Use, but pay? Factors affecting the adoption of news websites among young adults

This study explored young people\u27s consumption of and willingness to pay for traditional news websites with both uses and gratifications and diffusion of innovation theory as theoretical frames. Based on a survey sample of U.S. college students, it revealed similarities and differences among certain groups of adopters. Regression analyses found when aiming for new young readers and potential payers, news producers should focus on addressing needs for surveillance, understanding, and entertainment, give as many people the opportunity to try out the website, and target particularly e-book readers, but avoid those playing a lot of online games. Social media features, expressed through the observability characteristic, were found to still underperform and currently work best for those already engaged with the sites