Lev Manovich lists the variability principles in his book called “The Language of New Media”. According to his findings;

Media presents in database. Database acts and functions like the cultural form of the new age.  The database are mostly open for the users to generate or edit by means of content or form. This new level of relationship with the data, effects the users’ understanding of the data itself.

Another attribution related with the variability is new media’s possibly of varying the same data with various interface.