EUROPEAN CITIZENS AND INTELLECTUAL PROPERTY PERCEPTION, AWARENESS, AND BEHAVIOUR

EUROPEANS AND IP 97% : IP is important 7% bought counterfeits (y 15% + 9) 10% misled (+4) Reason for purchase: price 63%

97% 70% 78% WIDESPREAD SUPPORT FOR IPR AMONG EU CITIZENS EUROPEAN CITIZENS AND INTELLECTUAL PROPERTY: PERCEPTION, AWARENESS, AND BEHAVIOUR WIDESPREAD SUPPORT FOR IPR AMONG EU CITIZENS 97% 70% 78% of respondents believe that it is important that inventors, creators and performing artists could protect their rights and be paid for their work. of respondents believe that there is nothing that can justify the purchase of counterfeit goods. of respondents consider that buying counterfeit goods ruins business and jobs.

IMPORTANCE OF IP PROTECTION

IP AND INNOVATION

BUYING COUNTERFEITS

THOSE BENEFITING THE MOST FROM IP (TOP 4)

EUROPEAN CITIZENS AND INTELLECTUAL PROPERTY: PERCEPTION, AWARENESS, AND BEHAVIOUR INCREASED TOLERANCE FOR BUYING COUNTERFEIT PRODUCTS The percentage of Europeans surveyed who declare intentionally purchasing counterfeit products remains low, but has increased since 2013. 7% 4% of Europeans declared intentionally purchasing counterfeit products VS. in 2017 in 2013 15% 6% VS. 15 - 24 years in 2017 15 - 24 years in 2013 PRICE IS A MAIN REASON of 15-24 year olds believe it is acceptable to purchase counterfeit products if the original is too expensive. would stop purchasing counterfeit goods if affordable products were available 41% 63%

TOP REASONS TO STOP BUYING FAKES

69% 54% ACCESSING ONLINE DIGITAL CONTENT EUROPEAN CITIZENS AND INTELLECTUAL PROPERTY: PERCEPTION, AWARENESS, AND BEHAVIOUR ACCESSING ONLINE DIGITAL CONTENT Online Content 69% 54% Respondents believe that legal sources are of a better quality Respondents believe that legal services offer more diverse content than illegal ones

27% 20% 41% 33% 83% 80% VS. ACCESSING ONLINE DIGITAL CONTENT EUROPEAN CITIZENS AND INTELLECTUAL PROPERTY: PERCEPTION, AWARENESS, AND BEHAVIOUR ACCESSING ONLINE DIGITAL CONTENT Preference for obtaining online content through legal means is growing Online Content Paid to access, download or stream copyright protected content from a lawful service on the Internet (music, video, film or TV series) 27% 20% VS. in 2017 in 2013 41% 33% VS. 15 - 24 years in 2017 15 - 24 years in 2013 83% 80% prefer to access online content through authorised platforms whenever there is an affordable legal option VS.

IS AVAILABILITY AND DIVERSITY EUROPEAN CITIZENS AND INTELLECTUAL PROPERTY: PERCEPTION, AWARENESS, AND BEHAVIOUR ACCESSING PIRATED CONTENT Online Content 10% 9% Accessed content from illegal online sources intentionally VS. in 2017 in 2013 27% 26% VS. 15 - 24 years in 2017 15 - 24 years in 2013 THE MAIN ISSUE IS AVAILABILITY AND DIVERSITY of respondents believe that it is acceptable to obtain content illegally when there is no legal alternative 31% 22% VS.

TOP REASONS TO STOP USING ILLEGAL SOURCES

EUROPEAN CITIZENS AND INTELLECTUAL PROPERTY: PERCEPTION, AWARENESS, AND BEHAVIOUR GROWING CONFUSION ABOUT THE LEGALITY OF ONLINE CONTENT Confusion is growing about what constitutes a legal or illegal source Online Content 24% in 2013 19% of the Europeans surveyed questioned whether a source was legal or not VS. in 2017 MORE EUROPEANS CHECK THE LEGALITY OF A SOURCE 14% in 2013 12% researched whether a source for downloading music or videos was legal or not VS. in 2017

10% 35% 4% VS. PURCHASE OF COUNTERFEIT PRODUCTS WITHOUT BEING AWARE EUROPEAN CITIZENS AND INTELLECTUAL PROPERTY: PERCEPTION, AWARENESS, AND BEHAVIOUR PURCHASE OF COUNTERFEIT PRODUCTS WITHOUT BEING AWARE Purchase of counterfeit goods as a result of being misled remains low, but has increased in all age ranges. 10% of Europeans declared having purchased counterfeit products due to being misled in 2013 4% VS. in 2017 INCREASED CONFUSION FOR CITIZENS 35% of the Europeans surveyed have wondered whether a product they purchased was genuine or counterfeit. in 2017

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Online since 26 September 2016

Online since 26 September 2016