How Consumers Feel about P2P Today Presented by: Milt Ellis and Joe Porus Date: January 7, 2009.

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

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

17% of all people have some

experience with P2P

83% of all people have no experience

with P2P

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

Base: Qualified (n=2036)Q920 Please indicate how often you have used.

Lots of options with little or no awareness. And even with top three as market leaders, very little overall awareness

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

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?

Does not Download

video

Who would download a small application of software for P2P streaming?

Base: Qualified (n=2036)Q1022 How willing would you be to download such an application for live P2P streaming?

Base: Qualified (n=2036)Q1024 If the live streaming P2P application were offered directly from the content provider, how willing would you be to download it?

Motivators and Barriers to Adopt P2P

Base: Qualified (n=2036)Q1005 Which of the following P2P services/features would you be likely to use if available?

Base: Neither (n=1622)Q1010 Why would you not be interested in either P2P service?

P2P Concerns

Base: P2P (n=2036)Q1000 Please rate your level of concern with the following when using a P2P service or application.

There are only minor differences 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.

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

Base: P2P(n=348)Q930 Only thinking of music and video files, has your P2P file sharing been…

Base: P2P{n=348)Q940 What percent of the above files were purchased or ripped from a source you own?

Minor and Major traders track essentially the same. Greater volume does not translate to different habits.

What P2P Biz Model do people want?

Analytic NoteThis 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 PorusVice President and Chief [email protected]

Milt EllisVice President and Senior [email protected]