Tv:n, konkurrensen och behoven. : En kvantitativ enkätstudie om motivationen till användning av SVT1, TV4, SVT Play och TV4 Play.

Sammanfattning: This study aimed to find out the primary need of individuals ages 25-39 have, when it comes to using SVT1, TV4, SVT Play and TV4 Play and to assess how easy and useful the tv-channels are for them. The target group was individuals between ages25-39 who lives in Sweden. 139 individuals replied to the online form. Out of the 139 individuals 110 identified as women and 29 as male. The respondents werecategorized in residential demographics and education level. The study collected data from the target group by sending out an online form. The study used Excel to generate clear tables illustrating the results from the form. The study used a quantitative method with a convenience sampling technique. Uses & gratification and Technology acceptance model where the theories used in this study. The result shows that the primary need of the target group was entertainment and that they preferred online streaming services, and in particular SVT Play, rather than liner television. 2 of 5 people does not have linear television and the results shows a trend of using streaming services as the primary sours of television. Amongst the target group, exceptionally few did not have the streaming services SVT Play and TV4 Play.It was primarily male, individuals with high school education and individuals that lives in a sparsely populated rural areas that do not have linear television. Onefinding was that the target group tend to use SVT1 and SVT Play to satisfy the needs of information and new knowledge, in contrast to TV4 and TV4 Play. Themajority of respondents expressed that SVT1 and TV4 was easy to use, yet the results shows that just because something is easy, does not mean that its useful. Is also shows that something can be slightly difficult to use, but it is useful and therefore individual tend to use it any way.