A new consumer behavior study has found that smokers very much prefer electronic cigarettes to other cessation options. The survey of more than 20,000 households throughout the U.S. turned up some not surprising but still encouraging results.
The study comes from Kantar Media — the second largest market research firm on the planet. It found that of those individuals which had used a product to quit smoking within the last 12 months, 57% used electronic cigarettes. This far surpassed the 39% which used a prescription drug and 39% which used over-the-counter methods like gums, lozenges, and patches. There was some overlap in product use.
Moreover, e-cig users were 35% more likely than all adults to say they were healthier now than they were one year ago. E-cig users were even more likely to feel healthier than those individuals using other cessation means to quit.
The study also looked at a number of demographic data points for those that used electronic cigarettes. E-cig users were more likely to be young, male, to have lower household incomes than the national average, and were more likely to play video games and poker, more likely to watch reality TV, and more likely to go to bars and night clubs. I would argue that all these trends are also the case for cigarette smokers — and since e-cig users are predominantly former or current smokers, this is not a surprise.
The study also found that e-cig users were more likely to live in the south (which again, I think relates to normal smoking figures). However, in the region including Alabama, Kentucky, Mississippi, and Tennessee, the ratio of electronic to tobacco cigarette users was nearly two to one. Holy crap! E-cigs really are stomping out smoking!