REPORT

Digital Video Usage and DRM -- Results from a European Consumer Survey (02/2006)
42 Seiten (Sprache: Englisch)
Thema: Digital Consumer & Marketing

Zielgruppe

• Online content distributors (download portals, video-on-demand services, P2P networks)
• Mobile operators and content providers
• Internet Service Provider
• DRM solution providers
• Consumer Electronics Manufacturers
• Movie Industry
• TV stations
• Consumer interest groups
• Public Institutions

Zusammenfassung

This consumer survey is part of the INDICARE project – the INformed DIalogue about Consumer Acceptability of DRM Solutions in Europe. INDICARE’s mission is to raise awareness about consumer and user issues of Digital Rights Management (DRM) solutions.

The goal of the two INDICARE consumer surveys is to gather reliable data on the preferences and behaviour of European consumers with respect to digital goods and on their awareness and acceptance of DRM. The first INDICARE survey was published in May 2005 and covered digital music usage and DRM. The current survey’s focus is on digital video content: the extent to which European Internet users already use video content from the Internet, the channels through which they obtain it, their willingness to pay for certain usage rights, as well as their knowledge and attitude towards DRM. Explicitly excluded from the survey were video games and watching DVDs or Video CDs on the computer.

The study is also designed to show that the markets for digital music and digital video content are comparable only to a limited degree. While the type of music concerned (e.g. pop or classical music) only has a limited impact on usage behaviour, different types of video content (e.g. movies or news and sports) are associated with very different consumption habits and usage patterns. This diversity will lead to a more complex ecosystem on the side of distribution, access as well as usage rights.

This complexity will also affect the way DRM protection is designed, applied and accepted, as the number of technological challenges (e.g. interoperability) is likely to increase.

The survey was conducted among 2,731 Internet users in five European countries: Spain, Germany, France, the United Kingdom (UK) and Sweden. These countries account for about 64% of GDP and 55% of total population in the 25 member states of the European Union.

Results are representative for all Internet users in the respective countries from age 15 with respect to age, gender, as well as Internet usage frequency.

The questionnaire was designed to cover four areas:

• In the opening part, we wanted to find out if consumers have ever watched streaming or downloadable content on their computer or portable player. We were also interested in the reasons why consumers chose not to watch digital video content.
• The second part asked consumers to reveal their usage habits, preferences and expectations in more detail. Another objective was to find out about content sources. Here, it was especially important to differentiate between content types.
• The third part was designed to provide information about usage rights consumers are willing to pay for when purchasing digital video content. This is important, as DRM systems should be laid out to support these needs and preferences.
• The final part specifically concentrated on awareness of copyright, DRM and related privacy issues. We also wanted to find out under which circumstances consumers are supportive of DRM.
• In order to avoid biased answers, our intention to learn about DRM was not explicitly mentioned. Accordingly, DRM-related questions were only asked at the end of the questionnaire. The full questionnaire is included in the Annex section of this report.