Abstract

The main objective of the research was to identify factors related to the usage of the Internet service of readings, assessed by Brazilian readers and evaluate the intended use of readers based on the factors we have found. The methodological procedures involved conducted an online survey research, with the formation of a database formed by the Brazilian public that uses the Internet. Multivariate analysis techniques, such as exploratory factor analysis and logistic regression analysis were used. In the perception of the readers, there are three dimensions that differentiate the innovative user from the late user regarding the use of the web to read news, namely: the practicality of the platform, knowledge of technology and the external influence. From the results it can be concluded that the innovative public drives the latent growth of reading newspapers on the Internet and those who do not intend to use in the future may become users following the evolution and popularization of digital media.

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