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Willingness to pay for paid channels of digital TV: an Empirical Analysis
Unformatted Document Text:  WILLINGNESS TO PAY FOR PAID CHANNELS 22 APPENDIX Table 1:A comparison of the Sample and 1% population sampling of 2005 Guangzhou (Bureau of Statistics of GuangZhou,2006, April,10th) Census Data Variable   Census(%)   Sample(%) Gender Men 50.4 40.9 Women 49.6 59.1 Age(Note 1) 15-64 91.1 93.9 65+ 8.9 6.1 The distribution of household s Liwan district 9.1 7.8 Yuexiu district 11.4 12 Haizhu district 14.3 22.4 Tianhe district 11.1 26.3 Baiyun district 14.6 8.1 Huangpu district 3.2 4.2 Panyu district 13.4 7.8 Huadu district 6.8 1.6 Nansha district 1.5 1.3 Luogang district 1.9 1.3 Zengchen city 8.2 4.6 Conghua city   4.5   2.6 Note1:This survey didn’t include residents below 15 yeas so that the Census statistics recalculate 15 to 64 aged and 65 or above group ratio after eliminating the proportion below the age of 15 Table 2: Number The content paid by users The amount for paid channels each month(RMB) Reason 1 News and entertainment 25 Being able to select more TV channels in Leisure time 2 News and entertainment 23 Wishing to watch more comprehensive news programs and more variety shows 3 Entertainment and leisure programs 25 Watch my favorite show 4 Entertainment and leisure programs 35 Increasing knowledge 5 Entertainment and leisure programs 26.5 The other program is boring

Authors: Zeng, Fan-Bin.
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WILLINGNESS TO PAY FOR PAID CHANNELS                                                 22 
APPENDIX
Table 1:A comparison of the Sample and 1% population sampling of 2005 Guangzhou (Bureau of 
Statistics of GuangZhou,2006, April,10th) Census Data
Variable
 
Census(%)
 
Sample(%)
Gender
Men
50.4
40.9
Women
49.6
59.1
Age(Note 1)
15-64
91.1
93.9
65+
8.9
6.1
The distribution of household
s
Liwan district
9.1
7.8
Yuexiu district
11.4
12
Haizhu district
14.3
22.4
Tianhe district
11.1
26.3
Baiyun district
14.6
8.1
Huangpu district
3.2
4.2
Panyu district
13.4
7.8
Huadu district
6.8
1.6
Nansha district
1.5
1.3
Luogang district
1.9
1.3
Zengchen city
8.2
4.6
Conghua city
 
4.5
 
2.6
Note1:This survey didn’t include residents below 15 yeas so that the Census statistics recalculate 15 to 
64 aged and 65 or above group ratio after eliminating the proportion below the age of 15  
Table 2:
Number
The content paid by 
users
The amount for paid 
channels each 
month(RMB)
Reason
1
News and 
entertainment
25
Being able to select more TV channels 
in Leisure time
2
News and 
entertainment
23
Wishing to watch more comprehensive 
news programs and more variety 
shows
3
Entertainment and 
leisure programs
25
Watch my favorite show
4
Entertainment and 
leisure programs
35
Increasing knowledge
5
Entertainment and 
leisure programs
26.5
The other program is boring


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