Amy Green

Registration number 6259308

2015

Attitudes to motion picture downloading

Supervised by Dan Smith

University of East Anglia

Faculty of Science

School of Computing Sciences

Abstract

This research aims to investigate peoples attitudes to motion picture downloadin by

looking at demographic characteristics of the participants, their downloading habits and

their confidence along with knowledge of legal issues surrounding downloading. This

research study used online questionnaires, which were distributed by sending and post-

ing an activated online URL where the participant can click and complete. There were

a total of 370 participants (n = 370) that took part in the online survey. Characteristics

were separated by gender, age, current occupation, annual income, computer daily usage

and computer knowledge. There was no particular target or area that the questionnaire

was distributed. This research uses tools such as IBM SPSS and Excel to conduct cer-

tain analysis test, such as the Chi-square test, and to also help visually show the results

by the use or graphs and charts.

Acknowledgements

This project would not have been possible without the help and co-operation of many

people. Firstly, the author would like to thank Dr Dan Smith for all his help, guidance,

patience and support. Secondly, the author would like to thank Dr Pam Mayhew for

ethically approving the questionnaire to be released. Lastly a big thank you to all friends

and family that helped share and distribute the questionnaire and thank you to all that

participated and willingly allowed the author to use the data for the research.

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Contents

1 Introduction 4

2 Literature review introduction 5

2.1 Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

2.2 Pirates of the web . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

2.3 Internet piracy demographic and behaviour of consumers . . . . . . . . 7

2.4 An Ethical topic and hopes to reduce piracy . . . . . . . . . . . . . . . 9

2.5 Effect on industries . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

2.6 Data collection methods . . . . . . . . . . . . . . . . . . . . . . . . . . 11

2.7 Literature review conclusion . . . . . . . . . . . . . . . . . . . . . . . 13

3 Methodology 14

3.1 Data collection justification . . . . . . . . . . . . . . . . . . . . . . . . 14

3.2 Measures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

3.3 Distribution and procedure . . . . . . . . . . . . . . . . . . . . . . . . 17

3.4 Sample . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

3.5 Data analysis approaches . . . . . . . . . . . . . . . . . . . . . . . . . 18

4 Data analysis and findings 19

4.1 Demographic characteristics . . . . . . . . . . . . . . . . . . . . . . . 19

4.2 Downloading habits . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

4.3 Legal issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

5 Discussion 33

5.1 Future improvements . . . . . . . . . . . . . . . . . . . . . . . . . . . 36

6 Conclusion 38

References 39

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1 Introduction

The emergence and rapid growth of the world wide web and technology has allowed

pirates of the internet to radically grow. The speed at which technology is upgrading

has allowed the number of unique internet users worldwide to expand and with that their

computer literate skills to improve, not necessarily their understanding and knowledge

on the effect and legal issues but definitely improving their usage. There have been many

studies that have concluded that illegal file-sharing websites have grown more popular

since 2011. Pirated content is more prolific and appears online faster than ever before

due to the increasing improvements to technology. With the ever increasing broadband

access and the introduction of new devices that allow people to take internet content to

the TV, laptop or computer, it has enabled consumers to easily watch pirated services.

Downloading copyright protected materials from the internet easily offers the sense of

anonymity and makes the act of theft seemingly victimless, thereby increasing internet

piracy worldwide and fighting internet piracy by punishing has proved to be ineffective

(Higgins et al., 2009).The ever changing nature of the web has enabled huge quantities

of information to be readily available therefore the fact that people might be unaware

that sharing their media content with their peers or family is illegal needs to be taken into

account. How educated is the general public about the laws that are in place surrounding

downloading, streaming and/or sharing?

This project aims to firstly to explore demographic characteristics and how it relates to

the type of media entertainment downloader they claim to be, then explore their down-

loading habits, exploring if there is any significant differences between certain charac-

teristics and habits. This research also aims to investigate how people feel about legal

issues surrounding the topic and look at their confidence levels around knowledge of

legal issues. The use of graphs and tables will aid the visualisation to better understand

the data that has been collected from the online survey.

This paper is divided into six sections and is organised as followed: The first section

is the introduction to the study, aims and what is hoped to be concluded. The second

section, Literature review, describes previous research conducted surrounding this area.

Chapter three focuses on the methodology, including data collection justifications, mea-

surements, distribution and procedure, sample and data analysis approaches. Chapter

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four describes the findings and analysis of the online questionnaire data. Chapter five

discusses the findings and room for improvements. The final section concludes the study

and discusses possible future research.

2 Literature review introduction

This section reviews the basic concepts of illegal downloading and piracy, looking into

different existing studies and theories on the topic. This literature review aims to find

out if there are certain elements that drive people to download illegally, whether there

are evident factors such as age, gender, income etc. that have an impact on whether

a person downloads illegally and what they download. Also looking at theories and

findings on data collection methods that will be used in this project.

2.1 Background

Copying started in the 1959 with the introduction of the Xeroc 914 copier, the first auto-

matic office copier making copies on plain paper. It was the first successful commercial

plain paper copier which revolutionised the document-copy industry, introduced to the

general public on September 16th 1959, in a demonstration at the Sherry-Netherland

Hotel in New York, shown on live television. Once a monotonous task, private copying

of intellectual property has now been made easier by the technological advances of our

time.

It used to be difficult, in the early stages of the internet, to download a file any larger

than a still image, now technological advances allows individuals to share their files eas-

ily and quickly. Thus creating a downloading culture. In today’s technological era the

current state of the internet allows users to download whole films in less time that it does

to watch them, making file sharing speedy and accessible to anyone that is connected to

the World Wide Web.

The term "information" is use very generally, "anything digitised, encoded as a stream

of bits, is information" therefore that gives us a wide range of content that we all know,

for example: e-books, databases, movies, music, TV and websites are all information

goods (Shapiro and Varian, 1999). There are laws in place to help prevent internet

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piracy but it is a difficult area to keep in control. Private copying isn’t easily detected

or in some cases it can be held in fair use therefore not copyright infringement. The

Copyright law essentially provide particular property rights to the author(s) of the intel-

lectual creation(s), the sole right being to reproduce or publish work. The usual term of

the copyright agreement is the life of the author plus 50 years.

2.2 Pirates of the web

Many terms have derived from this digital era that we live in, digital Television, radio

streaming, Internet shopping, music downloading, movie downloading (Dilmperi et al.,

2011). The way in which people are consuming the goods has changed, almost anything

is available to them on the Web and there are many mediums to watch, listen and play

from: television, computers, laptops, tablets, phones, game consoles etc. Technological

advances enable consumers to search for their choice of media, digitally, compress and

store the media. This raises some concern and issues with the role of record companies,

particularly those who wish to eliminate peer-to-peer sharing. Dilmperi et al. (2011)

argue that these record companies need to accept and understand this new situation

they are in, that digital consumption is the new current and future way to consume

media. They make a valid point to these record companies they should be conducting

research and analysing their audiences, as the audience are the key to their success,

as the information and data could be potentially important in terms of marketing and

advertising. They could even use this information and data to find out how they could

better educate the public to enhance the awareness of piracy and the consequences if

caught, as it is not known how many people in the general public that have access to the

internet know the issue revolving around internet piracy and whether the pubic class it

as breaking the law.

Dilmperi et al. (2011) paper concludes by stating that the strongest motivational factor

for online piracy is that it "can be found for free", so why would the public choose to

pay for it? Further research into ways to educate internet users about the moral issues

and consequences of illegal downloading and streaming would be to equip them with

useful data and start combating this issue.As long as peer-to-peer file sharing exists

and is thriving people will continue downloading and streaming for free. There is also

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another appealing factor on peer-to-peer sharing sites as media can now be compressed

without losing much of its information or quality, making similar copies of the original

making it appealing to our modern day pirates (Peitz and Waelbrock, 2006). Cheap,

good quality, and easy to store are the three key things that will entice these pirates to

carry on illegally downloading as it only requires a storage device, such as a portable

hard-drive or any other portable media device to store stolen data. This makes it very

difficult for industries to compete with all the technological advances have ’opened up

the gates of piracy wide open (Paul et al., 2011).

2.3 Internet piracy demographic and behaviour of consumers

The way which people consume information has changed in our new digital world,

therefore changing the consumption patterns of the consumers. The internet enables

consumers to search and acquire media (e.g. music, films, television, books etc.). In-

tellectual piracy is particularly subtle but harming crime as individuals can engage in

the activity privately within their own homes, making it hard to detect who exactly is

involved in the activity. Internet piracy is becoming very widespread almost giving the

perception that piracy is acceptable and therefore less likely it is for am individual to

recognise that the act of copying intellectual property is in fact a crime and unethi-

cal (Malin and Fowers, 2009). Gottfredson and Hirschi’s 1990, self-control theory has

been used widely for explaining piracy, General Theory of crime, explaining that the

reason people par-take in illegal activity is due to their lack of self-control. Whist self-

control can help explain crime, it is not identified with crime. Gottfredson and Hirschi

suggest those with high self-control think more about the long-term consequences of

their behaviour, whilst those with low self-control do not. Malin and Fowers (2009)

thinks this suggests those with low self-control are impulsive, self-centred risk takers

who are more likely to engage in acts that are physical and simple. These people are

more likely to be associated with drinking, smoking and having children out of wedlock

also maybe involving themselves in gambling. Michael Bodey disagrees with this, as in

his article "Online Piracy appeals most to those who are better educated" research that

has been conducted in Australia commissioned by the Australasian Performing Rights

Association (APRA) that a survey of 1000 adults over 18 showed that 30 percent of

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those who admitted to illegal downloading of digital materials (e.g. Movies and games)

earned more than $100,000 a year, 27 percent of people admitted to illegal downloading

and they earns between $60,000 and $100,000, 18 percent earning between $40,000 and

$60,000 and only 14 percent earning under $40,000 a year. With this data he came to the

assumption that the people that had a higher education and better paying jobs are more

likely to download illegally (Bodey, 2013). According to Pratt and Cullen (2000) Win-

free and Bernat 1998 research has suggested that there is a link between self-control

and criminal behaviour. Higgins and Makin, 2004, applied Gottfredson and Hirshi’s

theory to software and digital movie piracy as they wanted to experiment if there was

a parallel between impulsive criminal acts and software and movie piracy. (Malin and

Fowers, 2009) believe that this approach looks promising as it provides valuable con-

ceptual tools for understanding music and digital movie piracy and also for developing

effective measures to prevent these crimes.

(Dilmperi et al., 2011) propose two hypotheses concerning the role of demographic

factors on music consumption, which could also be true to motion picture and gaming

consumption, firstly that people who purchase recorded music tend to be older than 30

(therefore more likely to have a full time job, meaning more disposable income) com-

pared to those who download music tend to be younger, usually lower income, in full

time education and therefore less likely to be able to pay for recorded music. Addi-

tionally it is assumed that younger people tend to be more computer literate and more

familiar with the internet and new technologies. Bai and Waldfogel (2012) agreed with

the idea of the main audience for internet piracy is within the younger demographic as

they state that in both China and in the US peer-to-peer sites are prominent on college

campus, with low income but a high-speed internet access. Research has been con-

ducted suggesting that male consumers are more likely to undertake in internet piracy

over females, meaning from this research that in general the archetypal music pirate is

categorised as a you male consumer. (Dilmperi et al., 2011) paper homes in on four

main areas that are important to try and explain the demographic for internet piracy;

age, gender, income, music/media preference. It suggests that the way a consumer ex-

periences the media "sensorial, imaginal, analytical, need to re-experience" affects their

intention on whether to purchase recorded music/media or to illegally download.

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2.4 An Ethical topic and hopes to reduce piracy

The problem of illegal downloading in the media industry is not a new problem. It was

firstly experienced with music. Many different strategies have been tried over the years

and it has been made clear it is a very complex problem and almost impossible to keep

on top of. There have been many discussions and debates about this issue and by many,

it has been decided to take a new approach to reduce piracy. There are some "advocates

of file sharing that support the idea that internet has no economic impact and if it does,

the impact is insignificant" (Cherry, 2013), some people have been known to defend

their actions on the basis that they wouldn’t have bought the product/content anyway

so obtaining it illegally, just because they can, isn’t a loss because they wouldn’t have

purchased it anyway. Arguments have also been made that it isn’t a crime per se as

it is not a physical item being stolen, thus a victimless crime. The government and the

entertainment industries new approach to try and reduce illegal downloading is by trying

to re-educate the consumers. It was argued that more needs to be provided legally as in

certain case it could be easier to find something illegally than legally and the consumers

need to be provided with a more legal means to access content.

In some cases some consumers didn’t know that they were partaking in an illegal

activity and some just think that it is okay. There was even an episode of 8 out of 10 cats,

on channel DAVE 21st December 2014, where the audience were asked: Is downloading

or steaming without paying illegal? And a large percentage of the audience thought that

it wasn’t illegal (59%). An article in the US states that the "American public doesn’t

understand the consequences to piracy", "they think it is okay" (Shaw, 2013).

The BBC posted an article UK anti-piracy campaign set to begin, 19th July 2014,

stating what will happen to people in the UK who persistently pirate music and movies.

The article states that if they carry on this illegal behaviour they will start receiving

emails warning them that their actions are illegal. Starting in 2015 up to four warnings

annually will be sent to households suspected of copyright infringement and if they go

over or ignore the warnings, nothing will be done. They claim that this is part of a larger

scheme to further educate people about copyright and to inform people of legal ways to

enjoy digital content. The UK’s biggest ISPs, BT, TalkTalk, Virgin and Sky have signed

up to Vcap (Voluntary Copyright Alert Programme) and are hoping that smaller ISP’s

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will join later. Instead of taking a harsh approach which has been used in the past, for

example suing individuals Vcap state: "Vcap is not about denying access to the internet.

It’s about changing attitudes and raising awareness so people can make the right choice"

(BBC, 2014).

In the European court ruled that Internet service providers (ISPs) can block piracy

sites that "illegally distribute copyright protected material" as the ISPs are the best place

to tackle copyright infringement. Chris Marcich, president and managing director of the

MPA EMEA, stated that the movie industry is hard at work to "develop new, innovative

and consumer-friendly platforms delivering the shows and movies that audiences want

to see -whilst ensuring that the creators and makers get compensated for their hard work"

(Kemp, 2014).

2.5 Effect on industries

The webs valuable quality lies in its ability to provide immediate access to informa-

tion. Digitally the information can be perfectly copied and instantaneously transmitted

around the world to multiple machines. This is the start of the downfall for industries,

according to the International Federation of Phonographic Industry (IFPI, 2010) there

is a global market decline which is estimated to be around 30% in the period of 2004

- 2009 and music piracy is the major factor for this downturn. Due to the fact that the

motion picture piracy started more in its physical form, being distributed via portable

physical media, e.g. DVDs. There has always been a technological disadvantages due

to technology limitations, both hardware and software, but that never stopped piracy.

"One real-world example of piracy’s devastating impact on the legitimate market place

is with the 1999 release of Star Wars: The Phantom Menace. Pirated copies of the film

(created by camcorders in the U.S) flooded the Asian market whilst the film was still

in the U.S. theatrical distribution". When the film finally showed in the Asian cinemas

the attendence ws "far below" what people had predicted (Timothy Paul and Al-Rafce,

2011). Now illegal copying of movies is a major concern for the motion picture indus-

try, as technology has advanced significantly in a short period of time, low-cost, high

bandwidth internet connections and peer-to-peer file sharing networks allow a consumer

to download a whole film in less time than it does to watch it.

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In 2003 The Motion Picture Asscociation of America (MPAA) estimated that around

400,000-600,000 movies are being copied/downloaded on the internet every day (Tim-

othy Paul and Al-Rafce, 2011) and L.E.K found that piracy was costing studios around

$6.1 billion a year (Bialik, 2013).In 2014 between the 1st January and the 23rd De-

cember both films, Wolf of Wall Street and Frozen were downloaded around 30 million

times by torrent users (BBC, 2014). In 2010 Avatar’s record breaking $2.7 billion at

the worldwide box office was still dented with illegal downloading as there was 16.5

million illegal downloads of that film alone. The Hurt locker only made $48 million in

the box office, which shocked many as the movie received "massive critical acclaim"

and "best picture victory" at the Academy Awards (Eisenberg, 2014), but yet the film

did not do so well in the box office, clearly affected by the 6.8 million illegal downloads,

in his article Mike Eisenberg wonders what the future holds for these statistics, will we

see a "incline in piracy due to increased ticket prices?".

It doesn’t only affect the actors and the box office. The movie industry is full of

"normal" jobs, the UK film industry is a substantial industry, directly generating 43,900

full time jobs in 2011! (Oxford, 2012), and that’s not taking into account the people

that aren’t directly working within the film industry, for example drivers, builders and

companies that supply to the film industry etc. The Oxford Economics Journal states

that the movie industry impact is a lot wider than people think, even right down to

promoting British cultural life, attracting tourist to the UK, providing jobs for highly

qualified workers etc. They state that the "film industry provides jobs for some of the

UK’s most highly qualified workers for example 70% of the production workforce are

university educated". In total the UK film industry alone generated over £4.6 billion of

Gross Domestic Product (GDP) and supported 117, 400 internal direct jobs all in 2011.

The BBC reckon the UK’s creative industry, as a whole, contributes £71 billion to the

UK economy and supports around 1.68 million jobs (BBC, 2014).

2.6 Data collection methods

A questionnaire is a form used in a survey design that participants in a study complete

and return to the researcher. The participant chooses answers to questions and sup-

plies basic personal or demographic information (Creswell, 2005). with increased use

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of the we, electronic questionnaires have become very popular, it is an instruments for

collecting data that is available to fill out on an electronic platform, electronic surveys

provide an easy and quick form of data collection.questionnaires is a widely used and

useful instrument for collecting survey information, providing structured, often numeri-

cal data, being able to be administered without the presence of the researcher, and often

being comparatively straightforward to analyse Cohen et al. (2000). These attractions

are counterbalanced by the time taken to develop, pilot and refine the questionnaire, by

the possible unsophisticated and limited scope of the data that is collected, and from the

likely limited flexibility of response.(Cohen et al., 2000). Though there is a large range

of types of questionnaires, "there is a simple rule of thumb:the larger the size of the

sample, the more structured, closed and numerical the questions may have to be, and

the smaller the size of the sample, the less structured more open and word - based the

questionnaire may be"(Cohen et al., 2000). Highly structured closed questions are use-

ful in that they can generate frequencies of responses to enable statistical treatment and

analysis. They also enable comparisons to be made across groups in the sample (Cohen

et al., 2000). Researchers can select several types of questionnaires, from highly struc-

tures to unstructured. If a closed and structured questionnaire is used, enabling patterns

to be observed and comparisons to be made, then the questionnaire will need to be pi-

loted and refined so that the final version contains as full a range of possible responses

as can be reasonably foreseen. There are several kinds of question and response modes

in a questionnaire, including: dichotomous questions; multiple choice questions; rat-

ing scales and open ended questions (Cohen et al., 2000). Open ended questions may

be useful for generating that will subsequently become the stuff of close-ended ques-

tions in a subsequent questionnaire (e.g. pre-pilot). There is often an assumption that

respondents will have the information or have an opinion about the matters in which

researchers are interested. This is a dangerous assumption. This means that the op-

portunity should be provided for respondents to indicate that they have no opinion, or

that they don’t know the answer to a particular question, or state that the they feel the

question does not apply to them. This is a frequent matter in surveys of customer sat-

isfaction in social science. It is essential that regardless of the type of question asked,

the language and the concepts behind the language should be within the grasp of the

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respondents, just because the researcher is interested in, and has a background in, there

is no guarantee that the respondents will be like-minded (Cohen et al., 2011). Cohen

et al. (2011) draw attention to the important issue of including sensitive items in a ques-

tionnaire. Whilst the anonymity of a questionnaire there is still an issue of sensitive.

Some participants might be unwilling to disclose sensitive information, particularly if

it could harm themselves or others, they might get the feeling of "why should i share

sensitive data with a complete stranger?" (Cohen et al., 2011).

2.7 Literature review conclusion

This literature review looked at the background of downloading and explored how the

internet has developed over time to allow these modern day pirates to thrive. This review

discovered that internet piracyis hard to control as private copying and streaming takes

place in he the privacy of individuals homes. The rate at which technology and band-

with speed is increaing means that internet piracy is on the increase. Motion pictures

are starting to feel the wrath of digital piracy. so who are the pirates? The way in which

people consume media has changes in this new digital world, it is beginning to become

more widespread and almost giving the impression its acceptable. This Literature re-

view found some controversy characteristics of these pirates. Some claim that research

has has shown lower educated people with a smaller income that are more likely to

download illegally. Some claim that it is the other end of the spectrum, those with better

education, higher income as they are better educated and more computer literate. This lit

review then discusses data collection methods, specifically, questionnaires. Discussing

the do’s and don’ts, which can then lead into the start of this study.

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3 Methodology

This section describes this study’s research methodology. Presenting the methods of

data collection, justifications of data collection techniques, how data will be measured,

how the questionnaire was distributed, the sample size and characteristics and then the

data analysis technique approaches.

This research aims to find out people’s attitudes towards downloading both legally

and illegally and what type of person they are, does their behaviour reflect on a person’s

stated attitude and whether there is any knowledge of legal issues surrounding this topic.

This study also wishes to find out what type of content people download legally and

illegally and how they go about it. The questionnaire that was created too collect data

had both closed ended questions and a few open-ended questions. The open-ended

questions allowed "all possible responses open to the respondent" but the question still

had to be narrow enough to "guide respondents to the answer specifically" (Kendal and

Kendal, 2005). The close-ended questions are quick and easy for the participant to

complete as it limits the respondent to only the answer that applies to them.

3.1 Data collection justification

This study uses a questionnaire for data collection, questionnaires are often used in in-

vestigation assessments and data collection. Questionnaires can provide evidence of

patterns amongst large populations where as another data collection method, such as in-

terviews, often gather more in-depth insights on participant’s attitudes, thoughts, actions

and opinion (Harris and Brown, 2010). Knowing this, collecting large amounts of data

via questionnaires allows this study to gather enough information to analyse patterns

and draw conclusions. Allowing a section at the end of the questionnaire, where the

participant can choose to leave contact information to partake in further research allows

this study to go further in-depth to gauge people’s reactions and honest opinions and

attitudes.

Using a free survey website, like Google forms is an efficient way to gather, store and

analyse information. As once the form/questionnaire is built and checked the activated

URL can be copied to people individually or through social networking to get the most

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amount of responses. Once the participant copies in the activated URL it takes them di-

rectly to the questionnaire making it easier for both participant and creator. Upon com-

pletion the participant selects the submit button and the data is automatically updated

onto a spreadsheet for later data analysis by the creator. The type of form is suitable for

today’s era, as the majority of the population is computer literate, in 2014 there were

2.92 billion internet users (Statista, 2015) and in the U.S.spend an average of 7 hours

looking at some sort of computer platform (BGR, 2014). There are many advantages

of collecting survey data via the internet. It is inexpensive due to the elimination of

postage, paper and printing costs, speedy in comparison to postal surveys and the inter-

net provides ready access across geographic boundaries and time zones. Sproulls, 1986

examined data completeness and equivalence of response as indicators of data quality,

the study reported no difference in close-ended questions, but differences in open-ended

questions, the study found that the response was longer and more detailed (Tuten et al.,

2000).

Tuten found that people that tend to open electronic mail messages based on familiar-

ity of the name identified in the mail box, and to delete those messages from individuals

they did not know. So it is important to strike curiosity, opportunity to contribute to

research and the feeling of importance to gather as much data as possible(Tuten et al.,

2000).

The primary drawback to using the web to collect survey data is the presence of

sample bias, whether i be due to a smaller percent of people have constant access to the

web or the creator only sending/asking people that are somehow involved in their life to

complete the survey (Tuten et al., 2000).Tuten et al. (2000) state that the GVU’s WWW

User Surveys described the following average characteristics of the web user being 70%

male and 30% female, 56% of web users hold a college or advanced degree, 83% of

the users are in the U.S., average age being 35 and the average income is just above

$60,000 (equivalent to £40,200). However, it should be recognised that the population

will develop to better represent the average public as technology becomes increasingly

adopted into society and decreases in price and availability.

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3.2 Measures

The survey consisted of three sections; demographic information about the participants,

downloading habits of the participants and a section on legal issues. The demographic

information questions consisted of gender, age, highest level of education, current occu-

pation, annual income bracket, daily computer usage and computer knowledge. All of

these questions were set to be simple "select what applies to you" close-ended question,

where the participant simply selects the option that applies to them. These questions

were chosen as it allows for data analysis later on and allows this study to compare

characteristics to habits and their knowledge and confidence of legal issues surrounding

downloading.

The downloading habit questions consisted of: What type of media entertainment

downloader best describes you, whether the participant is an illegal or legal streamer,

what content the participant streams, what other content do they download legally and

why and what other content do they download illegally and why. All of these questions

were close-ended questions to make it simple for both participant, creator and analyser.

Also asking whether they use such sites as Netflix, LoveFilm etc. Some of the close-

ended questions allowed the participant to select what applies to them (one answer) or

multiple choice where appropriate, also an option to select "other" where they can insert

an answer that was not available on the pre-set answer options.The reason for including

a selection called other, where the participant can input an answer if none of the listed

options is applicable to the participant, allows this study to dive deeper to see other

popular answers, to take not fo future development in this research.

There were then some open-ended questions which aimed to find out what appli-

cations/sites does the participant use to download legally, illegally and stream. Also

the question asking if and why they thought sites such as Netfilx and LoveFilm were

successful. These questions are best represented as open-ended questions as there are

so many paths and options that different people could use and if listed would take up

the majority of the page. When asking a ’why’ question it s discussing peoples opin-

ions, therefore having it in the form of an open-ended question allows the participant

to answer freely instead of picking from a pre-set list where none might apply to the

individual.

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The legal issue section consisted of questions such as: whether they considered them-

selves to be an ethical person, how confident the participant felt about their knowledge

of legal issues surrounding downloading, whether they have been taught about legal is-

sues and whether it was self-taught or taught by others, do they feel it is important for

the public to know the laws that are in place, what their opinion on sharing downloaded

content that they have purchased, how high they considered the risk of getting caught

when downloading illegally and then a question asking what the participant thought is

covered under the copyright infringement law. Majority of these questions were chosen

to be close-ended questions and a few were selected to be represented as a scaling ques-

tion, for example: "How confident do you feel about your knowledge of legal issues

surrounding downloading?" and "How high do you consider the risk of getting caught

when downloading illegally?". Using a scale of 1 to 7, 1 being "not confident"/"very

low" and 7 being "very confident"/"very high". The reason behind this use of scaling is

because it allows a neutral number (in this case 4) which represents mid-way therefore

not leaning one particular way.

3.3 Distribution and procedure

The questionnaire link was activated on Google forms early March 2015 and deactivated

late March 2015. The link was sent to a few people online personally and the participant

were asked to share with their friends, colleagues and families. The activated link was

also published on a social networking site, Facebook, to help reach the sample target.

Some participants "shared" the post from the social wall to their own wall and one

particular participant shared the activated link on an online shooting bulletin board,

Airgunbbs.com, which consisted of 37,000 readers.

3.4 Sample

The original survey sample was aimed to be somewhere between 100-150, but the tech-

niques used to distribute the online questionnaire helped beat the target and the overall

sample sized ended on 370. It seemed appropriate to distribute the questionnaire on-

line as the topic was about online activity and being online allowed it to be circulated,

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read, completed and submitted in a very short amount of time with little effort from

the participant. 370 responses allowed for good data analysis as it is a large enough

number to draw conclusions. The survey responses were kept anonymous to encourage

participation and honesty.

86% of the sample were male and 15% female. Ages were distributed as such: below

17 (0.5%), 17-27 (20.5%), 28-38 (14.6%), 39-49 (33.2%), 50-60 (20.3%) and 61 plus

(10.8%).

3.5 Data analysis approaches

The data collected was uploaded into Excel. The data was then transferred into Statwing

for further visualisation and statistical analysis. The data was also loaded into IBM

SPSS where different analytical techniques were conducted .IBM SPSS allows users

to look at descriptive statistics such as frequencies and crosstabs: such as conducting

the chi-squared test. IBM SPSS allowed data to be easily analysed through Chi-square

testing, even when the expected count is less than five, therefore violated, analytical

data is shown that allows you to have a look at the likihood ratio.

The Chi-squared test is commonly used to compare observed data with expected data

to a specific hypothesis, where we can see if there is a significant difference. where

you can then either accept the null hypothesis or decline the null hypothesis therefore

accepting the alternative hypothesis. The Chi-square equation is shown below:

x2 = ∑(observed f requency− expected f requency)2

expected f requency

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4 Data analysis and findings

This section describes the results collected from the online questionnaire. The use of

graphs and charts will help visually show descriptions and descriptions of group data

using both count and percentage to measure.

4.1 Demographic characteristics

There was a total of 370 responses from the online survey, in this section it will explore

and analyse certain demographic characteristic summaries.

Age and Gender: The data collected totalled 315 males (85%) and 55 females (15%),

this was expected due to the online questionnaire being available on a shooting bulletin

board, which is predominately male [Figure: 1]. This also affected the count for the age

ranges. As majority of the followers on this online bulletin board are middle aged men.

You can see how this affected the type of participant in this survey [Figure: 2]

Figure 1: Participant gender breakdown (percentage)

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Figure 2: Participant age division (percentage)

Education level, current occupation and annual income: Majority of the participants

in this online survey stated that their highest form of education is a degree (BA, BSC

etc.), or equivalent to, with a count of 151 (40.9%.) The rest was broken down as

shown: High School (SATs) with a count of 16 (4.3%), GCSEs with a count of 67

(18.2%), AS/A2 Level with a count of 85 (23%), Masters with a count of 37 (10%) and

PhD with a count of 13 (3.5%).

The participants were asked what their current occupation was. 266 of the partici-

pants (72.7%), at the time of completing the survey had a full-time job, 32 participants

(8.7%) had a part-time job, 38 of the participants (10.4%) are some sort of student (in

education), and 30 participants (8.2%) were unemployed and out of education. [Figure:

3]

Due to research in the literature review looking at the comparison of income and

whether people have partaken in any illegal downloading activity, it seemed appropri-

ate and interesting to ask the participants that were involved in this study their annual

income, to analyse later. The annual income of the participants is as shown: "Be-

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Figure 3: Current Occupation breakdown (percentage)

low £10,000" count = 59 (16%), "£10,000 - £29,999" count = 87 (23.6%), "£30,000-

£49,999" count = 75 (20.3%), "£50,000 - £69,999" count = 49 (13.3%), "£70,000 -

£99,999" count = 36 (9.8%), "£100,000 plus" count = 38 (10.3%) and 25 participants

(6.8%) "Would rather not say".

Computer usage and computer knowledge: 25 participants (6.8%) claim they only

use the computer up to 2 hours per day, 119 (32.4%) claim they spend "2-4 hours per

day", 104 (28.3%) claim they spend "5-7 hours per day" and 119 (32.4%) claim the

spend 8 or more hour per day on the computer. [Figure: 4]

To find out peoples confidence and knowledge around computers, participants were

asked how they would rate their computer knowledge. This allows the study to see if

there is any correlation between other demographic characteristics, downloading habits

and knowledge of legal issues surrounding downloading. 118 participants (31.9%)

rated their computer knowledge as "excellent", 166 (44.9%) rated theirs as "Good",

73 (19.7%) rated theirs as "Fair", 12 (3.2%) rated theirs as "Weak" and 1 person (0.3%)

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Figure 4: Participants computer usage per day (percentage)

claimed they feel they have "No Knowledge". [Figure: 5]

Figure 5: Participants stated computer knowledge by gender (percentage)

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4.2 Downloading habits

*Note percentage values don’t take blanks into consideration

An important question to ask is whether the participant considers themselves as a

purely legal downloader, purely illegal downloader, a mixed downloader or someone

that never downloads. This is an important question as it will be the main comparison

between other questions and sections. 159 participants (43%) described themselves as

legal downloaders, 106 (28.6%) described themselves as mixed downloaders, down-

loading both legally and illegally, only 20 participants (5.4%) describes themselves as

illegal downloaders and 85 people (23%) state that they don’t download any media con-

tent. [figure :6]

Figure 6: Type of downloader participants consider themselves to be

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Figure 7: Downloader by gender

Figure 8: Downloader by age

When asked whether the participants streamed illegally or legally 232 participants

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(68.2%) claim that they stream legally, which is a surprisingly high amount, 95 (27.9%)

participants claimed that they stream both legally and illegally and only 13 (3.8%) claim

they stream illegally, which is a surprisingly low amount.

When asked what media entertainment they stream, the majority, with a count of

109 (29.5%) state they stream television, 78 (21.1%) participants stream films/TV, 73

(19.8%) participants stream music, 18 participants stream documentaries, 28 (7.6%)

selected other and 63 (17%) claim that they don’t stream.

The participants were then asked two questions: "What other type of content do you

download legally?" and "Why do you download this content legally?" Majority of peo-

ple selected music with a count of 203, Films/TV with a count of 148, books with a

count of 146, software with a count of 146 and 6 people selected other. Only 27 people

selected download nothing legally. 23% of these people stated the reason they down-

load the content in the previous question is because of better quality. 26.5% said it was

due to better availability, 28.5% said it was due to being more convenient, 6.3% due

to pricing, 0.3% due to time, 9.4% selected other and 5.4% claim that they download

nothing legally. [Figure: 9]

Figure 9: Why download content legally

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The participant was then asked 2 more similar question but illegally. In this case

the majority of the participants selected downloading nothing illegally with a count of

184, books with a count of 27, academic with a count of 12, music with a count of 70,

films/TV with a count of 60, software with a count of 47 and 7 people selected other.

When the participant were the asked why they download this content illegally 21.5%

said it was due to better availability, 17.7% said it was due to pricing, 10.2% said it

was due to being more convenient, 0.8% said its due to time, 0.4% said its due to better

quality, 0.8% said it was due to something that hadn’t been listed and then the other

48.7% selected download nothing illegally. [Figure: 10]

Figure 10: Why download content illegally

One of the questions asked which sites do they use out of the list provided, the list con-

sisted of: Netflix, Lovefilm, Spotify, Amazon instant, Itunes, no sites like these, or other.

The breakdown is as shown: 150(40.5%) selected Netflix, 30 (8.1%) selected LoveFilm,

104 (28.1%) selected Spotify, 78 (21%) selected Amazon Instant, 199 (53.7%) selected

Itunes, 55 (14.8%) selected none and 36 (9.7%) selected other.

Then a following open-ended question was asked "Do you think these sites are suc-

cessful and why?" looking at some of the response, the most common was saying that

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these sites are all successful due to things like pricing, availability, easy to use. There

wasn’t many people who thought these sites aren’t that successful as they are not up to

date quick enough, therefore encouraging people to look elsewhere. Another example

of a negative was someone questioning why would you pay when you ca get it for free?.

Chi-squared analysis was conducted, referring to Julie Pallent’s book: Survival Man-

ual (Pallant, 2013), on all the demographic characteristics to explore whether there were

any associations with what type of downloader the participants considered themselves

to be. Associations were fount with age x2 (15, n=370) p = 0.001, which has an effect

size of 0.194 therefore a moderate to large effect. current occupation x2 (9, n=370) p

= 0.0 which had an effect size of 0.195 therefore a moderate to large effect . Annual

income x2 (18, n=370) p = 0.0, which had an effect size of 0.197 therefore a moderate

to large effect. And computer knowledge x2 (12, n=370) p = 0.0 which had an effect

size of 0.214 therefore verging on a large effect. No association was found with gender,

level of education or computer usage.

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4.3 Legal issues

The legal issues section of the survey consisted of questions that aimed to find out how

the participants feel about legal issues surrounding downloading. Firstly the participant

is asked whether they consider themselves to be an ethical person, 329 participants

(89.2%) state that they consider themselves to be an ethical person. 17 participants

(4.6%) consider themselves not to be an ethical person and 23 participants (6.2%) were

not sure whether they consider themselves to be an ethical person or not. [Figure: 11]

Figure 11: Ethical person percentages

They were then asked how confident they feel about their knowledge of legal issues

surrounding downloading. A scaling system was used, where the participant selects a

number from 1 to 7, 1 being not confident and 7 being very confident. 16 participants

(4.3%) selected 1 therefore don’t feel confident with their knowledge of legal issues.

42 participants (11.4%) selected 2, 41 participants (11.1%) selected 3, 66 participants

(17.9%) selected 4 therefore feel that they are relativity confident with their knowledge

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of legal issues surrounding downloading. 86 participants (29.4%) selected 5, 62 partic-

ipants (16.8%) selected 6 and 55 participants (14.9%) feel that they are very confident

with their knowledge of legal issues surrounding downloading. [Figure: 12]

Figure 12: Confidence Legal Issues Percentage

149 (40.4%) participants claim that they self-taught themselves about intellectual

property rights, 69 participants (18.7%) said they were taught by others and 151 (40.9%)

have not been taught about intellectual property rights. [Figure: 13]

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Figure 13: Have you been taught about intellectual property rights?

A chi-square analysis was done on the type of downloader and whether the participant

had self taught themselves about the intellectual property rights, or whether they had

been taught by others, or even if they still haven’t been taught. x2 (6, n = 370) p = 0.126

this was using an alpha level of 0.05 there we accept the null hypothesis that there is no

significant difference between these two factors.

Do you feel it is important for people to know the law(s) that are in place? Majority,

with a count of 320 (87.2%) feel that it is important to know the law(s) that are in place

and 25 (6.8%) were not sure. [Figure: 14]

Figure 14: Is it important to know the laws that are in place?

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The participants were asked whether they agree with sharing content that they have

purchased with others. 206 (57.4%) agree with sharing content that they have purchased

with others, 129 (35.9%) disagree with sharing content that they have purchased and 24

(6.7%) feel that they neither agree nor disagree. [Figure: 15]

Figure 15: Share Content Count?

A chi-squared analysis was performed on the type of downloader and whether they

agree with sharing content that they have purchased. x2 (6, n = 370) p = 0.025 with

an alpha level of 0.05 therefore there is a significant difference, and can accept the

alternative hypothesis.

They were then asked how high they considered the risk of getting caught when down-

loading illegally, this questions used the scaling format from 1 to 7, 1 being very low

and 7 being very high. 104 (28.9%) considered it to be a very low risk by selecting 1, 88

(24.4%) selected 2, 59 (16.4%) selected 3, 51 (14.2%) selected 4, 31 (8.6%) selected 5,

17 (4.7%) selected 6 and 10 participants selected 7 therefore considered it a very high

risk. [Figure: 16]

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Figure 16: Caught Percentage?

The last question was a small test, the question asked the participants what they think

the copyright infringement law covers. The available answers were: reproducing, dis-

tributing, displaying, performing, all of the above or not sure. The correct answer to

this question is All of the above". Majority off the participants got this correct with a

count of 286 (77.7%). The rest was broken down like so: reproducing with a count of

27 (7.3%), distributing with a count 23 (6.3%), displaying with a count of 1 (0.3%),

performing with a count of 0 (0%) and not sure with a count of 31 (8.4%).

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5 Discussion

Analysing the data collected from the online survey showed interesting findings and

questions. This analysis allowed this research to look at demographic characteristics

and relate those characteristics to habits, confidence and knowledge on the chosen topic.

This section allows the findings to be discussed and criticised exploring whether the data

collected proves that there are certain demographic that share characteristics.

Although a large sample size (n = 370) of data was collected from this survey it can

not speak for the majority. The data from this survey suggests that the majority of the

internet users were male aged 39 - 49 (according to the participants that took part in this

survey), having the survey become public on an online air-gun bulletin board that has

37,000 readers/followers made this likley to be the case, as majority of the people that

are signed up to air-guns are middle aged men with a full time job. It is interesting as

Tuten et al. (2000) states that the average characteristics of a web user is 70% male, 30%

female (In this case 85% male and 15% female), average age 35 and average income

just about £40,200 (in this case average age 29-39 and average income being £30,000

- £49,999) the results from Tuten et al. (2000) actually support the findings from this

survey.

Studies from Bodey (2013) paper discovered (1000 participants all 18 and over) that

the more money his participants earned annually the more they had been involved in

illegal downloading. The results from this survey is the opposite to Bodeys findings as

this study finds that the amount that people partake in illegal downloading the lower

annual income they are on. [Table: 1]

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Annual income percent

Below £10,000 31.48%

£10,000 - £29,999 24.07%

£30,000 - £49,999 20.37%

£50,000 - £69,999 7.42%

£70,000 - £99,999 4.63%

£100,000 plus 8.33%

Would rather not say 3.7%

Table 1: Annual income by percent of participants that have been involved in some sort

of illegal downloading

This study finds that it supports Dilmperi et al. (2011) claim of people older than 30

tend to purchase their content as majority have a full time job therefore more disposable

income. This study found that 70.55% of people aged 28 plus were wither legal down-

loaders or didn’t partake in any downloading where as only 29.45% have partaken in

illegal downloading at some point.

(Dilmperi et al., 2011) claims that younger people tend to be more computer literate

and more familiar with the internet and new technologies. This complements the results

from this study, as participants aged 28 and under tend to feel more confident around

computers as they all stated that their computer knowledge was either excellent or good

in comparison to ages 29-61 plus were a slightly more spread out over the confidence

levels. [Table: 3] [Table:2]

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Knowledge of computers percent

Excellent 34.61%

Good 55.13%

Fair 10.26%

Weak 0%

No Knowledge 0%

Table 2: Participants up to the age of 28 claimed computer knowledge and percentage

of those who have been involved in some sort of illegal downloading (illegal

downloaders and mixed downloaders)

Knowledge of computers percent

Excellent 31.1%

Good 42.1%

Fair 22.4%

Weak 4.3%

No Knowledge 0.4%

Table 3: Participants from the age of 29 - 61 plus claimed computer knowledge and

percentage of those who have been involved in some sort of illegal

downloading (illegal downloaders and mixed downloader

Dilmperi et al. (2011) also state that male consumers are more likely to undertake in

internet piracy over females therefore a internet pirate is usually categorised as male.

the data found in this survey supports Dilmperi et al. (2011) as 36.19% of males partake

in some sort of illegal downloading and only 21.81% of females partake in some sort

of illegal downloading activity. Tuten et al. (2000) state that 56% of web users have a

college (AS/A2 levels) or an advanced degree. Does this apply to illegal downloading

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as-well? Tuten et al. (2000) statement also applies to illegal downloaders due findings

from this study. This study found that only 28.57% of people who hold either High

school or GCSE qualifications take part in illegal downloading whereas 35.54% of peo-

ple who hold a college (AS/A2 Level) qualification or higher partake in some sort of

illegal downloading. Tuten et al. (2000) states after her finding that it needs be recog-

nised that "the population will develop to better represent the average public as tech-

nology becomes increasingly adopted into society and decreases in price". Although

the data found in this survey agrees that people with a College (AS/A2 Level) or higher

qualification are more likely to partake in some sort of illegal downloading the value

of people wasn’t over half and the people holding lower qualifications had increased,

therefore agreeing that as technology and knowledge of technology is becoming more

adopted into society (teaching in lower education) and in price and availability, will in

time change theses statistics.

There have been many previous studies conducted to try and figure out what identifies

different downloader groups. The findings from this study show that those who down-

load online movie content illegally (both illegal downloaders and mixed downloaders)

are more likely to be younger and still in education generally feeling confident with their

computer knowledge and knowledge of legal issues surrounding downloading. where

the majority of the participants in this survey were middle aged men, who have an aver-

age salary between £30,000 - £49,999 suggest that they have the disposable income and

re more worried about the quality of the product.

Although there was no significant difference with the type of media entertainment

downloader people claimed themselves to be and gender, qualification levels or com-

puter usage. There was only an association with age, occupation, annual income and

computer knowledge. This suggests that having a job with some disposable income

affects the amount that people download illegally.

5.1 Future improvements

Many aspects of this study could have been changed to improve the data collected there-

fore making for better analysis. The online questionnaire should have gone through

piloting before being released to start collecting data. Things such as, better question

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structure and more careful planning with wording of the questions. The reasons this is

an option for improvements is due to some of the responses that the survey collected

didn’t make sense or answer the question in anyway. This suggests that certain par-

ticipants miss-read the question therefore giving an invalid answer. This study would

have been interesting to analyse if there were more younger partakers, with only a count

of 2 for participants that took part in the survey it is not a fair analysis to draw any

conclusions on that age set, as 2 can not represent the below 17 category. One way

this could have been tackled would’ve been to hand out paper surveys after the online

questionnaire targeting certain demographic characteristics.

Introducing another data collection technique to this study would’ve proved beneficial

as it is an effective way to gat her more in depth information and again allows the study

to target a particular characteristic

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6 Conclusion

Todays media consumers can consume a large variety of downloaded media entertain-

ment material and the integration of computing into society allows people to be more

computer literate and more confident with their knowledge of computers and how to use

them efficiently. This study was successful in fining information from a large sample

size (n = 370), finding out the participants demographic characteristics and seeing if

there was any significant difference between them and downloading habits (e.g. What

type of media entertainment downloader would best describe you?) Also seeing if there

was any significant difference between the legal issue section and the downloading sec-

tion. Associations was found with age, current occupation and annual income, all with

why type of media entertainment downloader best describes you?. There was also as-

sociations found with, how was the participant taught about intellectual copyright in-

fringement law, either previously been taught by others, self-taught or still haven’t been

taught and whether the participant agrees with sharing downloaded content that they

have purchased, with others. No association was found with Gender level of education

or computer usage. This study used an online survey (n=370) to explore the demo-

graphical characteristics, their downloading habits and knowledge and confidence scale

surrounding legal issues. The downloading culture is here as ever. Today’s consumers

grow more confident as their computer literate skills improve so does some of their bad

habits. downloading was common among majority of the people that partook in this

study but if the number of illegal or mixed downloaders increase it will start to spell

trouble for the entertainment industry. The study found that a surprisingly large amount

of people haven’t been taught (or taught themselves) about legal issues such as the in-

tellectual property right.

This study concludes that the demographic characteristics for the typical illegal down-

loader is male, up to the age of 38 and a higher educational qualification or currently

studying, with excellent - good computer knowledge.

There are many routes for further research in this topic, as there is not many sources

on characterises of illegal downloads, therefore using existing questionnaire, extracting

the successful points and eliminate the bad will allow for research proposal, plan and

questionnaire.

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