Table of Contents Page No. 1. Executive summary 1 2. Research overview 7 2.1 Background 7 2.2 Key objectives 9 2.3 Methodology overview 11 2.4 Notes for this report 12 2.5 Changes to the 2016 survey instrument compared with 2015 17 3. Digital content consumption 19 3.1 Digital behaviour among internet users aged 12+ across all content types 19 3.2 Payment groups 28 3.3 Existing ownership, and free access to digital content before purchasing 31 4. Levels of copyright infringement 33 4.1 Lawfulness groups 33 4.2 Content consumption volumes 41 5. Consumer spend 44 5.1 Quarterly consumer among 12+ year olds 44 5.2 Quarterly total spend estimates 48 5.3 Price sensitivity 49 6. Attitudes towards digital activities and copyright infringement 52 6.1 Motivations for general online activities 52 6.2 Attitudes towards online content 57 6.3 Motivations for lawful and unlawful behaviour 60 6.4 Awareness of licensed online or services 66 6.5 Confidence in knowing what is and isn’t lawful online 68 7. Appendix 72 7.1 Key considerations for methodological design 72 7.2 Methodological approach in detail 75
Table of Contents Page No. 1. Executive summary 1 2. Research overview 7 2.1 Background 7 2.2 Key objectives 9 2.3 Methodology overview 11 2.4 Notes for this report 12 2.5 Changes to the 2016 survey instrument compared with 2015 17 3. Digital content consumption 19 3.1 Digital behaviour among internet users aged 12+ across all content types 19 3.2 Payment groups 28 3.3 Existing ownership, and free access to digital content before purchasing 31 4. Levels of copyright infringement 33 4.1 Lawfulness groups 33 4.2 Content consumption volumes 41 5. Consumer spend 44 5.1 Quarterly consumer among 12+ year olds 44 5.2 Quarterly total spend estimates 48 5.3 Price sensitivity 49 6. Attitudes towards digital activities and copyright infringement 52 6.1 Motivations for general online activities 52 6.2 Attitudes towards online content 57 6.3 Motivations for lawful and unlawful behaviour 60 6.4 Awareness of licensed online or services 66 6.5 Confidence in knowing what is and isn’t lawful online 68 7. Appendix 72 7.1 Key considerations for methodological design 72 7.2 Methodological approach in detail 75