Advanis Inc.

March 12, 2007 07:00 ET

Advanis Inc.: Canadians Forced Into Piracy?

93% of Canadians who are downloading movies, are doing so illegally, compared with 79% of US downloaders.

TORONTO, ONTARIO--(CCNMatthews - March 12, 2007) - Canadian consumers are being forced to download movies illegally by the shortage of legal download services in Canada. This is the conclusion of a study into North Americans' online movie consumption habits conducted by Advanis Inc.

The study found 93% of Canadians who are downloading movies, are doing so illegally, compared with 79% of US downloaders. In the US, there are a number of subscription based movie download services. Such services are not as readily available in Canada limiting legal alternatives. The cost of lost revenue resulting from this illegal activity is estimated at C$173 million.

"At first blush, it looks as if Canadians are more liable to piracy than their counterparts in the US," said Phil Dwyer, Executive Vice President of Sales and Marketing at Advanis. "In reality, many of these illegal downloads are taking place because of the lack of legal alternatives. The market is more mature in the US, and the experience there shows that if you give consumers a legal, convenient and fairly priced alternative to piracy, the majority will use it."

About this study

Findings are based on a survey of 529 online Canadians, fielded between February 5th and 6th, 2007. Estimates are accurate to within +/- 4.3%, 19 times out of 20.

About Advanis

Advanis Inc. is a full service market research firm that provides expert, innovative analysis that helps companies address business critical issues in practical, actionable ways. Using a research-based approach to marketing consulting, our group of dedicated experts carefully craft studies that are representative of the real world, are of the highest quality, and deliver actionable results that help our clients with their business objectives.

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