Lifestyles, reliance on traditional news media and online news adoption

This exploratory study examines the predictive power of lifestyle orientations, reliance on traditional news media, attributes of online news, traditional mass media use and demographics on online news adoption. Data was gathered from 453 internet users. The study found that experiencers, a lifestyle savouring the new, read more online international/China news. In contrast, survivors, who live narrowly focused lives, seldom do. Although lifestyles were not predictive as to whether internet users would adopt online news, they were the strongest predictors for the enjoyment of interactive capability of online news for adopters. Specifically, interactivity can satisfy the need for seeking fun among strivers, a desire for self-expression among makers and aspiration for new ideas on the part of innovators. Furthermore, as practical people, makers enjoy multimedia features for their functional purpose. In conclusion, some of the implications for news publishers in offering personalized editions of online news are discussed.