Consumer Attitudes Towards IPTV Applications in China

SUMMARY

In order to understand China's consumer attitudes toward IPTV and its 11 existing and upcoming applications, In-Stat surveyed 339 non-IPTV adopters via telephone in December 2006.

From the survey results, In-Stat found that the advantages of IPTV and its applications are not being realized by most of the respondents. The acceptance rate of IPTV is rather low.

As for the 11 associated applications involved in the survey, TV-based applications gained higher interest than other interactive applications. As for non-TV based interactive applications, only the video phone received relatively high interest levels from respondents, with 35.1% of the overall respondents showing interest.

In terms of consumers' expectations about how they would pay for such IPTV applications, consumers interested in the applications tend to prefer paying monthly through a package for most of the applications, followed by pay per usage as the second preferred payment pattern. No matter which payment pattern was selected, about half of the overall interested respondents would only pay 10 RMB per month for each application.

TABLE OF CONTENTS

• Executive Summary
• Introduction
• Survey Demographics
• Survey Results
  • Potential Users' Acceptance Towards IPTV
  • Potential Users' Interest in IPTV Applications
    • Existing Applications
    • Future Applications
• Conclusions
• Methodology

List of Tables

• Table 1. Preferred Payment Pattern for VOD Application
• Table 2. How Much Would You be Willing to Pay for VOD per Month? (RMB)
• Table 3. Preferred Payment Pattern for Time-shifting Application
• Table 4. How Much Would You be Willing to Pay for Time-shifting per Month? (RMB)
• Table 5. Preferred Payment Pattern for HDTV Programs
• Table 6. How Much Would You be Willing to Pay for HDTV Programs per Month? (RMB)
• Table 7. Preferred Payment Pattern for Video Phone Application
• Table 8. How Much Would You be Willing to Pay for Video Phone Application, per Month? (RMB)
• Table 9. Interest in Remote Parental Control, per Age Group
• Table 10. Preferred Payment Pattern for Remote Parental Control Application
• Table 11. How Much Would You be Willing to Pay for Remote Parental Control Application, per Month? (RMB)
• Table 12. Preferred Payment Pattern for Interactive TV Information Application
• Table 13. How Much Would You be Willing to Pay for Interactive TV Information per Month? (RMB)
• Table 14. Preferred Payment Pattern for Online Gaming Through TV Application
• Table 15. How Much Would You be Willing to Pay for Online Gaming through TV per Month? (RMB)
• Table 16. Preferred Payment Pattern for Online Shopping through TV Application
• Table 17. How Much Would You be Willing to pay for Online Shopping via TV per Month? (RMB)
• Table 18. Preferred Payment Pattern for Video Surveillance by TV Application
• Table 19. How Much Would You be Willing to Pay for Video Surveillance by TV per Month? (RMB)
• Table 20. Preferred Payment Pattern for Video Uploading Application
• Table 21. How Much Would You be Willing to Pay for Video Uploading per Month? (RMB)
• Table 22. Preferred Payment Pattern for TV-on-the-Go Application
• Table 23. How Much Would You be Willing to Pay for TV-on-the-Go per Month? (RMB)

List of Figures

• Figure 1. Numbers of TV Sets in Home
• Figure 2. Primary Means of Receiving TV
• Figure 3. Do You Have Broadband Access at Home?
• Figure 4. Age of Respondents
• Figure 5. Monthly Household Pre-Tax Income (RMB)
• Figure 6. Education Level
• Figure 7. How Many Family Members are Living in the Same Household?
• Figure 8. How Many Children are Living in the Home?
• Figure 9. If Your Telephone Company Offered TV Services, How Likely Would You be to Use Them as Your Current TV Provider?
• Figure 10. Why Wouldn't You Use IPTV?
• Figure 11. IPTV Acceptance Levels, by Age Group
• Figure 12. IPTV Acceptance Levels, by Family Monthly Income
• Figure 13. IPTV Acceptance Levels, by Education Levels
• Figure 14. Interest in VOD
• Figure 15. Interest in Time-shifting Application
• Figure 16. Interest in HDTV Programs
• Figure 17. Interest in Video Phone Application
• Figure 18. Interest in Video Phone, by Age Group
• Figure 19. Interest in Remote Parental Control
• Figure 20. Interest in Interactive TV Information
• Figure 21. Interest on Online Gaming Through TV
• Figure 22. Interest for Online Shopping via TV, by Family Monthly Income
• Figure 23. Interest in Online Shopping through TV Application
• Figure 24. Interest in Video Surveillance by TV
• Figure 25. Interest in Video Uploading for Sharing
• Figure 26. Interest in TV-on-the-Go
• Figure 27. Comparison of Respondent's Interests Toward 11 IPTV Applications
• Figure 28. Comparison of Preferred Payment Pattern Among Respondents Who Are Interested in 11 IPTV Applications