Computing in the Cloud: Fear vs. Reality P2P and Cloud Market Conference.
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Transcript of Computing in the Cloud: Fear vs. Reality P2P and Cloud Market Conference.
Computing in the Cloud:Fear vs. RealityP2P 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 testing
• 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
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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 maynot add precisely due to rounding. 3
Data from Multiple Studies
Percentage figures in this report maynot add precisely due to rounding.
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Cloud Computing and Device Purchase IntentUS Online Survey fielded 3/1 – 3/5N=1,831 UNWEIGHTED
File Sharing and Mobile Device UsageUS Online Survey fielded 11/23/09 – 11/30/09N=2,344, Weighted to US national demos*
UK FastForward Syndicated ReportUK Online Survey fielded QuarterlyN≈2,000 per quarter, Weighted to UK national demos*
* Either general population or online population depending on activity/device
Cloud Computing is nothing new...
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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
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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
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Percentage Point difference between %Use, and % Interested in using Cloud Computing
Echo Boomers Gen X
Baby Boomers Matures
Email 39 42 51 66Banking 25 31 37 43Video 20 13 12 15Office 19 19 5 6Photos 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
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Cloud computing is a tradeoff between accessibility and security
Over Half of Respondents Agree: - Access to files makes life much easier - Would worry about 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
Notebook Computer
Nintendo Wii
Netbook Computer
Kindle
Android Phone
Other Smartphone
iPhone
iTouch
iPad
Other tablet computer
Other eBook reader
12%
12%
10%
9%
9%
9%
8%
6%
6%
6%
6%
Interest in Cloud Computing Devices (% Definitely or Might get in next 6 mos)
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Base: March 2010 fieldwork 18+ population (1,831) - unweighted
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
39%23%
14%13%12%
7%7%
5%4%4%3%2%1%1%
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Mobile is where the cloud, and the device, mesh
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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
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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
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Base: November 2009 f18+ mobile owning population (2,071) – nationally representative
Content piracy – the dark cloud
Share music with your friends by swapping hard disk drives or USB memory sticks
Share movies or TV programs with your friends by swapping hard disk drives or USB memory sticks
Download TV programs from sites like BitTorrent, Limewire or The Pirate Bay etc.
Download games from sites like BitTorrent, Limewire or The Pirate Bay etc.
Download TV programs from sites like Rapidshare, Megaupload, Netload or Filefactory etc.
12%
11%
8%
8%
8%
6%
6%
6%
5%
5%
Tracking current filesharing & piracy
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"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
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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
50%
41%
39%
31%
30%
28%
28%
19%
19%
13%
11%
6%
47%
41%
20%
20%
27%
27%
26%
16%
36%
9%
7%
6%
USA (Nov-09)GB (Nov-09)
Overview of activity (% do at least monthly)
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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
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Stream programs from sites like BBC iPlayer
Stream programs from sites like Hulu.com
Nintendo Wii
3G phone (excluding iPhone)
Xbox 360
Playstation 3
iPod Touch
Blu-ray player (excluding Playstation 3)
An e-Book reader
iPhone
26%
19%
12%
10%
9%
6%
4%
6%
23%
12%
13%
9%
8%
7%
3%
6%
USA (Nov-09)
GB (Nov-09)
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Ownership of devices©
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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
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
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%
USA (Nov-09)
GB (Nov-09)
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Mobile activities©
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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.
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.
17%
16%
13%
13%
12%
10%
10%
9%
9%
9%
12%
11%
8%
8%
8%
6%
6%
6%
5%
5%
USA (Nov-09) UK (Nov-09)
Current filesharing & piracy©
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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.
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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.
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%
Wave 6 (Feb-10)Wave 5 (Nov-09)Wave 4 (Aug-09)Wave 3 (May-09)Wave 2 (Feb-09)Wave 1 (Nov-08)
Tracking current filesharing & piracyBase: wave 1 (1,980), wave 2 (2,012), wave 3 (2,007), wave 4 (2,180), wave 5 (1,965), wave 6 (2,037)
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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
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Mike SaxonSVP, Harris [email protected]