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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:  7 Moreover, 85.4% of people who have Football as their favourite TV programme contract PPV services, whereas this percentage goes down to 42.4% and 44.8%, respectively, amid people who consider films and other TV programmes as their favourites. Nevertheless, the amount spent monthly on PPV is quite similar amid people who have football, films or other programmes as their favourites (Figure 1). As we anticipated, people whose favourite TV programme is football contract significantly more football matches. 94.8% of these people contract football, whereas only the 50.9% also contract films. In the same way, people who have films as their favourite TV programmes contract significantly more films on PPV: 87.7% of these people contract films on PPV, whereas only 56.7% contract football. Figure 1. – The average amount spent on PPV in relation to their favourite TV programmes (in thousands of pesetas.) 0 0,5 1 1,5 2 2,5 3 3,5 FO O TBALL FILMS O THER PRO GRAMMES TO TAL Source: our own data The relationship between technological equipment in the household and contracting PPV There seems to be no relationship between contracting PPV services and the ownership and use of the new technologies which are not related to television, when we carry out a bivariate analysis. So, independently of whether people have or do not have a PC at home, have or do not have a cellular (mobile) phone, have or do not have an Internet link at home, use or do not use the Internet at home or at work, they contract PPV services to a similar degree (around 52%). There is no association between the contracting or not of PPV and the ownership or use of the aforementioned equipment. There is only a relationship between the use of e-mail and PPV: people who do not use electronic mail contract more PPV (55.4%) than people who use e-mail (45.6%). According to the bivariate analysis, contracting PPV is directly associated with equipment related to TV consumption. Thus:

Authors: Garitaonandia, Carmelo., Fernandez, Emilio. and Oleaga, Jose.
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7
Moreover, 85.4% of people who have Football as their favourite TV programme
contract PPV services, whereas this percentage goes down to 42.4% and 44.8%,
respectively, amid people who consider films and other TV programmes as their favourites.
Nevertheless, the amount spent monthly on PPV is quite similar amid people who have
football, films or other programmes as their favourites (Figure 1).
As we anticipated, people whose favourite TV programme is football contract
significantly more football matches. 94.8% of these people contract football, whereas only
the 50.9% also contract films. In the same way, people who have films as their favourite
TV programmes contract significantly more films on PPV: 87.7% of these people contract
films on PPV, whereas only 56.7% contract football.
Figure 1. – The average amount spent on PPV in relation to their favourite TV programmes
(in thousands of pesetas.)
0
0,5
1
1,5
2
2,5
3
3,5
FO O TBALL
FILMS
O THER
PRO GRAMMES
TO TAL
Source: our own data

The relationship between technological equipment in the household and contracting
PPV

There seems to be no relationship between contracting PPV services and the
ownership and use of the new technologies which are not related to television, when we
carry out a bivariate analysis. So, independently of whether people have or do not have a
PC at home, have or do not have a cellular (mobile) phone, have or do not have an Internet
link at home, use or do not use the Internet at home or at work, they contract PPV services
to a similar degree (around 52%). There is no association between the contracting or not of
PPV and the ownership or use of the aforementioned equipment. There is only a
relationship between the use of e-mail and PPV: people who do not use electronic mail
contract more PPV (55.4%) than people who use e-mail (45.6%).
According to the bivariate analysis, contracting PPV is directly associated with
equipment related to TV consumption. Thus:


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