Sycamore Research 2011

Independent research into the attitudes and behavior of Australians

IPAF once again commissioned Sycamore Research to run quantitative (statistical) and qualitative (face to face groups) research into the attitudes and activities of Australian’s towards movie and TV theft (piracy). The national survey was run over two periods: 

• Quantitative through Newspoll nationally
  • 1644 participants (up from 1372 in 2009 and 1216 in 2008)
  • Run in market via an online survey February 10 – 13, 2011
  • Results post weighted to ABS data on all standard demographics

• Qualitative – Focus Groups
  • In Sydney on March 14 & 15 and in Melbourne March 16
  • 6 groups - 4 age sectors represented ranging from 18-64
  • All participants in the ‘Blind Active’ attitudinal sector - last year’s campaign target

Key Findings

• Pirate activity has changed slightly (% change 2009 to 2011) - 4% reduction in the use of file sharing software 
• 74% of people believe “I don’t think I contribute to the problem” (small change from 2009 where it was 76%)
• 72%  see piracy as stealing/theft – consistent with findings over the 3 year period
• The New News – Frequent piracy is the domain of an active minority
  • 22% use file sharing software specifically BUT only half – 11% - do it at least once a week or once a month 
  • However – frequency cements acceptance:-
    • Do a little – “I don’t matter”
    • Do a lot – “Everybody does it”

• Piracy continues to have a negative impact on traditional channels.  After watching a pirated version of a movie or TV program only...
  • 13% go on to watch the original at the cinema 
  • 25% go on to rent or buy the original  
  • 10% go on to buy the original on a pay-per-view or subscription TV platform 
  • 10% download or stream via an online provider (added this year)

• 5% reduction in the Blind Active group – the target group for the ‘Accidental Pirate’ campaign

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• Attitudes of the “Blind Actives” from focus groups
  • Some remaining confusion over legality for personal use and sharing
  • Perceive themselves to be almost victims or unwilling participants
  • Not a marginal minority but cut across all demographics – “like any one of us”
  • Have a strong conviction
    • They are not really responsible for their actions
    • They believe there are others doing it more than them
  • They blame and make excuses for actions……plenty of others who can take the responsibility
    • The movie industry
    • The law enforcers
    • The law
    • Society
    • The ISPs

• The “Piracy Bus” – What would it look like?  Who’s driving?  Who’s on board? Where are you sitting?  What are the signs along the way? (Projective technique designed to provide deeper insight into the public’s view) 

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• 3 key themes emerged
  • It’s a community bus
  • I pirate – but I’m not really on the bus
  • None of this would be possible without the ISPs
  • ISP intervention would be a quick and effective solution 
    • 72% Would stop if ISP notified me that I was in breach of Ts & Cs 
    • 74% Would stop if ISP told me they would suspend/terminate connection 
  • Advertising impact – “Accidental Pirate”
    • Ad has the ability to make people consider the issue
      • 33% - Makes me think twice about the issue of movie & TV piracy
      • 13% - Makes me question my own involvement
      • 37% - It’s an appealing way to talk about the issue
      • 28% - Helps me understand what actions are classified as movie & TV piracy
  • Advertising response (propensity to encourage a direct action)
    • 44% claim it would have an impact on their behaviour