INTRODUCTION Doriforika Nea Doriforika Nea

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1 INTRODUCTION The aim of the specific research was to explore the basic perceptions, attitudes and buying behavior of users of satellite TV in Greece. In order to achieve that, a quantitative research was undertaken in the form of a survey, that addressed to readers of the Greek satellite magazine Doriforika Nea (Satellite News). The survey was conducted on January The main objectives of the research were to: a) create a short profile of our readers in terms of demographics, behaviour and habits, b) investigate our readers perceptions towards the magazine c) explore the respondents buying patters in regard to satellite products and d) understand people s attitudes towards the adoption of new products and technologies in the market of satellite TV. The survey was conducted in the form of a 2-page questionnaire that was included in our January 2007 issue of magazine Doriforika Nea (Satellite News). Due to space limitations in the magazine, the questionnaire was brief and included only 12 closed-ended questions where the respondents had the opportunity to choose between multiple answers. Another reason for choosing this type of questionnaire was in order to avoid tiring the respondents with too many questions. The readers, who filled in the questionnaire, mailed the results to our company. The number of people who participated in the research was 838. This is considered to be an adequate sample for the purpose of this research and allowed us to make some basic assumptions about the perceptions and attitudes of Greek users of satellite/digital/cable TV. These assumptions were based not only on the results of this research but also on our knowledge and expertise, that

2 derives from our good understanding of the Greek market of satellite products and our every day communication with our readers and the companies. As such, the main results of this research are presented in the following pages. Age 18% 1% 15% 29% 37% Conclusion: According to the research, the majority of the magazine s readers belong to the age group of 31-50, with a greater emphasis on the ages 31-40, that constitutes the most loyal users of satellite TV. These are the ages with the biggest buying power in the market. However, it is important to mention that a significant percentage of the readers (18%) are more that 50 years old and they are mainly retired people. The main characteristic of these people is that they have more available time for their hobbies and they are willing to spend a

3 bigger part of their disposable income for products and services that are related to their interests. As a result, people of these ages constitute a prospectus target group for companies of satellite products. Education 19% 8% 24% 49% Junior highschool Senior highschool 1st degree 2nd degree Conclusion: The research revealed that almost 50% of the magazine s readers are senior high school graduates. This relatively low educational background indicates that even though the magazine specializes on satellite TV, it doesn t require any special knowledge for someone to comprehend it, since it addresses to all Greek consumers.

4 Owners of satellite equipment 15% 85% Yes No Conclusion: According to the pie chart, the majority of the respondents (85%) own satellite equipment. Taking into consideration that a significant proportion of the magazine s content is dedicated to new products and services from the

5 market of satellite, digital and cable TV, it is logical to assume, that a big number of readers wish to be informed about new products, so as to renew their existing equipment. However, it is important to mention that 15% of the respondents stated that they do not own satellite equipment. This percentage indicates that there are certain readers who read the magazine in order to be informed about products in the market and proceed with a purchase. Sources of information for Sattelite TV issues Magazines Internet Friends Forums Stores * Multiple-answer question (the numbers indicate number of responses since the respondents had the opportunity to choose more that one answer)

6 Conclusion: According to the research, the vast majority of readers consider magazines as the basic source of information for topics related to satellite TV. The second most popular source of information is the Internet. These results don t cause any surprise since magazines and Internet nowadays constitute the most important sources of information for areas related to technology. However, it is surprising that very few people address to stores in order to be informed about satellite issues, considering that they are the most specialized sources of information. This result could lead to the conclusion that consumers are somehow dissatisfied with the level of information provided by retail stores since they are often skeptic about whether stores actually suggest the right products that address to their needs and not the ones they wish to promote. Main reasons for using the Internet Upgrades Forums Scrabling news Sharing None of the above * Multiple-answer question (the numbers indicate number of responses since the respondents had the opportunity to choose more that one answer)

7 Conclusion: According to the research, most readers use the Internet in order to download software and upgrade their satellite equipment. Also, there is a significant number of readers who stated that they use the Internet in order to participate in forums or seek information about scrambling issues. It is also interesting to notice that certain respondents stated openly that they use the Internet for sharing activities, something that came as a surprise since it is considered to be illegal. Therefore we assume that there are more people who are involved with such activities but were probably hesitant to mention it in this research. How ofter readers buy the magazine 6% 4% 5% 1% 84% Every month Every 2 months Occasionally Interesting articles First time

8 Conclusion: It appears that the majority of the respondents (84%) are loyal customers of the magazine, since they buy it every month, whereas very few readers claimed to buy the magazine occasionally or when specific articles attracted their attention. These results suggest that the magazine is perceived as a highly credible and reliable source of information that fully satisfies its customers needs and expectations. Yearly expense for satellite equipment 52% 25% 18% 5% 0 < >700

9 Conclusion: Even though one of the previous questions revealed that the majority of our readers are already owners of satellite equipment, in this question, 52% of the respondents stated that the spend up to 300 on a yearly basis for satellite products. This amount is obviously invested in the renewal of their existing equipment. Also, there is a significant percentage of respondents (25%) who stated that they are willing to spend more that 300 yearly for satellite equipment. This amount is relatively big, if we take into consideration that many of them already own a complete satellite set. This is the group of consumers - often referred to as sat maniacs - who constitute the most loyal users of satellite TV since they are constantly seeking for new satellite products and advanced services and they are willing to invest a considerable amount of their income for products related to satellite TV. Purchases of satellite products 58% 25% 9% 4% 4% Never Once a year 2-3 times/year 4-5 times/year >5 times/year

10 Conclusion: Almost 58% of the respondents answered that they make purchases of satellite equipment once a year. Also, another 25% claimed to make purchases more that twice a year whereas a very small percentage claimed to make purchases more than 4 times a year. So, taking into account that a total of almost 90% of our readers make purchases of satellite products at least once a year, we can assume for once more that the magazine addresses to a target audience with a significant buying power that invests both time and money for one of their favorite activities, satellite TV.

11 How useful are product presentations 60% 36% 3% 1% Extremely useful Very useful Not very useful Not at all useful Conclusion: The research revealed that the majority of the respondents (96%) consider the magazine s product presentations useful, which means that they consult the magazine before they proceed with a purchase. This confirms for once more that the magazine is perceived as a reliable source of information and proves its effectiveness for companies that wish to promote their products through its pages.

12 Intention to change current receiver for DVB-S2 receiver 41% 44% 6% 8% 1% Definetely Probably Probably not Definetely not Don't have an opinion Conclusion: According to the graph, a cumulative 85% of the respondents seem to be positive towards the idea of changing their satellite receiver with a new DVB-S2 receiver, despite its initial high price. This result reinforces the belief that Greek consumers are generally positive towards new and advanced technologies. This is something that Greek companies should take into serious consideration in order to promote their new HD products more effectively in the

13 Greek market. Accordingly, providers should seriously examine the possibility to offer more HD broadcasts. Intention to buy equipment in order to wach IPTV 53% 24% 14% 4% 5% Definetely Probably Probably not Definetely not Don't have an opinion Conclusion: It appears from the research that the majority of the respondents seem to be skeptic towards IPTV services. More specifically, only 24% of our readers stated that they would definitely buy the equipment to watch IPTV. A

14 percentage of 53% claimed that they would probably buy the equipment whereas a cumulative 18% of the readers do not seem to be very interested in IPTV. One of the reasons that consumers seem to be reluctant towards IPTV services is probably the fact that IPTV in Greece is offered under subscription at relatively high prices. Furthermore, taking into consideration that this type of services was introduced very recently in Greece and they haven t been promoted adequately so far, maybe a lot of consumers do not have all the appropriate information required in order to make such a decision.