Communications Alliance study: cheaper prices, more access, could lower illegal downloading

The good news for the entertainment industry is that most Australians agree that illegal downloading is a problem and it unfairly hits content creators.

But the bad news is that up to 79% also believe that illegal downloading will continue as long as consumers perceive prices as too high, and that local availability of overseas music, TV and movie content is too slow.

This is according to new research commissioned by telecommunications body, the Communications Alliance, and undertaken by JWS Research. The survey covered 1500 respondents nationally between October 22-27.

According to the study, 55% agree illegal downloading is “a problem.” Almost two thirds (66%) believe prices are too high, and 60% believe the way to curb the illegal activity is through quicker access to content.

A disturbing statistic is that up to 30% surveyed don’t think illegal downloading is a problem or “not much of a problem.” Most of these are young, male and tech-savvy. It builds a case for an education program of the rights of content creators and owners. 62% of respondents said they support such a program.

Another disturbing statistic for copyright holders is that less than 20% are confident that Government regulation will work. Three quarters believe that pirates will “continue to find ways around” them.

Consumers further fear that the push to get ISPs (Internet Service Providers) to identify and punish infringers through a “three strikes” approach will push prices up. Up to 60% think that if ISPs are compelled to police infringements, rights holders should pay them for it.

Respondents declared Australians are paying “200% more” than consumers in other countries. The survey suggested that rather than charge $3.49 to download a TV episode, distributors should consider between $1.20 to $1.70.

Communications Alliance CEO John Stanton said that the study showed that most Australians agree with ISPs that the problem can be solved if root causes are addressed. “This research comes as the Government considers responses to its discussion paper on online copyright policy options. It paints a picture not of a nation of rampant pirates, but rather a majority of people who agree that action taken should include steps to reduce the market distortions that contribute to piracy,” he said.

A summary of the research report is available here.