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Utilizing an online survey focusing on different traits and habits of newspaper website visitors, the study presents a typology of visitor types, characterized by the different ways they use and appreciate interactive features in the online news media context. Although certain types make extensive use of interactivity, the overall results of the survey points towards rather low levels of both use and appreciation. As such, newspaper website visitors might be characterized as \u2018slow learners\u2019, taking their time to adapt to the interactive capabilities offered by the online news media.<\/jats:p>","DOI":"10.1177\/1461444811401254","type":"journal-article","created":{"date-parts":[[2011,4,27]],"date-time":"2011-04-27T20:35:11Z","timestamp":1303936511000},"page":"1180-1197","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":62,"title":["Interactive to me \u2013 interactive to you? 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