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Project Cate Exploring online piracy behaviour and attitudes in Taiwan
12th June 2014
3
Contents
• Methodology
• Love and Fear Online
• Entertainment
• Defining the Pirates
• Pirates’ Online Behaviour
• Pirates on Piracy : Knowledge and Attitudes
• Drivers of Choice
• Modifying Behaviour in Taiwan
4
Qualitative Discussion Groups
March 16-17th 2014
Methodology
Online quantitative research
23rd April – 8th May 2014
• 1200 respondents aged 18-59 • Up-weighted to be
representative of total population • Participation anonymous
1. Male pirates 18-24 Persistent 2. Male pirates 18-24 Casual 3. M/F pirates 25-34 inc. some parents Casual 4. Male lapsed pirates 18-24 50% of sample pre-tasked with 2 week viewing and listening diaries
5
1. LOVE AND FEAR ONLINE
6
An integral part of Taiwanese life
• Clear benefits of social connection, entertainment and information readily articulated
• Control, convenience, cost efficiency recognised
“Information is so fast – anything you want to find out you can find out” 18-24 Persistent
Over 75% of the population
online
“Whatever you need to search you can. You don’t need to find it out yourself” 18-24 Persistent
“Convenience is key – my time is more of a premium” 25-34 Casual
Source: Internetworldstats.com
7
1.02 1.03 1.13 1.00 0.98 1.11 0.93 0.98 0.99
TOTAL 18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59
Socialising online a prominent pastime
Reading news
Base: ALL Taiwan (1200) A2. On average day on the internet what activities do you usually do and how long?
Emailing
Social Media
Searching information
Listen to music
Average time spent in hours
1.28 1.13 1.35 1.28 1.28 1.30 1.30 1.33 1.41
TOTAL 18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59
1.65 2.58 2.37 1.69 1.49 1.28 1.18 1.03 1.47
TOTAL 18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59
1.45 1.55 1.82 1.47 1.38 1.35 1.37 1.24 1.58
TOTAL 18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59
1.19 1.93 1.76 1.06 1.02 0.97 0.77 0.87 1.00
TOTAL 18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59
8
Watching videos peaking amongst younger online users
Watching videos
Base: ALL Taiwan (1200) A2. On average day on the internet what activities do you usually do and how long?
Searching music to
download
Searching movies/TV to
download
Playing games
Other
Average time spent in hours
1.38 1.84 1.87 1.31 1.27 1.22 1.19 1.12 1.15
TOTAL 18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59
0.86 1.11 1.14 0.91 0.80 0.76 0.67 0.69 0.73
TOTAL 18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59
1.06 1.29 1.34 1.09 1.07 0.95 0.83 0.85 0.99
TOTAL 18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59
1.18 1.52 1.77 1.29 1.24 0.95 0.90 0.82 0.85
TOTAL 18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59
0.49 0.52 0.61 0.55 0.29 0.41 0.62 0.44 0.46 TOTAL 18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59
9
With sunshine comes shadow
• Negative impact of internet on life apparent
– Time sapper – Reduction in physical
social contact
• ‘Dangers’ mentioned without prompting, and feared
– Hacking + Trolling – Viruses – Fake goods
This is more pronounced than witnessed in qualitative research in other markets
“You plan on being there for half an hour and you realise you’ve spent 3 hours!” 18-24 Lapsed
“I don’t like it when you shop some of the things and they’re fake” 18-24 Persistent
“What I hate is unfounded criticism” 18-24 Casual
“Some people go crazy on the internet. Start false rumours and talk nonsense” 18-24 Lapsed
“It reduces contact between people, physical conversation is less” 18-24 Pirate
“I say who is your girlfriend? Me or the phone?!” 25-34 Casual
10
Viruses the number one concern
81
76
70
50
37
34
25
25
16
6
My computer can get infected with viruses
My personal details can be stolen
My computer can be hacked
I can be the target for scams
I may get into trouble for downloading / watching pirated movies, TV shows or music
My computer can be used for piracy activities
Rumours and gossip can be spread about me or by using my computer
I can be exposed to porn
I can be exposed to child porn
I have no concerns at all when going online
Base: Taiwan (1200) N11. When going online, what are your main concerns?
Main concerns when going online
11
Exposure to inappropriate content a worry for parents
68
58
54
46
43
41
My child can be exposed to high risk advertisements (eg sex, gambling, scam advertisements etc.)
My child can become the target for scams or fraud
The computer can get infected with viruses
The computer can be hacked
My child’s personal details can be stolen
Downloading / watching Illegal movie, TV and music content
Base: Children at home (513) D12A. Do your children download or stream illegal content from the internet? D12B. What are your main concerns when your child goes online?
Main concerns when your child goes online
12
2. ENTERTAINMENT
13
Actively enjoying film, TV and music
Global content mentioned and
consumed by pirates
Cinema remains popular but online on
an equal footing
Tai pop Mandopop
Those who admit to being pirates, and those who don’t, are active online viewers of movie and TV
14
10
As a population, avid consumers of movie, TV and music
25
Base: Total sample N=1200 A3: Please indicate how often, if ever, you do each of the following?
3
3
2
2
2
14
15
12
13
3
7
5
5
3
10
2
4
4
3
3
3
11
9
8
9
3
6
6
5
4
7
3
3
8
2
2
2
10
9
8
9
3
6
5
7
3
8
3
3
20
3
2
3
11
9
9
8
4
7
8
7
4
8
4
17
48
16
14
19
32
26
28
26
15
28
31
32
14
29
19
66
11
70
73
67
18
28
31
31
68
41
41
39
67
34
65
4
6
4
4
4
4
4
4
4
4
5
4
5
5
4
4
Rent a movie or TV show online
See a movie at the cinema
Purchase a movie online
Purchase a TV show (episode) online
Purchase a music track online
Download a movie online for free
Stream a movie online for free
Download a TV show (episode) online for free
Stream a TV show (episode) online for free
Buy a pay-per-view movie on pay subscription TV such as Chunghwa MOD,(i.e. where you pay a fee to watch a particular movie)
Convert a YouTube clip to MP3 (music track)
Use a USB / portable hard drive or cloud storage to share movies and TV shows with friends and family
Use a USB / portable hard drive or cloud storage to share music with friends and family
Use a VPN to access movies and TV shows overseas that are not yet available in Taiwan
Upload a clip of a movie or TV show I’ve seen to Facebook or YouTube so I can share it with others
I have purchased an USB/hard drive containing a number of movies/TV shows or music
More than once a week Once a week Every 2-3 weeks Once a month Less often Never Can’t say
15
3. DEFINING THE PIRATES
16
DIY
Download or stream
pirated content but don’t
share
Share Only
Share pirated content only.
Do not download/
stream
DIY and share
Both download / stream and
share pirated content
Casual Pirate monthly, more or less often but not
as frequently as weekly
Persistent Pirate at least weekly
Definitions for Taiwan
Active Have consumed pirated material in last
12 months
Non-pirates Say they have never
consumed pirated content
Lapsed Say they have not consumed pirated content for at least
12 months
Non-Active
17
DIY Share Only
DIY and share
Definitions for Taiwan
Other sub segments will be highlighted where appropriate – all segments data is available for music only and movies/TV only
Casual Pirate monthly, more or less often but not
as frequently as weekly
Persistent Pirate at least weekly
Active Have consumed pirated material in last
12 months
Non-pirates Say they have never
consumed pirated content
Lapsed Say they have not consumed pirated content for at least
12 months
Non-Active
18
10
21
Nearly ¾ of Taiwan’s population have participated in piracy
25
Base: Total sample N=1200
Ever done any piracy
73
27
Ever (any) Never (all)
19
10
21
Current activity levels are high
25
Base: Total sample N=1200
Ever done any piracy
16
57
27 Lapsed Active Never done any
20
10
21
Almost identical levels of incidence for movie / TV show piracy and music piracy
25
Base: Total sample N=1200
Ever done any music piracy
Ever done any movie / TV show piracy
16
49
35
Lapsed Active Never done any
18
48
35
Lapsed Active Never done any
21
10
21
In comparison with Singapore, involvement is still high
25
Base: Total sample N=1200 NB. Only using piracy activities that appear in both Singapore and Taiwan research
Ever done any music piracy
Ever done any movie / TV show piracy
18
42
40 11
39
49 16
43
41 10
39 50
22
10
21
More than half of all active pirates download and share
25
Base: Total sample N=690 ( breakdown of Active pirates base )
Active pirates
40
6
54 DIY Sharers Both
23
Segment sizes
DIY 40%
Share 6%
Both 54%
Casual 41%
Persistent 16%
Active 57%
Non-pirates 27%
Lapsed 16%
Non-Active 43%
24
DIY 40%
female, part-time, single
Share 6%
older, female, married, heavily skewed full-time workers, SES A
Both 54%
younger, male, student, single,
higher education
Casual 41%
slightly younger and male, higher
education
Persistent 16%
younger, female, student/part-time,
single, SES B
Segment profiles
Active 57%
Skewed towards: younger
Non-pirates 27%
older, male, single, lower education,
SES C
Lapsed 16%
middle aged, female, mid-level education, joint account holder
Non-Active 43%
Skewed towards: older, married, slightly lower level of education
25
4. PIRATES’ ONLINE BEHAVIOUR
26
Triggers to view / listen
Movies Social or solus
Music Solus
TV shows More sociable
Entertainment “I have wanted to watch this animation for a long time” 18-24 Persistent
Boredom relief “Just to kill travelling time” 18-24 Casual
Social connection “Watched FTV new drama ‘Dragon Dance’ with my whole family right after dinner” 24-35 Casual
Habit “I play some music to settle myself with every free time” 18-24 Casual
Relaxation “listening to different singers…helps relax oneself” 18-24 Persistent
Information
27
What fits, not what’s legal
In Taiwan, for pirates, legal and illegal coexist
Legal Illegal For MUSIC
• Focus Group diaries revealed high consumption of TV by pirates – Habitual viewing
(especially News) – Social viewing – Popular content
• Pirated sources accessed more for solus, unplanned viewing on computer
• Western content mentioned frequently
• Predominantly ‘freemium’ options eg. Tune-in, Spotify, KKBox
• But still many mentions of CD purchases of favourites
28
93
82
58
24
19
13
13
9
8
3
1
YouTube
PPS
iTunes
BitTorrent
Funshion
Fun 698
EYNY
EZTV
Megashare
The Pirate Bay
None of these
Movie and TV sources
82
29
12
9
8
7
6
1
2
1
5
Base: Movies/TV Active (580) X1A. Which of the following sites which have you heard about before? X3A. Which of the sites that you know of do you currently use (at least once in the past 3 months)?
Sites Heard about before
Currently Use
Igogoshare.com
29
Music sources
Base: Music Active (567) X1B. Which of the following sites which have you heard about before? X3B. Which of the sites that you know of do you currently use (at least once in the past 3 months)?
89
77
35
10
7
5
3
2
2
3
KKBox
Foxy
eMule
Spotify
Kuguo
Grooveshark
EYNY Forum
Ah Ben Forum
Kuaibo
None of these
27
15
8
4
2
3
1
1
1
52
Sites Heard about before
Currently Use
30
Discriminating between sources of content
Some ‘legal sources such as YouTube and KKBox fulfill many of these requirements – whilst legality is not a driver of choice, it is also not a barrier to choice.
FREE
Ease of use
Familiarity
Range of choice
Recency of content
Quality of content
“YouTube can quickly use keywords to search….convenient and fast” 18-24 Casual
“Funshion site, fast downloading speed and clear picture quality” 18-24 Casual
“Ah Ben Forum because they have regular updates with the latest music albums” 18-24 Persistent
“I’ve used KKBox for a long time” 18-24 Lapsed
“Downloaded from EYNY – there is a lot of drama series, movies and variety programmes in it” 18-24 Casual
31
The quality issue in Taiwan
• Unlike other markets pirated content is believed to require a compromise on quality
– Though free access and convenience (at home, unscheduled) are prioritised over quality by many
• Even the most frequent pirates recognise the quality compromise
– Chinese sites referenced
• The main driver for ceasing piracy articulated by the lapsed
If the quality gap is widened and overtly publicised then it will force a comparison between legal and illegal content in which legal will win (now)
“I prefer to pay because the quality is better” 18-24 Casual
“We're using the computer. If we want good quality we go to the cinema” 18-24 Lapsed
“It’s easier to differentiate for movies and TV – only if you are very picky about sound quality then you’d want licensed” 24-35 Casual
32
The appeal of streaming in Taiwan
• As in other markets streaming proving more popular
– Immediacy and convenience appeals
– Less perceived risk of viruses
• However, recognition that streaming may compromise quality for movies and TV
– If quality matters, then DDL
• Preference for opportunities to stream while downloading afforded by some sites
“I prefer to stream online and not download. It saves time and also you won’t get a virus” 18-24 Casual
“fun 698 is the most convenient I’ve seen so far. After you’ve finished watching it shows in yellow. I watch half of it today and fall asleep and I can watch the rest tomorrow” 18-24 Persistent
33
Streaming drives frequency of movie and TV piracy
BASE: Active N=690; Persistent N=196, Casual N=494 (all that indicated they have ever done above activity) N3: Please indicate how often you do each of these activities
15
42
0 13
38
0
18
56
0
21
60
0
23
21
24
23
25
22
24
20
26
23
15
28
42
26
51 40
22
50
45
18
57
40
19
51
20 11
25 24 15
28
13 6
17 16 6
21
Act
ive
Per
sist
ent
Cas
ual
Act
ive
Per
sist
ent
Cas
ual
Act
ive
Per
sist
ent
Cas
ual
Act
ive
Per
sist
ent
Cas
ual
Download a pirated movie from the internet
Download a pirated TV show 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 on the internet
At least once a week At least once a month Less often Don’t do nowadays
N=381 N=132 N=249 N=354 N=122 N=232 N=453 N=148 N=305 N=455 N=163 N=292
34
Music less defined by streaming / downloading
7
22
0
13
36
0
14
45
0
24
30
20
19
18
20
26
18
30
44
30
51
43
31
50
46
27
55
25 18
29 25 15
30
14 10 15
Active Persistent Casual Active Persistent Casual Active Persistent Casual
Downloaded a pirated music track from the internet
Streamed a pirated music track from the internet
Converted a YouTube clip to MP3 (music track)
At least once a week At least once a month Less often Don’t do nowadays
BASE: Active N=690; Persistent N=196, Casual N=494 (all that indicated they have ever done above activity) N3: Please indicate how often you do each of these activities
N=417 N=135 N=282 N=259 N=94 N=165 N=391 N=118 N=273
35
And persistent pirates love to share
7
23
0 8
21
0 12
32
0 14
34
0 8
27
0
12
13
12
16
16
16
21
25
18
22
21
22 14
17
13
41
28
46
39
30
45
44
17
60 36
27
43 44
24
51
40 36 42 37 33 39
23 26 22 28 18
35 34 32 36
Act
ive
Per
sist
ent
Cas
ual
Act
ive
Per
sist
ent
Cas
ual
Act
ive
Per
sist
ent
Cas
ual
Act
ive
Per
sist
ent
Cas
ual
Act
ive
Per
sist
ent
Cas
ual
Received pirated movies & TV shows from my
friends or family through a USB / portable hard
drive
Given pirated movies & TV shows to my friends
or family through a USB / portable hard drive
Received pirated movies & TV shows from my
friends or family through cloud storages
Given pirated movies & TV shows to my friends or family through cloud
storages
Watched a pirated movie or TV show that
my friend or family showed me
At least once a week At least once a month Less often Don’t do nowadays
BASE: Active N=690; Persistent N=196, Casual N=494 (all that indicated they have ever done above activity) N3: Please indicate how often you do each of these activities
N=328 N=98 N=230 N=239 N=91 N=148 N=183 N=69 N=114 N=133 N=56 N=77 N=431 N=121 N=310
36
Music sharing
7 21
0 8
21
0 10
27
0 14
31
0 8
27
0
15
17
14 12
13
12
21
21
21
20
21
19 16
19
15
33
21
39
44
38
47
36
27
42
38
26
49 38
23
45
45 41 47 36
28 41
33 25
37 28 22
32 38 31
40
Act
ive
Per
sist
ent
Cas
ual
Act
ive
Per
sist
ent
Cas
ual
Act
ive
Per
sist
ent
Cas
ual
Act
ive
Per
sist
ent
Cas
ual
Act
ive
Per
sist
ent
Cas
ual
Received pirated music from my friends or family through a USB / portable
hard drive
Given pirated music to my friends or family
through a USB / portable hard drive
Received pirated music from my friends or family through cloud storages
Given pirated music to my friends or family
through cloud storages
Listened to a pirated music track that my
friends or family played for me
At least once a week At least once a month Less often Don’t do nowadays
BASE: Active N=690; Persistent N=196, Casual N=494 (all that indicated they have ever done above activity) N3: Please indicate how often you do each of these activities
N=317 N=101 N=216 N=243 N=89 N=154 N=174 N=67 N=107 N=137 N=62 N=75 N=374 N=112 N=262
37
19 26 28 28 15
24 16 24 20 26 15 23
8 16 16
33
5 9
3
13 10
25
2
9
-59 -44 -43
-33
-65 -50
-66 -47 -55
-38
-68 -50
Active movies/TV (N=580)
Active movies/TV (N=367)
Persistent pirates (n=162)
Persistent pirates (n=118)
Casual pirates
(N=418)
Casual pirates
(N=237)
Active Music
(N=567)
Active Music
(N=322)
Persistent pirates (N=93)
Persistent pirates (N=88)
Casual pirates
(N=474)
Casual pirates
(N=233)
%
Less often these days
More often these days About the same as 12 months ago
TW SG TW SG TW SG TW SG TW SG TW SG
Buying or watching pirated movies or TV Shows
Buying or listening to pirated music
N7(b)/N8(b): Compared with 12 months ago, would you say you are now buying or watching/listening to pirated ….movies or TV shows/music?
However, pirates do not feel their frequency rates are increasing at the rate experienced in Singapore
On average 14% of population cannot say if they are doing more, less or the same as 12 months ago for movies/TV shows. For music this is 15% of the population. SG: 14% for movies/tv shows, 10% for Music
Evidence for saturation?
38
Influences on location
• Home preferred – Where the need and opportunity exist
most strongly to pirate – A ‘safe environment’ where any question
of legality is removed for many
• The concern for pirating at work or school reveals the underlying knowledge that piracy is not desirable / legal
– Fear of detection is greater
• Music is slightly different – Sourced at home does not mean
listened to at home
In diaries, almost all consumption of pirated content took place in the home, in the evening
“At school we do correct stuff. We don’t do this sort of thing at school” 18-24 Persistent
“At home you just watch it quietly. Nothing happens” 18-24 Persistent
“At work, it’s more of a public space. I think the government is more likely to check…you’re easy to find and more likely to become a target.” 18-24 Persistent
39
Movie/TV show piracy location
BASE: PERSISTENT MOVIES/TV PIRATES N=162; CASUAL MOVIES/TV PIRATES N=418 N8A2. How often you download or stream pirated music tracks from each of the following sources
28 60
13 7 17
2 3 9
0 5
13
1
23
18
26
8
10
7 7
10
6 4
7
3
44 19 55
24 17
27
18
18
18 18
16
19
5 3
6 61 56 64 72 63 76 73 64 77
Act
ive
Per
sist
ent
Cas
ual
Act
ive
Per
sist
ent
Cas
ual
Act
ive
Per
sist
ent
Cas
ual
Act
ive
Per
sist
ent
Cas
ual
Home Work Somewhere else On the go
At least once a week At least once a month Less often Don’t do nowadays
40
Music show piracy location
BASE: PERSISTENT MOVIES/TV PIRATES N=162; CASUAL MOVIES/TV PIRATES N=418 N8A2. How often you download or stream pirated music tracks from each of the following sources
21 45
11 6 13
3 4 11
1 5
13
2
22
22
23
9
15
6 6
8
4 5
7
5
49 28 57
27
24
29
20
22
20 20
22
19
8 5 9 58 48 62 70 59 75 70 58 74
Act
ive
Per
sist
ent
Cas
ual
Act
ive
Per
sist
ent
Cas
ual
Act
ive
Per
sist
ent
Cas
ual
Act
ive
Per
sist
ent
Cas
ual
Home Work Somewhere else On the go
At least once a week At least once a month Less often Don’t do nowadays
41
5. PIRATES ON PIRACY – KNOWLEDGE AND ATTITUDES
42
Pirates know what piracy is
“It’s called breaking the law” [laughter] “It’s called getting something for free” “It’s called infringement of property rights” PERSISTENT PIRATES 18-24
“Without the permission of the movie company or the music company before it is released you can already view it and listen to it. If you haven’t paid for it and view it without paying” CASUAL PIRATE 25-34
“Watching movies for free that you should have paid for. Without permission you acquire things that the ownership rights belong to others” CASUAL PIRATE 25-34
“It’s using without the permission of the original creator” CASUAL PIRATE 18-24
43
The role of legality
• Illegality is not a spontaneous differentiator of sources – Nor one that currently drives choice – But sources CAN be differentiated on this basis by pirates
• ‘Licensed’ vs ‘unlicensed’ is the commonly used terminology – Which perhaps shows a greater understanding of the issue,
and a means of distancing their behaviour from the term ‘illegal’
44
17 17 3 5 6 8
17 21 18 19 3 5 13 17
-64 -55
-88 -78 -77 -69 -62
-48 -61 -53
-87 -77
-56 -46
-19 -28
-9 -17 -17
-23 -21
-31 -21
-28
-10 -18
-31 -37
TW SG TW SG TW SG TW SG TW SG TW SG TW SG
Most activities are considered illegal
Legal
BASE: Total sample Taiwan N=1200 N4: For each of the following, please indicate if you think it is legal, illegal or if you don’t know.
Can’t say
Illegal
Using file sharing software to
download and watch pirated movies or TV
shows from the internet without
paying, for personal use
Using file sharing software to
download and watch pirated movies
or TV shows from the internet without
paying, and then selling copies of it to
others
Using file sharing software to
download and watch pirated movies
or TV shows from the internet without paying, then giving
copies to, or sharing them with your
friends
Using a website to stream pirated
movies or TV shows on the internet for
personal use
Using file sharing software to
download and listen to pirated music tracks without
paying, for personal use
Using file sharing software to
download and listen to pirated
music tracks without paying and then selling copies
of it to others
Watching a pirated movie or TV show that someone else has downloaded
45
23 11 7 4 1 2 8 4 3
23 10 8
24 11 8 5 1 2
18 7 5
-57 -73 -75
-87 -93 -86 -74
-83 -81
-54 -72 -75
-52 -72 -74
-86 -92 -87
-46 -63
-73
-20
-16 -18 -9
-6 -12
-18 -13 -16
-23
-18 -17
-24
-17 -18 -9
-7 -11
-36
-30 -22
Personal use of pirated material the source of some confusion – the active give themselves the chance to rationalise
Legal
Can’t say
Illegal
Using file sharing software to
download and watch pirated movies or TV
shows from the internet without
paying, for personal use
Using file sharing software to
download and watch pirated movies
or TV shows from the internet without
paying, and then selling copies of it to
others
Using file sharing software to
download and watch pirated movies
or TV shows from the internet without paying, then giving
copies to, or sharing them with your
friends
Using a website to stream pirated
movies or TV shows on the internet for
personal use
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
BASE: Lapsed=188; Non-Pirates N=322 N4: For each of the following, please indicate if you think it is legal, illegal or if you don’t know.
Active Lapsed Non- Pirates
Active Lapsed Non- Pirates
Active Lapsed Non- Pirates
Active Lapsed Non- Pirates
Active Lapsed Non- Pirates
Active Lapsed Non- Pirates
Active Lapsed Non- Pirates
46
Piracy is stealing
• Taiwanese pirates were clear that piracy is a form of theft
– But this is not a huge concern
• As in other markets there is no real fear of enforcement and penalty
• A feeling that online they can do what they choose (though paradoxically they want others to be restricted)
• Some reconcile their activity with this perception
– They are consumers of pirated content – They are not stealing, just consuming
stolen goods – In their own minds – what they do is not
that bad
“We look out for our own interests. They are not very efficient at catching those who engage in piracy. Everyone is doing it anyway” 18-24 Casual
“Just block viruses and nothing else. Anything that harms my interests. Block it” 18-24 Persistent
47
The highest level of agreement in any market to date
81 78 84 83 69
80 81 86 86 80 84 80 82 84 80
-11 -13 -8 -9 -17 -11 -13 -8 -8 -12 -10 -14 -12 -7 -9
TOTAL Male Female 18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 Persistent Casual Lapsed Non pirates
%
T2B B2B
BASE: Total sample N=1200. N5: Please indicate how much you agree or disagree with the following statement..
Pirating creative content is stealing/theft
48
They can identify pirated content
• Broad rule of thumb offered by pirating groups is online illegal, offline legal
– Perhaps more demonstrative of their habits than the reality
• Other markers readily identified: – Payment - quality - availability – Simplified chinese characters – recency of release – high
risk ads
• Pirates know when they are pirating – Little suggestion of confusion with pirates who identify
themselves as pirates – However, confusion offered as an ‘excuse’ and may be a
reality for those who do not identify themselves as pirates
“[you can tell it is pirated by:] Whether you’ve paid for it or not and whether you see sex ads or not” 24-35 Casual
“If you want to watch a legal film you go to the cinema. Everything basically online is pirated” 18-24 Persistent
“If you have to pay then it’s licensed. There is usually a disclaimer at the bottom, if it’s licensed they will say that. If it’s not then they won’t say anything” 18-24 Persistent
As the quality of pirated content in Taiwan improves, pirated content will be less easily differentiated – certainly for non-pirates
49
Identifying pirated content
53
47
41
41
26
22
The music tracks tends to be poor quality
It's free
There is content not yet available in the music stores
Most online sources are illegal
There is content not yet available on iTunes or similar
paid-websites
There is a wide choice available
Base: Movies/TV Active (580) / Music Active (567) X5A. Which of the following indicate that the movie/TV content is likely pirated (illegal)? X5B. Which of the following indicate that the music content is likely pirated (illegal)?
Music pirated illegal
66
64
57
43
36
33
There is content not yet available in the cinemas
The movie / show tends to be poor quality
Subtitles are in simplified Chinese characters
It's free
Most online sources are illegal
Voice overs have a non-Taiwanese accent
Movie/TV pirated illegal
50
Piracy damages
• The Taiwanese pirates were informed about the potential impact of piracy on individuals, industry and Taiwanese creativity
– Again, an impact they manage to uncouple from their behaviour
• The potential personal damage, or impact on viewing experience does resonate more strongly
“Box office incomes will drop. Viewership rates will drop. They will earn less money. Advertisers will invest less money” 18-24 Persistent
“The movie companies are [most affected] and that affects a whole range of people under them” 18-24 Casual
“If the market keeps shrinking then the Taiwan celebrities will go outside… when I go to China the programmes are better than Taiwan” 25-34 Casual
“[Piracy leads to] a place where there are no good creations anymore. Creators will no longer have the passion to create content” 18-24 Casual
“If you get caught you have to bear legal responsibility” Lapsed
“The bigger problem is being sued by the original creator” 25-34 Casual
51
It’s damaging
It damages Taiwan’s creative
industries
74 72 79 75
-15 -18 -10 -10 %
Top 2 Box Bottom 2 Box
It creates financial losses to the
creative industries in Taiwan
73 71 78 75
-15 -19 -10 -11 %
It creates job losses in creative
industries in Taiwan
69 67 73 71
-18 -22 -13 -14 %
It damages Taiwanese moral
values
71 69 78 73
-17 -21 -11 -11
TOTAL Active Lapsed Non-pirates
%
52
But pirates fail to own their involvement in the issue
“I am participating but I don’t care” 18-24 Casual
“Yes I’m participating but I’m not breaking the law…we’re indirect participants. We’re second hand but not first hand. On the boundary line. It doesn’t count” 18-24 Casual
“I use piracy but I don’t do piracy” 18-24 Persistent
[Sharing pirated content] “if you don’t give it it’s not illegal. We [receiving] are the victim” 18-24 Persistent
I don’t think I contribute to the problem of piracy
50 48 43 50 52
-34 -38 -45 -35 -29
TOTAL Active Persistent Casual Non-Active
%
Top 2 Box Bottom 2 Box
Able to justify their actions to themselves – consciously distance their behaviour from their knowledge
53
6. DRIVERS OF CHOICE
54
What pirates say influences their behaviour
“Sometimes I look online and it’s already in the US but not Taiwan so I go and look for it” 24-35 Casual
“It’s free and you can even make money out of it” 18-24 Persistent
Free and
available
Unwillingness to wait
Lack of legal options
55
Reasons Active pirates watch pirated movies & TV shows (spontaneous)
36
20
8
9
3
9
8
16
7
Free/ Cost less money
Convenient
Fast to get
I just want to watch/Try out
It's for personal use only
Not available in TW
Catch up on missed TV show/movie
Other
No answer
BASE: SAMPLE N=580 N6c Which of these, if any, are reasons why you watch pirated movies or TV shows ? (open ended question, multiple response)
56
Reasons Active pirates download and listen to illegally obtained music (spontaneous)
47
15
5
8
3
4
8
12
10
Free/ Cost less money
Convenient
Fast to get
I just want to listen to music/Try out
It is for personal use only
Not available in TW
I only like one or a few songs of the album
Other answer
No answer
BASE: SAMPLE N=567 N7d What are your main reasons for downloading or streaming pirated music? (open ended question, multiple response)
57
Reasons for watching pirated movies & TV shows
59
64
90
44
83
48
25
55
55
54
89
48
70
48
18
46
I look for a movie legally online first but I can’t find it
I look for the TV show series legally online first but I can’t find it
Because it’s free
I prefer to sample a TV show series or movie first and then I will pay for it
I want to get it as soon as possible
I’m not aware of any alternatives
I choose to download a pirated version to avoid censorship
Because there are no enforced laws in place to stop me
Persistent Pirates Casual Pirates
BASE: SAMPLE N=580 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
58
Most agree there are sufficient op,ons to legally obtain…
.. and watch TV shows, (eg. via
legal sites, iTunes and through set
top boxes)
72 72 77 71
-16 -19 -12 -12 %
Top 2 Box Bottom 2 Box
.. and watch movies (eg. via legal websites,
iTunes and through set top
boxes)
61 63 63 57
-27 -28 -21 -27 %
.. and listen to music (eg. via legal websites, KKBox, Spotify)
74 73 78 75
-17 -20 -12 -13
TOTAL Active Lapsed Non-pirates
%
59
Unconscious and unspoken influences
37 36 38 40 38 41 37 33 38 32 35 48 37 35 30
-47 -48 -46 -42 -42 -41 -50 -51 -50 -50 -56 -39 -48 -46 -51
TOTAL Male Female 18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 Persistent Casual Lapsed Non pirates
%
T2B B2B
Self interest Impulse and habit
A risk worth taking
Get what I want when I want it
Pleasure vs risk of virus or detection
Unchecked and ingrained
If you do it, the chance you will
get caught is very small
60
7. NEXT STEPS FOR THE NETIZENS OF TAIWAN
61
Legal content Pirated content
PROS
Current considerations for consumers of online content
• Free • Easy to access • Recent content • Personal control over schedule
• Safer • Good quality • Legal • Supporting artists and their industry
Currently no active preference for legal content for majority of pirates
CONS
• Danger of viruses and exposure • Poor quality • Illegal • Damaging to artists and industry
• Costly • Perceived to be harder to find • Older content • Controlled release
62
Adored in Taiwan by
pirates - meets all needs
FREE
RECENT CONTENT
INSTANT QUALITY
ADDED VALUE
EASY TO USE
Legal can be very successful
“Simple but sophisticated” 25-34 Casual
“Many activities – a singer may go online and play their favourite songs or open a chat room” 25-34 Casual
But not enough to prevent use of other illegal sources
CONVENIENT
“If KKbox had movies then I think it might stop [Piracy]” 25-34 Casual
63
How consumers claim their behaviour has been influenced…
52 70 77 71
49 67 73 75 76
65 63
I’m worried about being caught
Pirated movies and TV shows
are poor quality
I’m worried about getting viruses on
my computer
I’m worried about being victim of scams, fraud or
identity theft
It takes too long to download off
the internet
After thinking about it I have
actively decided not to do it
There are more legal options available so I don’t need to
I am more aware of the negative
consequences of piracy
Because it’s the wrong thing to do
I don’t have time to search for
pirated content
Because I watch less movies and
TV shows nowadays
REASONS BUY / WATCH PIRATED MOVIE/TV SHOWS NO LONGER AMONGST LAPSED PIRATES (%)
54
78 70
48
70 78 75 80
68 65
I’m worried about being caught
I’m worried about getting viruses on
my computer
I’m worried about being victim of scams, fraud or
identity theft
It takes too long to download off the
internet
After thinking about it I have actively
decided not to do it
There are more legal options
available so I don’t need to
I am more aware of the negative
consequences of piracy
Because it’s the wrong thing to do
I don’t have time to search for pirated
content
Because I listen to less music nowadays
REASONS NO LONGER LISTEN TO PIRATED MUSIC AMONGST LAPSED PIRATES (%)
Fear
Guilt
Opportunity
64
Social Acceptability/Impact
Personal Attitude/Knowledge/Experience
Environmental Access + Opportunity
Conditions for change
Potential influences on piracy behaviour
Behavioural Goal: Decrease consumption of illegal content Increase access and consumption of legal content
1. Fewer pirated sites 2. More legal options
1. Ownership of behaviour + connection with beliefs
2. Awareness of legal alternative 3. Positive legal experience vs
illegal
1. Piracy not a social norm 2. Concern for future of
industry + employees
Agents of change
Legislation: restrict access to illegal sites Investment: quality legal alternatives
Communication: negative associations, quality legal experiences Education: role of legal Investment: promotion of legal alternatives
Legislation: to restrict access and marginalise behaviour Communication/Education: impact of actions on others
Responsibility • Government/ courts • Industry
• Industry • Community
• Government/ courts • Industry • Community
Behavioural influences
65
Legislative agents of change
• In Taiwan, internet law enforcement is known and accepted as a means of protecting netizens
• Whilst likelihood of getting caught is not perceived to be high – enforcement of laws once caught are credible
“In Taiwan I think they have a special police for IP rights. They use the IP address” 18-24 Persistent
“If you do something online today, if it’s downloading content then nobody will find you. But if it’s something else you’ll get caught straightway – like scamming” 18-24 Lapsed
14 15 13 11 11 24 16 10 11 15 11
-71 -72 -71 -73 -70 -62 -75 -76 -76 -68 -75
TOTAL Active Non-Active
18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59
%
Top 2 Box Bottom 2 Box
If you do get caught, nothing
much will happen to you
66
Which would be most effective?
Legislative agents of change considered effective
BASE: Total sample N=1200. D13. Which of the following measures do you think would be the most effective in reducing illegal download behaviour
30
17
17
10
8
5
4
4
3
2
Blocking of sites that profit from pirated content
Proof that downloading pirated content heightens exposure to viruses or other malware on your computer
A guaranteed fine or penalty
Evidence that piracy sites expose children to high risk advertising such as graphic sexual ads, malware ads or
Knowing someone who has been caught and fined
Your ISP slows down (throttles) your service if you are downloading excessively
ISP disconnects your service if you are downloading excessively
A warning letter from your ISP
A official visit from a copyright infringement official
Knowing someone who has been caught
%
67
And supported – by pirates and non pirates
BASE: Total sample N=1200. N5: Please indicate how much you agree or disagree with the following statement..
67 63 72 55 50 61 69 74 75 78 74
-20 -25 -13 -29 -32 -23 -21 -14 -14 -8 -14
TOTAL Active Non-Active
18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59
%
Top 2 Box Bottom 2 Box The internet
requires more regulation to
prevent individuals from downloading or
streaming pirated content
63 61 67 55 51 59 62 67 72 73 73
-20 -23 -16 -23 -29 -23 -27 -16 -15 -14 -15
TOTAL Active Non-Active
18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59
%
Taiwan’s courts should be
allowed to decide to block overseas
websites that profit from pirated
content
68
How do Taiwan netizens view regulation and blocking?
• Regulation already expected and accepted for online protection in Taiwan
• Blocking of pirated content considered inconvenient and irritating but life will go on
“I’ve no idea if Taiwan’s internet is regulated or not. It probably is but we don’t feel it!!” 18-24 Persistent
“We’re not supposed to be doing it.. So what can I do. I’d feel it’s none of your damn business” 18-24 Casual
“Some people would complain. We won’t” 24-35 Casual
“I’d feel, Oh it’s blocked! Disappointed but accept it. Nothing we can do about it. All we can do is go to the cinema” 18-24 Casual
The apathy that relates to the pirating of movies extends for many to the restriction of access
69
Awareness of the TIPO 2013: The proposed blockade of foreign websites infringing
copyrights in Taiwan
Of those who had heard – most could not remember what TIPO 2013 was about – of all respondents less than 1% mentioned restriction of internet freedom
Low recall of TIPO blocking announcement
10
90
Yes
No
Base: Taiwan (1200) D14. Are you aware of the TIPO 2013 The proposed blockade of foreign websites infringing copyrights in Taiwan?
70
Communication and education as agents of change
The opportunity to highlight the negative experience of piracy
Safety of children online
Viruses Personal exposure
(hacking, trolling etc)
High risk advertising
71
Pirates admit exposure to high risk advertising
65
40
39
38
26
15
Sex industry advertisements
Online gambling advertisements
Scam advertisements (e.g. Weight loss)
Software and \ or anti-virus advertisements
Other advertisements
None \ can’t say
44
6
9
21
Base: Taiwan (878) N13. When viewing websites where you can access pirated content, what kind of ads or pop-ups do you see, even if only a little, on these websites + N14. Which of these types of ads do you see the most on websites where you can access pirated content
Most seen %
10
10
72
Lack of parental awareness and control
68
58
54
46
43
41
My child can be exposed to high risk advertisements (eg sex,
gambling, scam advertisements etc.)
My child can become the target for scams or fraud
The computer can get infected with viruses
The computer can be hacked
My child’s personal details can be stolen
Downloading / watching Illegal movie, TV and music content
11
71
18
Yes No Don't know
Base: Children at home (513) D12A. Do your children download or stream illegal content from the internet? D12B. What are your main concerns when your child goes online?
Children download or stream illegal content
from the internet
Main concerns when your child goes online
73
Responsibility for preventing piracy?
65
59
49
41
34
24
21
12
Individuals - by choosing not to buy or watch pirated material
Internet service providers
The government
Search engines (Google, Yahoo!, Baidu etc.)
The movie, TV and music industries
Schools & universities
The courts
I do not know who is responsible for limiting piracy online
35
20
12
6
4
1
1
21
BASE: ALL SAMPLE N=1200; N12A. Which of the following, if any, do you personally think has a role to play in preventing online piracy? + N12B. And which one of these do you think has the biggest role to play in preventing online piracy?
Biggest role %
74
Social Acceptability/Impact
Personal Attitude/Knowledge/Experience
Environmental Access + Opportunity
Conditions for change
What could influence Taiwan netizens change in behaviour?
Behavioural Goal: Decrease consumption of illegal content Increase access and consumption of legal content
1. Fewer pirated sites 2. More legal options
1. Ownership of behaviour + connection with beliefs
2. Awareness of legal alternative 3. Positive legal experience vs
illegal
1. Piracy not a social norm 2. Concern for future of
industry + employees
Agents of change
Legislation: restrict access to illegal sites Investment: quality legal alternatives
Communication: negative associations, quality legal experiences Education: role of legal Investment: promotion of legal alternatives
Legislation: to restrict access and marginalise behaviour Communication/Education: impact of actions on others
Responsibility • Government/ courts • Industry
• Industry • Community
• Government/ courts • Industry • Community
Behavioural influences