th wave (full text report)

Documents