Media Platform Competition - Adoption, Usage, and Global Impact of Broadband Technologies - page 266

Table 2. Reasons for subscription to different TV platforms

Subscription status Functional consideration for subscription

(or adoption)

Main reasons for subscription or adoption

IPTV users subscribing to cable TV Entertainment function 60.9% (n=61)

Information function 39.1% (n=39)

NA

IPTV users subscribing to digital cable TV Entertainment function 51.8% (n=9)

Information function 43.3% (n=8)
Interactive function 4.9 (n=1)

Diversity of programs 27.8% (n=5)
Family interest 16.7% (n=3)
More channels 16.7% (n=3)

IPTV users Entertainment function 41.7% (n=190)

Information function 27.1% (n=123)
VOD function 26.1% (n=118)
Interactive function 5.1% (n=23)

Special deal for triple play 21.1% (n=120)
Diversity of programs 14.9% (n=84)
Price is reasonable 11.1% (n=63)
Other promotion 11% (n=62)

proach for IPTV subscribers. Through Chi-square
analysis, no correlation was found (χ 2 =3.453,
df=2, p=.178 >.05).

entertainment and information functions, the more
time they spent on IPTV (see Table 4).

v. Satisfaction with the functions provided and
demographics iv. Satisfaction with the provided functions and

IPTV viewing hours

With regard to the IPTV users' demographics,
only education (p<.05) variable was found to be
correlated with users' satisfaction in the entertain-
ment function. Users who graduated from junior
high school were more satisfied with IPTV's
entertainment function than the users who had
obtained a higher degree. There was an inverse

The t-test showed that the IPTV users who
were more satisfied with the entertainment func-
tion would spend more time on IPTV than the
low satisfaction users (p<.05). This was also true
for the information function (p<.001). Therefore,
the more the IPTV users were satisfied with the

Table 3. The IPTV subscribers' functional approach and their time spent on IPTV

Media use
(min)

Functional approach Stat.

Entertainment function Information func-

tion

VOD F Sig.

Time spent on IPTV (per day) 102.72

(n =187)

133.33
(n =120)

102.33
(n =118)

3.080* .047

** Significant at the 0.01 level (2-tailed). * Significant at the 0.05 level (2-tailed).

Table 4. IPTV users' satisfaction and viewing time

Satisfaction and viewing time IPTV viewing time (mins per day) t Sig.

Entertainment satisfac-
tion

high 112.31 (n=274) 2.003* .046

low 94.63 (n=272)

Information satisfaction high 121.21 (n=311) 4.033** .000

low 86.02 (n=234)

** Significant at the 0.01 level (2-tailed). * Significant at the 0.05 level (2-tailed).