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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:  8 • People who have a 16/9 TV set contract more PPV services (65.9% of them) than people who do not have one (only 43.6% of them). In other words, 49.1% of people who contract PPV have a 16/9 TV set as their principal TV set, while only 28% of people who do not contract PPV have this type of TV set. • People who have a stereo/dual TV set contract more PPV (54.7%) than those who do not have one (35.3%). That is to say, 88.5% of people who contract PPV have a stereo/dual TV set, while only 80.8% of people who do not contract PPV have a TV set of this type. • People who own a VCR contract more PPV (54.8%) than people who do not have one (17,4%). In other words, 96.4% of people who contract PPV have a VCR, while this percentage decreases to 87.6% in respect of people who do not contract PPV. • People who have a videogame console contract more PPV (57.9%) than people who do not have one (49.1%). That is to say, 52.4% of people who contract PPV have a videogame console, whereas only 43.5% of those who do not contract PPV own one. Contracting PPV services is also associated with owning a Hi-Fi music centre. Therefore, more people (55%) who have a Hi-Fi music centre contract PPV than people who do not have one (23,4%). In conclusion, we have not found out a bivariate relationship between new technologies (owning and consumption) and the contracting of PPV. However, we have discovered that the contracting of PPV is related to more modern TV equipment (a 16/9 TV set, a stereo/dual TV set, owning a VCR and a videogame console) and to audio equipment (Hi-Fi music centre). Working with these variables (owning PC, mobile phone, Hi-Fi music centre, videogame console, link to Internet, VCR, 16/9 TV set, stereo/dual TV set, Teletext, using Internet and e-mail) as independent variables, and the contracting or not of PPV as a dependent variable, and applying a multivariate methodology (Chi Square Automatic Interactions Detection) to obtain a tree diagram, we could speak about 7 different typologies with more or less probability of contracting PPV services (Figure 2): More probability of contracting PPV: • Type 1: people with a 16/9 TV set, with a PC at home and a mobile phone. 74.21% of them contract PPV. This type accounts for 26.07% of the sample. • Type 2: people with an ordinary TV set, with a VCR, who use e-mail and have a videogame console at home. 57.3% contract PPV and 9.67% of the sample are of this type. • Type 3: people with an ordinary TV set, with a VCR, and who do not use e-mail: 52.32% of these people contract PPV. This type accounts for 38.85% of the sample. • Type 4: people with a 16/9 TV set, but who do not have a PC at home. 52% of them contract PPV and this type represents 8.2% of the sample.

Authors: Garitaonandia, Carmelo., Fernandez, Emilio. and Oleaga, Jose.
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People who have a 16/9 TV set contract more PPV services (65.9% of them)
than people who do not have one (only 43.6% of them). In other words,
49.1% of people who contract PPV have a 16/9 TV set as their principal TV
set, while only 28% of people who do not contract PPV have this type of TV
set.
People who have a stereo/dual TV set contract more PPV (54.7%) than those
who do not have one (35.3%). That is to say, 88.5% of people who contract
PPV have a stereo/dual TV set, while only 80.8% of people who do not
contract PPV have a TV set of this type.
People who own a VCR contract more PPV (54.8%) than people who do not
have one (17,4%). In other words, 96.4% of people who contract PPV have a
VCR, while this percentage decreases to 87.6% in respect of people who do
not contract PPV.
People who have a videogame console contract more PPV (57.9%) than
people who do not have one (49.1%). That is to say, 52.4% of people who
contract PPV have a videogame console, whereas only 43.5% of those who do
not contract PPV own one.
Contracting PPV services is also associated with owning a Hi-Fi music centre.
Therefore, more people (55%) who have a Hi-Fi music centre contract PPV than
people who do not have one (23,4%).
In conclusion, we have not found out a bivariate relationship between new
technologies (owning and consumption) and the contracting of PPV. However, we have
discovered that the contracting of PPV is related to more modern TV equipment (a 16/9
TV set, a stereo/dual TV set, owning a VCR and a videogame console) and to audio
equipment (Hi-Fi music centre).
Working with these variables (owning PC, mobile phone, Hi-Fi music centre,
videogame console, link to Internet, VCR, 16/9 TV set, stereo/dual TV set, Teletext,
using Internet and e-mail) as independent variables, and the contracting or not of PPV as
a dependent variable, and applying a multivariate methodology (Chi Square Automatic
Interactions Detection) to obtain a tree diagram, we could speak about 7 different
typologies with more or less probability of contracting PPV services (Figure 2):

More probability of contracting PPV:
Type 1: people with a 16/9 TV set, with a PC at home and a mobile phone. 74.21%
of them contract PPV. This type accounts for 26.07% of the sample.
Type 2: people with an ordinary TV set, with a VCR, who use e-mail and have a
videogame console at home. 57.3% contract PPV and 9.67% of the sample are of this
type.
Type 3: people with an ordinary TV set, with a VCR, and who do not use e-mail:
52.32% of these people contract PPV. This type accounts for 38.85% of the sample.
Type 4: people with a 16/9 TV set, but who do not have a PC at home. 52% of them
contract PPV and this type represents 8.2% of the sample.


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