The facts

So much has been said about copyright, content theft, digital theft, the true size of the issue and the consequences of it all. There are some who believe the impact is overstated. However, national annual research – commissioned by IPAF - provides a clear illustration of the attitudes and behaviors of Australians to content theft and the size of the issue.

 
  • An Image Slideshow
  • An Image Slideshow
  • An Image Slideshow

Sycamore Research

Australian research into piracy attitudes and behaviour

In September 2009 Sycamore Research and Newspoll were commissioned by IPAF to conduct quantitative and qualitative research on attitudes towards piracy in Australia. The national survey involved 1,372 respondents aged between 18 and 64. We'd like to share the key findings of the research:

  • 53% of Australians participated in some form of piracy activity in 2009
  • 72% see piracy as stealing or theft…

BUT:

  • 76% don't think they contribute to the problem

The Sycamore research segmented the respondents into four distinct quadrants according to their behaviour and attitudes towards piracy. The research found that:

Those one in three Australians represented in the final quadrant known as "Blind Actives" form the target audience for the new film and television awareness campaign. This group is most likely to respond to pro-copyright messages, as they are pirates more by accident than design. To describe this disconnection between people's actions and beliefs, IPAF coined the phrase 'Accidental Pirate'.

A majority of young people are involved in piracy:

  • 69% of 18-24s have pirated in some way
  • Over half of 18-24 year olds - 52% - have used file-sharing software specifically to pirate movies and TV shows

Increasingly online

Piracy activity is increasingly moving online (while offline, or hard goods piracy still remains a problem):

  • 26% use file-sharing software. Up 6% from 2008
  • 24% allowed someone else to copy a DVD they bought or rented. Down 8% from 2008
  • 20% admitted copying a DVD someone else bought. Down 8% from 2008

However, ISP Intervention would undoubtedly have a huge effect in reducing the activity:

  • 75% said if their ISP notified me that this was in breach of their T&Cs I would stop
  • 77% said if ISP told me they would suspend/terminate connection I would stop doing it

Eroding traditional channels

Piracy is eroding traditional channels. After watching a pirated version:

  • 86% do not go on to watch the film at the cinema
  • 78% do not rent or buy the original
  • 94% do not buy a pay-per-view for the film on subscription TV