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Appendix 5.6
Defining Noncommercial
Data Graphs
September 2009
This Appendix is published under the Creative Commons Attribution 3.0Unported license http://creativecommons.org/licenses/by/3.0/
Phase 2 – Content Creators
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Completed Surveys (Male): 511 (51%) Completed Surveys (Female): 489 (49%)
Male 48% Female 52%
Defining Noncommerical Appendix 5.6 – 2
Phase 3 – Content Users
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Male 49% Female 51%
Completed Surveys (Male): 533 (53%) Completed Surveys (Female): 472 (47%)
Defining Noncommerical Appendix 5.6 – 3
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• Over 8 in 10 content creators and users are amateurs
Profile of U.S. Content Creators and Users
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Q: Do you generally consider yourself an amateur or professional [creator/user of content]?
n=1006
Base: All Respondents
Over 8 in 10 content creators and users are amateurs
n=1000
Base: All Respondents
U.S. ContentCreators
U.S. ContentUsers
Defining Noncommerical Appendix 5.6 – 5
• While creators create many categories of works users categorize more than half of
Profile of U.S. Content Creators and Users
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While creators create many categories of works, users categorize more than half of the works they use as either “entertainment” or “music”
Base: All Respondents
n=1006
Q: If you were to categorize your works / the works you find online that you access, share or use, which one of thefollowing categories would best describe the majority of them?
Base: All Respondents
n=1000
U.S. ContentCreators
U.S. ContentUsers
Defining Noncommerical Appendix 5.6 – 6
• Over 8 in 10 creators have shared their works online
Sample Characteristics and Profile of U.S. Content Creators
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Over 8 in 10 creators have shared their works online
Q: Have you shared any of the following works online?
n=1000
Base: All Respondents
Photos are the most common type of content shared online (notwithstanding
web-native content)
Non-Web Native Content Types
Defining Noncommerical Appendix 5.6 – 7
• Game-makers and podcasters share online most frequently
Sample Characteristics and Profile of U.S. Content Creators
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Game makers and podcasters share online most frequently
n varies (38 to 597)
Base: Share works online
Q: Approximately how often do you share each type of work online?
Defining Noncommerical Appendix 5.6 – 8
• Email and social networking sites are the most common ways creators share
Content Types and Sharing Works Online
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g ytheir works online
n=824
Base: Share works online
Q: When you share your works online, how do you typically do that?
Mean Number of Ways
Creators Share Online: 2.8
Those who share works online in multiple ways tend to be younger (18-29); make podcasts, mash-ups and ratings/reviews; have copyrighted
materials and to make money from the works they create
Defining Noncommerical Appendix 5.6 – 9
• 9 in 10 users who create works share the works they create online, most via
Sample Characteristics and Profile of Users
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y ,email or on social networking sites
Q: How, if at all, do you share online the works that you create?
n=440
Base: Creators
n=396
Base: Creators who share works online
Defining Noncommerical Appendix 5.6 – 10
• 6 in 10 creators “always” or “usually” control who can access the content they
Content Types and Sharing Works Online
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y y yshare online
Q: Which of the following best describes how, if at all, you control who can access your works when you sharethem online?
n=824
Base: Share works online
4 in 10 “usually” or “always” share their content with anyone online
Defining Noncommerical Appendix 5.6 – 11
• Photos are the most common type of work accessed, shared or used by
Sample Characteristics and Profile of Users
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yp ycontent users
Q: In the last 12 months, which of the following typesof online content have you accessed, shared or used?
Q: If you were to categorize the works you find online thatyou access, share or use, which one of the followingcategories would best describe the majority of them?
n=1006
Base: All Respondents
Most users classify their works asEntertainment or Music
Defining Noncommerical Appendix 5.6 – 12
• Over 8 in 10 content users access content online, while only 1 in 10 make
Sample Characteristics and Profile of Users
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ynew works by incorporating, mixing or changing another work
Q: In the last 12 months, have you used any online content in any of the following ways? Select all that apply.
n=1006
Base: All Respondents
Average Number of Ways Users Access,
Share or Use Works
2.8
Those who use content in more ways aremore likely to be 18-29 year-olds, males,creators of mash-ups, professionals, earn
money from uses of others’ works, arecreators and users equally
Defining Noncommerical Appendix 5.6 – 13
• Photos are the most common type of work created by content users
Sample Characteristics and Profile of Users
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Q: In the last 12 months, have you created any of thefollowing types of works or content using contentcreated by someone else?
Q: If you were to categorize your works, which oneof the following categories would best describe themajority of them?
n=1006
Base: All Respondents
Most users classify the worksthey create as Entertainment,
Music or Visual Art
Defining Noncommerical Appendix 5.6 – 14
• Only 1 in 5 creators say they have copyrighted works or have been involved
Revenues and Licensing of Works
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in licensing copyrighted works
Q: Are any of the works you created in the last 12months copyrighted?
Q: Have you ever been involved with licensing copyrightedworks?
n=1000
Base: All Respondents
Defining Noncommerical Appendix 5.6 – 15
• Nearly 8 in 10 content users say none of the works they use are copyrighted
Sample Characteristics and Profile of Users
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or are “not sure”
Q: Are any of the works you used in the last 12 monthscopyrighted?
n=1006
Base: All Respondents
Q: Have you ever been involved with licensingcopyrighted works? Select the one answer that bestdescribes your experience?
Few have ever beeninvolved in licensingcopyrighted works
Younger users (18-29), and those who usepodcasts, remixes/mash-ups are more likely to
believe the works they use are copyrighted
Defining Noncommerical Appendix 5.6 – 16
• 8 in 10 creators and users say they have not been involved with licensing
Profile of U.S. Content Creators and Users
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copyrighted works or content
Q: Have you ever been involved with licensing copyrighted works or content?
Base: All Respondents
U.S. Content Creators (n=1000)
U.S. Content Users (n=1006)
Defining Noncommerical Appendix 5.6 – 17
• Only 17% of creators license the works they share online
Revenues and Licensing of Works
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n=824
Base: Share works online
Q: Do you ever license the works that you share online? If so, how do you license these works?
n=140
Base: Licensed a work shared online
Among those who license the works they share online, 4 in 10 have usedfree public licenses and/or custom licenses
2 in 10 use astandard
license, a lawyer and/or a licenseprovided by a
licensee
Defining Noncommerical Appendix 5.6 – 18
• Nearly 7 in 10 content users are aware of how the copyrighted works they
Sample Characteristics and Profile of Users
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use are licensed
Q: How have the copyrighted works of others that you have used been licensed? Select all that apply
n=162
Base: Used copyrighted works and aware of licensing
n=235
Base: Used copyrighted works
Defining Noncommerical Appendix 5.6 – 19
• Most creators are not familiar with open source principles
Sample Characteristics and Profile of U.S. Content Creators
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Q: Which of the following best describes your familiarity with and attitude toward the principles of “open source” – that is, the principles associated with the open source software movement?
n=1000
Base: All Respondents
Those familiar tend to either embrace the
principles or haveno opinion
Those who embrace open source principles tend to be younger (18-29)professionals, to share online, and to have copyrighted materials
Defining Noncommerical Appendix 5.6 – 20
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• Most of the works (86%) do not earn the users any money
Sample Characteristics and Profile of Users
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Q: Thinking of all your uses of others’ works as 100%,approximately what percent of these uses generate revenue – that is, what percent of the uses you make of other’s worksearn you money?
n=1006
Base: All Respondents
Q: You indicated that some or all of the uses you make of others' works generate revenue. How do you earn moneyfrom these uses of others' works?
n=284
Base: At least 1% of works generate revenue
Defining Noncommerical Appendix 5.6 – 22
• Only 14% of works created or used earn any revenue
Profile of U.S. Content Creators and Users
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Q: What percent of your works earn you money? / What percent of the uses you make of others’ works earn youmoney?
n=1006
Base: All Respondents
n=1000
Base: All Respondents
U.S. ContentCreators
U.S. ContentUsers
Defining Noncommerical Appendix 5.6 – 23
• Among those who earn money, creators earn an average of $12.6K annuallyf th i k f $19 6K f th ’ k
Profile of U.S. Content Creators and Users
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from their own works, users an average of $19.6K from others’ works
n=211
Base: At least 1% of works generate revenue,
excluding those who "prefer not to answer"
Q: Approximately how much money do you earn from works on an annual basis, whether directly, indirectly or acombination of both?
n=281
Base: At least 1% of works generate revenue,
excluding those who "prefer not to answer"
Average Amount Earned Annually Among
those who Earn Money from the Worksthey Create/Use
$12.6K $19.6K
U.S. ContentCreators
U.S. ContentUsers
Defining Noncommerical Appendix 5.6 – 24
• Creators who earn money from their works typically earn less than $500 a year
Sample Characteristics and Profile of U.S. Content Creators
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n=281
Base: At least 1% of works generate revenue,
excluding those who "prefer not to answer"
Q: Approximately how much money do you earn from your works on an annual basis, whether directly, indirectlyor a combination of both?
Mean Amount Earned by Creators Annually from their Works:
$12.6K
A small percentage (13%)earn $25,000 or more
Higher earners tend to be
younger (18-29) and makevideos, songs/music, mash-
ups and games
Defining Noncommerical Appendix 5.6 – 25
• Users who earn money from their works typically earn less than $500 a year
Sample Characteristics and Profile of Users
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n=211
Base: At least 1% of works generate revenue,
excluding those who "prefer not to answer"
Q: Approximately how much money do you earn from the works on an annual basis, whether directly, indirectlyor a combination of both?
Average Amount Earned Annually Among those who Earn Money fromthe Works they Use
$19.6K
A small percentage (14%)earn $25,000 or more
Defining Noncommerical Appendix 5.6 – 26
• Most content users are not “exclusively” users of content
Sample Characteristics and Profile of Users
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n=1006
Base: All Respondents
Q: Would you use any of these terms to help describe your involvement with the content you use and/or create?Select all that apply
Q: Thinking of all the works you find online that youaccess, share or use, and all of the works that you create--do you consider yourself:
Some consider themselves “Samplers” or “Contributors” of content
Defining Noncommerical Appendix 5.6 – 27
• Over 4 in 10 content users are also creators of content
Sample Characteristics and Profile of Users
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n=1006
Base: All Respondents
Those who create content are more likely to be18-29 year-olds, males, professionals, earn
money from uses of others’ works
Defining Noncommerical Appendix 5.6 – 28
• Creators are most likely to categorize the works they create as “entertainment”and “visual art”; users are most likely to categorize the works they create as
Profile of U.S. Content Creators and Users
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and visual art ; users are most likely to categorize the works they create as“entertainment”, “music” or “visual art”
Base: Creators
n=440
Q: If you were to categorize the works you create, which one of the following categories would best describe themajority of them?
Base: All Respondents
n=1000
U.S. ContentCreators
U.S. ContentUsers
Defining Noncommerical Appendix 5.6 – 29
• Users are very supportive of giving attribution to the creators of the works they use
Sample Characteristics and Profile of Users
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Q: Which of the following best describes when, if ever,you give attribution or credit to the original creators of the content you remix, incorporate and/or alter?
n=670
Base: Shared or reused content
Q: Do you think users should give attribution or credit tothe original creator when they share or use another'swork?
n=183
Base: Remixers, Incorporators, Alterers of content
Defining Noncommerical Appendix 5.6 – 30
• The vast majority of creators define “commercial use” as a use where money
is made
General Beliefs and Unaided Definitions
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is made
n=741
Base: Can define difference between commercial
and noncommercial
Verbatim or ‘”open-ended” responseswere coded to quantify how creators
define the difference between commercialand noncommercial use..
*Excludes respondents who gave invalid responses
Defining Noncommerical Appendix 5.6 – 31
• Far fewer creators provide a definition for “noncommercial use;” those who didusually cite uses by individuals to be noncommercial
General Beliefs and Unaided Definitions
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n=741*
Base: Can define difference between commercial
and noncommercial
usually cite uses by individuals to be noncommercial
It is not clear whether respondents did not provide adefinition of noncommercial use because they could
not define it, whether they felt the definition wasexplicit in their definition of commercial use (as
suggested on the previous slide), or for some other reason.
*Excludes respondents who gave invalid responses
Defining Noncommerical Appendix 5.6 – 32
• Half of users provide a definition for commercial use only; 4 in 10 give a definitionfor both commercial and noncommercial use
General Beliefs and Unaided Definitions
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for both commercial and noncommercial use
Q: We would like to know how you would define the difference between a “commercial use” of someone’s workand a “noncommercial use” of someone’s work. Please type your definition in the space provided.
n=741*
Base: Can define difference between commercial
and noncommercial use
*Excludes respondents who gave either invalid responses or
miscellaneous answers
Only 5% give a definition of noncommercial use only
Defining Noncommerical Appendix 5.6 – 33
• Among those users who provide a definition for “commercial use,” over 7 in 10define it as a use where money is made
General Beliefs and Unaided Definitions
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define it as a use where money is made
n=781*
Base: Can define difference between commercial
and noncommercial use
Verbatim or ‘”open-ended” responseswere coded to quantify how users
define the difference betweencommercial and noncommercial use.
Q: We would like to know how you would define the difference between a “commercial use” of someone’s workand a “noncommercial use” of someone’s work. Please type your definition in the space provided.
*Excludes respondents who gave invalid responses
Defining Noncommerical Appendix 5.6 – 34
• Among those who provide a definition for “noncommercial use,” one-third of content users consider uses by individuals to be noncommercial
General Beliefs and Unaided Definitions
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n=781*
Base: Can define difference between commercial
and noncommercial use
content users consider uses by individuals to be noncommercial
It is not clear whether respondents did not provide adefinition of noncommercial use because they could
not define it, whether they felt the definition wasexplicit in their definition of commercial use (assuggested on the previous slide), or for another
reason.
Q: We would like to know how you would define the difference between a “commercial use” of someone’s workand a “noncommercial use” of someone’s work. Please type your definition in the space provided.
*Excludes respondents who gave invalid responses
Defining Noncommerical Appendix 5.6 – 35
• More than 7 in 10 creators and users believe they can define the differencebetween commercial and noncommercial use
Unaided Definitions and Reactions to the CC NC Term
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between commercial and noncommercial use
n=1006
Base: All Respondents
Q: We would like to know how you would define the difference between a “commercial use” of your/someone’swork and a “noncommercial use” of your/someone’s work. Please type your definition in the space provided.
n=1000
Base: All Respondents
Can define differencebetween commercial useand noncommercial use
Cannot define difference
U.S. ContentCreators
U.S. ContentUsers
Defining Noncommerical Appendix 5.6 – 36
• Both creators and users define “commercial use” as a use where money is made
Unaided Definitions and Reactions to the CC NC Term
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Base: Can define difference between commercial
and noncommercial
U.S. Content Creators (n=741*)
U.S. Content Users (n=781*)
Responses to this open-ended question werecoded to quantify how respondents define thedifference between commercial use andnoncommercial use; responses given by 3%or more of responses are indicated.
Q: We would like to know how you would define the difference between a “commercial use” of your / someone’swork and a “noncommercial use” of your / someone’s work. Please type your definition in the space provided.
*Excludes respondents who gave invalid responses
Defining Noncommerical Appendix 5.6 – 37
• Those who provide a definition for “noncommercial use” mention uses byindividuals and personal or private uses most often
Unaided Definitions and Reactions to the CC NC Term
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p p
Q: We would like to know how you would define the difference between a “commercial use” of someone’s workand a “noncommercial use” of someone’s work. Please type your definition in the space provided.
Base: Can define difference between commercial
and noncommercial
U.S. Content Creators (n=741*)
U.S. Content Users (n=781*)
It is not clear whether respondents did not provide adefinition of noncommercial use because they couldnot define it, or because they felt the definition wasimplicit as the inverse of their definition of commercialuse, or because of some other reason
Users feel more strongly than creators that uses by individualsand/or those for fun/leisure are noncommercial
*Excludes respondents who gave invalid responses
Defining Noncommerical Appendix 5.6 – 38
• More than 7 in 10 creators and users believe other people understand thedifference between commercial use and noncommercial use in the same way
Unaided Definitions and Reactions to the CC NC Term
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ythey do
n=807
Base: Can define difference between commercial
and noncommercial
Q: Do you think other people understand the difference between commercial use and noncommercial use in thesame way you do?
U.S. ContentCreators
U.S. ContentUsers
n=775
Base: Can define difference between commercial
and noncommercial
Yes
No
Not sure
Defining Noncommerical Appendix 5.6 – 39
• Most creators are unaware whether a law exists that defines the differencebetween commercial and noncommercial use
General Beliefs and Unaided Definitions
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n=775
Base: Can define difference between commercial
and noncommercial
Q: Are you aware of any law that defines a differencebetween commercial use and noncommercial use?
Among those who believe a law
exists:
• “Copyright law” is cited most often
• “Fair use” is mentioned by some
• “Universal Commercial Code” is
referenced by a few
Q: Please describe, in your own words, the law thatdefines commercial use and noncommercial use.
Less than one-thirdbelieve there is a law;
37% “are not sure”
Defining Noncommerical Appendix 5.6 – 40
• Most users are unaware whether a law exists that defines the differencebetween commercial and noncommercial use
General Beliefs and Unaided Definitions
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n=807
Base: Can define difference between commercial
and noncommercial use
Q: Are you aware of any law that defines a differencebetween commercial use and noncommercial use?
One-third believe there isa law; 36% “are not sure”
Among those who believe a law
exists:
• “Copyright law” is cited most often
• “Fair use” is mentioned second mostoften (by far fewer users)
• Other laws, such as “UniversalCommercial Code” or “Patent law”
are mentioned by even fewer users
Q: Please describe, in your own words, the law thatdefines commercial use and noncommercial use.
Defining Noncommerical Appendix 5.6 – 41
• Less than 1 in 10 content creators or users have any formal legal training
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Q: Are you a lawyer or have you had any formal legal training?
n=1006
Base: All Respondents
n=1000
Base: All Respondents
U.S. ContentCreators
U.S. ContentUsers
Defining Noncommerical Appendix 5.6 – 42
• Creators and users are similarly divided as to awareness of any law thatdefines a difference between commercial use and noncommercial use
Unaided Definitions and Reactions to the CC NC Term
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n=807
Base: Can define difference between commercial
and noncommercial
Q: Are you aware of any law that defines a difference between commercial use and noncommercial use?
n=775
Base: Can define difference between commercial
and noncommercial
Yes
No
Not sure
U.S. ContentCreators
U.S. ContentUsers
Defining Noncommerical Appendix 5.6 – 43
Ratings of Commercial Use by Creators and Users(Gatekeeping Exercise)• Many gatekeeper factors are hard to classify as commercial or noncommercial
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Definitely a Commercial Use Definitely a Noncommercial Use Can’t Say
Definitely a Commercial Use Definitely a Noncommercial Use Can’t Say
Content Creators (n varies: 491 to 515)
Content Users (n varies: 494 to 514)
Difference between creators and users - for specific answer choice - is statistically significant at a 95% confidence level Base: Randomly selected to rate statements
Defining Noncommerical Appendix 5.6 – 44
Initial Anchor Point Ratings by Creators and Users
• The diagram below illustrates differences in mean scores and confidenceintervals across the 5 anchor points
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Definitely aNoncommercial Use
Definitely aCommercial Use
Mean
95% confidence interval
Creators Users
Base: Assigned to question and responding
The user would make money from the use of your work / You would make money from theuse of the work (M) !
Your work would be used online andadvertisements would appear around or inconnection with it / You would use the workonline and advertisements would appear around or in connection with (A) it
Your work would be used by an
organization / You would use the work onbehalf of an organization (O) !
Your work would be used for a charitable purposeor to promote a social or public good / You would
use the work for a charitable purpose or topromote a social or public good (C) !
Your work would be used by an individual / You would use the work as an individual (I) !
! Statistically significant at the 0.05 level
n=877
n=869
n=840
N=825
N=649
n=720
N=620
N=738
N=800
N=771
Defining Noncommerical Appendix 5.6 – 45
Ratings of Commercial Use by Creators and Users: Scenarios Relatedto Uses by Individual• Specific uses by individuals are considered less commercial if they are by
amateurs or personal/private
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Definitely aCommercial Use
Definitely aNoncommercial Use
Professional, makes money from use
The user would be a competitor
Professional, does not make money from use !
Shared on a unrestricted access website !
Shared on a restricted access website
Shared on a special access website
Amateur, does not make money from use !
Private use at home/with friends !
! Statistically significant at the 0.05 level
Mean
95% confidence interval
Creators Users
n=287
n=293
n=237
n=256
n=267
n=272
n=245
n=275
n=238
n=257
n=253
n=279
n=260
n=281
n=267
n=292
Base: Assigned to question and responding
Defining Noncommerical Appendix 5.6 – 46
Anchor Point I
• Content creators who make money rate uses in which their work is sharedonline more commercial
Results of Anchor Point Exercise
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n=338
Base: Assigned to question and responding
40.2
a
a
A c
A
A
a
a, b, or c (lowercase): Statistically significant at 80%
A, B, or C (uppercase): Statistically significant at 95%
Private/personal uses by individuals arenot perceived as noncommercial by
those who make money compared tothose who do not make money.
Creators of games rate this use more commercial than creators of other
content types.
Ratings are otherwise similar across other subgroups (data not shown)
Defining Noncommerical Appendix 5.6 – 47
• Content creators who make money from their works rate uses by individualswho are professionals less commercial
Results of Anchor Point Exercise Anchor Point I
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n=338
Base: Assigned to question and responding
40.2
b C
C
C
c
c
A C
A
A
a, b, or c (lowercase): Statistically significant at 80%
A, B, or C (uppercase): Statistically significant at 95%
However they rate more commercial uses inwhich their works are shared online
Defining Noncommerical Appendix 5.6 – 48
• Content users who earn money from the use of others’ works rate uses byindividuals who are professionals less commercial
Results of Anchor Point Exercise Anchor Point I
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23.8
However they are in general agreement with users who do not earnmoney for uses by competitors, by professionals who do not earn
money directly and uses on websites that restrict access
: Statistically significant at 80%
: Statistically significant at 95%
n=331
Base: Assigned to question and responding
In addition to those who do not earn money, older users consider uses by individuals to be more commercial
Defining Noncommerical Appendix 5.6 – 49
• There are several scenarios involving individuals that content users whoearn money rate more commercial
Results of Anchor Point Exercise Anchor Point I
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Private/personal uses by individuals are rated more commercial by those who earnmoney along with uses by amateurs who do not earn a living from the activity
23.8
: Statistically significant at 80%
: Statistically significant at 95%
n=331
Base: Assigned to question and responding
Defining Noncommerical Appendix 5.6 – 50
Ratings of Commercial Use by Creators and Users: Scenarios Relatedto Uses Involving Money• Specific uses that earn the user money are rated less commercial if revenues
support cost recovery or nonprofit organizations
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Definitely aCommercial Use
Definitely aNoncommercial Use
Copy sold for profit
Intent to make money from copy
Something including the work sold for profit
Entire work/heart of work used for profit
Considerably changed/altered version sold for profit
Small part of work used for profit
Entire work used for self-promotion
For-profit company sells to cover distribution costs !
For-profit company donates all money to not-for-profit !
Not-for-profit sells for endowment fund !
Not-for-profit sells to cover distribution & operating costs !
Not-for-profit sells to cover distribution costs !
! Statistically significant at the 0.05 level
Mean
95% confidence interval
Creators Usersn=431
n=435
n=434n=437
n=433n=435
n=435n=436
n=421n=419
n=432n=427
n=429n=427
n=422n=421
n=419n=422
n=422n=418
n=420n=420
n=416n=414
Base: Assigned to question and responding
Defining Noncommerical Appendix 5.6 – 51
• Content creators who make more money from their works rate uses less commercial
Results of Anchor Point Exercise Anchor Point M
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n=491
Base: Assigned to question and responding
89.4B
C
b C
c c
ccc
a, b, or c (lowercase): Statistically significant at 80%
A, B, or C (uppercase): Statistically significant at 95%
Defining Noncommerical Appendix 5.6 – 52
• Uses are generally perceived less commercial by those content users whoearn money from the use of others’ works
Results of Anchor Point Exercise Anchor Point M
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91.7
n=495
Base: Assigned to question and responding All points are statistically significant at 95%
In addition to those who do not earn money, those who use videos consider uses that involve earning money to be more commercial
Defining Noncommerical Appendix 5.6 – 53
Ratings of Commercial Use by Creators and Users: Scenarios Relatedto Uses Involving Advertisements• Specific uses involving online advertising are also rated less commercial if
revenues support cost recovery or nonprofit organizations
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Definitely aCommercial Use
Definitely aNoncommercial Use
Work would advertise product for sale
Work on splog/"zombie" website
Work on webpage supported by ads, user profits from ads
Work on aggregator website
Work on webpage, ad profits cover hosting costs !
For-profit company use on its website, donates ad profits to not-for-profit !
Not-for-profit use on its website, ad profits cover operating costs !
Not-for-profit use on its website, ad profits cover hosting costs !
Work on webpage supported by ads, no profit !
! Statistically significant at the 0.05 level
Mean
95% confidence interval
Creators Users n=449
n=451
n=436
n=440
n=444
n=453
n=428
n=438
n=433
n=445
n=438
n=431
n=445
n=432
n=438
n=439
n=421
n=431
Base: Assigned to question and responding
Defining Noncommerical Appendix 5.6 – 54
• Uses involving advertising are generally rated less commercial by creatorswho make more money from their works
Results of Anchor Point Exercise Anchor Point A
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n=509
Base: Assigned to question and responding
84.6
b CB C b C
Cb c
C
Cc
c
a, b, or c (lowercase): Statistically significant at 80%
A, B, or C (uppercase): Statistically significant at 95%
Uses related to online advertising are rated more commercial by creators who are older and have no legal experience. Creators of gamesgenerally rate scenarios less commercial; ratings are otherwise similar across other subgroups (data not shown)
Defining Noncommerical Appendix 5.6 – 55
• Content creators who make more money from their works rate uses less commercial
Results of Anchor Point Exercise Anchor Point A
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n=509
Base: Assigned to question and responding
84.6
C
C C
C
c
C
a, b, or c (lowercase): Statistically significant at 80%
A, B, or C (uppercase): Statistically significant at 95%
Defining Noncommerical Appendix 5.6 – 56
• Uses involving advertising are generally rated less commercial by users whoearn money from the use of others’ works
Results of Anchor Point Exercise Anchor Point A
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n=511
Base: Assigned to question and responding All points are statistically significant at 95%
82.6
In addition to those who do not earn money, older users and those who use videos consider uses that involve online advertising to be more commercial
Defining Noncommerical Appendix 5.6 – 57
• Content users who earn money from the use of others’ works rate usesless commercial
Results of Anchor Point Exercise Anchor Point A
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n=511
Base: Assigned to question and responding All points are statistically significant at 95%
82.6
Defining Noncommerical Appendix 5.6 – 58
Ratings of Commercial Use by Creators and Users: Scenarios Relatedto Uses by Organization• Specific uses by organizations are commercial if the organization is a for-profit
company
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Definitely aCommercial Use
Definitely aNoncommercial Use
On behalf of a large for-profit company
Shared with entire for-profit cmpany
On behalf of a small for-profit company, not yet profitable
Shared with small group of for-profit company employees
Government/state-run entity!
Not-for-profit uses to sustain operations !
Not-for-profit uses for endowment fund !
Use for course materials by tuition-based school
Use for course materials by non-tuition school !
! Statistically significant at the 0.05 level
Mean
95% confidence interval
Creators Users n=270
n=301
n=269
n=295
n=268
n=294
n=267
n=294
n=246
n=272
n=264
n=283
n=267
n=281
n=261
n=280
n=263
n=280
Base: Assigned to question and responding
Defining Noncommerical Appendix 5.6 – 59
• Key for specific scenarios for Anchor Point O: “Your work would be used byan organization”
Results of Anchor Point Exercise (Phase 2) Anchor Point O
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• O.1: User is a small for-profit company, that has yet toturn a profit
• O.2: User is a large for-profit company
•
O.3: User is a for-profit company, and work is sharedwith a small group of employees
• O.4: User is a for-profit company, and work is sharedwith entire company
• O.5: Work is used for course materials in a school thatdoes not charge tuition
• O.6: Work is used for course materials in a school thatcharges tuition
• O.7: Work is used by a not-for-profit organization to raisemoney to sustain its operations
• O.8: Work is used by a not-for-profit organization to raisemoney for its endowment fund
• O.9: Work is used by the government or a state-runentity
Defining Noncommerical Appendix 5.6 – 60
O b h lf f f fit t fi d bj ti bl
Ratings of Commercial Use by Creators and Users: Scenarios Relatedto Uses with Charitable Purposes• Some uses for charitable purposes are rated less commercial but consensus
is lower
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Definitely aCommercial Use
Definitely aNoncommercial Use
On-behalf of for-profit company, creator finds use objectionable
Private for-profit school use for fund-raising !
Government/state-run entity
For-profit company, distributes free educational materials,receives tax deduction !
On behalf of a for-profit, company, creator supports use !
For-profit company, distributes free educational materials,receives publicity !
On behalf of for-profit company for charitable purpose !
On-behalf of not-for-profit company, creator finds useobjectionable !
Public, not-for-profit school use for fund-raising !
Use on behalf of a not-for-profit, creator supports use !
On behalf of a not-for-profit !
! Statistically significant at the 0.05 level
Mean
95% confidence interval
Creators Users
n=274n=291
n=299n=288
n=281n=270
n=301n=288
n=288n=289
n=299 n=288
n=294n=284
n=254n=271
n=296n=284
n=287n=284
n=276n=283
Base: Assigned to question and responding
Defining Noncommerical Appendix 5.6 – 61
Ratings of Commercial Use by Creators and Users (Anchor PointExercise)• Users generally agree with creators that most uses studied are commercial, except
personal or private uses by individuals and use by not-for-profit orgs
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Definitely aNoncommercial Use
The user/you would make money from theuse of the work
The work would be used online andadvertisements would appear around it
The work would be used on behalf of an organization
The work would be used for a charitablepurpose/social good
Your work would be used by/youwould use the work as an individual
Definitely aCommercial Use
Mean95% confidence interval
Creators Users
1 10050
Specific Use Scenarios
Base: Assigned to question and responding
Defining Noncommerical Appendix 5.6 – 62
• After rating specific use scenarios, most content creators (73%) still wouldnot change their definitions of commercial and noncommercial use
Changes to Definitions and Reactions to CC NC Term
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Q: Would you change your definitions of commercial use and/or noncommercial use? Or would they stay the same?
n=775
Base: Can define difference between commercial
and noncommercial
Defining Noncommerical Appendix 5.6 – 63
• After rating specific use scenarios, most content users (75%) still would notchange their definitions of commercial and noncommercial use
Changes in Definitions and Reactions to CC NC Term
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Q: Would you change your definitions of commercial use and/or noncommercial use? Or would they stay the same?
n=807
Base: Can define difference between commercial
and noncommercial
Defining Noncommerical Appendix 5.6 – 64
• Content creators who would change their definition are more likely to say thatuses by an individual are commercial
Changes to Definitions and Reactions to CC NC Term
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n=97
Base: Definition has changed
Other differences are not statistically
significant (.05)
*Excludes respondents who gave invalid responses
Defining Noncommerical Appendix 5.6 – 65
• Content creators who would change their definition are also more likely to saythat uses by an organization are noncommercial
Changes to Definitions and Reactions to CC NC Term
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n=97
Base: Definition has changed
Other differences are not statisticallysignificant (.05)
*Excludes respondents who gave invalid responses
Defining Noncommerical Appendix 5.6 – 66
• Content users who would change their definition are more likely to say thatuses by an organization or individual are commercial
Changes in Definitions and Reactions to CC NC Term
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n=72*
Base: Definition has changed
Q: How would you define the difference between commercial use and noncommercial use now? Please describe?
*Excludes respondents who gave invalid responses
Defining Noncommerical Appendix 5.6 – 67
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• When presented with the CC NC term, the vast majority of content creatorssay it is “essentially the same” or “compatible” with their definition
Changes to Definitions and Reactions to CC NC Term
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Q: What if “noncommercial use” meant any use that is not primarily intended for, or directed toward, commercialadvantage or private monetary compensation?
n=775
Base: Can define difference between commercial
and noncommercial
Defining Noncommerical Appendix 5.6 – 69
• When presented with the CC NC term, the vast majority of content users sayit is “essentially the same” or “compatible” with their definition
Changes in Definitions and Reactions to CC NC Term
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Among those who believe their
definition is incompatible:
• The overwhelming majoritydefine commercial use as anymonetary exchange, and thusobject to use of the word“primarily”
• The term “intended” is criticized
as “too vague”
Q: You indicated that your definition of noncommercial use is different from andincompatible . Why? Please explain.
n=532*
Base: Can define difference between commercial
and noncommercial
Q: What if “noncommercial use” meant any use that is notprimarily intended for, or directed toward, commercialadvantage or private monetary compensation?
n=57*
Base: Say definition is different and incompatible
*Respondents were re-contacted to collect data for the two questions
represented on this slide. 801 were re-contacted, 66% responded
Defining Noncommerical Appendix 5.6 – 70
• When presented with the language of the CC NC term, both creators andusers say it is “essentially the same as or “compatible with” their definition
Changes in Definitions and Reactions to CC NC Term
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n=775
Base: Can define difference between commercial
and noncommercial
Q: What if “noncommercial use” meant any use that is not primarily intended for, or directed toward, commercialadvantage or private monetary compensation?
n=532*
Base: Can define difference between commercial
and noncommercial
*Content Users were re-contacted to collect data for his slide. 801 were re-contacted, 66% responded
Essentially the same as your definition of noncommercial use
Different from but still compatiblewith your definition of
noncommercial use
Different from and incompatiblewith your definition of
noncommercial use
Don’t know/Not sure
U.S. ContentCreators
U.S. ContentUsers
Defining Noncommerical Appendix 5.6 – 71
• Almost half of the CCFF Phase 2 (creator) sample are from the United States
CCFF-Only Questions
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Q: Please select your legal jurisdiction.
n=3337
Base: All Respondents
Defining Noncommerical Appendix 5.6 – 72
• Almost half of the CCFF Phase 3 (user) sample are from the United States
CCFF-Only Questions
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Q: Please select your legal jurisdiction.
n=437
Base: All Respondents
Defining Noncommerical Appendix 5.6 – 73
• CCFF content creators are much more likely to license the works they shareonline, and to use online, free public licenses
Revenues and Licensing of Works
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Q: Do you ever license the works that you share online? If so, how do you license these works?
Base: Licensed a work shared online
U.S. Content Creators (n=140)
CCFF (n=2388)
Base: Share works online
U.S. Content Creators: n=824
CCFF: n =3230
Defining Noncommerical Appendix 5.6 – 74
• Like U.S. content creators, CCFF content creators are predominantlyamateurs and unlikely to have any formal legal training
Profile of Content Creators
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Q: Do you generally consider yourself an amateur or professional creator?
Q: Are you a lawyer or have you had any formal legaltraining??
Base: All Respondents
U.S. Content Creators (n=1000)
CCFF (n=3337)
23% say they are either both amateur and
professional, or neither
Defining Noncommerical Appendix 5.6 – 75
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• 9 in 10 CCFF content users are aware of how the copyrighted works they useare licensed
CCFF-Only Questions
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Q: How have the copyrighted works of others that you have used been licensed? Select all that apply
n=335
Base: Used copyrighted works and aware of licensing
n=360
Base: Used copyrighted works
Most are licensed under a standardlicense used by a creator
Defining Noncommerical Appendix 5.6 – 77
• CCFF creators are far more likely to “always” or “usually” share their workswith anyone online
Content Types and Sharing Works Online
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Q: Which of the following best describes how, if at all, you control who can access your works when you share themonline?
Base: Share works online
U.S. Content Creators: n=824
CCFF: n =3230
Defining Noncommerical Appendix 5.6 – 78
• CCFF creators are far more likely to be familiar with and embrace open sourceprinciples
Profile of Content Creators
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Q: Which of the following best describes your familiarity with and attitude toward the principles of “open source” – that is, the principles associated with the open source software movement?
Base: All Respondents
U.S. Content Creators (n=1000)
CCFF (n=3337)
Defining Noncommerical Appendix 5.6 – 79
• Virtually all CCFF creators can define a difference between commercial andnoncommercial use
Comparison of Definitions to CCFF
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Q: We would like to know how you would define the difference between a “commercial use” of your work and a“noncommercial use” of your work. Please type your definition in the space provided.
U.S. Content Creators
Base: All Respondents
n=1000
CCFF
Base: Randomly Selected Sample
N=534
Defining Noncommerical Appendix 5.6 – 80
U.S. Content Users
CCFF
• Virtually all CCFF content users provided a definition for the differencebetween commercial and noncommercial use
Comparison of Definitions to CCFF
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Q: We would like to know how you would define the difference between a “commercial use” of your work and a“noncommercial use” of your work. Please type your definition in the space provided.
U.S. Content Users
Base: All Respondents
n=1006
CCFF
n=437
Defining Noncommerical Appendix 5.6 – 81
U.S. Content Users
CCFF
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• Ratings of CCFF content users and U.S. content users are similar for allscenarios in which the user would make money
Comparison of Definitions to CCFF
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Base: Assigned to question and responding
U.S. Content Creators (n=495)
CCFF (n=226)
Means on 100-Point Scale
However CCFF tend to rate less commercial uses where money is earned
for cost recovery or a nonprofit
Defining Noncommerical Appendix 5.6 – 87
• Uses involving online advertising are rated less commercial by CCFF creators,particularly if funds support cost recovery or a nonprofit
Comparison of Definitions to CCFF
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Base: Assigned to question and responding
U.S. Content Creators (n=509)
CCFF (n=1660)
Means on 100-Point Scale
Splogs, however, are rated more commercial by CCFF
Defining Noncommerical Appendix 5.6 – 88
• Uses involving online advertising are rated less commercial by CCFF contentusers, particularly if funds support cost recovery or a nonprofit
Comparison of Definitions to CCFF
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Base: Assigned to question and responding
U.S. Content Users (n=511)
CCFF (n=211)
Means on 100-Point Scale
Defining Noncommerical Appendix 5.6 – 89
• Uses by organizations are rated less commercial by CCFF content creatorsif money is earned for cost recovery or a nonprofit
Comparison of Definitions to CCFF
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Base: Assigned to question and responding
U.S. Content Creators (n=326)
CCFF (n=1120)
Means on 100-Point Scale
CCFF and U.S. Content Creators rateequally commercial uses by for-profit
companies
Defining Noncommerical Appendix 5.6 – 90
• Uses by organizations are rated less commercial by CCFF content users if money is earned for an educational, nonprofit or governmental organization
Comparison of Definitions to CCFF
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Base: Assigned to question and responding
U.S. Content Users (n=336)
CCFF (n=144)
Means on 100-Point Scale
Defining Noncommerical Appendix 5.6 – 91
• CCFF content creators rate uses by individuals less commercial – unless the user is a professional who earns money
Comparison of Definitions to CCFF
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Base: Assigned to question and responding
U.S. Content Creators (n=338)
CCFF (n=1109)
Means on 100-Point Scale
CCFF rates less commercial thepublic sharing of works online
Defining Noncommerical Appendix 5.6 – 92
• CCFF content users rate uses by individuals less commercial – unless theuser is a professional who earns money
Comparison of Definitions to CCFF
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Base: Assigned to question and responding
U.S. Content Users (n=331)
CCFF (n=149)
Means on 100-Point Scale
Defining Noncommerical Appendix 5.6 – 93
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• BY-NC-SA is the most common of the CC NC licenses
Q: Which, if any, of the following Creative Commons licenses have been associated with the works you haveaccessed, shared or used?
CCFF-Only Questions (Phase 3 Users)
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n=267
Base: Have used CC licensed works
Defining Noncommerical Appendix 5.6 – 95
• Many CC NC license users believe the licenses are legally enforceable andhelp them control who makes money from their works
CCFF-Only Questions (Phase 2 Creators)
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Q: Why did you choose to license your work for noncommercial use?
n=934
Base: Have used CC NC license
Defining Noncommerical Appendix 5.6 – 96
• CCFF content users who use CC NC licensed works seem to respectcreators’ rights and believe the licenses are legally enforceable
CCFF-Only Questions
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Q: You indicated that you have accessed, shared or used works licensed with a Creative Commons license that includes the“noncommercial” or “NC” term. Below is a list of statements about Creative Commons, the noncommercial license or your use of others’works. Do you generally agree or disagree with each of the following statements?
N=193
Base: Have used CC NC licensed works
Defining Noncommerical Appendix 5.6 – 97
• CCFF content creators are primarily concerned that licensees do not share asimilar understanding of, or do not respect, the NC term
CCFF-Only Questions
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Q: As a licensor, do you have any dissatisfaction with or concerns about the Creative Commons Noncommercial licenses?
n=934
Base: Have used CC NC license
24% have no concerns withthe CC NC licenses
Defining Noncommerical Appendix 5.6 – 98
• CCFF content users are primarily concerned that licensors do not share a similar understanding of the term, or that the term is not defined clearly or in enough detail
CCFF-Only Questions
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Q: As a licensee, do you have any dissatisfaction with or concerns about the Creative Commons Noncommercial licenses?
n=193
Base: Have used CC NC license
27% have no concerns withthe CC NC licenses
Defining Noncommerical Appendix 5.6 – 99
• Exactly half of CCFF creators say they have been contacted by a licensee tosee if a use would be acceptable
CCFF-Only Questions
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Q: Have you ever been contacted by someone who wanted to know if a certain use of one of your CC-NC-licensed workswould be acceptable to you?
n=934
Base: Have used CC NC license
Defining Noncommerical Appendix 5.6 – 100
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• CCFF content creators are divided on whether they would support an effort topotentially refine or redefine the CC NC term
CCFF-Only Questions
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Q: Would you support an effort to potentially refine or redefine the CC-NC term?
n=3337
Base: All Respondents
It is not clear whether respondents understood
distinction between“necessary” and “desirable”
Defining Noncommerical Appendix 5.6 – 102
• Almost half would support an effort to potentially change to refine or redefinethe CC NC term, while more than one-third indicated change was notnecessary or desirable
CCFF-Only Questions
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Q: Would you support an effort to potentially refine or redefine the CC-NC term?
n=437
Base: All Respondents
It is not clear whether respondents drew adistinction between “necessary” and “desirable”
Defining Noncommerical Appendix 5.6 – 103
• 79% of respondents from the CCFF content creators survey say they are not members of the Creative Commons community
CCFF-Only Questions
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Q: Which of the following best describes your involvement, if any, in the “Creative Commons community”?
n=3337
Base: All Respondents
Just 13% of the sampleconsider themselves “active
members”
Defining Noncommerical Appendix 5.6 – 104
• 70% of respondents from the CCFF content users survey do not identifythemselves as members of the Creative Commons community
CCFF-Only Questions
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Q: Which of the following best describes your involvement, if any, in the “Creative Commons community”?
n=437
Base: All Respondents
Just 20% of the sample consider themselves “active members”
Defining Noncommerical Appendix 5.6 – 105
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• Creators rate uses “definitely commercial” if money is made from the sale or copy of a work or from online advertising
Results of Gatekeeping Exercise
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n varies (491 to 515)
Base: Randomly selected to rate statements
Q: For each statement, please indicate whether you think the statement means the proposed use would be definitelya commercial use or definitely a noncommercial use.
Money made from advertising shown inconnection with a work is considered as
commercial as money made directly froma sale or copy of a work
Defining Noncommerical Appendix 5.6 – 108
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• For uses involving advertising, there is greater consensus among creatorsaround those rated more commercial, less consensus around those ratedless commercial
Results of Anchor Point Exercise Anchor Point A
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n=509
Base: Assigned to question and responding
Higher standard deviation indicates lower consensus among respondents
Lower standard deviationindicates higher consensus
Key provided on following slide
Defining Noncommerical Appendix 5.6 – 110
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• Users rate uses “definitely commercial” if money is made from the sale or copy of a work or from online advertising
Results of Gatekeeping Exercise
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n varies (494 to 514)
Base: Randomly selected to rate statements
Q: For each statement, please indicate whether you think the statement means the proposed use would be definitelya commercial use or definitely a noncommercial use.
Defining Noncommerical Appendix 5.6 – 112
• Uses that make money for the user or where the work is used in connection withonline advertising are considered commercial by content users
Results of Anchor Point Exercise
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Q: Enter a number on a scale of 100 to 1, where 100 means you think the proposed use would be “Definitely ACommercial Use” and 1 means you think the proposed use would be “Definitely A Noncommercial Use”.
n=1006
Base: All Respondents
Means on 100-Point Scale
Uses by an individual are ratedmore noncommercial thanother anchor points
Defining Noncommerical Appendix 5.6 – 113
• There is greater consensus among content users around studied uses ratedmore commercial, less consensus around those rated less commercial
Results of Anchor Point Exercise Anchor Point A
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n=511
Base: Assigned to question and responding
Higher standard deviation indicates lower consensus among respondents
Lower standard deviationindicates higher consensus
Key provided on following slide
Defining Noncommerical Appendix 5.6 – 114
• Key for specific scenarios for Anchor Point A: “You would use the work onlineand advertisements would appear around or in connection with it”
Results of Anchor Point Exercise (Phase 3) Anchor Point A
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• A.1: Work is used on a blog/webpage supported by ads,you would not make any money
• A.2: Work is used on blog/webpage with ads, you wouldmake money from ad to cover hosting costs
• A.3: Work is used on blog/webpage with ads, you profitfrom ads
• A.4: Work is used on a splog or “zombie” website
• A.5: Work is posted on aggregator website (e.g.,YouTube, MySpace)
• A.6: Not-for-profit organization uses work on its site,organization makes enough money from ads to cover hosting costs
• A.7: Not-for-profit organization uses work on its site,
organization makes enough money from ads to cover operating costs
• A.8: For-profit company uses work on its site, donatesmoney it makes from ads to not-for-profit organization
• A.9: You would use the work to advertise another product for sale
Defining Noncommerical Appendix 5.6 – 115
• For uses involving organizations, content creators who do not earn money ratesome uses by for-profit companies higher than those who do earn money
b Continued
Results of Anchor Point Exercise Anchor Point O
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n=326
Base: Assigned to question and responding
61.3
b
a, b, or c (lowercase): Statistically significant at 80%
A, B, or C (uppercase): Statistically significant at 95%
Continued…
Those with legal experience generally rate uses less commercial than those with no legalexperience; creators of photos rate many of these scenarios more commercial, while
creators of images and videos rate them less commercial (data not shown)
Defining Noncommerical Appendix 5.6 – 116
• There is some indication that uses by not-for-profit organizations are viewedas less commercial among content creators who make more money fromtheir works (differences are not statistically significant)
Results of Anchor Point Exercise Anchor Point O
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n=326
Base: Assigned to question and responding
61.3
a, b, or c (lowercase): Statistically significant at 80%
A, B, or C (uppercase): Statistically significant at 95%
Ratings are otherwise similar across other subgroups (data not shown)
Defining Noncommerical Appendix 5.6 – 117
• Content creators who do not make money rate uses by for-profit companiesthey find objectionable more commercial
Results of Anchor Point Exercise Anchor Point C
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n=336
Base: Assigned to question and responding
34.1
b C
c
a, b, or c (lowercase): Statistically significant at 80%
A, B, or C (uppercase): Statistically significant at 95%
Continued…
Uses for charitable purposes are generally rated more commercial by older creators;ratings are otherwise similar across other subgroups (data not shown)
Defining Noncommerical Appendix 5.6 – 118
• Content creators who do not make money also rate uses by nonprofitcompanies they find objectionable more commercial
Results of Anchor Point Exercise Anchor Point C
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34.1
b