Changing attitudes
Another trend which The Real Thing reveals is an increasing tendency amongst younger generations to choose free versions of 'digital property' wherever possible. Almost 60% of children claim they opt for pirated goods because legal versions are too expensive, and over 20% say they see no difference between fakes and the real thing.
BPI Chief Executive Geoff Taylor, who is leading the UK music industry's efforts to tackle illegal music downloading, said: "If you're used to taking something for free, you're bound to think the paid-for version is too expensive, whatever price you're asked to pay. It would seem that we need to communicate even better to young people why music has value and why we ask them to use services that pay us. The music business has worked hard at consumer education, and we warmly welcome initiatives that promote legal downloading and help parents understand the issues associated with illegal filesharing.
Producing great new music needs continual investment, and that means that musicians and the companies who work with them need to be paid when music is downloaded. Illegal filesharing threatens to undermine the quality and diversity of new British music, and risks stifling innovation in new digital music services. Perhaps more worryingly, looking at the younger generation as the business leaders, politicians and role models of tomorrow, BPI Chief Executive Geoff Taylor continued: "The music community and government all agree illegal downloading is a serious problem that needs to be addressed, and we are developing partnerships with internet service providers to advise their customers, create new ways of accessing music legally online and help reduce illegal downloading."
The Real Thing also highlighted the different attitudes of the digital generation when it comes to buying illegal goods: almost half of adults questioned (43%) considered purchasing counterfeit goods as tantamount to theft, and claimed they would never knowingly do it again. Close to one in four children, however, claimed they understood copyright laws, yet would continue in spite of this to buy counterfeit goods in the future. This number was higher amongst 16 year olds - 40% of which said they would knowingly buy pirated goods again.
Michala Wardell concluded: "At Microsoft, we encourage both adults and the 'digital generation' to embrace the power of computing and of the internet, as it presents a wealth of opportunity for people to work together, communicate with each other and drives an inclusive society. Alongside that, we want to help people understand the risks that are out there and the need to make sure they're using their computer in a safe, secure environment. So we want to encourage computer users - both children and adults, whether they're at home, at school or in the office - to ensure the back gate is carefully monitored. If we start to bridge the digital divide today, and help children become as street-savvy as they are tech-savvy, we'll be able to safeguard the younger generation against problems tomorrow. "
Ends
Notes to editors
Microsoft commissioned TickBox Research to conduct the two Real Thing questionnaires, the first amongst 270 children aged 11 to 16; the second amongst 1,200 adults aged 16+. Interviews were carried out March-April 2008.
1 "The Risks of Obtaining and Using Pirated Software", IDC, October 2006. Sponsored by Microsoft.
2 According to Ofcom figures.
3 According to figures from Cisco Systems.
