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