Excerpts from Sycamore Presentation

Reported piracy in Singapore is high Almost half the population admit to having pirated with 39% stating they are currently active Inactive = Lapsed + Never done (61%) Active = Current (39%) N02/03. Piracy Behaviour/ Frequency of Piracy Behaviour Base: Main sample (n=1000) *

The idea of ‘FREE’ is psychologically powerful Easy Socially Acceptable Misjudged Risk It’s free Want to get it as soon as possible Can’t find the TV show \ series legally that I want to watch Can’t find the movie legally that I want to watch Want to watch an ‘uncut’ version of a movie or TV show Not aware of any alternatives Prefer to sample a TV show \ series or movie first and then I will pay for it Can’t find the sports event legally that I want to watch To watch religious programming not otherwise available No enforced laws in place to stop me Others “People appear to act as if zero pricing of a good not only decreases its cost but also adds to its benefits” Shampan’er & Ariely 2006 N07A. Reasons for watching pirated movies, TV shows or sports events Base: All active pirates (n=393) Source: Ariely, D., & Shampan'er, K. (2006). How small is zero price? The true value of free products.

The risks are known but underweighted or discounted Easy Socially Acceptable Misjudged Risk Accessing pirated movies, TV shows or sports events puts you at greater risk of getting viruses, spyware and other malware Total 18-24 y.o 25-34 y.o 35-49 y.o 50-64 y.o Male Female With ISD Without ISD Active Inactive 1000 130 210 360 300 490 510 138 851 393 607 N05. Understanding pirating behaviour Base: Main sample (n=1000) Significant Lower Significant Higher

Risk of exposure to unsavoury advertising - known but not salient Easy Socially Acceptable Misjudged Risk Total (n=483) With ISD (n=81) Without ISD (n=402) Active (n=393) Inactive (n=89) Sex industry advertisements Online gambling advertisements Other advertisements Software and \ or anti-virus advertisements Weight loss advertisements Banking industry advertisements None \ can’t say N09. Types of advertisement when viewing pirated content Base: All who have pirated (n=483)

Likely response to regulation? Indication is for resigned acceptance rather than anger or defiance: *Authorities should be allowed to take action against individuals who access pirated content Total 18-24 y.o 25-34 y.o 35-49 y.o 50-64 y.o Male Female With ISD Without ISD Active Inactive n= 1000 130 210 360 300 490 510 138 862 393 607 Agree Disagree “ If the government bans the website then I won’t be going on it. It is OK” Younger family. Male, Non-subscriber “It will be sad [if ISDs banned] because I want to watch what other countries are watching…. It will be sad if they restrict it” Older family. Female. Non-subscriber. “Banning private boxes? I will feel sad. Maybe it is illegal. To me, to ban the private box is more justifiable than the banning of websites, they shouldn’t block us from using the benefits of the internet” Sink/Dink. Male Subscriber. “I will not take the risk to continue using it” Younger family. Male. Subscriber. N14. Authorities should be allowed to take action against individuals who access pirated content Base: Main sample (n=1000) *Excludes Neutral Significant Lower Significant Higher