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Kantar Media

Kantar Media

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Published by TorrentFreak_

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Published by: TorrentFreak_ on Nov 22, 2012
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12/04/2012

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Several attitudinal questions were presented in the survey in order to uncover primary motivations for
specific online behaviour. The following tables shows the ranked prompted responses for each of the
general activities covered - downloading, streaming/accessing, and sharing files - among those who
claimed to have taken part in them (and additionally, those not taking part, in the case of downloading)
for any of the six content types of interest in the past 3 months; only those answers that gained 5% or
more response, among those asked the questions, are shown in the tables.
It is worth noting that motivations for general online behaviour were similar for those who had consumed
any illegal content as those of the general internet population, since these questions focused on the
general acts of downloading, streaming and sharing (without any reference to legality). The sub-section
following this one focuses on motivations for lawful and unlawful activity.

Table 9.2a. Summary of motivations for downloading (or not) content online
DOWNLOADING CONTENT ONLINE
You indicated you have downloaded [CONTENT TYPES] in the past 3 months. Generally, what would you say are
your personal reasons for downloading these types of files rather than buying a physical version such as a CD,
DVD, Blu-ray, paper, etc.?

Base: All who had downloaded any of the six content types of interest in the past three months (1813)

- It’s easier/more convenient = 67%
- It’s quicker = 56%
- It’s cheaper = 46%
- I can access them more easily on the devices I have = 35%
- I can get them for free = 34%
- The quality isn’t noticeably different = 18%
- It's more up-to-date = 17%
- No physical version available = 12%
- It's what everyone does = 11%

What are the reasons that you haven’t downloaded any files in the past 3 months?

Base: All with internet access who’d not downloaded any of the six content types of interest in the past three months (2459)

- I'm not interested = 64%
- I prefer to have a physical copy = 22%
- I fear they may have viruses\ malware \ spyware = 13%
- I'm not sure how to do it = 14%
- They are too expensive = 10%
- I fear that they could be illegal = 10%
- It is easier to buy physical copies = 7%
- I prefer to stream\access (without downloading) files = 6%

82 | Page

Table 9.2b. Summary of motivations for streaming or accessing content online
STREAMING / ACCESSING CONTENT ONLINE
You indicated you have accessed or streamed [CONTENT TYPES] in the past 3 months.
What are your personal
reasons for doing this?

Base: All who had streamed or accessed any of the six content types of interest in the past three months (2164)

- It's easier/more convenient = 60 %
- It's free = 51%
- It's quick = 49%
- It's easy to do = 43%
- For entertainment = 31%
- It means I don't have to download them = 26%
- It's quicker than downloading = 23%
- It means I can try something before I buy it = 20%
- It's cheaper than downloading = 15%
- Some types of file are too expensive to buy = 6%

Table 9.2c. Summary of motivations for sharing content online
SHARING CONTENT ONLINE
You indicated you have shared [CONTENT TYPES] in the past 3 months.
What are your personal reasons for doing
this?

Base: All who had shared any of the six content types of interest in the past three months (402)

- It's easy to do = 56 %
- It's only fair = 32%
- It's what everyone does = 29%
- I should be able to share my content with whomever I chose = 18%
- My friends/family can't access files themselves = 16%
- I don't know how to download them = 7%

• Convenience was shown to be the prime motivation for downloading rather than buying a physical
version (67%), and was also the main reason given for accessing/streaming online (60%). Speed was
also cited highly for both activities - 56% among downloaders and 49% among streamers.
• The motivation of being able to access content for free was higher for streaming/accessing (51%) than
it was for downloading (34%).
• The majority (64%) of those who said they don’t download were simply not interested, but aside from
this, the preference for owning a physical copy was also a motivation (22%).
• Among those who said they shared files, the ease of doing so was the main reason given (56%).
However, 29% said they did it because they think it’s fair to do so.

83 | Page

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