News websites are a digital extension of newspapers whose purpose is to meet the needs of their visitors in terms of news and information. In these sites, the time a reader remains consuming content is important because a large part of its income is obtained from advertising guidelines. In the present study, it was evaluated how the type of reading device, the presence of multimedia content and the length of the articles, affect the permanence of the readers in the site. Using a sample of paid subscribers from a business news web portal, three experiments were conducted under different approaches: online, where all users went through different news articles, online, where the news article was the same for all the subjects and an offline made in a reading laboratory. From the analysis of variance, it was determined that the reading device and the presence of multimedia content can influence the time a user stays on the website. In addition, in the local experiment, it was observed that readers feel more comfortable consuming content on devices with larger screens