Exploring Online Piracy Behaviour and Attitudes in Taiwan

Project Cate Exploring online piracy behaviour and attitudes in Taiwan

12th June 2014

Contents •

Methodology

•

Love and Fear Online

•

Entertainment

•

Defining the Pirates

•

Pirates’ Online Behaviour

•

Pirates on Piracy : Knowledge and Attitudes

•

Drivers of Choice

•

Next Steps for the Netizens of Taiwan

3

Methodology

Qualitative Discussion Groups

Online quantitative research

March 16-17th 2014

23rd April – 8th May 2014

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

• 1200 respondents aged 18-59 • Up-weighted to be representative of total population • Participation anonymous

4

1. LOVE AND FEAR ONLINE

5

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”

“Whatever you need to search you can. You don’t need to find it out yourself”

“Convenience is key – my time is more of a premium”

18-24 Persistent

18-24 Persistent

25-34 Casual

Source: Internetworldstats.com

75%

Over of the population online

6

Socialising online a prominent pastime Average time spent in hours Reading news

Emailing

Social Media

Searching information

Listen to music

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

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

2.58

2.37

1.69

1.49

1.28

1.18

1.03

1.47

1.65

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

1.93

1.76

1.06

1.02

0.97

0.77

0.87

1.00

30-34

35-39

40-44

45-49

50-54

55-59

1.19

TOTAL

18-24

25-29

Base: ALL Taiwan (1200) A2. On average day on the internet what activities do you usually do and how long?

7

Watching videos peaking amongst younger online users Average time spent in hours Watching videos

Searching music to download Searching movies/TV to download

Playing games

Other

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

0.41

0.62

0.44

0.46

TOTAL

18-24

25-29

30-34

0.29 35-39

40-44

45-49

50-54

55-59

Base: ALL Taiwan (1200) A2. On average day on the internet what activities do you usually do and how long?

8

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

“It reduces contact between people, physical conversation is less” 18-24 Pirate

“You plan on being there for half an hour and you realise you’ve spent 3 hours!” 18-24 Lapsed

“I say who is your girlfriend? Me or the phone?!” 25-34 Casual

“Some people go crazy on the internet. Start false rumours and talk nonsense” 18-24 Lapsed

“What I hate is unfounded criticism”

“I don’t like it when you shop some of the things and they’re fake”

18-24 Casual

18-24 Persistent

This is more pronounced than witnessed in qualitative research in other markets

9

Viruses the number one concern Main concerns when going online

My computer can get infected with viruses

81

My personal details can be stolen

76

My computer can be hacked

70

I can be the target for scams

50

I may get into trouble for downloading / watching pirated movies, TV shows or music

37

My computer can be used for piracy activities

34

Rumours and gossip can be spread about me or by using my computer

25

I can be exposed to porn

25

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?

16 6

10

Exposure to inappropriate content a worry for parents Main concerns when your child goes online

My child can be exposed to high risk advertisements (eg sex, gambling, scam advertisements etc.)

68

My child can become the target for scams or fraud

58

The computer can get infected with viruses

54

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?

46

43

41

11

2. ENTERTAINMENT

12

Actively enjoying film, TV and music

Global content mentioned and consumed by pirates

Cinema remains popular but online on an equal footing

Tai pop

Those who admit to being pirates, and those who don’t, are active online viewers of movie and TV

Mandopop

13

As a population, avid consumers of movie, TV and music More than once a week

Once a week

Every 2-3 weeks

Once a month

I have purchased an USB/hard drive containing a number of movies/TV 23 3 4 shows or music Upload a clip of a movie or TV show I’ve seen to Facebook or YouTube so I can share it with others Use a VPN to access movies and TV shows overseas that are not yet available in Taiwan Use a USB / portable hard drive or cloud storage to share music with friends and family Use a USB / portable hard drive or cloud storage to share movies and TV shows with friends and family Convert a YouTube clip to MP3 (music track)

25 subscription TV such as Chunghwa

Buy a pay-per-view movie on pay MOD,(i.e. where you pay a fee to watch a particular movie)

10

19 7

8

29

34

14

4

67

5

5

7

7

32

39

5

5

6

5

8

31

41

4

7

106

6

7

3 3 3 4

Download a TV show (episode) online for free

12

28

9

9

8

8

8

26

9

9

9

Download a movie online for free

14

11

10

Purchase a music track online

2323

19

Purchase a TV show (episode) online

2 3 22

Purchase a movie online

2323

28 9

26

4 31

4

31

4

28

11

32

4

18

67

14

4

70

8

20 17

4 4

73

16

3 4 3 3

5

68

15

3 4

41

15

Stream a movie online for free

Base: Total sample N=1200 A3: Please indicate how often, if ever, you do each of the following?

4

5

13

Rent a movie or TV show online

Can’t say

Never

65

8

3 4 3 4

Stream a TV show (episode) online for free

See a movie at the cinema

Less often

48

4 11

66

6 4

14

3. DEFINING THE PIRATES

15

Definitions for Taiwan

Active Have consumed pirated material in last 12 months

Non-Active

Persistent

Casual

Lapsed

Non-pirates

Pirate at least weekly

Pirate monthly, more or less often but not as frequently as weekly

Say they have not consumed pirated content for at least 12 months

Say they have never consumed pirated content

DIY

Share Only

DIY and share

Download or stream pirated content but don’t share

Share pirated content only. Do not download/ stream

Both download / stream and share pirated content

16

Definitions for Taiwan

Active Have consumed pirated material in last 12 months

Non-Active

Persistent

Casual

Lapsed

Non-pirates

Pirate at least weekly

Pirate monthly, more or less often but not as frequently as weekly

Say they have not consumed pirated content for at least 12 months

Say they have never consumed pirated content

DIY

Share Only

DIY and share

Other sub segments will be highlighted where appropriate – all segments data is available for music only and movies/TV only 17

Nearly ¾ of Taiwan’s population have participated in piracy Ever done any piracy

25

10

27 Ever (any) Never (all)

21

73

Base: Total sample N=1200

18

Current activity levels are high Ever done any piracy

25

10

27

16 Lapsed Active Never done any

21

57

Base: Total sample N=1200

19

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

10

25

35

16

35

49

Base: Total sample N=1200

Ever done any music piracy

21 Lapsed

18

48 Lapsed

Active

Active

Never done any

Never done any

20

In comparison with Singapore, involvement is still high Ever done any movie / TV show piracy

Ever done any music piracy

10

25

10 50 39

41 21

16 43

Base: Total sample N=1200 NB. Only using piracy activities that appear in both Singapore and Taiwan research

40

18 42

49

11 39

21

More than half of all active pirates download and share Active pirates

10

25

DIY

54

40

Sharers Both

21

6

Base: Total sample N=690 ( breakdown of Active pirates base )

22

Segment sizes

Active

Non-Active

57%

43%

Persistent

Casual

Lapsed

Non-pirates

16%

41%

16%

27%

DIY 54%

Share 6%

Both 40%

23

Segment profiles

Active

Non-Active

57%

43%

Skewed towards: younger

Skewed towards: older, married, slightly lower level of education

Casual

Lapsed

16%

41%

16%

27%

younger, female, student/part-time, single, SES B

slightly younger and male, higher education

middle aged, female, mid-level education, joint account holder

older, male, single, lower education, SES C

Persistent

DIY 54%

Share 6%

Both 40%

female, parttime, single

older, female, married, heavily skewed full-time workers, SES A

younger, male, student, single, higher education

Non-pirates

24

4. PIRATES’ ONLINE BEHAVIOUR

25

Triggers to view / listen

Entertainment

TV shows

Music

Movies

More sociable

Solus

Social or solus

“I have wanted to watch this animation for a long time” 18-24 Persistent

Boredom relief

“Just to kill travelling time” 18-24 Casual

Relaxation

“listening to different singers…helps relax oneself” 18-24 Persistent

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

Information

26

What fits, not what’s legal

Legal

Illegal

• Focus Group diaries revealed high consumption of TV by pirates

• Pirated sources accessed more for solus, unplanned viewing on computer

– Habitual viewing (especially News) – Social viewing – Popular content

• Western content mentioned frequently

For MUSIC

• Predominantly ‘freemium’ options eg. Tune-in, Spotify, KKBox • But still many mentions of CD purchases of favourites

In Taiwan, for pirates, legal and illegal coexist

27

Movie and TV sources Sites Heard about before YouTube

93

PPS

82

82

iTunes

29

58

BitTorrent

12

24

Funshion

Igogoshare.com

Currently Use

9

19

8

Fun 698

13

7

EYNY

13

6

EZTV

9

1

Megashare

8

2

The Pirate Bay

3

None of these

1

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)?28

Music sources Sites Heard about before

KKBox

Currently Use

89

Foxy

27

77

eMule

15

35

8

Spotify

10

4

Kuguo

7

2

Grooveshark

5

3

EYNY Forum

3

1

Ah Ben Forum

2

1

Kuaibo

2

1

None of these

3

52

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)?29

Discriminating between sources 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

Ease of use

Quality of content

Familiarity

FREE

Recency of content

Range of choice

“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

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. 30

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

•

“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

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) 31

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

“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

– If quality matters, then DDL

•

Preference for opportunities to stream while downloading afforded by some sites

32

Streaming drives frequency of movie and TV piracy At least once a week

11

13

15 25

24

26

28

16

21 19

20

15 51

50

23

42

40 57

25

51

24

23

56

60

38

Download a pirated movie from the internet

Download a pirated TV show from the internet

N=381

N=354

N=249

N=122

N=232

0

Casual

0

Persistent

Casual

Persistent

Active

Casual

0

28

21

Active

13 0

26 18

Active

15

22

Casual

24

Persistent

6 17

40

23

Active

6

22

42

N=132

Don’t do nowadays

18

45 21

Less often

Persistent

20

At least once a month

Use a website to stream Use a website to stream and watch a pirated movie and watch a pirated TV on the internet show on the internet N=453

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=148

N=305

N=455

N=163

N=292

33

Music less defined by streaming / downloading At least once a week

At least once a month

14

15

18

25

Less often

29

25

Don’t do nowadays

10

15

30

27 31

30

46 55 18

43

44 51

18

50

30 26 19 24

45 36

22

30

20

20 13

7

0

Active

Persistent

Casual

Downloaded a pirated music track from the internet N=417

N=135

N=282

14

0

Active

Persistent

Casual

Streamed a pirated music track from the internet N=259

N=94

N=165

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

0

Active

Persistent

Casual

Converted a YouTube clip to MP3 (music track) N=391

N=118

N=273

34

And persistent pirates love to share At least once a month

42

37

33

18 28

35

39

44

30

60

46 16 16

18

12

22

14

Casual

Persistent

0

Active

Active

16

0

Persistent

8

Casual

Persistent

Active

12 0

34

32 21

Casual

23

0

Received pirated movies Given pirated movies & Received pirated movies Given pirated movies & & TV shows from my TV shows to my friends & TV shows from my TV shows to my friends friends or family through or family through a USB / friends or family through or family through cloud a USB / portable hard portable hard drive cloud storages storages drive N=328

N=98

N=230

44

N=239

N=91

N=148

N=183

51

22

21

7

43

17

Persistent

13

12

21

45

Active

41

36

24

36 25

39

32

27

17 28

34

N=69

N=114

N=133

N=56

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=77

14

27 13 0

8

Active

36

22

Casual

40

26

Don’t do nowadays

Casual

23

Less often

Persistent

At least once a week

Watched a pirated movie or TV show that my friend or family showed me N=431

N=121

N=310

35

Music sharing

28

13

19

14

Casual

0

Persistent

16

31 21

10

Active

12 0

8

Casual

Casual

27

21

Persistent

14 0

Persistent

Active

7

12

Active

21

38 45

20

21 15

49

19

0

Active

17

21

21

47

40

23 42

39

31

38

44

33

38

26

36

21

32

37

27 38

22

27 15

8

0

Casual

47

25

Persistent

41

33

Don’t do nowadays

Active

28

Less often

Casual

45

41

36

At least once a month

Persistent

At least once a week

Received pirated music Given pirated music to Received pirated music Given pirated music to Listened to a pirated from my friends or family my friends or family from my friends or family my friends or family music track that my through a USB / portable through a USB / portable through cloud storages through cloud storages friends or family played hard drive hard drive for me N=317

N=101

N=216

N=243

N=89

N=154

N=174

N=67

N=107

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=137

N=62

N=75

N=374

N=112

N=262

36

However, pirates do not feel their frequency rates are increasing at the rate experienced in Singapore Buying or watching pirated movies or TV Shows More often these days

Buying or listening to pirated music

33 16

About the same as 12 months ago

Less often these days

26

28

-44

-43

28

5 15

24

3 16

24

-47

-50 -65

-66

9

10 20

-33

-59

%

13

9

8 19

25

16

26

2 15

-38

23

-50

-55

-68

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)

TW

SG

TW

SG

TW

SG

TW

SG

TW

SG

TW

SG

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? 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?

37

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

“At home you just watch it quietly. Nothing happens” 18-24 Persistent “At school we do correct stuff. We don’t do this sort of thing at school” 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

In diaries, almost all consumption of pirated content took place in the home, in the evening 38

Movie/TV show piracy location At least once a week

5

44

3

19

6

61

At least once a month

56

64

72

Less often

63

76

Don’t do nowadays

73

64

77

55

18

23

17

Home

Work

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

18 7

3

Somewhere else

6 0

4 5

19

13 3 1

Casual

2

9

Active

7

Casual

7

Persistent

18 10

17

Persistent

8 7

Active

Casual

Persistent

13

Active

18

10

16

Casual

28

18

27

60

Persistent

24

Active

26

On the go

39

Music show piracy location

8

49

At least once a week

At least once a month

5

48

28

9

58

62

70

Less often

59

75

Don’t do nowadays

70

58

74

57

22

24

20

15

21

Home

Work

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

Somewhere else

4 1

5 5

Active

11

6 4

Active

6 3

Casual

13

19 7

8

Persistent

Active

Casual

Persistent

Active

11

9 6

20 20

Casual

45

13 5 2

Casual

23

22

22

29

Persistent

27

Persistent

22

On the go

40

5. PIRATES ON PIRACY – KNOWLEDGE AND ATTITUDES

41

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”

“Watching movies for free that you should have paid for. Without permission you acquire things that the ownership rights belong to others”

“It’s using without the permission of the original creator”

“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”

PERSISTENT PIRATES 18-24

CASUAL PIRATE 25-34

CASUAL PIRATE 18-24

CASUAL PIRATE 25-34

42

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’

43

Most activities are considered illegal

Legal

17

17 3

5

6

8

17

21

18

19 3

5

13

17

Illegal -64

-48

-55

-88

Can’t say

-78

-77

-69

-61

-62

-28

-21

-21 -17

-17

SG

Using file sharing software to download and watch pirated movies or TV shows from the internet without paying, for personal use

TW

-46

-77

-37

-28

-31

-23 -18 -10

-9

TW

-56 -87

-31 -19

-53

SG

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

TW

SG

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

TW

SG

Using a website to stream pirated movies or TV shows on the internet for personal use

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.

TW

SG

Using file sharing software to download and listen to pirated music tracks without paying, for personal use

TW

SG

Using file sharing software to download and listen to pirated music tracks without paying and then selling copies of it to others

TW

SG

Watching a pirated movie or TV show that someone else has downloaded

44

Personal use of pirated material the source of some confusion – the active give themselves the chance to rationalise

Legal

23

24

23 11

7

4

1

2

8

4

10

3

11

8

8

18 5

1

2

7

5

Illegal

-73

-74

-75 -87

Can’t say

-93

-86

-83

-72

-81

-16

-9

-6

-12

-13

-63

-74 -86

-92

-17

-73

-87

-24 -18

-18

-18

-72

-75

-23

-20

-46

-52

-54

-57

-36 -17

-30

-18

-16

-22 -9

-7

-11

Active Lapsed NonActive Lapsed Non- Active Lapsed NonActive Lapsed Non- Active Lapsed Non- Active Lapsed NonActive Lapsed NonPirates Pirates Pirates Pirates Pirates Pirates Pirates 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

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.

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

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

46

The highest level of agreement in any market to date Pirating creative content is stealing/theft T2B

B2B

81

78

84

-11

-13

-8

-9

TOTAL

Male

Female

18-24

83 69

80

81

86

86

80

84

80

82

84

80

-11

-13

-8

-8

-12

-10

-14

-12

-7

-9

30-34

35-39

40-44

45-49

50-54

Lapsed

Non pirates

% -17 25-29

BASE: Total sample N=1200. N5: Please indicate how much you agree or disagree with the following statement..

55-59 Persistent Casual

47

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 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 “If you want to watch a legal film you go to the cinema. Everything basically online is pirated” 18-24 Persistent

As the quality of pirated content in Taiwan improves, pirated content will be less easily differentiated – certainly for non-pirates 48

Identifying pirated content Movie/TV pirated illegal

Music pirated illegal

There is content not yet available in the cinemas The movie / show tends to be poor quality

Voice overs have a nonTaiwanese accent

43

47

There is content not yet available in the music stores

57

It's free

53

It's free

64

Subtitles are in simplified Chinese characters

Most online sources are illegal

The music tracks tends to be poor quality

66

41

Most online sources are illegal

36

33

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)?

There is content not yet available on iTunes or similar paid-websites There is a wide choice available

41

26

22

49

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 you get caught you have to bear legal responsibility” Lapsed

“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

“The bigger problem is being sued by the original creator” 25-34 Casual

50

It’s damaging Top 2 Box

It damages Taiwan’s creative industries

It creates financial losses to the creative industries in Taiwan It creates job losses in creative industries in Taiwan

It damages Taiwanese moral values

%

%

%

%

Bottom 2 Box

74

72

79

75

-15

-18

-10

-10

73

71

78

75

-15

-19

-10

-11

69

67

73

71

-18

-22

-13

-14

71

69

78

73

-17

-21

-11

-11

TOTAL

Active

Lapsed

Non-pirates

51

But pirates fail to own their involvement in the issue Top 2 Box

I don’t think I contribute to the problem of piracy

%

Bottom 2 Box

50

48

43

50

52

-34

-38

-45

-35

-29

TOTAL

Active

Persistent

Casual

Non-Active

“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”

“I am participating but I don’t care”

“I use piracy but I don’t do piracy”

[Sharing pirated content] “if you don’t give it it’s not illegal. We [receiving] are the victim”

18-24 Casual

18-24 Casual

18-24 Persistent

18-24 Persistent

Able to justify their actions to themselves – consciously distance their behaviour from their knowledge 52

6. DRIVERS OF CHOICE

53

What pirates say influences their behaviour

Free and available

“It’s free and you can even make money out of it” 18-24 Persistent

“Sometimes I look online and it’s already in the US but not Taiwan so I go and look for it” 24-35 Casual

Unwillingness to wait

Lack of legal options

54

Reasons Active pirates watch pirated movies & TV shows (spontaneous)

Free/ Cost less money

36

Convenient

20

Fast to get

8

I just want to watch/Try out

It's for personal use only

9 3

Not available in TW

Catch up on missed TV show/movie

9

8

Other

No answer

16

7

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)

55

Reasons Active pirates download and listen to illegally obtained music (spontaneous)

Free/ Cost less money

47

Convenient

15

Fast to get

5

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

8 3

4

8

12

10

BASE: SAMPLE N=567 N7d What are your main reasons for downloading or streaming pirated music? (open ended question, multiple response)

56

Most agree there are sufficient options to legally obtain… Top 2 Box

.. and watch TV shows, (eg. via legal sites, iTunes and through set top boxes)

.. and watch movies (eg. via legal websites, iTunes and through set top boxes)

.. and listen to music (eg. via legal websites, KKBox, Spotify)

%

%

%

Bottom 2 Box

72

72

77

71

-16

-19

-12

-12

61

63

63

57

-27

-28

-21

-27

74

73

78

75

-17

-20

-12

-13

TOTAL

Active

Lapsed

Non-pirates

58

Unconscious and unspoken influences

If you do it, the chance you will get caught is very small

T2B

B2B 48

37

35

30

-39

-48

-46

-51

Lapsed

Non pirates

37

36

38

40

38

41

37

33

38

32

35

-47

-48

-46

-42

-42

-41

-50

-51

-50

-50

-56

TOTAL

Male

Female

18-24

25-29

30-34

35-39

40-44

45-49

50-54

55-59 PersistentCasual

%

Self interest

Impulse and habit

A risk worth taking

Get what I want when I want it

Unchecked and ingrained

Pleasure vs risk of virus or detection

59

7. NEXT STEPS FOR THE NETIZENS OF TAIWAN

60

Current considerations for consumers of online content Legal content

Pirated content

PROS

CONS

• • • •

Free Easy to access Recent content Personal control over schedule

• • • •

Safer Good quality Legal Supporting artists and their industry

• • • •

Danger of viruses and exposure Poor quality Illegal Damaging to artists and industry

• • • •

Costly Perceived to be harder to find Older content Controlled release

Currently no active preference for legal content for majority of pirates

61

Legal can be very successful “If KKbox had movies then I think it might stop [Piracy]”

FREE

25-34 Casual

EASY TO USE

ADDED VALUE

CONVENIENT

Adored in Taiwan by pirates - meets all needs

“Many activities – a singer may go online and play their favourite songs or open a chat room” RECENT CONTENT

25-34 Casual

“Simple but sophisticated” 25-34 Casual

QUALITY

INSTANT

But not enough to prevent use of other illegal sources

62

How consumers claim their behaviour has been influenced… Opportunity

Fear

REASONS NO LONGER LISTEN TO PIRATED MUSIC AMONGST LAPSED PIRATES (%) 78

70

54

I’m worried about being caught

78

70

75

Guilt

80 68

65

48

I’m worried about getting viruses on my computer

I’m worried about It takes too long to After thinking about There are more I am more aware of Because it’s the I don’t have time to Because I listen to download off the it I have actively the negative less music being victim of legal options wrong thing to do search for pirated internet decided not to do it available so I don’t consequences of nowadays scams, fraud or content piracy identity theft need to

REASONS BUY / WATCH PIRATED MOVIE/TV SHOWS NO LONGER AMONGST LAPSED PIRATES (%)

70 52

77

71

67

73

75

76

65

63

49

I’m worried about Pirated movies I’m worried about I’m worried about It takes too long After thinking There are more I am more aware Because it’s the I don’t have time Because I watch and TV shows getting viruses on being victim of to download off about it I have of the negative wrong thing to do to search for less movies and being caught legal options are poor quality the internet actively decided available so I consequences of TV shows my computer scams, fraud or pirated content not to do it piracy nowadays identity theft don’t need to

63

Potential influences on piracy behaviour Behavioural Goal:

Behavioural influences

Conditions for change

Agents of change

Decrease consumption of illegal content Increase access and consumption of legal content Environmental

Personal

Social

Access + Opportunity

Attitude/Knowledge/Experience

Acceptability/Impact

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

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

• Industry • Community

• Government/ courts • Industry • Community

Responsibility

• Government/ courts • Industry

64

Legislative agents of change Top 2 Box

If you do get caught, nothing much will happen to you

%

Bottom 2 Box

24

14

15

13

11

11

-71

-72

-71

-73

-70

-62

TOTAL

Active

NonActive

18-24

25-29

30-34

•

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

16

10

11

15

11

-75

-76

-76

-68

-75

35-39

40-44

45-49

50-54

55-59

“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”

“In Taiwan I think they have a special police for IP rights. They use the IP address”

18-24 Lapsed

18-24 Persistent

65

Legislative agents of change considered effective Which would be most effective? %

30

Blocking of sites that profit from pirated content Proof that downloading pirated content heightens exposure to viruses or other malware on your computer

17

A guaranteed fine or penalty

17

Evidence that piracy sites expose children to high risk advertising such as graphic sexual ads, malware ads or…

10 8

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

4

A warning letter from your ISP

4

A official visit from a copyright infringement official Knowing someone who has been caught

5

3 2

BASE: Total sample N=1200. D13. Which of the following measures do you think would be the most effective in reducing illegal download behaviour

66

And supported – by pirates and non pirates Top 2 Box

The internet requires more regulation to prevent individuals from downloading or streaming pirated content

Taiwan’s courts should be allowed to decide to block overseas websites that profit from pirated content

55

61

69

74

75

78

50

74

-29

-32

-23

-21

-14

-14

-8

-14

NonActive

18-24

25-29

30-34

35-39

40-44

45-49

50-54

55-59

61

67

55

51

59

62

67

72

73

73

-20

-23

-16

-23

-29

-23

-27

-16

-15

-14

-15

TOTAL

Active

NonActive

18-24

25-29

30-34

35-39

40-44

45-49

50-54

55-59

67

63

72

-20

-25

-13

TOTAL

Active

63

%

%

Bottom 2 Box

BASE: Total sample N=1200. N5: Please indicate how much you agree or disagree with the following statement..

67

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 “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 “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

The apathy that relates to the pirating of movies extends for many to the restriction of access 68

Low recall of TIPO blocking announcement Awareness of the TIPO 2013: The proposed blockade of foreign websites infringing copyrights in Taiwan Yes No

10

90

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 Base: Taiwan (1200) D14. Are you aware of the TIPO 2013 The proposed blockade of foreign websites infringing copyrights in Taiwan?

69

Communication and education as agents of change The opportunity to highlight the negative experience of piracy

Viruses

Personal exposure

High risk advertising

Safety of children online

(hacking, trolling etc)

70

Pirates admit exposure to high risk advertising Most seen % Sex industry advertisements

65

Online gambling advertisements

40

Scam advertisements (e.g. Weight loss)

39

Software and \ or anti-virus advertisements

38

Other advertisements

None \ can’t say

26

15

44

6

9

10

10

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

71

Lack of parental awareness and control Children download or stream illegal content from the internet

Main concerns when your child goes online My child can be exposed to high risk advertisements (eg sex, gambling, scam advertisements etc.)

18

11

68

My child can become the target for scams or fraud

58

The computer can get infected with viruses

The computer can be hacked

71

My child’s personal details can be stolen

Yes

No

54

46

43

Don't know 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?

41

72

Responsibility for preventing piracy? Biggest role % Individuals - by choosing not to buy or watch pirated material

65

Internet service providers

59

The government

49

Search engines (Google, Yahoo!, Baidu etc.)

41

The movie, TV and music industries

34

Schools & universities

24

The courts I do not know who is responsible for limiting piracy online

21

12

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?

73

What could influence Taiwan netizens change in behaviour? Behavioural Goal:

Behavioural influences

Conditions for change

Agents of change

Decrease consumption of illegal content Increase access and consumption of legal content Environmental

Personal

Social

Access + Opportunity

Attitude/Knowledge/Experience

Acceptability/Impact

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

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

• Industry • Community

• Government/ courts • Industry • Community

Responsibility

• Government/ courts • Industry

74