Downloading films not 'very serious' for most people

Most Americans know where to draw the line when it comes to leaving a shop without paying for a DVD, but downloading copyrighted movies is a different matter, according to a study released on Thursday.

In a survey of 2,600 Americans via the Internet and in telephone interviews, Digital Life America found 78 per cent considered taking a DVD from a store without paying as a 'very serious offense'. Contrast that with the 40 per cent who said they believe it is a 'very serious offense' to download copyrighted movies off the Internet without paying for them, the study found.

As another comparison point, 59 per cent of Americans believe that blocking access to emergency services is a 'very serious offense', the study noted.

"There is a Robin Hood effect -- most people perceive celebrities and studios to be rich already and, as a result, don't think of movie downloading as a big deal," Kaan Yigit, Digital Life America study director, said in a statement.

Yigit advised 'download-to-own' movie services to offer greater flexibility in use and selection, as well as low prices, to entice copyright violators to make the switch.

A number of companies are already following that strategy: US TV network NBC announced plans last year to offer select streaming prime-time TV episodes for free, as part of a promotion. And Apple last year announced plans to offer downloadable movies to US customers from its iTunes store.

The survey was conducted from June until September 2006 by Digital Life America, a syndicated consumer trend survey owned by Solutions Research Group. SRG funds its own syndicated research.