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14 Δεκ 2013 (πριν από 3 χρόνια και 10 μήνες)

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Computing in the Cloud:

Fear vs. Reality

P2P and Cloud
Market Conference

About

Harris Interactive

We are a full service research agency
specializing in media, technology
, telecom,
entertainment and the modern consumer.

We
offer a full range of services for both
quantitative and qualitative research.

Our range of services:


Concept testin
g


Product/service launching, including pack testing


Product/service configuration


Communications testing and tracking


Brand equity / extension / tracking


Satisfaction and loyalty


Segmentation


Market sizing / opportunities


Youth and kids research


Employee research


Global omnibus research


State
-
of
-
the
-
art qualitative techniques


2

Our discussion

today


Current use of cloud

computing


Future intentions


Concerns about cloud

computing


The mobile cloud


The dark cloud
-

Content

piracy


Piracy in the US vs. Great Britain


Latest trends from the UK

Percentage figures in this report may

not add precisely due to rounding.

3

Data from Multiple

Studies


Percentage figures in this report may

not add precisely due to rounding.

4

Cloud Computing and Device Purchase Intent

US Online Survey fielded 3/1


3/5

N=1,831
UNWEIGHTED

File Sharing and Mobile Device Usage

US Online Survey fielded 11/23/09


11/30/09

N=2,344, Weighted to US national demos
*

UK
FastForward

Syndicated Report

UK Online Survey fielded Quarterly

N≈2,000 per quarter, Weighted to UK national demos
*

*

Either general population or online
population depending on activity/device

Cloud Computing is nothing new...

5

© Harris Interactive 2009

Echo
Boomers
(18
-
33)

Gen X

(34
-
45)

Baby
Boomers

(46
-
64)

Matures

(65+)

Email

93%

92%

95%

95%

Banking

54%

58%

61%

64%

Video

65%

50%

37%

26%

Office

26%

17%

21%

24%

Photos

22%

19%

16%

11%

Q: Which of the following Web
-
based services do you currently use?

Base: March 2010 fieldwork 18+ population (1,831)
-

unweighted

...but not

everyone
realizes it

6

© Harris Interactive 2009

When it comes to storing personal files people typically store them on
their computer.


As a result these files need to be transferred to another
machine/device if they want to access them from another location.


There is new technology, sometimes called "cloud computing" that
allows files to be stored, edited or played online from any location at
any point in time.


How interested are you in using this type of service for the
following types of files?

People don’t think about

their emails and
banking info in the cloud

7

© Harris Interactive 2009

Percentage Point difference between %Use, and % Interested in using Cloud Computing

Echo
Boomers

Gen X

Baby
Boomers

Matures

Email

39

42

51

66

Banking

25

31

37

43

Video

20

13

12

15

Office

19

19

5

6

Photos

29

27

18

15

Q1: Which of the following Web
-
based services do you
currently use?


Q2: How interested are you in using this type of service for the
following types of files?

Base: March 2010 fieldwork 18+ population (1,831)
-

unweighted

8

© Harris Interactive 2009

Cloud

computing is a
tradeoff

between
accessibility and security

Over Half of Respondents

Agree
:


-

Access to files makes life much easier


-

Would worry abou
t losing connectivity


-

Concerned about security


-

Would still keep offline backups

Less than Half of Respondents

Agree
:


-

Sounds too complicated


-

Need access to all my files at all times


-

I would trust files are safe


-

Would trust with personal information

50%

Base: March 2010 fieldwork 18+ population (1,831)
-

unweighted

Q: Do you agree or disagree with the following statements?

5 point scale, Strongly Agree


Strongly Disagree

12%

12%

10%

9%

9%

9%

8%

6%

6%

6%

6%

Notebook Computer
Nintendo Wii
Netbook Computer
Kindle
Android Phone
Other Smartphone
iPhone
iTouch
iPad
Other tablet computer
Other eBook reader
Interest in Cloud Computing Devices

(% Definitely or Might get in next 6
mos
)

9

© Harris Interactive 2010

Base: March 2010 fieldwork 18+ population (1,831)
-

unweighted

39%

23%

14%

13%

12%

7%

7%

5%

4%

4%

3%

2%

1%

1%

Send / receive photos
Send / receive email
Listen to music stored on the
device
Visit social networks like Facebook,
Myspace, Bebo
Play games that have been bought
and downloaded
Watch short videos
Stream video from YouTube
Listen to music streamed from the
Internet
Watch music videos
Use Twitter
Watch full length television
programs
Watch full length movies
Stream video from Hulu.com
Online gambling for money
© Harris Interactive 2009

10

Mobile is where the cloud, and the device, mesh

© Harris Interactive 2010

The analysts say…

Follow the
PaaS


Base: November 2009 f18+ mobile owning population (2,071)


nationally representative

Q. Please tell us if you do any of the following on your mobile phone.
Please select all that apply

Mobile activities



highlights among younger mobile consumers

11

22%

of 18
-
24 year olds listen to
music stored on their mobile

48%

of 18
-
24 year olds send and
receive photos on their mobile
phones

16%

of 18
-
24 year olds use their
mobile for major social
networks like Facebook et al

© Harris Interactive 2010

Base: November 2009 f18+ mobile owning population (2,071)


nationally representative

Content piracy


the dark cloud

12%

11%

8%

8%

8%

6%

6%

6%

5%

5%

Share music with your friends by
swapping hard disk drives or USB
memory sticks
Download music from sites like
BitTorrent, Limewire or The Pirate Bay
etc.
Share movies or TV programs with your
friends by swapping hard disk drives or
USB memory sticks
Download movies from sites like
BitTorrent, Limewire or The Pirate Bay
etc.
Download TV programs from sites like
BitTorrent, Limewire or The Pirate Bay
etc.
Download music from sites like
Rapidshare, Megaupload, Netload or
Filefactory etc.
Download games from sites like
BitTorrent, Limewire or The Pirate Bay
etc.
Download movies from sites like
Rapidshare, Megaupload, Netload or
Filefactory etc.
Download TV programs from sites like
Rapidshare, Megaupload, Netload or
Filefactory etc.
Download games from sites like
Rapidshare, Megaupload, Netload or
Filefactory etc.

Tracking current filesharing & piracy

© Harris Interactive 2009

13

© Harris Interactive 2010

"The bottom line is that the
operators of the Pirate Bay
and others like them are
criminals who profit
handsomely by facilitating
the distribution of millions
of copyrighted creative
works and files protected
under the law."



--

John Malcolm
,
Executive Vice President
and Director of Worldwide
Anti
-
Piracy Operations for
the MPAA

Base: 18+ population (2,344)


nationally representative

Q.
Please look at these activities and tell us whether you do any of them
.

Weekly or more often/every 2 weeks/monthly/less often/never/used to but not now

© Harris Interactive 2009

50%

41%

39%

31%

30%

28%

28%

19%

19%

13%

11%

6%

47%

41%

20%

20%

27%

27%

26%

16%

36%

9%

7%

6%

Watch videos on YouTube
Play PC games
Stream TV progs from sites like BBC iPlayer
Buy DVDs
Play console games (PS3/Wii/Xbox 360)
Stream music from social networks
Go to the movies/cinema
Buy legal music downloads
Rent DVDs
Buy games for PS3/Wii/Xbox 360
Buy PC games
Buy music from mobile manuf'r or network
GB (Nov-09)
USA (Nov-09)

Overview of activity
(% do at least monthly)

14

Remarkable levels of
consistency between
GB and US
entertainment activities
with DVD rental and TV
streaming the only
strong differences

Base: November 2009 fieldwork GB 18+ population (1,959), USA 18+ population (2,344)


nationally representative samples

© Harris Interactive 2010

Stream programs from sites like BBC
iPlayer

Stream programs from sites like Hulu.com

26%

19%

12%

10%

9%

6%

4%

6%

23%

12%

13%

9%

8%

7%

3%

6%

Nintendo Wii
3G phone (excluding iPhone)
Xbox 360
Playstation 3
iPod Touch
Blu-ray player (excluding Playstation 3)
An e-Book reader
iPhone
GB (Nov-09)
USA (Nov-09)
© Harris Interactive 2009

15

Ownership of devices

© Harris Interactive 2010

Device ownership is
equally consistent,
with the only major
difference being a
higher incidence of 3G
phone ownership in
GB.

Base: November 2009 fieldwork GB 18+ population (1,959), USA 18+ population (2,344)


nationally representative samples

40%

23%

21%

14%

12%

9%

6%

6%

6%

3%

4%

4%

3%

2%

39%

14%

23%

13%

12%

7%

7%

4%

5%

4%

1%

3%

2%

1%

Send / receive photos
Listen to music stored on the device
Send / receive email
Visit social networks like Facebook, Myspace, Bebo
Play games that have been bought and downloaded
Watch short videos
Stream video from YouTube
Watch music videos
Listen to music streamed from the Internet
Use Twitter
Stream video from BBC iPlayer (GB) / Hulu (US)
Watch full length television programs
Watch full length movies
Online gambling for money
GB (Nov-09)
USA (Nov-09)
© Harris Interactive 2009

16

Mobile activities

© Harris Interactive 2010

Base: November 2009 fieldwork GB 18+ mobile owning population (1,887), USA 18+ mobile owning population (2,071)



nationally representative samples

GB mobile owners
are more likely to
use their device as a
music player, but
otherwise there is a
fairly consistent
pattern of mobile
media usage
between the two
countries.

17%

16%

13%

13%

12%

10%

10%

9%

9%

9%

12%

11%

8%

8%

8%

6%

6%

6%

5%

5%

Share music with your friends by swapping hard disk
drives or USB memory sticks
Download music from sites like BitTorrent, Limewire or
The Pirate Bay etc.
Download movies from sites like BitTorrent, Limewire or
The Pirate Bay etc.
Download TV programs from sites like BitTorrent, Limewire
or The Pirate Bay etc.
Share movies or TV programs with your friends by
swapping hard disk drives or USB memory sticks
Download music from sites like Rapidshare, Megaupload,
Netload or Filefactory etc.
Download games from sites like BitTorrent, Limewire or
The Pirate Bay etc.
Download movies from sites like Rapidshare, Megaupload,
Netload or Filefactory etc.
Download TV programs from sites like Rapidshare,
Megaupload, Netload or Filefactory etc.
Download games from sites like Rapidshare, Megaupload,
Netload or Filefactory etc.
UK (Nov-09)
USA (Nov-09)

Current filesharing & piracy

© Harris Interactive 2009

17

© Harris Interactive 2010

Base: November 2009 fieldwork GB 18+ population (1,959), USA 18+ population (2,344)


nationally representative samples

While legal
entertainment
behaviors

and
device ownership
levels are fairly
consistent between
the two countries,
this analysis shows
GB consumers to be
somewhat more
active than their US
counterparts in
illegal file sharing
activities.

© Harris Interactive 2009

18%

18%

12%

13%

13%

11%

10%

10%

10%

9%

17%

18%

13%

14%

13%

12%

11%

11%

9%

9%

17%

17%

13%

13%

13%

8%

9%

8%

8%

8%

19%

18%

14%

15%

14%

13%

12%

12%

12%

10%

17%

16%

13%

12%

13%

10%

10%

9%

9%

9%

20%

18%

16%

15%

15%

13%

12%

12%

12%

11%

Share music with your friends by swapping hard disk drives
or USB memory sticks
Download music from sites like BitTorrent, Limewire or The
Pirate Bay etc.
Download TV programmes from sites like BitTorrent,
Limewire or The Pirate Bay etc.
Share movies or TV programmes with your friends by
swapping hard disk drives or USB memory sticks
Download movies from sites like BitTorrent, Limewire or The
Pirate Bay etc.
Download music from sites like Rapidshare, Megaupload,
Netload or Filefactory etc.
Download games from sites like BitTorrent, Limewire or The
Pirate Bay etc.
Download movies from sites like Rapidshare, Megaupload,
Netload or Filefactory etc.
Download TV programmes from sites like Rapidshare,
Megaupload, Netload or Filefactory etc.
Download games from sites like Rapidshare, Megaupload,
Netload or Filefactory etc.
Wave 1 (Nov-08)
Wave 2 (Feb-09)
Wave 3 (May-09)
Wave 4 (Aug-09)
Wave 5 (Nov-09)
Wave 6 (Feb-10)

Tracking current filesharing & piracy

Base: wave 1 (1,980), wave 2 (2,012), wave 3 (2,007), wave 4 (2,180), wave 5 (1,965), wave 6 (2,037)

© Harris Interactive 2010

Overall levels of
piracy are steady
over past 15 months

What’s Next


Continued focus

on content portability


Internet enabled TVs


Smartphones
, Tablets,
eReaders


Unthrottling

Mobility


4G


Google vs. the telecoms

1
9

Mike Saxon

SVP, Harris Interactive

msaxon@harrisinteractive.com

201
-
564
-
0617