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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:  11 3,694 pesetas 1,684 pesetas DUAL/STEREO TV SET 3,321 pesetas .000 No DUAL/STEREO TV SET 1,646 pesetas TELETEXT 3,354 pesetas .000 No TELETEXT 1,847 pesetas Source: Our own data. Working with these variables (PC, mobile phone, Hi-Fi music centre, videogame console, link to Internet, VCR, 16/9 TV set, dual/stereo TV set, Teletext, using internet and e-mail) and applying a multivariate methodology of dependency (A.I.D.) to obtain a tree diagram, and considering the monthly spending as a dependent variable, we could describe 6 types of people, with more or less monthly spending on PPV (Figure 3): • Type 1: People who have a 16/9 TV set but do not have a PC at home. They spend monthly 5,583 pesetas on average. This type accounts for 12.8% of the sample. • Type 2: People who have at home a 16/9 TV set, a PC and a videogame console. They spend monthly 4,110 pesetas on average. This type accounts for 30.36% of the sample. • Type 3: People who have a 16/9 TV set and a PC, but they do not have a videogame console. They spend monthly 2,639 pesetas on average. 24.64% of the sample is of this type. • Type 4: People who have neither a 16/9 TV set nor a mobile phone. They spend monthly on PPV 2,157 pesetas on average. This type represents 8.7% of the sample. • Type 5: People who have neither a 16/9 TV set nor a link to Internet at home, but they have a mobile phone. They spend 1,705 pesetas on average each month. 12.86% of the sample is of this type. • Type 6: People who do not have a 16/9 TV set, but they have a link to Internet at home and a mobile phone. They spend 1,146 pesetas on average. This type accounts for 9.29 % of the sample. Figure 3. - Tree Diagram: Typologies of users according to monthly spending on PPV

Authors: Garitaonandia, Carmelo., Fernandez, Emilio. and Oleaga, Jose.
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background image
11
3,694 pesetas
1,684 pesetas
DUAL/STEREO TV SET
3,321 pesetas
.000
No DUAL/STEREO TV SET
1,646 pesetas
TELETEXT
3,354 pesetas
.000 No
TELETEXT
1,847 pesetas
Source: Our own data.
Working with these variables (PC, mobile phone, Hi-Fi music centre, videogame
console, link to Internet, VCR, 16/9 TV set, dual/stereo TV set, Teletext, using internet
and e-mail) and applying a multivariate methodology of dependency (A.I.D.) to obtain a
tree diagram, and considering the monthly spending as a dependent variable, we could
describe 6 types of people, with more or less monthly spending on PPV (Figure 3):
Type 1: People who have a 16/9 TV set but do not have a PC at home. They spend
monthly 5,583 pesetas on average. This type accounts for 12.8% of the sample.
Type 2: People who have at home a 16/9 TV set, a PC and a videogame console.
They spend monthly 4,110 pesetas on average. This type accounts for 30.36% of the
sample.
Type 3: People who have a 16/9 TV set and a PC, but they do not have a videogame
console. They spend monthly 2,639 pesetas on average. 24.64% of the sample is of
this type.
Type 4: People who have neither a 16/9 TV set nor a mobile phone. They spend
monthly on PPV 2,157 pesetas on average. This type represents 8.7% of the sample.
Type 5: People who have neither a 16/9 TV set nor a link to Internet at home, but
they have a mobile phone. They spend 1,705 pesetas on average each month. 12.86%
of the sample is of this type.
Type 6: People who do not have a 16/9 TV set, but they have a link to Internet at
home and a mobile phone. They spend 1,146 pesetas on average. This type accounts
for 9.29 % of the sample.
Figure 3. - Tree Diagram:
Typologies of users according to monthly spending on PPV


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