Introduction
Public perceptions of electronic nicotine delivery systems (ENDS) remain poorly understood because surveys are too costly to regularly implement and when implemented there are large delays between data collection and dissemination. Search query surveillance has bridged some of these gaps. Herein, ENDS’ popularity in the U.S. is reassessed using Google searches.
Methods
ENDS searches originating in the U.S. from January 2009 through January 2015 were disaggregated by terms focused on e-cigarette (e.g., e-cig) versus vaping (e.g., vapers), their geolocation (e.g., state), the aggregate tobacco control measures corresponding to their geolocation (e.g., clean indoor air laws), and by terms that indicated the searcher’s potential interest (e.g., buy e-cigs likely indicates shopping); all analyzed in 2015.
Results
ENDS searches are increasing across the entire U.S., with 8,498,180 searches during 2014. At the same time, searches shifted from e-cigarette- to vaping-focused terms, especially in coastal states and states with more anti-smoking norms. For example, nationally, e-cigarette searches declined 9% (95% CI=1%, 16%) during 2014 compared with 2013, whereas vaping searches increased 136% (95% CI=97%, 186%), surpassing e-cigarette searches. More ENDS searches were related to shopping (e.g., vape shop) than health concerns (e.g., vaping risks) or cessation (e.g., quit smoking with e-cigs), with shopping searches nearly doubling during 2014.
Conclusions
ENDS popularity is rapidly growing and evolving, and monitoring searches has provided these timely insights. These findings may inform survey questionnaire development for follow-up investigation and immediately guide policy debates about how the public perceives ENDS’ health risks or cessation benefits.