Abstract
The main objective of the research was to identify factors related to the usage of the Internet service of readings, assessed by Brazilian readers and evaluate the intended use of readers based on the factors we have found. The methodological procedures involved conducted an online survey research, with the formation of a database formed by the Brazilian public that uses the Internet. Multivariate analysis techniques, such as exploratory factor analysis and logistic regression analysis were used. In the perception of the readers, there are three dimensions that differentiate the innovative user from the late user regarding the use of the web to read news, namely: the practicality of the platform, knowledge of technology and the external influence. From the results it can be concluded that the innovative public drives the latent growth of reading newspapers on the Internet and those who do not intend to use in the future may become users following the evolution and popularization of digital media.
Highlights
The Based on the reports by Circulation Verification Institute (CVI), Brazilian Institute of Public Opinion and Statistics (IBOPE), National Association of Newspapers (ANJ) and Newspaper Association of America (NAA), the Internet platform a few years ago, has been one of the main centers of discussion in regards to the media, since access to news has changed compared to traditional media
The results of factor and regression reveal that the Practicality is the major contributing factor to differentiate the variable of intention to use, which is a critical factor that Brazilian newspapers companies should direct efforts linked to management and strategy
The main contribution of this study was to elucidate the factors that must be managed more diligently, i.e., is critical to maintaining the innovative public, to intend to continue reading news on the Internet and being critical factors to influence the public that has no intention of use to become regular users of newspaper companies
Summary
New media enables interactivity and non-linear navigation. The content is found abundantly and updated in real time (Orihuela, 2003). This current phenomenon, the media convergence, represents a change in how they understand the relationship with the media, which alters the way the communication is effective. If the digital revolution paradigm assumed that new media replace old ones, the emerging convergence paradigm assumes that old and new media will interact in an increasingly complex ways (Jenkins, 2008). The media convergence alters the relationship between existing technologies, industries, markets, genres and audiences (Gimpel & Westerman, 2012)
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