1. Excerpts from Sycamore Presentation

2. 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) *

3. 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.

4. 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

5. 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)

6. 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