World Media Economics and Management Conference 2016

Media convergence has changed viewing habits from a global and local perspective. Nowadays, people can watch TV programs wherever and whenever they want. Online TV viewing is a faster growing phenomenon around the world. TV networks need to understand consumers, and segmentation appears to be a crucial process inside any company. Usually, companies’ segmentation strategies are based on demographics and basic behavioral variables, and psychographics variables are not considered. On the other side, academic research has included all kind of variables. Nevertheless, most of studies has been done in developed countries, being difficult to find these kind of research in developing countries.The purpose of our research is to evaluate a psychographic variable as an antecedent of viewing TV programs online in the Chilean context. We studied a possible relationship between personality’s viewer and frequency of viewing TV online, and its consistency with similar, previous evidence found in developed countries. Based on Eysenck’s personality model and through t tests and regression analysis, we tested our hypotheses. Results confirm a relationship between personality’s viewer and frequency of viewing TV online, in case of neuroticism. However, evidence did not support hypotheses about psychoticism and extraversion. As a conclusion, personality is a good variable to segment consumers, and a good predictor of frequency of viewing. This study gives lights about online TV phenomenon in Chile, and finds similar results to those found in developed countries.