A Research On IPTV Users' Behaviors Based On Life Styles In The District Of Shanghai

With the rapid development of science and technology and the progress of the information technology, the combination of traditional media and new media has come into existence. IPTV, as the new medium, the outcome of the Internet and TV, is not only affecting the processing period in the whole industry, but also forming a new type of audience and imposing great changes on the segments and behavior of the audience.The users of IPTV with different ages, education backgrounds and income varies in aspects of behavior, habits and watching methods. The traditional geographic and demographic analysis cannot demonstrate the characteristics and practices of the IPTV users scientifically.IPTV is a dispensable consumption product, the life styles of whose users dramatically impose great effects on the ultimate behaviors, thus, leading to consumption condition directly. It is much better to understand the characteristics and preferences from the perspective of the life style by penetrating into the behavior of IPTV users. It is also a brand-new method to analyze the markets, especially for IPTV, the new-emerging medium, which is fairly rare in domestics.This shallow essay exactly gives a perspective from the view of life style to reponder on the behavior of the IPTV users and summarize an analysis on the effects led by life styles with the integration of theories of sociology, psychology, marketing, and statistics. Based on the statistics from Shanghai IPTV user samples, with the methods of factor analysis and cluster analysis, the IPTV users are segmented into four categories, i.e. the homely conservative, the fashionably creative, the meticulously calculator and the sophisticatedly indulgent. Accordingly, the essay generates a summary and a conclusion of the characteristics or practice of each segment in the process of discussing the variance of the users' behavior and their connection with the lifestyles with the chi-squared method. Correspondingly, with the combination of the whole IPTV market condition, the author also tries to set up analysis modules and practice modules of IPTV users based on the life style to propose strategies of IPTV users' segments in the respect of life styles. The author hopes it can contribute to the projects arrangements, function development and audience analysis of IPTV.