Predicciones del consumo del pago por programa. Hacia una tipología de usuarios de los videoservicios

Abstract

This paper is based on the results obtained from 206 questionnaires answered by people aged 14 and above from six Spanish cities, and who have digital TV at home. Its research aim is to know the relationship of the TV consumption, favourite programmes of viewers and their electronic equipment at home and its influence of consumption of Pay-per-view (PPV), which started in Spain at the same time as digital TV, in 1997. First of the most important conclusion is that people who contract PPV services are great consumers of television. Second one is that there is no relation between computer technology (ownership of PC and consumption) and the contracting of PPV services. On the contrary, the PPV contracting is associated with the ownership of more modern TV equipment (screen 16/9, dual/stereo, VCR and videogame console) and audio equipment (Hi-Fi music centre). Third one is that household spending monthly in PPV is also related to the technological equipment. People who have a 16/9 TV set, or a dual/stereo TV set or teletext, spend more money than people who have not them. On the other hand, owning a PC, a link to the Internet , using e-mail, or having a VCR is negatively related to the amount of money spent on ppv services.