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.