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Relationship between the use of PPV on digital TV and TV consumption in a household and its equipment
Unformatted Document Text:  10 As we can see, these types are not “pure”. Every person of the same type does not necessarily have the same behaviour, but knowing which technological equipment the person owns we are able to forecast with more or less accuracy if they contract PPV. In general, with this segmentation tree, the estimation error obtained is .362295. So, the probability of predicting correctly whether or not people contract PPV depending upon their technological equipment is of 63.71%. Relationship between the consumption of PPV and technological equipment in the household Applying a bivariate methodology, there is a relationship between the monthly spending on PPV and technological equipment in the home (see Table 3). So, on the one hand, people who do not have a computer in their home spend more per month (4,090 pesetas) than those who do (2,889 pesetas), as do the people who do not have a connection to the Internet (3,502 pesetas) in comparison with the people who do have a connection in their homes (2,593 pesetas). The same is true of people who had not used the electronic mail in the week prior to being polled; they spend 3,304 pesetas, whilst those who had used it only spend 2,640 pesetas. On the other hand, people who have a 16/9 TV set, dual/stereo and teletext spend more per month than people who do not have them. Table 3. – Relationship between the monthly spending on PPV and the technological equipment (In pesetas. 1 Euro=166.38 pesetas) SPEND MORE ON PPV SIG. SPEND LESS ON PPV PC 4,090 pesetas .000 No PC 2,889 pesetas No INTERNET link 3,502 pesetas .001 INTERNET link 2,593 pesetas Use E-MAIL 3,304 pesetas .035 Do not use E-MAIL 2,640 pesetas No VCR 7,000 pesetas .000 VCR 3,043 pesetas 16/9 TV SET .000 No 16/9 TV SET

Authors: Garitaonandia, Carmelo., Fernandez, Emilio. and Oleaga, Jose.
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10
As we can see, these types are not “pure”. Every person of the same type
does not necessarily have the same behaviour, but knowing which technological
equipment the person owns we are able to forecast with more or less accuracy if
they contract PPV. In general, with this segmentation tree, the estimation error
obtained is .362295. So, the probability of predicting correctly whether or not
people contract PPV depending upon their technological equipment is of
63.71%.
Relationship between the consumption of PPV and technological equipment
in the household
Applying a bivariate methodology, there is a relationship between the
monthly spending on PPV and technological equipment in the home (see Table
3). So, on the one hand, people who do not have a computer in their home
spend more per month (4,090 pesetas) than those who do (2,889 pesetas), as
do the people who do not have a connection to the Internet (3,502 pesetas) in
comparison with the people who do have a connection in their homes (2,593
pesetas). The same is true of people who had not used the electronic mail in
the week prior to being polled; they spend 3,304 pesetas, whilst those who had
used it only spend 2,640 pesetas. On the other hand, people who have a 16/9
TV set, dual/stereo and teletext spend more per month than people who do not
have them.
Table 3. – Relationship between the monthly spending on PPV and
the technological equipment
(In pesetas. 1 Euro=166.38 pesetas)
SPEND MORE ON PPV
SIG.
SPEND LESS ON PPV
PC
4,090 pesetas
.000
No PC
2,889 pesetas
No INTERNET link
3,502 pesetas
.001 INTERNET
link
2,593 pesetas
Use E-MAIL
3,304 pesetas
.035
Do not use E-MAIL
2,640 pesetas
No VCR
7,000 pesetas
.000 VCR
3,043 pesetas
16/9 TV SET
.000
No 16/9 TV SET


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