Additionally, it's a non-client, self-sponsored study. We never ask about your interest in specific products. We may ask about your interest in general kinds of experiences or interactions, though.
I'm sorry, I really don't understand what you think our intent was. The interesting, more topical questions need to be crossed with data about WHO answered them; data isn't all that useful without the added context. Most media studies you see written about on the internet or elsewhere report on things like, "smartphone owners were more likely to desire [x]," or "people who use multiple platforms to get their news tended to think [y]," or something similar. Asking which devices someone owns is just meant to make the study data more informative, not trick anyone. Understanding your basic audience profile is an important part of nearly all research. We understand if you're not comfortable answering those questions, but I wanted to clarify that they're entirely commonplace, and we meant nothing tricky or nefarious by asking them.
Yes, but the sample size of people who don't share physical media (in an organized way) is also relatively smaller than other categories (thus, high market saturation).
Also, for the purposes of mapping opportunity, latent demand was described as both 1) those who share casually (not through a service or organized community) and 2) those who don't currently share at all but would be interested to. In the case of physical media, I suspect there's more people under #1 than #2.
To me, people who car-share have prioritized access over ownership as a lifestyle. Plenty of people who own cars occasionally rent a vehicle from Avis (say, when they travel or when their car is in the shop)—so that seems a little different than being a Zipcar member.
More directly to your point, the end of the report (PDF) also addresses the evolving notion of what "sharing" means to people these days.