Audience Use of New Media Technologies on NPR.org

This study examines audience use of new media technologies found on NPR.org. A total of 514 members from NPR program fan groups found on Facebook were surveyed. The results indicate people prefer "traditional" Web site technologies: written articles, audio and video, podcasting, and links to local stations. Visitors use NPR.org to take control of their media experience, to be entertained, and to gather information. To gather information includes social interaction.There is some evidence that users may not be interested in new media features if the usefulness of these technologies is not apparent. Industry implications are also addressed.