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Interactive to me – Interactive to you?
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
2010 (English)In: Proceedings of ICIS 2010: http://aisel.aisnet.org/icis2010_submissions/88/, AIS Electronic Library , 2010Conference paper (Refereed)
Abstract [en]

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.

Recommended Citation Larsson, Anders Olof, "INTERACTIVE TO ME – INTERACTIVE TO YOU?" (2010). ICIS 2010 Proceedings. Paper 88.http://aisel.aisnet.org/icis2010_submissions/88

Place, publisher, year, edition, pages
AIS Electronic Library , 2010.
, ICIS 2010 Proceedings, ISSN 978-0-615-41898-8 ; 88
Keyword [en]
interactivity, online newspapers
National Category
Information Science
URN: urn:nbn:se:uu:diva-139556OAI: oai:DiVA.org:uu-139556DiVA: diva2:381642
ICIS 2010
Available from: 2010-12-28 Created: 2010-12-28 Last updated: 2010-12-28Bibliographically approved

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