1. The Down Low on Downloads Music Downloading Practices & Attitudes at UNC-Chapel Hill David August, Lacy Bedol, Kate Farmer, Elizabeth Johnson, Chala Jones

2. Purpose & Background MethodologyResultsApplication Agenda

3. Purpose & Background “The Down Low on Downloads” 3 Find out: Why do students download music illegally? Goal: Discover alternatives to encourage students to pay for their music downloads. Purpose & Background | Methodology | Results | Application

4. Research Questions RQ1: What are the main sources from which students at UNC obtain their music? RQ2: What is the main motivation of UNC students to download music illegally? RQ3: Do those who download illegally still purchase some music? RQ4: What factors are most likely to motivate UNC students to legally purchase their music rather than illegally downloading it? “The Down Low on Downloads” 4 Purpose & Background | Methodology | Results | Application

5. Literature Review College students between the ages of 18 and 24 are more likely than any other American demographic to download music illegally. “The Down Low on Downloads” 5 Purpose & Background | Methodology | Results | Application

6. Literature Review “The Down Low on Downloads” 6 $12.5 billion = estimated economic loss in music industry from illegally downloaded music Purpose & Background | Methodology | Results | Application

7. UNC’s Student Population “The Down Low on Downloads” 7 Purpose & Background | Methodology | Results | Application 10,000 7,000 99% = Percent of undergraduate students < 25 12,000 Caucasia n 5,000 Minority 1,300 Journalism 600 Business

8. The Sample “The Down Low on Downloads” 8 Purpose & Background | Methodology | Results | Application 126 # of Respondents 86% female 14% male

9. Survey Qualtrics software Listservs journalism and business schools, student organizations Link to form for interview interest 9 Purpose & Background | Methodology | Results | Application “The Down Low on Downloads” 15 Question s < 7 Min. to Complete

10. Interviews Focus on students’ motivation behind downloading music illegally Purpose & Background | Methodology | Results | Application 10 “The Down Low on Downloads” 15 Interviewees 8 Questions

11. Results “The Down Low on Downloads” 11 What Are the Main Sources From Which Students At UNC Obtain Music? Purpose & Background | Methodology | Results | Application

12. Results “The Down Low on Downloads” 12 What Is The Main Motivation Of UNC Students To Download Music Illegally? 90.7% of Illegal Downloaders Say it Saves Money --- “It is so accessible and instant that it makes it too easy” Purpose & Background | Methodology | Results | Application

13. Results “The Down Low on Downloads” 13 Purpose & Background | Methodology | Results | Application Do Those Who Download Illegally Still Purchase Some Music?

14. Results “The Down Low on Downloads” 14 Purpose & Background | Methodology | Results | Application 3% = Percent of students who said “all of my music is illegally downloaded.” 7% = Percent of students who said they “purchase music 0 percent of the time.” 4% = Difference between the questions. Conclusion: Regardless of the error, a majority download both legally & illegally.

15. Results “The Down Low on Downloads” 15 Purpose & Background | Methodology | Results | Application What Factors Are Most Likely to Motivate UNC Students to Legally Purchase Their Music Rather Than Illegally Downloading It? -Better law enforcement -Sympathy for the artist

16. Application “The Down Low on Downloads” 16 The conclusions we had drawn would prove to be highly beneficial to the RIAA as well as other groups and organizations who campaign to keep students from downloading music illegally. Purpose & Background | Methodology | Results | Application

17. Application “The Down Low on Downloads” 17 Companies like the RIAA should push for more awareness of their company’s objectives and build a better brand presence. Form a campaign targeted at making students more knowledgeable about the consequences of illegal downloading. Purpose & Background | Methodology | Results | Application

18. Application “The Down Low on Downloads” 18 Most of our participants felt they would not “get caught” since they didn’t know anyone who had received legal punishment. Purpose & Background | Methodology | Results | Application

19. Application “The Down Low on Downloads” 19 Part of the responsibility lies with media outlets. --- If the news more accurately portrayed cases about people illegally downloading music, it would increase awareness that the law is still being upheld. Purpose & Background | Methodology | Results | Application

20. Application Purpose & Background | Methodology | Results | Application “The Down Low on Downloads” 20 All in all, our results could be used to show organizations like the RIAA that fewer students are illegally downloading music than initially perceived.