From smart watches to smart phones, there's no doubt that in 2013 we're more connected than ever before. Last year in Britain, 33million adults accessed the internet every day, more than double the 2006 figure of 16million, when comparable records began. With the growth of the internet and internet-connected devices, more and more of us are used to finding content at our fingertips, at the touch of a button. So what does this mean for the future of film and the way that we access entertainment?
While many young adults, aged 16 and up, have been accessing entertainment online for some time, independent research conducted by ICM for the UK film, TV and video industry suggests we're now reaching a "digital tipping point" with older adults and pre-teens increasingly migrating their viewing habits online for the first time. In fact, according to separate research conducted by Sandtable, 15million people will start streaming or downloading film and TV online in the UK by the end of 2015.
As film fans of all ages migrate online, the majority are choosing official services to watch their favourite films, TV programmes and videos. However, a significant minority of viewers access pirate websites and services, and a YouGov study conducted earlier this year revealed the difficulty that some people have in spotting the difference between pirate and legitimate websites online, with over a third of parents unable to spot illegal pirate sites. This can pose problems for viewers, with one in five of those who have used pirate websites having encountered viruses that have affected their computer, putting their household's online security and privacy at risk, and more than a quarter being troubled by pop-ups that are difficult to get rid of.
It's therefore now more important than ever to ensure film fans can connect to legitimate film services clearly, quickly and conveniently. Both education and innovation have important roles to play in achieving this and the UK film, TV and video industry has invested in both for many years. The industry has continually supported consumer education through the ongoing Moments Worth Paying For campaign, which is designed to inspire and inform viewers about the value of movie moments and the wealth of official services available. The campaign points film fans to FindAnyFilm.com as a great place to start, with films across all formats from cinema to DVD and Blu-ray, as well as official downloads and streams. Meanwhile, through innovation we've seen a growing number of digital film and TV services become available year on year.
This year we've also launched partnerships that have transformed FindAnyFilm from a useful destination for film fans to visit, to a powerful intervention tool; actively seeking and connecting them with where they can buy legal content. These partnerships embed the FindAnyFilm database alongside film-centric content all over the Internet, ensuring that the point of purchase is just one click from film fans within those environments where its presence is most relevant and useful. Our partnership with Yahoo Movies UK and Ireland, launched this week, now means millions of film fans are just a click away from purchasing the real deal when they enjoy any Yahoo film review; whether that's booking cinema tickets, downloading or streaming their chosen title. This will enable film fans to connect with official film services across multiple formats, quickly and conveniently, and means that users can be confident in the knowledge that every film service they are connected to via FindAnyFilm is above board, when they take advantage of the many great official film services that are available.
Having trialled the service with independent film blogs including IndieLondon and Cine-vue too, FindAnyFilm is now looking to further media partners and content hubs to join in in connecting film fans to official services. As an industry, we'll continue to work with partners to innovate and offer film fans new routes providing quick and convenient access to official services. And in turn, film fans will continue to play a vital role in supporting the industry with the choices that they make, enabling the making of more great movie moments worth paying for each time they show their support by paying for their cinema ticket, Blu-ray, DVD, stream or download.
While many young adults, aged 16 and up, have been accessing entertainment online for some time, independent research conducted by ICM for the UK film, TV and video industry suggests we're now reaching a "digital tipping point" with older adults and pre-teens increasingly migrating their viewing habits online for the first time. In fact, according to separate research conducted by Sandtable, 15million people will start streaming or downloading film and TV online in the UK by the end of 2015.
As film fans of all ages migrate online, the majority are choosing official services to watch their favourite films, TV programmes and videos. However, a significant minority of viewers access pirate websites and services, and a YouGov study conducted earlier this year revealed the difficulty that some people have in spotting the difference between pirate and legitimate websites online, with over a third of parents unable to spot illegal pirate sites. This can pose problems for viewers, with one in five of those who have used pirate websites having encountered viruses that have affected their computer, putting their household's online security and privacy at risk, and more than a quarter being troubled by pop-ups that are difficult to get rid of.
It's therefore now more important than ever to ensure film fans can connect to legitimate film services clearly, quickly and conveniently. Both education and innovation have important roles to play in achieving this and the UK film, TV and video industry has invested in both for many years. The industry has continually supported consumer education through the ongoing Moments Worth Paying For campaign, which is designed to inspire and inform viewers about the value of movie moments and the wealth of official services available. The campaign points film fans to FindAnyFilm.com as a great place to start, with films across all formats from cinema to DVD and Blu-ray, as well as official downloads and streams. Meanwhile, through innovation we've seen a growing number of digital film and TV services become available year on year.
This year we've also launched partnerships that have transformed FindAnyFilm from a useful destination for film fans to visit, to a powerful intervention tool; actively seeking and connecting them with where they can buy legal content. These partnerships embed the FindAnyFilm database alongside film-centric content all over the Internet, ensuring that the point of purchase is just one click from film fans within those environments where its presence is most relevant and useful. Our partnership with Yahoo Movies UK and Ireland, launched this week, now means millions of film fans are just a click away from purchasing the real deal when they enjoy any Yahoo film review; whether that's booking cinema tickets, downloading or streaming their chosen title. This will enable film fans to connect with official film services across multiple formats, quickly and conveniently, and means that users can be confident in the knowledge that every film service they are connected to via FindAnyFilm is above board, when they take advantage of the many great official film services that are available.
Having trialled the service with independent film blogs including IndieLondon and Cine-vue too, FindAnyFilm is now looking to further media partners and content hubs to join in in connecting film fans to official services. As an industry, we'll continue to work with partners to innovate and offer film fans new routes providing quick and convenient access to official services. And in turn, film fans will continue to play a vital role in supporting the industry with the choices that they make, enabling the making of more great movie moments worth paying for each time they show their support by paying for their cinema ticket, Blu-ray, DVD, stream or download.