Online Piracy Behaviour and Attitudes in

Singapore

MARCH 2014
Methodology

Qualitative Discussion Online quantitative research

Groups

19th – 20th November 2013 2nd – 10th December 2013

1.  Male pirates 18-24 Students. •  800 respondents aged 19-64

2.  Male pirates 18-24 White Collar •  100 aged 16-18
3.  M/F pirates 25-34 inc. some parents •  Up-weighted to be representative of total
4.  Male lapsed pirates 18-24 population
•  Participation anonymous

3
Contents

1.  Wired! – The environmental context

2.  Piracy incidence in Singapore
3.  Who are the pirates?
4.  Insight into current behaviour
a)  Where and what?
b)  How?
5.  Are we pirates?
6.  Key influences on behaviour
7.  What might limit behaviour successfully?
8.  Summary and conclusions

4
1. WIRED! – THE
ENVIRONMENTAL CONTEXT

5
Singapore - at the forefront of technology

•  High-speed internet
•  Attractive ISP packages with unlimited downloads
•  High smartphone penetration

6
With an active online population

7
Seeking culturally diverse content
“Most of my past-
time is to watch
movies and TV
dramas… I watch
from Korea, to Japan
to Hong Kong to
Thailand. All sorts of
dramas” 25-34 Pirate

Whilst positive in many ways, this environment is conducive to online

copyright infringement

8
2. PIRACY INCIDENCE IN
SINGAPORE

9
 Incidence levels are high

Ever done any piracy

12
10
25

39

21
49

Lapsed Current Never done any

Base: Total sample N=900

10
 Almost identical levels of incidence
for movie / TV show piracy and music piracy

Ever done any movie / Ever done any music

TV show piracy piracy

10 11
10
25

50 49 39
39
21

Lapsed Current Never done any Lapsed Current Never done any

Base: Total sample N=900

11
 Higher activity levels of online movie
and TV piracy than in Australia

Ever done any online

Movie / TV piracy
activities

8
10

25
50 39
67

Lapsed Current Never done any

Lapsed Current Never done any

Base: Australia total sample (1229); Singapore (900)

12
3. WHO ARE THE PIRATES?

13
 Behavioural segmentation - frequency of activity

•  In other markets we have found it helpful to segment by frequency of activity

–  To profile the most prolific offenders
–  To understand changing penetration of pirates in addition to volume of consumption

•  Increasing recognition that behaviour influences attitude

–  Explain attitudinal patterns through levels of physical involvement in the issue
–  Provide broader view of influences on behaviour
–  Explore measures that can influence behaviour not attitude

Segment name Definition

Persistent pirates Pirate online at a frequency of weekly or more often

Casual pirates Pirate online monthly or less frequently but not as often as weekly

Lapsed pirates Have pirated online in the past but claim not to do so ‘nowadays’

Non-pirates Claim to have never pirated online

NB. For the purposes of identifying behaviour, for this study a pirated movie, TV show or music track was defined as one that is ‘illegally obtained’. This study focuses on
online piracy and omits purchasing of physical copies of pirated content. This is a result of a steady decline in ‘traditional’ forms of piracy in other markets and a
corresponding increase in digital forms of piracy.
14
 The online movie & TV pirate in more detail

Persistent Casual
pirates pirates
13% 26%

Lapsed Non
pirates pirates
10% 50%

BASE: TOTAL SAMPLE n=900

15
 The online music pirate in more detail

Persistent Casual
pirates pirates
10% 29%

Lapsed Non
pirates pirates
11% 49%

BASE: TOTAL SAMPLE n=900

16
4. INSIGHT INTO CURRENT
BEHAVIOUR

17
A) WHERE AND WHAT?

18
Home is the preferred location for piracy activities, though
frequency of out of home piracy is still considerable

Location of Movie / TV
piracy activities

At least once a week At least once a month Less often Never

2
8 54 73 48 71 41 69
8
24 52

66
26
27
22
29
20 22
18 20
13 16

11 11 13
8 9 8 8

Persistent Casual Persistent Casual Persistent Casual Persistent Casual

Movie Movie Movie Movie Movie Movie Movie Movie
Pirates Pirates Pirates Pirates Pirates Pirates Pirates Pirates
HOME WORK SOMEWHERE ELSE ON THE GO

BASE: PERSISTENT MOVIE PIRATES N=118; CASUAL MOVIE PIRATES N=237

19
 Music piracy shows a similar pattern

Location of Music
piracy activities

At least once a week At least once a month Less often Never

9 10 47 70 47 70 44 68

57
13
23

55 26
17 25

18
22 20
17 13 20 13

18 17
11 15
11 8 8
2 2 4

Persistent Casual Persistent Casual Persistent Casual Persistent Casual

Music Music Music Music Music Music Music Music
Pirates Pirates Pirates Pirates Pirates Pirates Pirates Pirates
HOME WORK SOMEWHERE ELSE ON THE GO

BASE: PERSISTENT MUSIC PIRATES N=88; CASUAL MUSIC PIRATES N=233

N8A2. How often you download or stream pirated music tracks from each of the following sources?
20
 For movie and TV piracy Singapore registers
a higher ‘active’ rate compared with Australia
At least once a week At least once a month Less Often (Every 3-6 months) Don't do nowadays

40
SG (Dec 2013)
% 35 35

29
28 28 28

23
21

20
16
15
13
12

7
6 6
5

0
Download a pirated movie Download a pirated TV Use a website to stream Use a website to stream
from the internet show \ series from the and watch a pirated movie and watch a pirated TV
internet on the internet show \ series on the internet

BASE: TOTAL SAMPLE, (N=all that indicated they have ever done above activity)
N3: Please indicate how often you do each of these activities
21
 Persistent pirates are more movie focused and streaming
is popular
Download a pirated Download a pirated TV show
% 100 movie from the internet % 100 from the internet

80 73 80 73
70 67
61 57
60 59 60 59
52
43 44 45
40 40
29 26
20
17 20 19

0 0
Persistent pirates Casual pirates Lapsed pirates Persistent pirates Casual pirates Lapsed pirates

At least once a week At least once a month Less Often (Every 3-6 months) Don't do nowadays

Use a website to stream and watch a Use a website to stream and watch a
% 100
pirated movie on the internet pirated TV show on the internet
% 100
89 82
86 75
80
71 72 80 80
63 66 67
60 60 50
46 51
46
40
40 28
22
20
20

0
Persistent pirates Casual pirates Lapsed pirates 0
Persistent pirates Casual pirates Lapsed pirates

BASE: PERSISTENT PIRATES N=149; CASUAL PIRATES N=290; LAPSED PIRATES N=105
N3: Please indicate how often you do each of these activities
22
 Similar levels of frequency of music piracy compared with
movie / TV
Download a pirated music Streamed a pirated music track from the
track from the internet internet
% 100 % 100 94
88
80 71 80 68
70
66 58 66
60 60
62
49 45 48 42
45
40 40

17 25
20 20

0 0
Persistent pirates Casual pirates Lapsed pirates Persistent pirates Casual pirates Lapsed pirates

At least once a week At least once a month Less Often (Every 3-6 months) Don't do nowadays

Converted a YouTube music

video to MP3
% 100

79
80
74
61
60 54 53
57

40
22
20

0
Persistent pirates Casual pirates Lapsed pirates

BASE: PERSISTENT PIRATES N=149; CASUAL PIRATES N=290; LAPSED PIRATES N=105
N3: Please indicate how often you do each of these activities
23
 However, pirates do not really feel their frequency rates are
increasing
Buying or watching pirated movies or Buying or listening to pirated music
% TV Shows
80

60

More often
these days 33
40
25
16
9 13
9
20
About the
same as 12 28
26 24 24 26 23
months ago

-33
20 -38
Less often -44 -47
-50 -50
these days
40

60
SG TOTAL SG SG Casual SG TOTAL SG SG Casual
(N=367) Persistent pirates (N=322) Persistent pirates
pirates (N=237) pirates (N=233)
(n=118) (N=88)

N7(b)/N8(b)/N9(b): Compared with 12 months ago, would you say you are now buying or watching/listening to pirated movies or TV shows/music?
24
They draw from an extensive variety of sources
– predominantly illegal content for movies and TV
Movies and TV Music

25
B) HOW?

26
Pathways to legal and illegal content – movies and TV
•  The top of mind sources for pirates are illegal “I watch one
Content I want season and
•  Legal content consumption appears dominated DESIRE get on with
by cinema visits my life
because
–  Social When I want it I’m busy”
–  Affordable CONTROL 18-24 Pirate

•  Legal online consumption is a last rather than

first resort Easy to find
ACCESS “I need it
to be on
my terms”
“On TV you have to 25-34 Pirate
watch what is given to FREE
Mod: “Why don’t you go you…if you want to
directly to iTunes”? watch Lost season 1
Pirate: “Because it’s not [by pirating] you can Pirated
free” 18-24 Pirate choose”
18-24 Pirate online content

Importantly, legality of the content is NOT a consideration

when choosing to what they should view or listen

27
Pathways to legal and illegal content - music
Content I want OR
•  The pathway to music is similar inspiration
•  Spotify has provided a legal alternative that DESIRE / INSPIRE

answers all needs more easily than illegal options…

When I want it
except YouTube CONTROL

Easy to find
NB. Spotify is not popular because it is legal, ACCESS
it just meets all needs and importantly can be FREE
– the legality is a bonus afterthought
FREE

Legal Illegal
“I found Spotify..it’s good value online sources online sources
and I know I’m paying for the music
as well so I feel better about it”
18-24 Pirate

28
Pathways to TV and movies are straightforward and
habitual

PIRATES
Free time ►  The Pirate Bay / favourite source Number of
seeders /
Boredom leechers
(‘something ►  Desktop link to favourite source
to do’)

Wi-fi ►  Borrow hard drive

available

►  Google

WATCH XXXX ONLINE FREE

XXXX TORRENT FOR FREE
XXXX FREE DOWNLOAD

Any difficulties, or failed searches, are very rare – no specific incidents recalled

29
The pathway to music is simpler still

BROWSING
CASUAL

►  Convert to MP3
SEEKING SPECIFIC

XXX MP3

SONGTITLE.MP3

30
5. ARE WE PIRATES?

31
As a concept, copyright infringement is well understood
by all

Taking other people’s

“It’s downloading free intellectual property
Clarity with regards to files off a torrent without consent,
definition programme” using, enjoying and
distributing

Everything
Downloading free copyrighted that you
stuff that is supposed share /download
to be paid without proper
authority (free)

Clarity that this is the activity in which they are involved

32
But the term piracy is no longer part of the vernacular
•  Whilst they understand their definitions could be termed piracy, pirates prefer
softer descriptors

• Downloading
• Filesharing The younger active pirates
• Torrenting

•  Illegal [downloading / streaming]

•  Prohibited [downloading]
The older and ‘lapsed’, piracy spontaneously
•  Stealing mentioned but not first mentioned

•  Piracy is seen as an old fashioned term

•  For some linked to physical copies (VCDs DVDs)
•  Pirated is considered more likely to be poor quality…which is not their experience
online

Piracy is a term that confirms illegality – pirates know that they pirate, but by not using
the term piracy they permit themselves to exist in a state of denial

33
 The legal boundaries are relatively clear

40
% Say it’s
Legal
20
5 8 21 19
17 5 17
0
Say it’s
Illegal
20
48 46
55 53
69
40 78 77

60
31 37
28 28

80 23
17 Can’t say 18

100
Using file sharing softwareUsing file sharing softwareUsing file sharing softwareUsing a website to streamUsing file sharing softwareUsing file sharing software Watching a pirated movie
to download and watch to download and watch to download and watch pirated movies or TV to download and listen to to download and listen to or TV show that someone
pirated movies or TV pirated movies or TV pirated movies or TV shows on the internet for pirated music tracks pirated music tracks else has downloaded
shows from the internet shows from the internet shows from the internet personal use without paying, for without paying and then
without paying, for without paying, and then without paying, then personal use selling copies of it to
personal use selling copies of it to giving copies to, or others
others sharing them with your
friends

BASE: Total sample SG N=900

N4: For each of the following, please indicate if you think it is legal, illegal or if you don’t know.
34
 And most consider it stealing / theft

80 %
60
Pira%ng  crea%ve   40 68 70 67 74 66 58 69 75 77 66 66 64 73
20
content  is   0 -17 -20 -15 -15 -19 -19 -9 -10 -21 -19 -10
stealing/the2   20 -25 -28
40
TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 Persistent Casual Lapsed Non pirates

BASE: Total sample N=900.

N5: Please indicate how much you agree or disagree with the following statement..
35
Pirates also say that illegal content is easy to spot

•  Experience “If you download

it for free then
–  Pirates were incredulous that anyone would not be able to tell most likely it’s not
•  You don’t have to pay legal”
25-34 Pirate
–  Very few free legal options known
–  Legal is unlikely to have up to date content “So called
legitimate sites
•  Warning signs have lesser pop
–  Anti virus software warnings, multiple pop ups ups” 18-24 Pirate
BUT
“When you need
•  Even for pirates there are claimed areas of uncertainty… to pay, most of
or convenient grey areas the time it’s legal”
18-24 Pirate
–  Watching streamed content not as illegal as seeding or
downloading
–  Driven largely by YouTube content “With streaming
you cut off any
–  Music can be trickier to identify as legal and illegal content ties with piracy”
is mixed on the one site (YouTube) 25-34 Pirate

36
 Involvement of the active
•  Young active pirates are very open about their involvement in piracy
–  To the extent it is almost a badge worn with pride
–  The tech savvy are the cool kids of this generation
–  A feeling they are part of a social norm and bulletproof
•  Older pirates felt less involved in the issue
–  Though their levels of participation were the same as the younger, they felt they were
only participating to a small degree
–  Believe they don’t do enough for it to count

%
80
60
I  don’t  think     40 75 76
65 67 63 57 57 59 65 62 62 61 70
I  contribute  to   20
the  problem  of   0
-18 -20 -16 -18 -19 -21 -12 -15 -26 -22 -22 -11
20 -29
piracy  
40
TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 Persistent Casual Lapsed Non pirates
Top 2 Box Bottom 2 Box

Appreciating involvement in the issue of piracy is key to being receptive

to anti-piracy measures

BASE: Total sample N=900.

N5: Please indicate how much you agree or disagree with the following statement..
37
Happy to put themselves at the centre of piracy

38
6. KEY INFLUENCES ON
BEHAVIOUR

39
6 key influences

•  We recognise that many behaviours are subconscious and most behaviour

is emotionally driven
•  6 key influences on behaviour identified

No limits on
No perceived behaviour
negative Social – no
Habit Free Easy Norm
impact compelling
disincentives

Taking each of these in turn

40
1. Habit

•  Habit is considered the best predictor Persistent  

ac#vity  
of future behaviour Pirate  in  %  
•  The more we repeat a particular Rent  a  movie  /  TV  show  online   18  
behaviour the more automatic it Purchase  a  Movie  online   17  
becomes Purchase  a  TV  show  online   15  
Purchase  a  music  track  online   17  

•  13% of Singaporeans are Download  or  stream  a  movie  online  for  free   57  
pirating movies and TV shows Download  or  stream  a  TV  show  online  for  free   57  
at least weekly Convert  a  Youtube  clip  to  MP3   34  
•  Their illegal activity is more
Download  a  pirated  movie  from  the  internet   43  
frequent and habitual than their
Download  a  pirated  TV  show  from  the  internet   44  
legal activity Stream  a  pirated  movie  from  the  internet   46  
Stream  a  pirated  TV  show  from  the  internet   51  
Download  a  pirated  music  track  from  the  
internet   45  
Breaking this subconscious habitual Stream  a  pirated  music  track  from  the  internet   48  
behaviour requires more than a Convert  a  YouTube  clip  to  MP3   54  
change in attitude

41
 2 + 3. It’s free and easy to access
80 %

60
Because it’s
free / saves 40
69
money 60
45 50 47
20 40 40 41 34 37
24
0
TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 Persistent Casual

40 %

It’s
convenient / 20
easy 29
19 18 16 20
15 11 13
5 6
0 0
TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 Persistent Casual

Top of Mind
reasons for
downloading
or streaming 40 15 6 5 4 4 3 12 1 8
pirated
Because it's free / saves money It is convenient / easy
movies / TV I want to get it as soon as possible I do not download illegaly / do not know it is illegal
shows I can't find the movie/TV show legally online For personal use
Not available in singapore Other
i am not aware of any alternatives No answer / Don't know

BASE: SAMPLE N=367 N6c) What are the main reasons why you download or watch pirated movies or TV shows? (open ended questions – looking at first given answer)
42
 The same is true for pirated music
80 %

60
Because it’s
free / saves 40
66
64
money 46 53 55
46 46
20 40 33
31
9
0
TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 Persistent Casual

20 %

It’s
convenient / 18
easy 16
12 12 11 12 12 13
9 9
6
0
TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 Persistent Casual

Top of Mind
reasons for
downloading 46 12 8 4 222 14 1 9
or streaming
Because it's free / saves money It is convenient / easy I do not do this / Do not know it is illegal
pirated music i prefer to sample / preview I can't find the music track legally online Not available in Singapore
For personal use Other i am not aware of any alternatives
No answer / Don't know

BASE: SAMPLE N=322 N7d What are the main reasons why you download or listen to pirated music? (open ended questions – looking at first given answer)
43
 Reasons for watching pirated movies & TV shows

NB. Context:
60 Pirates tend not to
I can’t find the movie legally online actively seek legal
61
content before
64 resorting to illegal
I can’t find the TV show legally online
64

87
Because it’s free
85

I prefer to sample first 55

45

71
I want to get it as soon as possible
57

53
I’m not aware of any alternatives
50

44
To avoid censorship
56

43 Persistent Pirates
No enforced laws to stop me
26 Casual Pirates

BASE: SAMPLE N=367 N7a Which of these, if any, are reasons why you watch pirated movies or TV shows ?
44
 Reasons for listening to pirated music
NB. Context:
Pirates tend not to
56 actively seek legal
I can’t find the track legally online content before
47
resorting to illegal

82
Because it’s free
78

58
I prefer to sample first
54

65
I want to get it as soon as possible
50

47
I’m not aware of any alternatives Persistent Pirates
39 Casual Pirates

BASE: SAMPLE N=322 N8a Which of these, if any, are reasons why you watch pirated movies or TV shows ?
45
 3. It’s the social norm
•  Social norms – ‘group rules’ impact how a group behaves
–  Failure to follow these norms can lead to exclusion from a group
•  49% of the population say they are active pirates
80 %
60
It’s  something   40 70 66 73 77 82 72 73 79 80 83
58 57 53
that  everybody   20
0 -12 -9 -12 -12 -7
does  nowadays   20
-18 -24 -15 -14
-29 -33
-14 -27
40
TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 Persistent Casual Lapsed Non
pirates

•  Those who don’t participate are perceived to be ‘not really like them’

Rich people who

The technically Religious people
can pay for what The artists
inept (moral objectors)
they need

Given 69% of all 16-18 year olds and 74% of 19-24 year olds are active pirates
– it is the social norm for these age groups

BASE: Total sample N=900.

N5: Please indicate how much you agree or disagree with the following statement..
46
The case of the lapsed pirate
•  In Singapore, many of those who claimed to be lapsed are “It’s something you
share with your
still active social circle but
–  Exhibited signs of moral discomfort you don’t want
everyone else to
–  Conflicted about acting illegally know about it..
–  The greatest concern about getting caught you know
fundamentally it is
–  More negative imagery surrounding pirates wrong and you
–  “LAZY PEOPLE” “CHEAPSKATES” don’t want it to be
an impression that
–  BUT…feel socially pressured to conform “They say, why someone else who
go to the doesn’t know you
cinemas when has about you”
you can get it for Lapsed Pirate
free? …they just
think you are
really [stupid]”
“If everyone else is doing it and not Lapsed Pirate
getting into trouble then why can’t
I do it as well?” Lapsed Pirate

This is a positive – more susceptible to moral arguments and legal deterrents but
currently some fear being socially marginalised

47
4. No perceived negative impact

•  Most see only a positive outcome for piracy from their perspective

•  Only the ‘lapsed’ hint at a negative conclusion

– but it does not change their behaviour
“Boredom.. if it keeps
going on and people
who make music
“A world without can’t make money
entertainment? from it then will stop
It’s a bit far fetched and it will be boring “
but it’s possible” Lapsed Pirate
Lapsed Pirate

48
Potential negative economic impact is rejected
•  With prompting, a logical economic impact can be “If they screen movies then most
of the time they earn more from
articulated that anyway” 18-24 Pirate
–  But quickly dismissed by the active pirates
•  As seen in other markets, limited understanding “It’s not the fact that they
of the economics of the industry want to make money.
They want to make really
–  Makes $$$$ with or without piracy good shows for viewers”
–  Sense that it is affluent anyway and creative success is more 18-24 Pirate

important than (and distinct from) business success

“I read somewhere that the
•  A ‘distant’ industry – pirates consume the product but think reasons they don’t do
little about the source music is because they
aren’t making money in the
•  Some exceptions amongst the lapsed same way anymore –
–  A greater emotional concern for those involved in the industry that’s one of the reasons I
stopped downloading
–  A greater value placed on quality content music” Lapsed Pirate

The lack of a significant local movie industry may contribute to a feeling of detachment.
Economic impact is more readily articulated in countries with a more developed film,
TV and music production industry

49
But social and personal impact is readily articulated
•  Predominantly positive “Previously we’d
–  Provides them with control over what they view for free sit in the living
room as a family
–  Access to media for those who can’t afford it and watch TV
•  Some recognition that viewing has become less social together – I do
miss some of the
–  Particularly amongst the older groups discussion, the
debate”
–  Though this is not necessarily only because of piracy but 25-34 Pirate
largely the growth in multiple viewing platforms in the
household
•  Acknowledgement that it is a somewhat selfish behaviour
“It does make us
–  But one they can live with [Singaporeans]
more self centred”
18-24 Pirate

But still not sufficiently compelling to cause them to change behaviour

50
6. No limits on behaviour / compelling disincentives
a) Self imposed limits
•  Those who have stopped pirating or reduced their piracy are driven more by
circumstance than anything else
–  Less time to pirate, less interest in all content
•  Tangible or perceived personal impact or benefit is more cited than moral
concern as a driver for modifying behaviour
–  Particularly risk of viruses
•  Whilst the growth in legal alternatives is assisting reduction
–  Amongst pirates the legal alternatives are not well known or used
–  As we have seen, legality is not a criteria for choice right now
•  Singaporeans appear more motivated by quality than we have seen in other
markets
–  Some will delay piracy until they can guarantee a quality stream / download
–  Some equate payment to better quality, payment also guarantees quality

Promise of quality alone is not sufficiently motivating to modify behaviour but potentially
can play a role in communication moving forward

51
 No limits on behaviour / compelling disincentives
b) Knowledge of third party imposed limits
•  There is no clarity that exists around legal limitations
–  Whilst laws and fines are thought to exist they are not
clearly understood
–  Responsibility for implementing limitations is guessed at,
not known

“Most of us
are smalltime
downloaders,
if you are a “They are trying to
big time find the big fish.
downloader The people who
then you would massively upload
be concerned” files” 18-24 Pirate
25-34 Pirate

52
 No limits on behaviour / compelling disincentives
b) Knowledge of third party imposed limits continued
“The MDA have
•  Despite some personal experience of ‘being caught’, authority but they
a feeling that the likelihood is very low don’t enforce it”
18-24 Pirate
–  Too many active participants lowers risk of
identification
–  Low down the priority list
–  A slap on the wrist expected rather than proper penalty
–  Confusion to who is actually ‘looking for culprits’ means “It’s too trivial for them
that the threat does not seem real [government]... they
can’t be snooping
around every day”
18-24 Pirate
“They found me but they
didn’t really do anything.
They sent a letter
addressed to my
parents… I got scolded”
18-24 Pirate

53
 More concern for ‘being caught’ than other markets – but
active pirates show less concern than most

60 %
If  you  do  it,   40
there  is  liNle   20 33 36 30
47 39 38 30 24
38 50
36
21 27
0
chance  that   20 -46 -46 -46 -37 -34 -38 -35 -45
-49 -55 -51 -48 -51
you  will  get   40

caught   60
TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 Persistent Casual Lapsed Non
pirates

60 %
If  you  do  get   40
caught,   20
27 32 29 27
40
25 22 26 17 18 25 20 20
nothing  much   0

will  happen   20
-55 -56 -54 -45 -54 -48 -54 -61 -67
-46 -56 -56 -57
40
to  you   60
TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 Persistent Casual Lapsed Non
pirates
Top 2 Box Bottom 2 Box

BASE: Total sample N=900.

N5: Please indicate how much you agree or disagree with the following statement..
54
 No limits on behaviour / compelling disincentives
“US Copyright Act.. it’s a
c) Experience of blocking bit hard as they’ve closed
down some sites”
•  Content blocking already a method familiar to most pirates 18-24 Pirate
•  Regularly experienced on YouTube, some experience of other sites
•  Known not to be Singaporean driven
–  Attributed to US laws “The website got
blocked by the
•  An inconvenience rather than a deterrent as it currently stands TV Station.. the
–  Not pervasive nor consistent – plenty of other options remain available copyright
owners”
–  More content than site focused “So what did
you do?”
“I watched it
somewhere else
– there are
other websites
to watch. It’s a 5
minute detour”
25-34 Pirate

55
7. WHAT MIGHT LIMIT
BEHAVIOUR SUCCESSFULLY?

56
Can behaviour be changed?
Restriction:
Make illegal harder to access
and higher risk
•  Fines and penalties
•  Regulation
•  Access prevention
•  High risk advertising
Looking at these
in more detail….
Promotion:
Make legal more widely
available
•  Number and awareness
of legal sites
•  ‘Fairly priced’
–  Subscription model
akin to Spotify most
mentioned
•  Recent content
57
 Fines and penalties
•  There is an expectation that fines and penalties exist
–  But nobody is clear as to what the fines / penalties are
•  However, respondents understand fines in other walks of their life
–  They are enforced
“If there was a really stiff penalty then
–  They have a precise $ value attached nobody would dare do it… people would
–  think twice” 18-24 Pirate

•  A sense that if the penalties for piracy were clearly outlined

and communicated then they would be believed and more likely
to be taken into account when embarking on illegal behaviour
“There is no
•  Also, a social ‘penalty’ was volunteered by lapsed specific law.
Nobody really
–  Socially more concerned about their behaviour knows, it’s not
–  They state the threat of being publicly ‘outed’ like drugs”
would be an effective deterrent for them 18-24 Lapsed Pirate

Law abiding in other aspects of their life, Piracy does not seem wrong
or illegal partly as the true legal implications are unknown

Based on qualitative discussion with pirates 58

 Regulation and access prevention
“If it’s protecting your
•  Regulation as a concept is accepted by most interests then you’d
–  A means of protecting them / kids online from undesirable or support it”
illegal content 18-24 Pirate

–  However debate as to where the ‘line’ should be drawn

•  Many assume regulation already exists
•  Experience of regulation (and access prevention)
“Twitter has a group
–  In the workplace pro-nazis…it was a
–  By parents (ISP assisted) trigger for Twitter to
start censoring”
–  By social networks 25-34 Pirate
–  By sources they love (YouTube)
•  Some confusion between regulation and being ‘tracked’ online
–  Regulation is OK, people are less comfortable knowing their
activity is being monitored

How regulation is positioned is key – if transparent and positioned in terms of protection

of consumer rights and restriction of illegal or immoral activity then it is more acceptable.
It must also be distinct from online tracking.

Based on qualitative discussion with pirates 59

 “[if my site is blocked]
I think I’d just pay…..
somewhere cheap”
Regulation and access prevention 24-35 Pirate

•  Access prevention in the form of blocking is “If TPB was blocked,what

would your life be like?”
also familiar to most “Miserable!”
•  There was no ideological objection to blocking but “Where would you go
instead?”
more of a question over expected efficacy “CD shops!” 18-24 Pirate
–  Some do not believe it would be sufficiently
pervasive and sustained “If you are lazy you
•  Some feel blocking can be bypassed with ease probably wouldn’t
bother [searching for
–  Multiple, easy to find proxy sites proxy sites].
18-24 Lapsed Pirate
•  However, even the more active pirates admitted
that it is an annoyance “It can be done
–  They would resist as long as they could be bothered but it would be
too tedious”
–  Their assertion that blocking would be ineffective “Tedious for
seems more like bravado than reality you too?”
“If it was blocked I may not go to “Yes! [laughs]”
the effort to find another” 25-34 Pirate 18-24 Pirate

Blocking would certainly make what is an easy behaviour more challenging – not all
would persevere as they think they might

Based on qualitative discussion with pirates 60

 Most anticipate restricting access to sites would be effective
in reducing piracy behaviour

Which would be most

effective?
%
Blocking of sites that profit from pirated content 38
Proof that downloading pirated content heightens
exposure to viruses/malware 16
A guaranteed fine or penalty 11
Knowing someone who has been caught and fined 8
Your ISP slows down (throttles) your service if you are
downloading excessively 6
A warning letter from your ISP 6
ISP disconnects your service if you are downloading
excessively 4
An official visit from a copyright infringement official 3
Knowing someone who has been caught 2
Not specified 6

BASE: Total sample N=900.

D13. Which of the following measures do you think would be the most effective in reducing illegal download behaviour?
61
 The majority support regulation and blocking – even the active
pirates agree in surprising numbers

The  internet  
requires  more  
%
regula%on  to   70
50
prevent   61 64 62
30 55 53 57 50 48 47 57 54 51 48
individuals   10
from   10 -29 -35 -22 -40 -34 -35 -30 -20 -17
-41 -35 -34 -17
30
downloading  
50
or  streaming   TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 Persistent Casual Lapsed Non
pirated   pirates

content  

Singapore's  
courts  should  
be  allowed  to   70 %

decide  to   50
73
30 55 54 56 50 55 63 53 53 53 58
block  overseas   10
43 42
websites  that   10 -25 -30 -20 -37 -31 -27 -27 -21 -10
-39 -29 -23 -18
profit  from   30
50
pirated   TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 Persistent Casual Lapsed Non
content   pirates

BASE: Total sample N=900.

N5: Please indicate how much you agree or disagree with the following statement..
62
High risk advertising

•  Adult pirates acknowledge the

existence of high risk advertising
on sites that they visit for pirated
content
–  Claim they ignore
–  Some claim to use adblockers
•  However, also acknowledge that it
is less appropriate for younger
audiences

Screen shot from The Pirate Bay

Jan 2014 - search term: ‘Frozen’

Exposure will be more of a concern for parents of younger children who pirate than for
young adults themselves
63
Exposure to high risk advertising
Most seen
%

Sex industry advertisements 53 28

Online gambling advertisements 51 20

Weight loss advertisements 42 8

Software and \ or anti-virus

advertisements 34 9

Other advertisements 25 9

Banking industry advertisements 15 1

None \ can’t say 20 25

Base: Singapore (543)

N14. Which of these types of ads do you see the most on websites where you can access pirated content? 64
Advertising recall – exposure to high risk advertising
80 %

60
Sex
industry 40
53 57 58 61 57 55 57 56 55
48 48 50 45
20 36

0
TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 Child at No child at Persistent Casual Lapsed
home home

80 %

60
Online
40
gambling 59
51 58 50 52 51 51 52 52
20 42 44 46 46 45

0
TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 Child at No child at Persistent Casual Lapsed
home home
80 %

60
Weight
40
loss 63
20 42 48 40 42 44 40 46 43
36 37 38 33
24
0
TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 Child at No child at Persistent Casual Lapsed
home home

Base: Singapore (543)

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 65
 Advertising recall cont’d

60 %

40
Software
20 44 43 45
34 37 31 32 36 32
30 27 30
23 23
0
TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 Child at No child at Persistent Casual Lapsed
home home

40 %

Banking 20

17 18 16 17 20
15 12 13 14 14 13 14
10 10
0
TOTAL Male Female 16-18 19-24 25-34 35-49 50-59 60-64 Child at No child at Persistent Casual Lapsed
home home

Base: Singapore (543)

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 66
Responsibility for limiting piracy?

•  Fully expect a government related agency to either take

responsibility for limiting piracy OR influence ISPs to limit
on their behalf
“The government
–  Both the MDA and IDA cited won’t do it, they will
•  No articulated resistance to government regulation tell the MDA to do it”
18-24 Pirates White Collar
–  More an expectation that they accept (albeit reluctantly for
the more active pirates)
–  No differentiation articulated from a consumer perspective
between government or judicial relief
•  Younger professionals expect the decision as to who
would be responsible to be political
•  However, still a complementary belief that the movie TV
and music industries should contribute by making content
–  More affordable (or FREE!)
–  More controllable (when and what can be accessed)

67
 Who has a role in preventing online piracy? - Overall
Biggest role
%
Individuals - by choosing not to buy or 32
56
use pirated material

Internet service providers 48 16

The movie and TV industry 40 12

the Government
39
13

Search engines (Google etc.) 35 9

Schools & universities 23 2

The courts 17 1

None \ can’t say 13

15

BASE: ALL SAMPLE N=900; 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? 68
8. SUMMARY AND
CONCLUSIONS

69
Summary

•  Singaporeans are prolific movie, TV and music

pirates
–  Particularly avid consumers of movies relative to
other markets
–  As we have seen in other markets, piracy is most
prevalent amongst the younger age groups and
participation declines with age

–  A function of available time to pirate and technical

ability

•  Whilst pirates know piracy to be illegal technically,

it does not feel illegal since the laws regulating it
are not well known nor enforced

70
Summary

•  As in other markets, Singaporeans find piracy easy

to morally and financially justify
–  They are ill versed in the negative effects of piracy
–  Detached from the ‘problem’

•  However, as generally law abiding citizens, pirates

(and particularly lapsed pirates) recognise that their
behaviour could be legitimately challenged
–  Expectation and acceptance of likely measures
to reduce piracy

Pirates in this study felt they were ‘getting away with it’ rather than piracy being
their right or the fault of someone else as has been evident in other markets

71
Conclusions

•  The aim is to modify piracy behaviour and redress the behavioural balance

LEGAL

ILLEGAL

•  Improving knowledge about the impact of piracy may have an effect

on some but would be limited

72
Key drivers are predominantly environmental

Unclear and
Free, easy
Environmental unenforced
Access
legislation

Little
knowledge of
alternatives

Piracy is the
SOCIAL
norm

PERSONAL Habit

73
Most impact can be had at an environmental level

Unclear and
Free, easy
Environmental unenforced
Access
legislation

Little
knowledge of
alternatives

Piracy is the
SOCIAL
norm

PERSONAL Habit

74
Environmental impact

Unclear and
Free, easy
Environmental unenforced
Access
legislation

Little
knowledge of
alternatives

•  Government or court decisions to prevent access to selected copyright

infringing movie/tv/music websites would have an impact on making
content more difficult to access
•  Human beings prefer the path of least resistance – make it harder to find
and fewer will look to access pirated content
•  To be fully successful, as legal alternatives become available they
should be promoted on the basis of ease of use and low / competitive
cost
•  Clear legal parameters and a realistic chance of being penalised will
emphasis the risks involved and again, make piracy a less carefree
behaviour
75
Personal impact

PERSONAL Habit

•  Breaking the habit of piracy could be realistically achieved via removal

of habitual sources
•  If a pirate’s favourite source is unavailable they are forced to behave
differently
•  Search elsewhere, spend more time, maybe compromise quality
•  A subconscious behaviour becomes a more conscious one where they
are more likely to evaluate what they are doing

Piracy is the
SOCIAL
norm

•  And as habits are broken and fewer participate, a mainstream behaviour

will increasingly be seen as a marginal behaviour

76
Key highlights

1.  Singaporeans are prolific pirates – 61% admit to having pirated, 49%
admit to currently pirating online
2.  Piracy incidence is highest amongst younger age groups – 69% of
16-18s and 74% of 19-24s are active pirates
3.  Even though pirates know it to be wrong (a majority think it is stealing /
theft) they carry on regardless
4.  The primary driver of behaviour is that it is free – and free is hard to
resist when the alternative is to pay
5.  Adult pirates acknowledge the existence of high risk advertising on
sites that they visit for pirated content – sex industry ads having the
highest recall
6.  The majority of Singaporeans agree that the internet requires
regulation to prevent piracy
7.  The majority of Singaporeans agree that judicial site blocking of sites
that profit from piracy is a justifiable action

77
Anna Meadows +65 8571 7383
anna@sycamore.com.au