Advanced Television

Australia: ISPs are key to reducing online theft

September 12, 2011

Research by Sycamore Research & Marketing reveals  that 72 per cent of Australian consumers say they would stop illegal downloading activities if they received an educational notice from their ISP. The study also revealed that consumers perceive the ISPs as actively encouraging them to share and download illegal content.

The national survey asked respondents, aged between 18 and 64, about their attitudes and everyday activities in relation to television and movie theft.

Gail Grant, CEO of IPAF said, “Seventy-two per cent of people surveyed told us they would stop illegal file-sharing activity if they received a notice from their ISP. This would have a dramatic effect on illegal online activity for two reasons: Firstly, our findings suggest that some people genuinely don‚t know or are confused about what they are doing. Secondly, a proportion of people suspect that what they‚re doing is wrong, but give themselves get out clauses, justifications and excuses for their activity.
When the facts are pointed out clearly, our research tells us that most people will stop.”

“Education campaigns for social issues regularly prove to be successful. In 2010 IPAF launched the Accidental Pirate‚ campaign that focused on defining piracy and educating the public on the actions that constitute Movie and TV theft at the everyday and every person level. The recent research found that 44 per cent of people who saw that campaign said it changed their view of the issue.”

“Clearly the solution to a better understanding of the issue will be further education. ISPs can educate consumers by providing educational and informative notices regarding what’s acceptable online. In addition, IPAF will educate people through a new advertising campaign that will launch in September, 2011. Our new campaign will assist those hiding behind excuses to understand that what they’re doing isn’u okay – it’s actually movie and TV theft.”

Categories: Articles, Broadband, Consumer Behaviour, Content, Piracy, Research