Government abstract
Wave 12 noticed some notable adjustments in comparison with the earlier two waves, which had been carried out through the peak of the COVID-19 pandemic and due to this fact noticed shopper behaviour adapt. Wave 12 outcomes returned to be broadly in step with pre-pandemic waves, with just a few new themes rising.
Total abstract
- after will increase in engagement throughout content material classes in Wave 11 (2021), Wave 12 engagement stays secure
- For music, movie and TV, streaming remained the commonest methodology of entry, in comparison with downloading, by a way. For different classes, ranges had been comparable throughout each behaviours
- the heightened stage of ardour for content material classes sustained submit pandemic, with these taking part in a key position in folks’s lives[footnote 1]
- the principle drivers for on-line consumption continued to be alternative/number of content material on supply, having the ability to entry it instantly, and value
- monetary considerations and the elevated number of companies had been, nonetheless, a priority for a lot of. Whereas few reported having taken any motion on account of their monetary considerations and/or the elevated selection in companies, this has the potential to influence their future consumption behaviours
- the general stage of infringement throughout all content material classes (excluding digital visible photos) elevated from 25% to 32% (i.e. the proportion of the whole pattern who had accessed any content material illegally). However you will need to notice that this total determine needs to be interpreted with warning. It’s topic to fluctuation as new strategies of entry are included every year, plus some classes expertise adjustments whereas others don’t
Infringement ranges
- in most classes the proportion of the pattern who had infringed elevated to some extent in comparison with Wave 11, though it tended to stay equal to or decrease than earlier peaks. Movies and TV episodes/programmes had been exceptions to this as every had their highest stage of infringement. With 23% infringement, movies was 4% above its earlier excessive in Wave 11 (2021) whereas infringement for TV programmes/episodes was 1% above its earlier excessive in Wave 8 (2019)
- the rise in most classes was pushed by a better proportion of people utilizing a mixture of authorized and unlawful strategies, fairly than the purely (i.e. solely) unlawful group. For many classes the purely unlawful group has remained secure and low
- stay sports activities, software program and e-books do nonetheless have a (comparatively) greater proportion of solely unlawful customers
- for many classes, males had been extra more likely to infringe than girls
- throughout all classes, ranges of infringement are decrease amongst these aged 45+
- throughout all classes, respondents who used a VPN particularly for leisure content material had been extra more likely to have infringed in comparison with those that used a VPN for exercise apart from leisure and people who didn’t use a VPN in any respect
- throughout all classes, these with the best ardour had been almost certainly to infringe
The sooner notice of warning round fluctuations in infringement figures on account of new strategies of entry being included every wave must also be saved in thoughts when deciphering class outcomes. That is significantly the case for classes the place go-to strategies are much less dominant and public consciousness about what’s authorized vs. unlawful is decrease.
Total infringement stage among the many whole pattern: 32%
Infringement ranges above common:
- digital magazines – 41%
- software program – 38%
- stay sports activities – 36%
Common infringement ranges:
- music -25%
- movie – 24%
- E-books – 24%
- audiobooks – 22%
Infringement ranges under common:
- TV – 19%
- video video games – 17%
Qualitative abstract
Within the qualitative stage of analysis, by the use of an On-line Neighborhood, members had been requested about their consumption of on-line leisure classes in additional element. The On-line Neighborhood is a week-long internet-based collection of guided actions wherein members work together with one another in addition to moderators. The On-line Neighborhood consisted of for this wave of analysis happened in Might 2022 when restrictions round Covid-19 had been loosened however the monetary influence of political occasions and the price of dwelling disaster had been beginning to be felt. Contributors reported that the mixture of two years of lockdowns adopted by monetary uncertainty meant that they nonetheless relied on leisure to spice up their temper or assist them calm down.
With this backdrop of occasions, some members emphasised how cash would possible be a priority for them going ahead, as power and normal costs began to extend and some reported having already made cuts throughout numerous services. Although leisure remained vital to members, some talked about that they could have to begin spending much less by cancelling some subscriptions (although many stated they’d maintain paying for content material in some kind) or discovering extra content material without spending a dime. Although few had actioned this but, some noticed it as a possible necessity additional down the road.
Total, members reported various patterns or shifts of their consumption. Some reported will increase while others reported decreases, typically on account of spending extra time open air as Covid-19 restrictions loosened and having much less free time to have the ability to devour content material than through the years of lockdown. Some felt their consumption had remained secure.
When requested what kind of messaging might doubtlessly persuade members to vary their behaviour, the subject of job losses throughout the artistic trade proved one of the vital impactful. Messages about malware held potential for some customers and, total, the tone of campaigns was seen as vital. Given rising prices at current, members felt a cooperative tone fairly than a threatening one was known as for in campaigns.
OCI 2022– Overview and comparability of tendencies
This part offers an summary and comparability of key tendencies throughout every content material class. It’s primarily based on the 2022 wave and consists of yearly comparisons, the place related. It covers engagement with on-line content material, earlier than trying intimately at ranges of infringement, key traits of infringers and which authorized sources they’d be more likely to migrate to.
Downloading
On this wave the variety of respondents who had downloaded content material within the earlier three months elevated or remained regular in most classes in comparison with the earlier wave.
- for movie and TV, this wave noticed the proportion downloading surpass the earlier (Wave 9) peak
- music remained essentially the most downloaded content material class, however with movie now solely barely behind
Have you ever downloaded any of the next by means of the web previously 3 months? By downloaded we imply transferring/saving a duplicate of a file onto your system (e.g. laptop, laptop computer, smartphone and many others.)
Base for Wave 12: n=5,749 (whole pattern). Break within the collection between Wave 8 and Wave 9 represents change in methodology.
Streaming/accessing
On this wave the proportions streaming content material in every class both remained secure (inside 1% of earlier wave) or noticed a slight improve in comparison with Wave 11. As such, all classes remained on the highest level we have now seen within the research to date.
- music, movie and TV remained essentially the most streamed content material classes by a way, with comparable proportions accessing every (40%+)
- every of the remaining classes had been streamed/accessed by between 6-18%
Base for Wave 12: n=5,749 (whole pattern). Break within the collection between Wave 8 and Wave 9 represents change in methodology.
Causes for accessing content material on-line
For every class, respondents had been requested what their prime three causes had been for selecting to entry content material on-line. There have been some recurring themes throughout most of the classes:
- quick entry to content material: With the ability to entry “immediately at any time when I would like” was the highest chosen possibility for many classes
- alternative and selection: Having a “big selection” of content material to select from featured within the
prime three for nearly all classes - cost-effective option to entry content material: “It’s free or low cost” was within the prime three for many classes, with “worth for cash” additionally that includes for some
What are the principle causes that you simply select to entry on-line (i.e. downloading or streaming)? Please choose your prime 3 (% of customers in every class)
Music
| Being in a position to hearken to music immediately at any time when I would like | 53% |
| Having a variety of music to hearken to | 47% |
| It’s free or low cost | 39% |
Movie
| With the ability to watch movies immediately at any time when I would like | 49% |
| Having a large vary of movies/films to observe | 48% |
| Having movie/TV nights at residence with mates/household | 30% |
TV programmes/collection
| Being in a position to watch TV programmes/episodes immediately at any time when I would like | 52% |
| Having a variety of TV programmes/episodes to observe | 52% |
| It’s free or low cost | 30% |
Dwell sport
| Being in a position to watch stay sports activities immediately at any time when I would like | 43% |
| Having a variety of stay sports activities occasions to observe | 34% |
| Unique entry to stay sports activities occasions (not out there wherever else) | 30% |
Video video games
| Being in a position to play video video games immediately at any time when I would like | 44% |
| Having a variety of video video games to play | 43% |
| It’s free or low cost | 34% |
Software program
| It’s free or low cost | 37% |
| Getting worth for cash | 36% |
| Safety/safety from malware | 31% |
E-Books
| The comfort of storing books digitally (e.g. not needing bodily storage house within the residence) | 48% |
| With the ability to entry e-books immediately at any time when I would like | 47% |
| Having a variety of e-books to select from | 46% |
Digital magazines
| It’s free or low cost | 42% |
| With the ability to entry publications immediately at any time when I would like | 37% |
| The comfort of storing magazines digitally (e.g. not needing bodily storage house within the residence) | 33% |
Audiobooks
| Being in a position to entry audiobooks immediately at any time when I would like | 46% |
| Having a large vary of audiobooks to select from | 42% |
| The comfort of storing audiobooks digitally (e.g. not needing bodily cupboard space within the residence) | 38% |
Base: those that downloaded, streamed or accessed content material in every class (music = 3,196, movie = 2,935, TV programmes/collection = 2,825, stay sport = 1,162, video video games = 1,355, software program = 1,148, e-books = 1,170, digital magazines = 532, audiobooks = 560)
Infringement tendencies
As highlighted within the methodology part, in 2019 there have been adjustments made as to how the infringement figures are decided, which needs to be saved in thoughts when making comparisons between waves earlier than 2019 (i.e Waves 8 and underneath) and 2019 or later (i.e. Waves 9 and above).
The primary change was {that a} much less direct method was taken to discovering out whether or not unlawful sources are used, so as to encourage extra honesty. Extra particularly, fairly than asking this outright, respondents had been proven an inventory of choices and the classification of authorized vs. unlawful was performed primarily based on the choices chosen.
Though the listing was exhaustive, to scale back situations of the mistaken supply being chosen and, thus, outcomes being biased, for every class an possibility was included for many who might have been much less conversant in the terminology. Nevertheless, this feature (“Obtain/entry without spending a dime from the web, with out actually being positive the place it comes from”) was not included throughout the total calculations for authorized or unlawful. We additionally excluded from the bottom those that solely consumed content material through this supply.
Total infringement
Infringement figures are primarily based on the quantity of people that had used at the very least one unlawful supply within the earlier 3 months.
The general stage of respondents who had infringed throughout any class (excluding digital visible photos [footnote 2]), elevated from 25% in Wave 11 to 32% in Wave 12. It’s nonetheless vital to notice why adjustments to this total determine needs to be interpreted with warning. Fluctuation might come up on account of new unlawful supply choices being included for sure classes, or will increase in some classes extra so than others.
In most classes the proportion of the pattern who had infringed elevated to some extent in comparison with Wave 11, though remained decrease than earlier peaks.
- after a decline in waves 10 and 11, maybe as a result of influence of the pandemic, music returned to the proportion seen in earlier waves (25%)
- movie and TV noticed comparable decreases in waves 10 and 11, and this yr returned to barely greater ranges however remained decrease than earlier peaks
- video video games noticed a rise after declining since 2019, however (at 17%) remained under prior waves
- stay Sports activities noticed a rise from 2021, however remained in-line with prior waves (36%)
- software program noticed a notable improve from prior waves, rising to 38% (10%+ on its earlier peak)
- adjustments within the e-publishing classes had been blended – infringement in relation to Audiobooks remained secure (22%), whereas each E-books and Digital Magazines noticed a rise of 10% or extra
- you will need to notice that there was an addition this wave to the infringement sources in query (“Streaming audiobooks without spending a dime from websites resembling YouTube”)
Those that have used an unlawful supply at the very least as soon as within the final 3 months (% of customers in every class)
Base for 2022: those that have used an unlawful supply at the very least as soon as in that class through the previous 3 months with ‘’Obtain/entry without spending a dime from the web, with out actually being positive the place it comes from” not counting as both authorized or unlawful and people who solely chosen this feature not included within the base (music = 789, movie = 694, TV programmes/collection = 535, stay sport = 338, video video games = 205, software program = 271, e-books = 225, digital magazines = 165, audiobooks =155)
Sorts of infringement
Compared to the general infringement ranges, a extra nuanced view could be gained by trying on the mixture of authorized and unlawful sources used. This yr, whereas there have been will increase in total infringement ranges, for many classes the proportion utilizing solely unlawful sources remained secure.
- whereas music, movie and TV all noticed will increase in total infringement in Wave 12, the proportion utilizing solely unlawful sources remained low and secure, following the pattern since 2019
- video video games additionally maintained a low stage of those that solely use unlawful sources
- whereas Dwell Sports activities continued to have one of many highest proportions of these utilizing solely unlawful sources, the proportion was comparatively in-line with Wave 11 and remained decrease than these utilizing a mixture of authorized and unlawful. E-books adopted the same pattern
- software program and Digital Magazines noticed a notable improve within the proportion utilizing solely unlawful sources. This group was bigger than the proportion utilizing a mixture of authorized and unlawful sources
- audiobooks remained in-line with Wave 11
Sorts of sources used at the very least as soon as previously 3 months (% of customers in every class)
Base for 2022: those that have consumed content material (i.e. downloaded or streamed/accessed) at the very least as soon as in that class through the previous 3 months. ‘’Obtain/entry without spending a dime from the web, with out actually being positive the place it comes from” doesn’t rely as both authorized or unlawful and people who solely chosen this feature not included within the base (music = 3,103, movie = 2,872, TV programmes/collection = 2,749, stay sport = 949, video video games = 1,242, software program = 999, e-books = 1,070, digital magazines = 408, audiobooks = 500)
The distinction between downloading and streaming
For music, movie and TV, we’re additionally ready to take a look at infringement ranges for downloading and streaming individually. Throughout all three classes there have been greater ranges of infringement for downloading when in comparison with streaming:
- music continued to have significantly decrease ranges of infringement for streaming with 2% utilizing a combination of authorized and unlawful sources and 0% utilizing solely unlawful sources. The proportion utilizing unlawful sources to obtain elevated to 45% from 33% in Wave 11, and continued to be significantly greater than for movie and TV
- movie remained comparatively unchanged in comparison with the earlier wave when it comes to those that use unlawful sources to obtain and stream (as much as 4% adjustments). In comparison with music it additionally had a better proportion utilizing unlawful sources to obtain (26%) than to stream (18%) though this distinction wasn’t as pronounced
- TV remained behind movie for each downloading and streaming infringement (22% and 14% respectively). Downloading utilizing unlawful sources did nonetheless see a notable improve from 16% in Wave 11 to 22% in Wave 12
Downloading
| Solely authorized | Mixture of authorized and unlawful | Solely unlawful | |
|---|---|---|---|
| Music (2019) | 70% | 17% | 13% |
| Music (2020) | 66% | 19% | 15% |
| Music (2021) | 67% | 18% | 15% |
| Music (2022) | 55% | 24% | 21% |
| Movie (2019) | 75% | 15% | 11% |
| Movie (2020) | 77% | 14% | 9% |
| Movie (2021) | 78% | 13% | 9% |
| Movie (2022) | 73% | 16% | 10% |
| TV (2019) | 84% | 11% | 5% |
| TV (2020) | 82% | 11% | 6% |
| TV (2021) | 84% | 10% | 6% |
| TV (2022) | 77% | 13% | 9% |
Streaming
| Solely authorized | Mixture of authorized and unlawful | Solely unlawful | |
|---|---|---|---|
| Music (2019) | 98% | 2% | 0% |
| Music (2020) | 98% | 1% | 0% |
| Music (2021) | 98% | 2% | 0% |
| Music (2022) | 97% | 2% | 0% |
| Movie (2019) | 78% | 19% | 3% |
| Movie (2020) | 84% | 13% | 2% |
| Movie (2021) | 85% | 13% | 2% |
| Movie (2022) | 83% | 15% | 3% |
| TV (2019) | 86% | 11% | 2% |
| TV (2020) | 89% | 9% | 1% |
| TV (2021) | 89% | 9% | 2% |
| TV (2022) | 86% | 12% | 2% |
Base for 2022: those that downloaded and/or streamed content material in that class at the very least as soon as previously 3 months. Those that solely chosen “Obtain/streamed without spending a dime from the web, with out actually being positive the place it comes from or “Different” weren’t included within the base. (music = 3,103, movie = 2,872, TV = 2,749)
Infringer profiles
Right here we offer extra perception into the profiles of infringers by taking a look at key traits, together with demographics, behaviours and attitudes. We additionally estimate the scale of this group throughout the UK inhabitants.
Base sizes for infringers (in every content material class) are inclusive of anybody who has used an unlawful supply throughout the final 3 months.
- digital magazines (41%), software program (38%) and stay sport (36%) had the best charges of infringement amongst those that devour every kind of content material
- music (25%), movie (24%) and TV (19%) had decrease ranges of infringement however extra infringers total. For instance, for TV this was 9% of our whole pattern, which equates to roughly 6,200,000 folks within the UK
Infringement in every class and complete pattern (%)
Estimated variety of infringers for every class in UK inhabitants
- for many classes, males had been extra more likely to infringe than girls. For Music, movie, TV, stay sports activities, e-publishing, and digital magazines the infringement hole was 7%+
- there was little distinction between genders for video video games and software program
Infringement in every class by gender (%)
- for many classes, infringement ranges are likely to drop amongst older respondents (aged 45+)
- in most classes, infringement ranges amongst youthful age teams (underneath 45) are typically comparatively comparable
- software program, digital magazines and e-books see notable peaks amongst a few of the youngest age teams
Infringement in every class by age (%)
- there was a reasonably even unfold of infringement ranges throughout social grades for many classes. Dwell sports activities, e-books and digital magazines had been barely greater amongst C2DE, whereas online game infringement was greater amongst ABC1s
Infringement in every class by social grade (%)
- throughout all classes, respondents who used a VPN particularly for leisure content material had been extra more likely to have infringed in comparison with those that used a VPN for exercise apart from leisure and people who didn’t use a VPN in any respect. For many classes, variations between those that used a VPN for leisure content material and people who didn’t had been massive (10%+)
- for many classes, ranges of infringement had been comparable for many who used a VPN however not for leisure content material and people who didn’t use a VPN in any respect
Infringement in every class by use of VPN (%)
- throughout all classes there was a sample of these with the best ardour being almost certainly to infringe, which subsequently declined in these with medium and low ranges. This was most evident in music, software program and digital magazines (all 10%+)
Infringement in every class by stage of ardour for class (%)
Base: those that have used an unlawful supply at the very least as soon as in that class through the previous 3 months with ‘’Obtain/entry without spending a dime from the web, with out actually being positive the place it comes from” not counting as both authorized or unlawful and people who solely chosen this feature not included within the base (music = 789, movie = 694, TV programmes/collection = 535, stay sport = 338, video video games = 205, software program = 271, e-books = 225, digital magazines = 165, audiobooks =155)
Decreasing infringement
Respondents who had used unlawful sources at the very least as soon as within the earlier 3 months had been requested what they’d do if these sources had been now not out there to them. They had been offered with an inventory of particular person (paid and free) authorized choices and requested to pick the one they’d be almost certainly to make use of.
- for all classes apart from music, a better proportion would flip to paid sources. In every, round half or extra would accomplish that
- whereas music had the bottom proportion saying they’d migrate to a paid supply, nonetheless as a lot as a 3rd (32%) doubtlessly would
- for many classes, subscriptions can be the go-to paid supply. For video video games and software program there was a desire for paying a single price, whereas for e-publishing classes with a print various, this was the desire
Music
| Music | |
|---|---|
| Paid | 32% |
| Free | 63% |
| Different/don’t know | 5% |
High paid various:
18% would “pay for a subscription to, or use a paid-for premium tier of, a music streaming service (e.g. Spotify, Apple Music, Deezer Premium)”
High free various:
21% would use “a video platform resembling YouTube or Day by day Movement to observe/hearken to music”
Movie
| Movie | |
|---|---|
| Paid | 56% |
| Free | 32% |
| Different/don’t know | 13% |
High paid various:
30% would “pay for a subscription to, or use a paid-for premium tier of, a video streaming service (e.g. Netflix, Amazon Prime Video)”
High free various:
14% would watch “TV Catch-up companies (BBC iPlayer, 4OD, Sky and many others.)”
TV
| TV | |
|---|---|
| Paid | 49% |
| Free | 39% |
| Different/don’t know | 12% |
High paid various:
27% would use a “paid subscription to an internet video streaming service (Netflix, Amazon Prime Video, NowTV and many others.)”
High free various:
20% would watch “TV Catch-up companies (BBC iPlayer, 4OD, Sky and many others.)”
Dwell sport
| Dwell sport | |
|---|---|
| Paid | 50% |
| Free | 25% |
| Different/don’t know | 25% |
High paid various:
22% would watch a “paid subscription to a sports activities platform that could possibly be accessed on-line”
High free various:
14% would watch “free scheduled broadcasts by an official supply on social media”
Video video games
| Video video games | |
|---|---|
| Paid | 49% |
| Free | 41% |
| Different/don’t know | 10% |
High paid various:
23% would pay “a single price to obtain particular person video video games”
High free various:
23% would obtain “video video games without spending a dime by means of Apple App Retailer, Google Play, Ps or Xbox Retailer, Steam, Origin and many others.”
Software program
| Software program | |
|---|---|
| Paid | 49% |
| Free | 34% |
| Different/don’t know | 17% |
High paid various:
32% would pay “a single price for a person software program package deal by means of a software program creator’s retailer (Adobe, Home windows and many others.) or by means of the Apple Retailer in your iMac or MacBook”
High free various:
36% would use “without spending a dime through a software program creator’s retailer (Adobe, Home windows and many others.) or by means of the Apple Retailer in your iMac or MacBook”
E-books
| E-books | |
|---|---|
| Paid | 49% |
| Free | 31% |
| Different/don’t know | 19% |
High paid various:
19% would “purchase bodily copies of books by means of shops”
High free various:
20% would entry “digital or bodily content material made out there on-line by a UK establishment or library (e.g. in school, college, my native library and many others.)”
Digital magazines
| Digital magazines | |
|---|---|
| Paid | 46% |
| Free | 36% |
| Different/don’t know | 18% |
High paid various:
27% would “purchase bodily copies of magazines by means of shops”
High free various:
24% would entry “content material made out there without spending a dime by publishers on their very own social media or web site (e.g. particular person articles)”
Audiobooks
| Audiobooks | |
|---|---|
| Paid | 56% |
| Free | 24% |
| Different/don’t know | 20% |
High paid various:
14% would “pay for a subscription to a service that enables you hearken to Audiobooks on-line (subscription to Audible, Scribd and many others.)”
High free various:
31% would entry “content material made out there without spending a dime by publishers on their very own social media or web site (e.g. promotional chapters)”
Base for all tables: those that have used an unlawful supply at the very least as soon as in that class through the previous 3 months with ‘’Obtain/entry without spending a dime from the web, with out actually being positive the place it comes from” not counting as both authorized or unlawful and people who solely chosen this feature not included within the base (music = 391, movie = 465, TV programmes/collection = 316, stay sport = 198, video video games = 100, software program = 184, e-books = 140, digital magazines = 125, audiobooks =108)
Behaviour Change Alternatives – Qualitative Abstract
Communications Testing
Within the qualitative ingredient of the research, members within the On-line Neighborhood had been proven a spread of messages accompanied by imagery which focussed on the potential penalties of consuming infringing content material. Messages proven had been primarily based on earlier waves of message testing for this research, primarily based on what had examined nicely beforehand and what could possibly be constructed on additional with members.
The next kinds of messages had been proven:
- earlier behaviour change campaigns, circuitously linked to piracy however with sturdy messaging to seek out out if the same tone could possibly be used for anti-infringement campaigns
- messages in regards to the influence of piracy on artistic industries
- messages describing the potential dangers to customers on-line with regard to malware and viruses
Key Findings
- messages about artistic industries dropping cash or not having as many funds to create content material had been efficient for some, however total many members stated these industries had been wealthy sufficient and didn’t imagine unofficial entry makes a giant dent of their earnings
- messages about job losses nonetheless had been seen as barely totally different as a result of they arrive on the subject from a extra ‘human’ angle and present the true influence on lives. Whereas nonetheless in want of sturdy proof and prone to counterarguments, there could possibly be potential right here as job losses and monetary viability of people had been seen as key subjects throughout this wave of analysis, given the price of dwelling disaster
- messages in regards to the potential dangers of accessing unofficial sources with regard to malware and different cyber associated risks nervous some members. Whereas most members had been already conscious of those dangers and lots of merely dismissed these messages, others had been extra anxious about this and such messages held extra sway
- coming from a special angle, this yr particularly, there have been many who felt that it was as much as the trade to vary and supply some options, particularly at a time when the price of dwelling was rising exponentially
- additionally of notice this yr was the truth that, in comparison with earlier waves (the place an authoritative tone was seen to work nicely or the place concepts like a 3 strike system for unlawful downloads had been seen as efficient), many members now known as for an ‘understanding’ tone and for campaigns from the trade to really feel cooperative and dealing with, not punishing, the buyer
What this implies for campaigns directed at customers
For the reason that inception of the qualitative facet of this analysis 4 years in the past, it has develop into clear that various kinds of shopper are possible to reply to various kinds of messaging. In earlier years, the next teams had been recognized:
- savvy Infringers who’re skilled find totally different sources of free content material and really feel assured of their behaviours
- cautious Infringers who might infringe much less repeatedly, be much less sure about what precisely constitutes on-line infringement and be extra involved about any potential repercussions
This yr, we have now added extra depth to those teams by increasing additional on what it’s which will trigger some folks unease and reframing barely how the teams are categorised. We’ve got appeared alongside attitudinal traces and grouped members from the qualitative pattern into three teams accordingly:
- these with ethical considerations about utilizing unofficial sources
- these with malware associated considerations about utilizing unofficial sources
- these with no substantial considerations about utilizing unofficial sources
Close to communications due to this fact, it may be hypothesised that the next kinds of marketing campaign may work per group:
These with ethical considerations about utilizing unofficial sources:
- messages about job losses
These with malware associated considerations about unofficial sources:
- messages detailing new security threats
These with no substantial considerations about utilizing unofficial sources:
- messages which use the present monetary context to focus on the significance of authorized entry
Whether or not reporting customers holds potential
Throughout the neighborhood, many stated they weren’t conscious that they might report others for IP infringement. Typically, they felt it was not a proven fact that was well-known usually. It was not seen as one thing which essentially involved members as a result of many felt that others they knew additionally accessed content material this fashion or that nobody would realistically have motive to report them.
Requested whether or not they would report somebody for infringing, most stated they’d not and said numerous causes:
- that there can be no profit to themselves of reporting somebody
- that it might appear hypocritical in the event that they used unofficial sources themselves/there could possibly be hazard of vindictive behaviour in opposition to them
- that the police have greater priorities to be coping with than IP crime
Nevertheless, when requested whether or not they would contemplate incorporating the truth that somebody might report one other particular person right into a marketing campaign, some felt this could possibly be a chance as it’d deter some individuals who had been fascinated with infringing for the primary time or had been nervous about it.
But, it might be worthwhile to think about the cooperative tone which is advisable in communications this yr given the present circumstances and whether or not such a message would appear at odds with this ethos.
Background
IPO has been monitoring shopper behaviour (among the many 12+ inhabitants within the UK) in relation to on-line copyright infringement since 2012. Now in its twelfth wave of survey knowledge, the On-line Copyright Infringement (OCI) tracker has established itself as essentially the most strong and insightful research on this house, globally. Australia, Canada and Germany have sought to duplicate the research and the IPO is hopeful that different nations will comply with.
The research itself focuses on particular content material classes, taking a look at infringement behaviours in addition to different subjects that assist to contextualise and clarify them. Given the fast nature of technological developments, the research is carried out yearly to make sure that the IPO is ready to monitor the influence of recent on-line platforms on infringement behaviours.
Findings from the IPO’s OCI research are broadly disseminated and assist to tell high-level decision-making. This consists of monitoring infringement behaviours, monitoring the effectiveness of instructional campaigns seeking to mitigate such behaviours, facilitating evidence-based coverage making and liaising with stakeholders throughout the related content material industries.
In 2019, IPO commissioned AudienceNet to conduct the OCI research for the primary time. IPO wished AudienceNet to duplicate key parts of the prevailing methodology, to allow comparability with earlier waves of knowledge, whereas additionally including worth to the research.
Methodology
Previous to the ninth wave, the analysis was purely quantitative with 4,500 on-line and 500 face-to-face interviews. For the reason that ninth wave, AudienceNet has employed a two-staged, blended methodology, method. The method was designed to duplicate strong measurement whereas additionally providing extra depth of perception.
Stage 1: On-line Survey
- on-line knowledge assortment, with fieldwork going down between 07/04/22 and 31/05/22
- 15-minute survey
- N= 5,000
- Nat Rep of UK +12 inhabitants
Stage 2: Ongoing Qualitative Engagement
- on-line Neighborhood, with fieldwork going down between 23/05/22 and 27/05/22
- combination of analysis duties, experimental circumstances and dialogue subjects
- 5 days
- N= 50
- infringers aged 16+
Stage 1 – On-line Survey
The twelfth wave used the identical streamlined questionnaire that had been the premise of the OCI since Wave 9 in 2019. The primary change in comparison with waves previous the ninth wave was {that a} much less direct method was taken to discovering out whether or not unlawful sources are used, so as to encourage extra honesty. Extra particularly, fairly than asking this outright, respondents had been proven an inventory of choices and the classification of authorized or unlawful was performed primarily based on the choices chosen.
Together with conducting yearly questionnaire hygiene checks (e.g. guaranteeing sources of entry are updated), a brand new part was additionally included which checked out consciousness and chance of reporting IP crime.
Quotas had been set to make sure that the survey pattern (N=5,000) was consultant of the UK 12+ inhabitants when it comes to age, gender and area. All respondents had web entry (i.e. the offline inhabitants was not included). The survey pattern was sourced by means of AudienceNet’s community of professionally managed, ESOMAR compliant, on-line UK shopper analysis panels. Whereas it is a cost-effective method, one limitation is that it includes individuals who have opted in to participate in analysis.
The survey took, on common, 10 minutes for respondents to finish. There was a dropout charge of 33%.
This yr, 8 content material classes had been included within the analysis: music; movie; TV programmes/collection; stay sports activities; video video games; software program; e-publishing (cut up into e-books, digital magazines and audiobooks); and digital visible photos.
The extent of element captured varies for a few of the content material classes:
- for music, movie, TV programmes/collection, respondents had been requested about downloading and streaming individually
- for all different classes, respondents had been requested about streaming/accessing and downloading collectively, the place related
- for digital visible photos, respondents had been solely requested about infringement behaviours and a supplementary query on what they did with the photographs they’d downloaded/accessed
The latest 4 waves (2019 to 2022) noticed adjustments for some classes that influence comparability with earlier knowledge in relation to the e-publishing classes:
- within the ninth wave the e-book class was broadened out to incorporate all e-publications
- within the tenth wave e-publishing was cut up out into three separate classes (e-books, digital magazines and audiobooks) with the ‘ardour’ questions nonetheless requested at an total stage for these three classes
Stage 2 – Ongoing Qualitative Engagement
The first purpose of the On-line Neighborhood was to research, in additional depth, the drivers and limitations to accessing on-line content material through unlawful sources, particularly within the context of the “price of dwelling disaster” and the impacts this will likely have had on infringement this yr. As in earlier years, it additionally sought to check and co-create communications supplies to tell potential communications for use by the IPO to facilitate optimistic behaviour change.
Upon evaluation of the info from the On-line Survey, AudienceNet recognized key inhabitants segments to give attention to within the qualitative stage. N=50 representatives of those teams had been then recruited right into a 5-day On-line Neighborhood. These respondents accessed content material through unlawful sources, though some had been heavier customers whereas others used a extra even mixture of authorized and unlawful sources.
The On-line Neighborhood happened from 23-27 Might 2022.
For causes of qualitative validity (i.e. convergence of insights), six of the content material classes had been targeted on in-depth within the Neighborhood. Because of the low numbers of the pattern who consumed digital magazines, the qualitative analysis on e-publishing solely targeted on e-books.
Whereas the quantitative stage of analysis offers the bottom of the tracker and stays constant yr on yr, the qualitative ingredient seeks to unpick the important thing alternatives for better perception on sure subjects and data constructing for future communications work. This yr, the On-line Neighborhood focussed on adjustments in consumption and strategies of accessing content material in addition to attitudes in direction of infringement and behavior change campaigns.
Music
TV
Movie
Video Video games
E-books
Dwell Sports activities
To realize their belief and encourage honesty, these collaborating within the Neighborhood got additional assurance that their responses can be nameless and that no motion can be taken in opposition to anybody indicating that they illegally entry content material. Nevertheless, given the delicate nature of discussions, solely these 16+ had been invited to participate.
Navigating the report
The report begins with a evaluation and comparability of key tendencies throughout every content material class. That is primarily based on OCI 2022 knowledge, with comparisons made with earlier waves the place related.
Every content material class then has its personal bespoke part, primarily based on 2022 outcomes. Qualitative insights are included for content material classes coated throughout the On-line Neighborhood.
The report ends with a abstract of key findings which might be related for future behaviour change campaigns. Outcomes are largely primarily based on the communications testing and co-creation actions carried out within the qualitative analysis.
Deciphering the info:
- as a result of adjustments in the best way ranges of infringement are captured, we advise warning when evaluating 2019-2022 knowledge with earlier waves
- the place (single alternative) query percentages don’t add as much as 100%, this is because of rounding of the info
- the place base sizes are under N=30, outcomes should be interpreted with warning
- margin of error: With any piece of analysis, it’s nearly by no means possible to measure the whole inhabitants and thus obtain outcomes which might be 100% correct. We should, due to this fact, take into consideration the potential for error. As a information, we advise warning when deciphering outcomes which have lower than a (+/-) 3/4 % distinction
OCI 2022 Context – Life through the Covid-19 Pandemic and the influence of long-term social restrictions
Qualitative Abstract
When qualitative conversations had been held for this analysis in Might 2022, the UK had come out of greater than two years of social restrictions which comprised durations of nationwide lockdowns a few months earlier. Although many had been relieved that life was returning to what appeared regular, the previous couple years and the remaining underlying presence of Covid-19 had exhausted and drained most of the members we spoke to.
As well as, with the political and financial turmoil earlier within the yr main to a price of dwelling disaster up and down the UK, members now had one other problem to deal with. Some had already confronted monetary hardship through the Covid-19 pandemic which was now being compounded by the rising price of dwelling, and others who had not suffered financially through the pandemic had been now nervous about what the subsequent months would maintain.
Just a few reported that they’d already tried to chop prices the place they might, by now not going out to eat as a lot or doing an audit of their spending and seeing the place they might reduce. Just some members felt assured that their accustomed way of life can be sustainable over the subsequent yr.
With this backdrop of steady and sustained emotional stress or unease for a lot of, it’s unsurprising that leisure continued to be thought of essential to members in relation to serving to them unwind and escape from day by day life.
The position of leisure this yr
Leisure was seen as one thing which might assist enhance members’ temper and distract from any worries and in a yr like this, some members felt significantly reliant on their favorite leisure classes. Earlier waves through the pandemic had proven how leisure might serve nearly as a companion throughout occasions of lockdown the place some felt remoted. Now, leisure was stated to assist many by distracting them from uncertainty round cash and nervousness round going again right into a world with out social restrictions for some.
Nevertheless, the rise in the price of dwelling skilled throughout the UK meant that whereas members wished to maintain consuming all their leisure on the similar charge they’d been, some had been fascinated with cancelling a few of their subscriptions to save cash. This was significantly the case with video primarily based leisure resembling movies, TV collection and stay sports activities the place content material was cut up throughout a number of platforms and a few felt they might not justify paying for a couple of or two.
Different classes additionally noticed members questioning about saving cash and discovering methods of accessing content material without spending a dime or from different folks. For some, this meant they could use extra unofficial sources however others stated they’d discover free content material through authorized means.
Fairly aggravating and never a good time for me personally. I might say I’ve been watching extra TV content material simply to flee from day after day life.
Feminine, 25-34, TV
There was a number of challenges over the previous yr. Attributable to lockdown and homeschooling in addition to the rising price of dwelling. Final month we went to the cinema for the primary time in over two years on account of lockdown ending. Nevertheless, the problem now’s discovering the associated fee for companies resembling on-line streaming and cinema journeys.
Feminine, 25-34, Movie
I’ve frolicked studying, gardening, doing DIY jobs round the home, watching extra movies on Netflix and BBC iPlayer. Nevertheless, we have now lowered the quantity of money and time spent going out. We’ve got additionally spent much less time on Sky channels which we have now cancelled.
Male, 55+, Movie
I’ve positively been taking part in video video games extra, as I’m staying at residence extra now as an alternative of going out so I can lower your expenses as a result of it’s far too costly to exit.
Male, 25-34, Video Video games
I’ve discovered it fairly aggravating on account of costs going up and experiencing lockdowns and the final Covid state of affairs wasn’t nice.
Male, 25-34, Dwell Sports activities
The previous yr has been very tough. Recovering from the Covid pandemic and all the value rises has been actually laborious. I positively don’t purchase as many books and am on the lookout for free reads extra typically. I’ve simply acquired all my novels out of storage to learn to save lots of a bit of cash and might need to begin promoting them off.
Male, 45-54, E-books
(e.g. sharing on social media, together with inside displays and many others). As such, we can’t be positive of
the complete extent of copyright infringement.
