Previous research has indicated that although online interactive features are not used by the visitors of different web sites, such features can be appreciated by the same visitors. This paper examines the use and appreciation of interactive features by visitors on Swedish newspaper web sites. By means of an online survey (1343 respondents) focusing on different traits and habits of the online news media audience, the study presents a typology of newspaper web site visitor personas, characterized by the different ways they use and appreciate interactive features in the online news media context. Although certain personas tend to make extensive use of the features studied, the overall results of the survey points towards rather low levels of both use and appreciation. As such, newspaper web site visitors might be characterized as “slow learners”, taking their time to adapt to the interactive capabilities offered by the online news media.
Larsson, Anders Olof, "INTERACTIVE TO ME – INTERACTIVE TO YOU?" (2010). ICIS 2010 Proceedings. 88.