National iStockphoto Survey Shows That Lack of Copyright
Understanding Presents Potential for Misuse While Revealing 40 Percent
of Americans Consider Photography, Videography or Music Creation Hobbies
Up to 38 percent of Americans see no legal violations in downloading
images, videos or music for personal or professional use
CALGARY, Alberta (Business Wire EON/PRWEB ) September 17, 2008 --
A recent study of more than 1,000 people conducted by KRC Research and
iStockphoto, the world’s royalty-free
multimedia sales leader, revealed that 33 percent of Americans are using
downloaded digital content, but nearly 30 percent are unaware that
permission may be required for its use. This lack of awareness spikes to
38 percent among Americans in both the 18–24
and 65 and older age groups.
While many Americans are using downloaded digital media content for
personal or professional use, only 41 percent are aware that there are
companies that sell royalty-free images, videos, music or sound effects.
Additionally, although more than 40 percent of Americans consider
photography, videography or music a hobby, just six percent are
profiting from their digital media avocations.
iStock can help the best of these hobbyists monetize their artwork. As
one of the world’s first crowdsourced
communities, iStock sells legally approved royalty-free imagery and
videos for as low as $1 each to more than 3.6 million people worldwide.
In 2007, iStock paid contributing artists more than $20 million in
royalties, and on Aug. 26, 2008, for the second year in a row, gave
exclusive artists 100 percent of the royalties their images earned that
day, which totaled more than $200,000.
“It’s become so
user-friendly to upload images and video to the Internet that it’s
no wonder almost half the population feels so comfortable using online
digital content,” said Bruce Livingstone, CEO
of iStockphoto. “We’re
happy to provide these same eager digital content providers with a place
to learn about and profit from their artwork. We see a vast,
media-hungry customer base out there who may not know what stock means,
but we continue to lead the pack of stock image companies to satisfy
this growing appetite for legally sound digital content.”
Despite legal restrictions, downloads of imagery and video on the rise
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Twenty-seven percent of Americans don't realize they could be
violating artists' rights. People who regularly download images and
videos are not necessarily aware of the laws regarding this activity.
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-- 26% of people who download photos, artwork, images or videos to
help them with their job or business do not believe there are legal
ramifications.
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-- 30% of people who download photos, artwork, images or videos to
use on their blog, web page, or social networking site do not
believe there are legal ramifications.
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-- 29% of people who downloaded photos, artwork, images or videos
for personal uses, such as scrapbooking, albums, invitations,
etc., do not believe there are legal ramifications.
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Americans who say videography is a hobby of theirs are very likely
to say they have downloaded digital media for personal or business
use, with close to two-thirds (64%) acknowledging so, followed by
photo hobbyists (52%), and those who create music as a hobby (44%).
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Interestingly, adults under 35 were consistently more likely to say
they download for personal creative uses (54%), for their job or
business (24%), or to use on their blog, web page, etc. (35%).
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Those with household income of $75,000 or more a year were also more
likely to say they download for personal creative uses (46%) or for
their job or business (39%).
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More than 40 percent create photo, video and music, but few monetize
their passions
Thirty-one percent of Americans consider photography a hobby, while 17
percent consider videography or creating music a hobby. And, of the 41
percent of Americans who consider at least one of those activities a
hobby, only six percent say they are currently leveraging their passion
to earn supplemental income.
In fact, the research shows that 37 percent of the musicians surveyed
said they would be interested in learning more about earning
supplemental income by selling stock audio. Thirty-one percent of the
videographers surveyed would be interested in earning income with video
and 25 percent of photographers surveyed would be interested in earning
income with photography.
About the survey
KRC conducted an online survey of 1,003 adults in June of 2008 on behalf
of iStockphoto. The margin of error for the overall sample is ±
3.1 percentage points at 95 percent confidence level.
About iStockphoto
iStockphoto, www.istockphoto.com,
is the world’s leading royalty-free stock
destination, with an image downloaded every 1.3 seconds. iStock
pioneered the micropayment phenomenon in this industry, enabling buyers
to license images for as little as a dollar. iStockphoto entered the
stock video market with similarly enticing price points in September of
2006. In partnership with its members, iStockphoto has turned community
into commerce, transforming the digital imagery market by encouraging
passionate dialogue and education, while making imagery affordable to
businesses that may not have licensed imagery otherwise. iStockphoto is
headquartered in Calgary, Alberta, Canada, and is a wholly owned
subsidiary of Getty Images.
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