NEGATIVE NEWS STORIES RELATING TO HEALTH , SAFETY AND SOCIAL ISSUES | 25.00 % EXPENSE | 31.62 %
WHICH BARRIERS KEPT YOU FROM SWITCHING FROM SMOKING TO VAPING THE MOST ?
EXCLUSION / INTIMIDATION OF VAPING CULTURE | 9.88 % BAD EXPERIENCE ( DIDN ’ T LIKE AT FIRST , OR POOR ADVICE ) | 18.87 % SELF-CONSCIOUSNESS ABOUT IMAGE | 7.51 %
OTHER | 22.92 % Most popular other responses : We were very encouraged to see most respondents writing “ nothing ,” telling us they started to vape the instant they discovered it ( this goes for both former and never smokers .) Lack of awareness about how to start vaping came next , followed by a simple lack of awareness of vaping at all . The remaining responses were split between people who felt they couldn ’ t quit cigarettes and didn ’ t want to try , and people who were limited by restrictive government policy .
REFERAL BY A FRIEND / RELATIVE / CO WORKER | 31.42 % PUBLIC EVENT ( VAPE SHOW ETC ) | 1.29 % ADVERTISEMENT | 1.09 %
WHAT CAUSED YOU TO START VAPING ?
VAPE SHOP | 7.53 % POSITIVE NEWS STORIES | 6.64 % TO STOP SMOKING | 46.28 %
OTHER | 5.75 % Most popular other responses : Personal health problems directly linked to smoking cigarettes , sadly followed by witnessing friends and relatives suffer these ailments . Then came respondents who cited tobacco taxes and cigarette price increases / mandatory twenty packs as motivators . This was one of the more varied “ other ” sections , as users mentioned seeing e-cigarettes used in non-advertorial media ( film and television ) winning competitions , receiving them as gifts , enjoying the taste and smell after trying on a whim , and having to start using CBD oil for non-smoking related illness .
FRIENDLY SCENE / CULTURE | 8.12 %
WHAT IS THE BIGGEST FACTOR IN KEEPING UP YOUR E-CIGARETTE USE ?
HEALTH BENEFITS |
| |
31.39 % |
COSMETIC BENEFITS |
| |
0.89 % |
IT WORKS : I DON ’ T SMOKE CIGARETTES |
| |
43.76 % |
POSITIVE NEWS STORIES |
| 5.45 % |
TO STOP SMOKING |
| |
6.44 % |
OTHER | 3.96 % Most popular other responses : Creativity was the main theme here ; vapers really enjoy customising their coils , liquids and nicotine levels . Others cited the mental health benefits , finding the experience relaxing and therapeutic . Some said that working in a vape company keeps them supported in their endeavours to stay off cigarettes .
BIGGER PHYSICAL PRESENCE ( MORE SHOPS AND EVENTS ) | 38.36 %
HOW CAN WE BETTER REACH SMOKERS / HOW COULD WE HAVE REACHED YOU QUICKER ?
MORE RESPONSIBLE BRANDING ( FEWER CHILD-FRIENDLY LABELS / BRAND RIP OFFS ) | 15.38 % MORE PROACTIVE APPROACH TO CONFRONTING NEGATIVE NEWS STORIES | 39.64 %
OTHER | 6.61 % Most popular other responses : When it comes to getting the information out , vapers want to see companies up their advertising game through conventional means and online , encourage word-of-mouth stories from former smokers , and increase direct involvement in politics to lift prohibitive legislation . Some vapers also asked for a more straightforward educational approach about the positives in vaping , and more diverse depictions of vapers in advertising , moving past subcultural stereotypes .
A BIG THANK YOU TO EVERYONE WHO CONTRIBUTED , REST ASSURED WE ’ VE PUT OUR RESULTS TO GOOD USE , AND ARE NOW REACHING A NEW POPULATION OF SMOKERS WITH UPDATED MARKETING MATERIAL .
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