The rise of the digital technology, social networking or interactivity have an extensive impact on what is happening in virtual world. Users of Internet are more and more often introduced to the new available on-line tools. Some of them have adapted those new trends with no problems and they have been taking an advantage of them with an ease, whereas others have had problems with converting themselves into the new digital era. Alternatively, others are not fascinated by what Internet offers or they simply cannot afford it due to many circumstances. However, with no doubts, we can say that the Internet and the digital revolution brought about many issues to discuss or to have a research about. To some extent, new trends, especially the expansion of the Internet, are affecting all traditional media and this, in my opinion, might result in the new phenomena like potential division of society into Digital Natives and Digital Immigrants proposed by Prensky (2001a).The project focused on investigating motives for choosing sport websites by both groups with special consideration of interactivity factor. The motives have been checked via in-depth interviews using the sample of ten interviewees both private and professional users of Polish sport informative websites. I wanted to check whether my results either duplicate what Prensky described in his articles or they confirm contradictive opinion given by VanSlyke.Additionally, I have compared those most popular motives with sample of five most often visited Polish sport informative websites, according to Alexa rank (2012). The level of interactivity on those websites was assessed by an appearance of examples of new new media like blogs, podcasts, number of posts on Facebook fan pages, created account on Twitter or channel on YouTube (Levinson, 2010). Also possibility of commenting was taken into consideration. Having checked those variables via cyber ethnography method (secondary method) I was able to identify which of the sampled websites could be considered as most interactive one.Despite persisting limitations, the method has brought reliable and valid data, according to which I have given my conclusions by answering research questions stated at the beginning of this project.