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一、老年人是付费数字电视潜在用户 2004年可谓中国付费数字电视创业者艰难跋涉的一年。尽管鼓励用户购买的手段繁多,但用户的购买欲似乎并未被完全激发出来。目前,虽然已有近40套付费数字电视频道,但数字电视用户总量与全国有线电视用户量相比,还存在着巨大的差距。这里有一个问题就是究竟谁是付费数字电视的主要潜在用户?笔者分析研究认为,老年受众是付费数字电视的潜在用户之一,这是因为: 首先,中国现有1.34亿60岁以上的老年人,约占总人口的10.2%。其次,从收视时间来看,根据《中国数字电视报告》的调查资料显示,老年人的收视时长居各年龄段受众之首。第三,从消费能力来
First, the elderly are potential users of paid digital television In 2004, China’s paid digital television entrepreneurs struggled to make a difficult year. Although many ways to encourage users to buy, but the user’s purchase seems to have not been fully motivated. At present, although there are nearly 40 sets of paid digital TV channels, there is still a huge gap between the total number of digital TV users and the national cable subscribers. One of the questions here is exactly who is the main potential user of paid digital TV? According to the author’s analysis and research, the elderly audience is one of the potential users of paid digital television. This is because: First of all, there are 134 million elderly people over the age of 60 , Accounting for about 10.2% of the total population. Second, from the viewing time point of view, according to the “China Digital Television Report” survey data show that the elderly viewing time residents of all ages, the first audience. Third, from the spending power