Audience view on new technology for media consumption

In this paper, we experiment with different audience groups to study how they differ with respect to the adoption of new media products/services. We expand the existing framework of early adopters, which is heavily directed towards the technological aspects of a product, by including users that are more interested in the social and content-related aspects of products/services. We are interested in seeing whether these audience groups differ in terms of preferences for new media products in order to shed light on possible strategies for the introduction of the e-newspaper. The study was done in a larger research project, DigiNews, on the introduction of e-newspapers. The paper is built on the results from an online survey on attitudes and preferences towards new technology, media in general and a planned e- newspaper. Data was collected from in total 2976 respondents at the web sites of three Swedish newspapers Aftonbladet, Göteborgs-Posten, and Sundsvalls Tidning.