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Project Cate Exploring online piracy behaviour and attitudes in Taiwan 12 th June 2014.

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Presentation on theme: "Project Cate Exploring online piracy behaviour and attitudes in Taiwan 12 th June 2014."— Presentation transcript:

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2 Project Cate Exploring online piracy behaviour and attitudes in Taiwan 12 th June 2014

3 3 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

4 4 Qualitative Discussion Groups March th 2014 Methodology Online quantitative research 23 rd April – 8 th May respondents aged Up-weighted to be representative of total population Participation anonymous 1.Male pirates Persistent 2.Male pirates Casual 3.M/F pirates inc. some parents Casual 4.Male lapsed pirates % of sample pre-tasked with 2 week viewing and listening diaries

5 5 1. LOVE AND FEAR ONLINE

6 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” Persistent “Information is so fast – anything you want to find out you can find out” Persistent Over 75% of the population online “Whatever you need to search you can. You don’t need to find it out yourself” Persistent “Whatever you need to search you can. You don’t need to find it out yourself” Persistent “Convenience is key – my time is more of a premium” Casual “Convenience is key – my time is more of a premium” Casual Source: Internetworldstats.com

7 7 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? ing Social Media Searching information Listen to music Average time spent in hours

8 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

9 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!” Lapsed “You plan on being there for half an hour and you realise you’ve spent 3 hours!” Lapsed “I don’t like it when you shop some of the things and they’re fake” Persistent “I don’t like it when you shop some of the things and they’re fake” Persistent “What I hate is unfounded criticism” Casual “What I hate is unfounded criticism” Casual “Some people go crazy on the internet. Start false rumours and talk nonsense” Lapsed “It reduces contact between people, physical conversation is less” Pirate “It reduces contact between people, physical conversation is less” Pirate “I say who is your girlfriend? Me or the phone?!” Casual “I say who is your girlfriend? Me or the phone?!” Casual

10 10 Viruses the number one concern Base: Taiwan (1200) N11. When going online, what are your main concerns? Main concerns when going online

11 11 Exposure to inappropriate content a worry for parents 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 12 2. ENTERTAINMENT

13 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 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?

15 15 3. DEFINING THE PIRATES

16 16 DIY Download or stream pirated content but don’t share DIY Download or stream pirated content but don’t share Share Only Share pirated content only. Do not download/ stream Share Only Share pirated content only. Do not download/ stream DIY and share Both download / stream and share pirated content DIY and share Both download / stream and share pirated content Casual Pirate monthly, more or less often but not as frequently as weekly Casual Pirate monthly, more or less often but not as frequently as weekly Persistent Pirate at least weekly Persistent Pirate at least weekly Definitions for Taiwan Active Have consumed pirated material in last 12 months Active Have consumed pirated material in last 12 months Non-pirates Say they have never consumed pirated content Non-pirates Say they have never consumed pirated content Lapsed Say they have not consumed pirated content for at least 12 months Lapsed Say they have not consumed pirated content for at least 12 months Non-Active Non-Active

17 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 Casual Pirate monthly, more or less often but not as frequently as weekly Persistent Pirate at least weekly Persistent Pirate at least weekly Active Have consumed pirated material in last 12 months 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 Non-Active

18 Nearly ¾ of Taiwan’s population have participated in piracy 25 Base: Total sample N=1200 Ever done any piracy

19 Current activity levels are high 25 Base: Total sample N=1200 Ever done any piracy

20 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

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

22 More than half of all active pirates download and share 25 Base: Total sample N=690 ( breakdown of Active pirates base ) Active pirates

23 23 Segment sizes DIY 54% Share 6% Both 40% Casual 41% Casual 41% Persistent 16% Persistent 16% Active 57% Active 57% Non-pirates 27% Lapsed 16% Non-Active 43% Non-Active 43%

24 24 DIY 54% female, part- time, single Share 6% older, female, married, heavily skewed full-time workers, SES A Both 40% younger, male, student, single, higher education Casual 41% slightly younger and male, higher education Casual 41% slightly younger and male, higher education Persistent 16% younger, female, student/part-time, single, SES B Persistent 16% younger, female, student/part-time, single, SES B Segment profiles Active 57% Skewed towards: younger 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 Non-Active 43% Skewed towards: older, married, slightly lower level of education

25 25 4. PIRATES’ ONLINE BEHAVIOUR

26 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” Persistent Boredom relief “Just to kill travelling time” Casual Social connection “Watched FTV new drama ‘Dragon Dance’ with my whole family right after dinner” Casual Habit “I play some music to settle myself with every free time” Casual Relaxation “listening to different singers…helps relax oneself” Persistent Information

27 27 What fits, not what’s legal In Taiwan, for pirates, legal and illegal coexist LegalIllegal 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 28 Movie and TV sources 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 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)? Sites Heard about before Currently Use

30 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. 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” Casual “Funshion site, fast downloading speed and clear picture quality” Casual “Ah Ben Forum because they have regular updates with the latest music albums” Persistent “I’ve used KKBox for a long time” Lapsed “Downloaded from EYNY – there is a lot of drama series, movies and variety programmes in it” Casual

31 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” Casual “We're using the computer. If we want good quality we go to the cinema” Lapsed “We're using the computer. If we want good quality we go to the cinema” Lapsed “It’s easier to differentiate for movies and TV – only if you are very picky about sound quality then you’d want licensed” Casual “It’s easier to differentiate for movies and TV – only if you are very picky about sound quality then you’d want licensed” Casual

32 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” Casual “I prefer to stream online and not download. It saves time and also you won’t get a virus” 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” Persistent “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” Persistent

33 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 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 34 Music less defined by streaming / downloading 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 35 And persistent pirates love to share 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=239N=91N=148 N=183 N=69 N=114 N=133 N=56 N=77 N=431 N=121 N=310

36 36 Music sharing 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=243N=89N=154 N=174 N=67 N=107 N=137 N=62 N=75 N=374 N=112 N=262

37 37 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 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 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” Persistent “At school we do correct stuff. We don’t do this sort of thing at school” Persistent “At home you just watch it quietly. Nothing happens” Persistent “At home you just watch it quietly. Nothing happens” 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.” 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.” Persistent

39 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

40 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

41 41 5. PIRATES ON PIRACY – KNOWLEDGE AND ATTITUDES

42 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 “It’s called breaking the law” [laughter] “It’s called getting something for free” “It’s called infringement of property rights” PERSISTENT PIRATES “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 “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 “Watching movies for free that you should have paid for. Without permission you acquire things that the ownership rights belong to others” CASUAL PIRATE “Watching movies for free that you should have paid for. Without permission you acquire things that the ownership rights belong to others” CASUAL PIRATE “It’s using without the permission of the original creator” CASUAL PIRATE “It’s using without the permission of the original creator” CASUAL PIRATE 18-24

43 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 44 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 45 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 LapsedNon- Pirates Active LapsedNon- Pirates Active LapsedNon- Pirates Active LapsedNon- Pirates Active LapsedNon- Pirates Active LapsedNon- Pirates Active LapsedNon- Pirates

46 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” Casual “We look out for our own interests. They are not very efficient at catching those who engage in piracy. Everyone is doing it anyway” Casual “Just block viruses and nothing else. Anything that harms my interests. Block it” Persistent “Just block viruses and nothing else. Anything that harms my interests. Block it” Persistent

47 47 The highest level of agreement in any market to date 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 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” Casual “If you want to watch a legal film you go to the cinema. Everything basically online is pirated” Persistent “If you want to watch a legal film you go to the cinema. Everything basically online is pirated” 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” 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” Persistent As the quality of pirated content in Taiwan improves, pirated content will be less easily differentiated – certainly for non-pirates

49 49 Identifying pirated content 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 Movie/TV pirated illegal

50 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” Persistent “Box office incomes will drop. Viewership rates will drop. They will earn less money. Advertisers will invest less money” Persistent “The movie companies are [most affected] and that affects a whole range of people under them” Casual “The movie companies are [most affected] and that affects a whole range of people under them” Casual “If the market keeps shrinking then the Taiwan celebrities will go outside… when I go to China the programmes are better than Taiwan” Casual “If the market keeps shrinking then the Taiwan celebrities will go outside… when I go to China the programmes are better than Taiwan” Casual “[Piracy leads to] a place where there are no good creations anymore. Creators will no longer have the passion to create content” Casual “[Piracy leads to] a place where there are no good creations anymore. Creators will no longer have the passion to create content” Casual “If you get caught you have to bear legal responsibility” Lapsed “If you get caught you have to bear legal responsibility” Lapsed “The bigger problem is being sued by the original creator” Casual “The bigger problem is being sued by the original creator” Casual

51 51 It’s damaging 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

52 52 But pirates fail to own their involvement in the issue “I am participating but I don’t care” Casual “I am participating but I don’t care” 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” 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” Casual “I use piracy but I don’t do piracy” Persistent “I use piracy but I don’t do piracy” Persistent [Sharing pirated content] “if you don’t give it it’s not illegal. We [receiving] are the victim” Persistent [Sharing pirated content] “if you don’t give it it’s not illegal. We [receiving] are the victim” Persistent I don’t think I contribute to the problem of piracy Able to justify their actions to themselves – consciously distance their behaviour from their knowledge

53 53 6. DRIVERS OF CHOICE

54 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” Casual “Sometimes I look online and it’s already in the US but not Taiwan so I go and look for it” Casual “It’s free and you can even make money out of it” Persistent “It’s free and you can even make money out of it” Persistent Free and available Unwillingness to wait Lack of legal options

55 55 Reasons Active pirates watch pirated movies & TV shows (spontaneous) 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 56 Reasons Active pirates download and listen to illegally obtained music (spontaneous) BASE: SAMPLE N=567 N7d What are your main reasons for downloading or streaming pirated music? (open ended question, multiple response)

57 57 Reasons for watching pirated movies & TV shows 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 58 Most agree there are sufficient options to legally obtain….. 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)

59 59 Unconscious and unspoken influences 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 60 7. NEXT STEPS FOR THE NETIZENS OF TAIWAN

61 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 62 Adored in Taiwan by pirates - meets all needs FREE RECENT CONTENT INSTANTQUALITY ADDED VALUE EASY TO USE Legal can be very successful “Simple but sophisticated” Casual “Simple but sophisticated” Casual “Many activities – a singer may go online and play their favourite songs or open a chat room” Casual “Many activities – a singer may go online and play their favourite songs or open a chat room” Casual But not enough to prevent use of other illegal sources CONVENIENT “If KKbox had movies then I think it might stop [Piracy]” Casual “If KKbox had movies then I think it might stop [Piracy]” Casual

63 63 How consumers claim their behaviour has been influenced… REASONS NO LONGER LISTEN TO PIRATED MUSIC AMONGST LAPSED PIRATES (%) Fear Guilt Opportunity

64 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 Community Government/ courts Industry Community Behavioural influences

65 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” Persistent “In Taiwan I think they have a special police for IP rights. They use the IP address” 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” Lapsed “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” Lapsed If you do get caught, nothing much will happen to you

66 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 %

67 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.. 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

68 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!!” Persistent “I’ve no idea if Taiwan’s internet is regulated or not. It probably is but we don’t feel it!!” Persistent “We’re not supposed to be doing it.. So what can I do. I’d feel it’s none of your damn business” Casual “We’re not supposed to be doing it.. So what can I do. I’d feel it’s none of your damn business” Casual “Some people would complain. We won’t” Casual “Some people would complain. We won’t” 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” 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” Casual The apathy that relates to the pirating of movies extends for many to the restriction of access

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

70 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) Personal exposure (hacking, trolling etc) High risk advertising

71 71 Pirates admit exposure to high risk advertising 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

72 72 Lack of parental awareness and control 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 73 Responsibility for preventing piracy? 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 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 Community Government/ courts Industry Community Behavioural influences

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