Chinese Consumer Attitudes Toward DTV: Availability Lags Market Demand : Market Research Report

Chinese Consumer Attitudes Toward DTV: Availability Lags Market Demand

Published by: In-Stat

Published: Jul. 24, 2007 - 21 Pages

Executive Summary
Definitions
Introduction
Respondent Demographics
Current-User Survey Results: Services Subscribed to by Current Users; Current-User Interest in Services; Interest in IPTV Among Current DTV Users
Potential DTV User Survey Results: Interest Level of Potential Users; Interest in Subscriber Services; Willingness to Pay for DTV Services
Methodology
Related In-Stat Reports
List of Figures: Figure 1. Respondent Gender Composition; Figure 2. Respondent Education; Figure 3. Respondent Monthly Income (US$); Figure 4. Which of the Following Services Do You Currently Subscribe to?; Figure 5. Subscribed Services, by Monthly Income (US$); Figure 6. Percentage of Respondents That Currently Pay for Value-Added Services; Figure 7. Average Monthly Amount Paid by Respondents for Value-Added Services (US$); Figure 8. Are You Interested in the Following Services?; Figure 9. Would You Be Willing to Pay for the Following Value-Added Services?; Figure 10. Average Amount Respondents Are Willing to Pay for Value-Added Services (US$); Figure 11. Have You Heard of IPTV?; Figure 12. Do You Plan to Switch to IPTV?; Figure 13. Why Would You NOT Use IPTV?; Figure 14. Are You Interested in DTV?; Figure 15. Which of the Following Services Would You Like to Subscribe to?; Figure 16. Average Amount Willing to Pay for DTV Services (US$); Figure 17. Willingness to Pay for Value-Added Services, by Monthly Income; Figure 18. Respondent Geographic Location; Figure 19. Are You Currently Using DTV Service?

Abstract

Chinese cable TV operators are entering their fourth year of offering DTV services. In 2006 alone, nearly seven million households were converted from analog cable TV to digital cable TV. As digitization progresses, Chinese consumers are becoming more aware of DTV and its applications.

China's cable industry digitization is being driven by Whole System Shift, the Chinese government's program to speed up the conversion of urban households from analog to digital cable TV. It is, therefore, not up to individual consumers whether or not they use digital cable. As a result, In-Stat's 2007 digital cable end-user survey was focused more on finding out about overall consumer attitudes toward the technology. The question is not whether they will subscribe to digital cable, but rather how they would use the service and how much they would be willing to spend on it.

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Chinese Consumer Attitudes Toward DTV: Availability Lags Market Demand

Table of Contents

Abstract