download was equivalent to one lost sale, and downloaders might not purchase the movie if illegal downloading was not an option. Due to the private nature of the study, the figures could not be publicly checked for methodology or validity, and on January 22, 2008, as the MPAA was lobbying for a bill which would compel universities to crack down on piracy, it was admitted by MPAA that its figures on piracy in colleges had been inflated by up to 300%. A 2010 study, commissioned by the International Chamber of Commerce and conducted by independent Paris-based economics firm TERA, estimated that unlawful downloading of music, film and software cost Europe's creative industries several billion dollars in revenue each year. Furthermore, the TERA study entitled "Building a Digital Economy: The Importance of Saving Jobs in the EU's Creative Industries" predicted losses due to piracy reaching as much as 1.2 million jobs and €240 billion in retail revenue by 2015 if the trend continued. Researchers applied a substitution rate of ten percent to the volume of copyright infringements per year. This rate corresponded to the number of units potentially traded if unlawful file sharing were eliminated and did not occur. Piracy rates of one-quarter or more for popular software and operating systems have been common, even in countries and regions with strong intellectual property enforcement, such as the United States or the EU. Public perception and usage In 2004, an estimated 70 million people participated in online file sharing. According to a CBS News poll, nearly 70 percent of 18- to 29-year-olds thought file sharing was acceptable in some circumstances and 58 percent of all Americans who followed the file sharing issue considered it acceptable in at least some circumstances. In January 2006, 32 million Americans over the age of 12 had downloaded at least one feature-length movie from the Internet, 80 percent of whom had done so exclusively over P2P. Of the population sampled, 60 percent felt that downloading copyrighted movies off the Internet did not constitute a very serious offense, however 78 percent believed taking a DVD from a store without paying for it constituted a very serious offense. In July 2008, 20 percent of Europeans used file sharing networks to obtain music, while 10 percent used paid-for digital music services such as iTunes. In February 2009, a Tiscali UK survey found that 75 percent of the English public polled