Tackling Public Perceptions Of Digital Piracy

摘要

Obviously I would prefer to use legal services, but none of them can currently compete with the illegal ones. The chance of getting caught is so minute to be a non-concern."rnOlswang's fourth annual Convergence Consumer Survey identified both the opportunities and, as the quote above shows, the challenges facing copyright owners in "Digital Britain". The survey, using both quantitative data and online focus groups, looked at the adoption of new technologies and consumption of content across four demographic segments, whose characteristics are summarised by their titles: "Tech Vanguard", "Mainstream", "Kids" and "Laggards". On the plus side, consumers have largely embraced an on-demand lifestyle of choice and control created by converging technologies. However, those consumers don't particularly want to pay for this lifestyle and, across all demographics, are not averse to ignoring copyright law if it gets in their way.