Study Reveals Gender Gap in Digital Piracy, Offers Targeted Anti-Piracy Solutions
A recent study has shed light on the complex issue of digital piracy, revealing significant gender differences and offering insights into effective anti-piracy messaging. Conducted by researchers, the study examined two key social influences: perceived social risk and a social norms intervention.
The University of Portsmouth discovered that men pirate live sports content more than women, with 21% of their total consumption being pirated compared to 7% for music and 3.5% for women. Interestingly, attempts to tackle piracy through 'norm-based' messaging, showing people the true prevalence of piracy, often backfired and increased men's intentions to pirate. This highlights the importance of understanding the nuances of social influence in anti-piracy campaigns.
The study also found that for live sports, men who worried piracy might harm their reputation were less likely to pirate. This suggests that reputation is a powerful deterrent for men in male-dominated environments. However, normalising piracy, even unintentionally, can encourage men to engage in piracy, serving as a justification for their behavior.
The researchers conclude that anti-piracy messaging should focus on the reputational costs of piracy, rather than legality, to be effective, especially among men. This approach acknowledges the significant role of social influence and gender differences in digital piracy. By understanding and addressing these factors, anti-piracy campaigns can become more targeted and effective.
