Websites are inherently interactive. Websites are for the curious, people roll the mouse over every image and word to see if it is clickable. Simple movements reward the user, such as change of color (which can be pleasing in itself), for mousing over a link. Such movements cue the user to know that they can “click here,” and the site will show them something new. People expect websites to be interactive; therefore they interact with it. This interactivity is mainly why web users are not just audience members.
Another reason is that people “use” websites for specific purposes. They obtain information from it (research); they send mail (email); they conduct business (banking, video seminars, video conferencing); they get in touch with long lost friends and keep in touch with long distance relatives (Facebook and other social networking sites).