Wanna know about vaping? Patterns of message exposure, seeking and sharing information about e-cigarettes across media platforms

Abstract

Background Awareness and use of electronic cigarettes has rapidly grown in the U.S. recently, in step with increased product marketing. Using responses to a population survey of U.S. adults, we analyzed demographic patterns of exposure to, searching for, and sharing of e-cigarette related information across media platforms. Methods An online survey of 17,522 U.S. adults was conducted in 2013. The nationally representative sample was drawn from GfK Group's KnowledgePanel® plus off-panel recruitment. Fixed effects logit models were applied to analyze relationships between exposure to, searching for, and sharing of e-cigarette related information and demographic characteristics, e-cigarette and tobacco use, and media behaviors. Results High levels of awareness about e-cigarettes were indicated (86% aware; 47% heard through media channels). Exposure to e-cigarette related information was associated with tobacco use, age, gender, more education, social media use, and time spent online. Although relatively small proportions of the sample had searched for (~5%) or shared (~2%) e-cigarette information, our analyses indicated demographic patterns to those behaviors. Gender, high income, and using social media were associated with searching for e-cigarette information; LGB and less education were associated with sharing. Current tobacco use, age, being Hispanic and time spent online were associated with both searching and sharing. Conclusions U.S. adults are widely exposed to e-cigarette marketing through the media; such marketing may differentially target specific demographic groups. Further research should longitudinally examine how exposure to, searching for, and sharing of e-cigarette information relate to subsequent use of e-cigarettes and/or combustible tobacco.

The effect of electronic cigarette advertising on intended use among college students

“…Research has recently appeared in which e-cigarette advertising has been examined. In this work, it has been shown that e-cigarette advertising has been widely disseminated and likely targeted at youth, with youth exposure to ecigarette advertising having increased three-fold between 2011 and 2013 (Duke et al, 2014;Emery, Vera, Huang, & Szczypka, 2014). It has also been shown that middle-school students' interest in trying alternate tobacco products (including e-cigarettes) has been influenced by tobacco advertising (Agaku & Ayo-Yusuf, 2013).…”

Use of E-Cigarettes Among Current Smokers: Associations Among Reasons for Use, Quit Intentions, and Current Tobacco Use

“…3 Electronic nicotine delivery devices, commonly known as "e-cigarettes," have become increasingly popular in several countries and over the last several years, research has documented growing availability, marketing, and use of e-cigarettes in the United States. [4][5][6][7][8][9][10][11][12][13] A consistent finding from this emerging and quickly evolving area…”

E-cigarettes: Considerations for the otolaryngologist

“…Advertisements are filled with themes of independence and glamour, de-stigmatizing smoking and associated tobacco related products. Marketing via television, radio and billboards utilize endorsements from celebrities and have even been featured during the Super Bowl [22,23]. Television e-cigarette commercials reach an estimated population of 24 million youth, with a dramatic increase in exposure to TV ads between the years 2011 and 2013 [22].…”