E-Cigarette Marketing and Use Statistics
- Nationally, more than 37% percent of high school seniors used e-cigarettes in 2018, up from 27.8% a few years ago
- A review study conducted by researchers at the University of North Carolina found that tobacco products were more appealing to prospective users when they had pleasant flavors
- Many teens cite flavors as their main reason for use of tobacco products, with 81.5 percent of youth e-cigarette users saying they use tobacco products “because they come in flavors I like.”
- 63% of Juul e-cigarette users do not even realize that e-cigarettes contain nicotine -- but a single Juul e-cigarette pod actually has a nicotine concentration equivalent to that in an entire pack of cigarettes, making it even more addictive and dangerous
- The journal Pediatrics (November 2016) found that young people who smoked flavored e-cigarettes were more at risk of taking up traditional smoking.
- JUUL now holds 72% of the e-cigarette market share, with unit sales increased over 600% in 2017 alone, as JUUL held less than 5% of that same market share in 2016 (Bach, 2018).
- According to the Truth Initiative, “by 2016, nearly 4 out of 5 middle and high school students, or more than 20 million youth saw at least one e-cigarette advertisement” (2018). This exposure is primarily from the retail setting, accounting for 68% of it, followed by 41% from the internet, 38% television, and 24% from print medias like magazines (truthinitiative.org, 2018).
- Being exposed to just four e-cigarette ads on the television has been found to result in greater intentions to use e-cigarettes later on and increases curiosity associated with them (truthinitiative.org, 2018)
American Smokers’ Rights Foundation. (2018). Electronic Smoking Devices and Secondhand Aerosol. Retrieved from https://no-smoke.org/electronic-smoking-devices-secondhand-aerosol/.
Bach, L. (2018). Juul and Youth: Rising e-cigarette popularity. Fact Sheets. https://www.tobaccofreekids.org/assets/factsheets/0394.pdf
Harrell, M.B., Weaver, S.R., Loukas, A., Creamer, M., et al. (2017). Flavored e-cigarette use: Characterizing youth, young adult, and adult users. Preventive Medicine Reports, 5, pp: 33-40. https://doi.org/10.1016/j.pmedr.2016.11.001.
Polito, J.R. (2013). Nicotine Addiction 101. Freedom from nicotine: The journey home. Retrieved from www.whyquit.com.
Stillblowingsmoke.org (2018) Health. Retrieved from http://stillblowingsmoke.org/#health.
Thompson, Carley. (2018) “Not Just Water Vapor: Why e-cigarettes are so dangerous.” Public Health Insider. Retrieved from not-just-water-vapor-why-e-cigarettes-are-so-dangerous.
Willett JG, Bennett M, Hair EC, et al. (2018). Tob Control Epub. https://truthinitiative.org/sites/default/files/Recognition-use-and-perceptions-of-JUUL-among-youth-and-young-adults.pdf