Influence of Digital Media Technology Usage on Newspaper Readership in Rwanda: A Case of the New Times in Gasabo District

Emmanuel Nsengumukiza and Wangari Ndungu
Mount Kigali University, Kigali, Rwanda
Email: emmanuelnsengumukiza33@gmail.com

Abstract: This article examines three related dimensions of digital newspaper readership in Gasabo District, Rwanda: patterns of digital media technology usage, perceived changes in print and digital readership following digital adoption, and reader-identified strategies for enhancing digital readership of The New Times. Guided by Uses and Gratifications Theory and Media Dependency Theory, the study adopted a descriptive cross-sectional survey with a mixed-methods orientation. Structured questionnaire responses from 76 non-probability-selected respondents were summarized using frequencies and percentages in SPSS. The most frequently selected usage pattern was that digital media changed access to news (26.3%), followed by mobile and social media use (19.7%). Regarding perceived readership change, increased digital access (23.6%) and declining print readership (21.0%) were the most frequent responses. Improving mobile application navigation (27.6%) and offering personalized content recommendations (23.6%) were the leading proposed strategies. The findings document respondent perceptions rather than independently verified readership trends or tested intervention effects. The study recommends mobile usability improvements, careful experimentation with personalization and comparison of print and digital audience analytics. Findings are not generalizable beyond the non-probability sample.