1 7 P2PMS Harris Interactive

							How Consumers Feel
about P2P Today




Presented by: Milt Ellis and Joe Porus
Date: January 7, 2009
Methodology

•   Survey field dates: November 11, 2008 – November 17, 2008

•   Number of qualified completes: 2036

•   Respondents were recruited from the Harris Poll Online Panel

•   Qualification criteria: US, 18+

•   The data in this report are weighted to the online population
P2P Awareness/Usage


            17% of all people
               have some
           experience with P2P




                                      83% of all people
                                     have no experience
                                          with P2P




Base: Qualified (n=2036)
Q915 Please indicate your level of
familiarity with P2P file sharing.
 P2P Awareness/Usage




Base: Qualified (n=2036)
Q915 Please indicate your level of
familiarity with P2P file sharing.
Reasons People Use P2P




  Base: P2P (n=348)
  Q927 What would you say has been the main
  reason you used a P2P file sharing application?
Leaderboard for P2P Software




                                                       Lots of options with
                                                       little or no awareness.
                                                       And even with top
                                                       three as market
                                                       leaders, very little
                                                       overall awareness
                      Base: Qualified (n=2036)
                      Q920 Please indicate how often
                      you have used.
Downloading Music
Now Versus 12 Months Ago




       Base: Qualified (n=2036)
       Q955 Thinking of all the music download
       services (including P2P, iTunes, etc.), would
       you say you are downloading more or less now
       versus 12 months ago?
Downloading Video
Now Versus 12 Months Ago




Does not
Download
   video




            Base: Qualified (n=2036)
            Q960 Thinking of all the video download services
            (including P2P, iTunes, etc.), would you say you are
            downloading more or less now versus 12 months ago?
Who would download a small application
of software for P2P streaming?




  Base: Qualified (n=2036)                    Base: Qualified (n=2036)
  Q1022 How willing would you be to           Q1024 If the live streaming P2P application were offered directly
  download such an application for live P2P   from the content provider, how willing would you be to download it?
  streaming?
  Motivators and Barriers to Adopt P2P




Base: Qualified (n=2036)           Base: Neither (n=1622)
Q1005 Which of the following P2P   Q1010 Why would you not be
services/features would you be     interested in either P2P service?
likely to use if available?
                                                     There are only minor differences
 P2P Concerns                                        between P2P and non-P2P users.
                                                     Similar fears and concerns, but some
                                                     make the leap and others don’t. Fear
                                                     does not seem to be a good predictor.




Base: P2P (n=2036)
Q1000 Please rate your level of concern with the
following when using a P2P service or application.
Attitudes Towards Copyright
…the majority want to do the right thing




          Base: Qualified (n=2036)
          Q925 Please rate your level of agreement
          with the following statements…
Behavior Toward Copyrighted Content
..the majority are doing the right thing




Base: Qualified (n=2036)
Q905 Which statement best fits your attitude towards
copyrighted content (applications, TV programs, music files)?
How much contraband is out there?




Base: P2P (n=348)
Q945 Of your downloaded video files,
what percent are each of the following?
P2P Downloads…Legal-Illegal Spectrum
                                                 Minor and Major traders track
                                                 essentially the same. Greater volume
                                                 does not translate to different habits.




        Base: P2P(n=348)                          Base: P2P{n=348)
        Q930 Only thinking of music and video     Q940 What percent of the above files were
        files, has your P2P file sharing been…    purchased or ripped from a source you own?
What P2P Biz Model do people want?
                                                             Analytic Note
                                                             This tracks the same
                                                             regardless of content type.




      Base: Qualified (n=2036)
      Q1014 If a commercial P2P service was available with
      licensed music and video content, would you prefer…
Preferred P2P Biz Model based on Content…




             Base: Qualified (n=2036)
             Q1016 If the authorized, commercial P2P
             service only offered one type of content,
             which commercial service would you
             prefer for each type?
Thanks for Attending!


Q and A
Joe Porus
Vice President and Chief Architect
jporus@harrisinteractive.com




Milt Ellis
Vice President and Senior Consultant
mellis@harrisinteractive.com