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The Down Low on Downloads Music Downloading Practices & Attitudes at UNC-Chapel Hill

The Down Low on Downloads Music Downloading Practices & Attitudes at UNC-Chapel Hill. David August, Lacy Bedol, Kate Farmer, Elizabeth Johnson, Chala Jones. Agenda. Purpose & Background. Find out: Why do students download music illegally? Goal:

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The Down Low on Downloads Music Downloading Practices & Attitudes at UNC-Chapel Hill

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  1. The Down Low on DownloadsMusic Downloading Practices & Attitudes at UNC-Chapel Hill David August, Lacy Bedol, Kate Farmer, Elizabeth Johnson, Chala Jones

  2. Agenda

  3. Purpose & Background Find out: Why do students download music illegally? Goal: Discover alternatives to encourage students to pay for their music downloads. Purpose & Background | Methodology | Results | Application “The Down Low on Downloads” 3

  4. Research Questions Purpose & Background | Methodology | Results | Application RQ1: What are the main sources from which students at UNC obtain their music? RQ2: What is the main motivation of UNC students to download music illegally? RQ3: Do those who download illegally still purchase some music? RQ4: What factors are most likely to motivate UNC students to legally purchase their music rather than illegally downloading it? “The Down Low on Downloads” 4

  5. Literature Review Purpose & Background | Methodology | Results | Application College students between the ages of 18 and 24 are more likely than any other American demographic to download music illegally. “The Down Low on Downloads” 5

  6. Literature Review $12.5 billion = estimated economic loss in music industry from illegally downloaded music Purpose & Background | Methodology | Results | Application “The Down Low on Downloads” 6

  7. UNC’s Student Population 10,000 7,000 1,300 Journalism 600 Business 12,000 Caucasian 5,000 Minority 99% = Percent of undergraduate students < 25 Purpose & Background | Methodology | Results | Application “The Down Low on Downloads” 7

  8. The Sample 126 # of Respondents 86% female 14% male Purpose & Background | Methodology | Results | Application “The Down Low on Downloads” 8

  9. Survey • Qualtrics software • Listservs • journalism and business schools, student organizations • Link to form for interview interest 15 Questions < 7 Min. to Complete Purpose & Background | Methodology | Results | Application “The Down Low on Downloads” 9

  10. Interviews • Focus on students’ motivation behind downloading music illegally 15 Interviewees 8 Questions Purpose & Background | Methodology | Results | Application “The Down Low on Downloads” 10

  11. Results What Are the Main Sources From Which Students At UNC Obtain Music? Purpose & Background | Methodology | Results | Application “The Down Low on Downloads” 11

  12. Results What Is The Main Motivation Of UNC Students To Download Music Illegally? 90.7% of Illegal Downloaders Say it Saves Money --- “It is so accessible and instant that it makes it too easy” Purpose & Background | Methodology | Results | Application “The Down Low on Downloads” 12

  13. Results Do Those Who Download Illegally Still Purchase Some Music? Purpose & Background | Methodology | Results | Application “The Down Low on Downloads” 13

  14. Results 3% = Percent of students who said “all of my music is illegally downloaded.” 7% = Percent of students who said they “purchase music 0 percent of the time.” 4% = Difference between the questions. Conclusion: Regardless of the error, a majority download both legally & illegally. Purpose & Background | Methodology | Results | Application “The Down Low on Downloads” 14

  15. Results What Factors Are Most Likely to Motivate UNC Students to Legally Purchase Their Music Rather Than Illegally Downloading It? • Better law enforcement • Sympathy for the artist Purpose & Background | Methodology | Results | Application “The Down Low on Downloads” 15

  16. Application The conclusions we had drawn would prove to be highly beneficial to the RIAA as well as other groups and organizations who campaign to keep students from downloading music illegally. Purpose & Background | Methodology | Results | Application “The Down Low on Downloads” 16

  17. Application Purpose & Background | Methodology | Results | Application Companies like the RIAA should push for more awareness of their company’s objectives and build a better brand presence. Form a campaign targeted at making students more knowledgeable about the consequences of illegal downloading. “The Down Low on Downloads” 17

  18. Application Purpose & Background | Methodology | Results | Application Most of our participants felt they would not “get caught” since they didn’t know anyone who had received legal punishment. “The Down Low on Downloads” 18

  19. Application Purpose & Background | Methodology | Results | Application Part of the responsibility lies with media outlets. --- If the news more accurately portrayed cases about people illegally downloading music, it would increase awareness that the law is still being upheld. “The Down Low on Downloads” 19

  20. Application Purpose & Background | Methodology | Results | Application All in all, our results could be used to show organizations like the RIAA that fewer students are illegally downloading music than initially perceived. “The Down Low on Downloads” 20

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