Moderate
I have a lot going on in my life and I fit entertainment in along with everything else. I do not have much time to relax and watch TV. When I do, I want to make the most of that time by making sure that I can see shows that I enjoy and can watch with my family. I have to fit my entertainment into my budget and my schedule, so sometimes I use the Internet to find the TV and music that I want.
Value Maximizer
I am open to spending money on entertainment if it's a good value. That's why I really like buying DVDs rather than renting them – I know we can watch them over and over. It's the same with TV – I want to know that everyone in my family could enjoy it and we would use it a lot so that it's a good value. I would change TV services if I could use TV to be informed and to learn about new ideas and subjects.
Otherwise Occupied
I don't spend a lot on entertainment, although I do buy a lot of music. I rarely have time to watch TV and when I finally sit down there is usually nothing on that interests me. When I do watch TV, though, it's often with my kids. I would really like more family-friendly programs that we could all watch together. If I could get those types of programs as part of my basic TV package, I would consider switching my TV service.
Trendsetter
Entertainment is an important part of my life and I spend money on it. I love TV, movies, games and music and I feel "out of it" if I'm not part of the latest entertainment. I am very social and keeping in touch with my friends is really important to me. I want TV and entertainment services that are easy to choose, buy and use. I am very comfortable with technology but it is a means to an end for me – I am more interested in the entertainment.
Simply TV
I don't need to spend a lot of money on entertainment, but I do enjoy having a selection of good TV channels, going to the movies and renting DVDs. I have plenty of time to relax and I really enjoy putting my feet up and watching TV, particularly sports. I do like to make sure that I can see my shows when I want and catch up on a game if I get interrupted as long as it's really easy to do. I'm not necessarily interested in the technology – just make it easy for me to enjoy my shows.
Satisfied Status Quo
Entertainment is important and I LOVE, LOVE, LOVE TV. I relax by spending a good part of my free time enjoying my favorite shows and movies. I don't spend a lot on my TV set up since what I have works fine. I like having a lot of channels, though, and I do plan my TV watching in advance to make sure I get to see the shows I really love. Luckily, there is a lot on that I like to watch!
Individualist
I usually cannot find anything on TV that is worth my time. When I sit down to relax, I do not want to spend my time watching something mindless. I would really like to have more worthwhile programming that is sometimes hard to find, like arts, documentaries, sci-fi and foreign shows. I will spend money on entertainment but I am very particular about what I decide to buy. I prefer to choose everything myself, rather than having someone else package channels and services up for me.
Show Me
Other parts of my life are more important to me than entertainment and I often choose to spend my money on other things.. When I do spend money on entertainment, I go to the movies, rent DVDs and occasionally use pay-per-view. Now TV IS relatively important because it keeps me company. A lot of times I don't pay too much attention to what is on since it is just in the background. I need to be convinced that I would really enjoy new TV features and really want the shows offered in order to decide to buy them.
TV Technologist
I love entertainment and I am passionate about so many things! I like films and TV shows – I like to rent DVDs and go to the movies and I can always find something to watch on TV. I want to have the best home entertainment system I can afford. Both brand and the latest TV innovations are important to me. I want everything to be really easy – easy to buy, to set up and to use.