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What Defines "Stealing" in Today's Technological World?
24 February 2005The increase in home entertainment technologies and content, from premium cable networks to DVRs to personal MP3 players, has spawned a new generation of techno-thieves.
A new study, Evaluation of Signal Theft,* conducted by CTAM (Cable & Telecommunications Association for Marketing) examines a variety of theft scenarios and profiles modern-day pilferers. The study of 1,666 consumers takes a look at consumer perceptions toward stealing and provides targeted solutions to effectively communicate the seriousness of these crimes to deter activities in the cable marketplace.
"Twenty years ago, people didn't dream of sharing software or downloading music from the Internet. Now, these types of technology crimes are as common as buying an imitation designer purse off the street," said Char Beales, President and CEO of CTAM. "Unfortunately, cable theft and these other techno-crimes are not taken seriously."
Stealing Scenarios
Respondents to the online survey provided their opinions on a series of 18 scenarios, including, but not limited to, cable theft, and simply asked if they knew anyone who had engaged in any of these types of theft situations. Here are highlights of the situations of which consumers are the most aware:
-- The most widely-observed scenario was software sharing. More than 44%
of cable customers know someone who has "borrowed" software from an
acquaintance to load on their PC.
-- One-third of cable customers know someone who has downloaded
copyrighted music. Not surprisingly, high-speed Internet users are more
likely than dial-up users to know someone who downloads music.
-- Nearly one-third (31%) brought office supplies home even though it is
against company policy.
-- The number of cable customers who have acquaintances that have made
copies of DVDs, rather than buying them (24%), were almost equal to knowing
someone who bought knockoff purses (23%).
-- Returning worn clothing to the store and plugging into a live cable
outlet without ordering cable ranked the same in seriousness (22%).
-- Approximately 10% have knowledge of someone who intentionally steals
cable or satellite, either by paying the installer to rig the premium
channels, by breaking into the wiring themselves or by buying a black box.
Coincidently, this level of knowledge is similar to the awareness of
someone who has sideswiped a car without reporting it (14%).
-- 23% of those surveyed said they were not aware of others who
participate in the described scenarios, would not participate themselves
and would be unlikely to condone these activities among their friends and
family.
Types of Theft
To help understand consumers' perceptions toward stealing, the survey defines respondents' actions as belonging to one or more categories of theft based on how each of them scored the series of scenarios.
-- Blatant Burglary (Aggressive Theft) - This group includes those who
actively steal cable service (such as someone who has paid an installer or
connected independently outside the home); who see nothing wrong with
others stealing cable (or other products) and would not do anything to stop
them; and those who would steal themselves, if presented with the
opportunity.
-- Stealth Stealing (Passive Theft) - These individuals have stealing
habits that are less deliberate (such as moving into a new home and hooking
up to an existing cable line), those who look the other way or those who
enable thieves.
-- Copyright Crookery (Copyright Theft) - These individuals would
actively participate in breaching copyright protection (such as copying
movies, software and downloading music via the Internet) or who don't see a
problem with enabling others to do so. The study further reveals consumer
confusion around copyright law, and what defines stealing in this milieu.
Unplugging Cable Theft
The findings from this study indicate that education is needed to define cable theft and its consequences -- a crime punishable by hefty financial penalties and jail time. Fines for offenders are based on the amount of time they did not pay for cable and can vary by state.
"Our hope is that consumers will realize that cable theft, along with pirating movies or even taking home office software, can have serious consequences," said Beales. "The cable industry is optimistic about deterring cable theft and providing the best value for the consumer's entertainment dollar."
About the Study
*Commissioned by CTAM, C&R Research conducted the study in two phases, including an initial quantitative evaluation of consumer temperament towards theft and a follow-up qualitative assessment of potential solutions. The quantitative phase consisted of an online study of cable customers, and the sample was balanced to the US Census in terms of age, gender, income, region and ethnicity. This phase included 1,666 completed online interviews conducted from September 8-13, 2004. In addition, the qualitative phase consisted of four focus group discussions held in Philadelphia on October 18, 2004 and Milwaukee on October 19, 2004.
CTAM, the Cable & Telecommunications Association for Marketing, is dedicated to helping the cable industry grow by advancing consumer and business-to-business marketing excellence, facilitating collaborative marketing initiatives, and encouraging the mastery of new technology-based products.
C&R Research is a leading national market research firm headquartered in Chicago with the specialty divisions of LatinoEyes, BoomerEyes and KidzEyes focusing on the Latino, Boomer and youth segments. For over 40 years C&R has been providing full service, custom research within the cable, financial services and consumer packaged goods industries. In addition to its Chicago headquarters, C&R has offices in Buenos Aires, Argentina and Sydney, Australia.
Media Contact:
CKPR
Kate Lindley
Account Executive
312-616-2413
klindley@ckpr.biz
Source: Market Wire
All trademarks and copyrighted information contained herein are the property of their respective owners.
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