brand intelligence - consumer views on cigarettes & vaping · how much have you seen, read, or...
TRANSCRIPT
Morning Consult is a technology company revolutionizing ways to collect, organize, & share survey research data to transform how decisions are made.
CLIENTS MEDIA PARTNERS
ORGANIZE
Morning Consult’s proprietary visualization and analysis software informs strategy and enhances campaigns.
SHARE
Morning Consult’s media platform and email briefings reach key decision makers in media, government, and industry.
Morning Consult’s advanced survey research technology collects data at unprecedented scale, speed, and accuracy.
COLLECT
Survey Research Data Intelligence Media Platform
S L I D E /
Key Points
3
O V E R V I E W 1
2
3
4
Nearly a quarter (22%) of millennials say they habitually vape or have in the past. That’s 10 percentage points higher than among all adults.
A little more than half of cigarette smokers have tried vaping. Just 22% of people who have habitually smoked cigarettes and have tried vaping now prefer vaping.
Large majorities of Americans think vaping is cooler, cheaper, and less harmful than smoking cigarettes.
MethodologyThis report is based on two polls. The first was conducted from June 22-24, 2018, among a national sample of 2,203 adults (21+). The second was conducted from July 17-18, 2018, among a national sample of 2,201 adults (21+). For both polls, the interviews were conducted online and the data were weighted to approximate a target sample of Adults based on age, race/ethnicity, gender, educational attainment, and region. Results from each full survey have a margin of error of plus or minus 2 percentage points.
Just 6% of millennials say they were not made aware of the health risks of tobacco. Compare that to 40% of Boomers who say the same.
S L I D E /
Table of Contents
4
O V E R V I E W
Prevalence of vaping1
2
3
Impressions of vaping v. smoking
Health risks
S L I D E /
How much have you seen, read, or heard about vaping or using electronic cigarettes?
5
P R E V A L E N C E O F V A P I N G
Most Americans have seen, read or heard about vaping.
29%
38%
20%
8%5%
A lot
Some
Not too much
Nothing at all
Don't know/No opinion
S L I D E /
Do you or have you ever habitually vaped tobacco products?
6
P R E V A L E N C E O F V A P I N G
Who vapes?
12%
11%
22%
9%
5%
13%
11%
6%
12%
11%
12%
85%
86%
73%
88%
94%
83%
87%
92%
84%
86%
85%
Men
Women
Millennials
Gen X
Boomers
Income: Under $50k
Income: $50-100k
Income: $100k+
Urban
Suburban
Rural
Yes No Don't know/No opinion
S L I D E /
Have you ever tried vaping or using electronic cigarettes?
7
P R E V A L E N C E O F V A P I N G
Among habitual cigarette smokers, about half have tried vaping.
53%47%
Yes
No
Among adults who say they habitually smoke cigarettes or have in the past.
S L I D E /
Which do you prefer?
8
P R E V A L E N C E O F V A P I N G
Among habitual smokers who’ve tried vaping, most continue to prefer cigarettes.
57%
14%
22%
7%
Cigarettes
Both equally
Vaping
Don't know/No opinion
Among adults who say they habitually smoke cigarettes or have in the past.
S L I D E /
Table of Contents
9
O V E R V I E W
Prevalence of vaping1
2
3
Impressions of smoking & vaping
Health risks
S L I D E /
If you had to pick, does the following apply to smoking tobacco
cigarettes or vaping, using electronic cigarettes?
1 0
S M O K I N G V . V A P I N G
Americans
have much
more positive
impressions
of vaping
than
smoking.
84%
83%
74%
72%
68%
44%
32%
29%
20%
20%
16%
17%
26%
28%
32%
56%
68%
71%
80%
80%
Gross
Harmful
Messy
Bothersome
Expensive
Easy to use
Sexy
Popular
Socially acceptable
Cool and stylish
Smoking tobacco cigarettes Vaping, or using electronic cigarettes
S L I D E /
If you had to pick, does the following apply to smoking tobacco cigarettes or vaping, using electronic cigarettes? Cool and stylish
1 1
S M O K I N G V . V A P I N G
Large majorities of
each generation
say vaping is cooler than
smoking.
21%
23%
19%
79%
77%
81%
Millennials
Gen X
Boomers
Smoking tobacco cigarettes Vaping, or using electronic cigarettes
S L I D E /
If you had to pick, does the following apply to smoking tobacco cigarettes or vaping, using electronic cigarettes? Expensive
1 2
S M O K I N G V . V A P I N G
Perceptions of relative costliness differs by generation.
64%
68%
75%
36%
32%
25%
Millennials
Gen X
Boomers
Smoking tobacco cigarettes Vaping, or using electronic cigarettes
S L I D E /
Table of Contents
1 3
O V E R V I E W
Prevalence of vaping1
2
3
Impressions of vaping v. smoking
Health risks
S L I D E /
In general, using a scale to 1 to 7, with 1 meaning not harmful at all, 4 meaning somewhat harmful, and 7 meaning very harmful, how harmful do you think the following are?
1 4
H E A L T H R I S K S
Americans see smoking as much more harmful than vaping.
78%
38%
9%
12%
11%
5%
20%
5%
7%
SmokingVaping
Don't know/No opinion
1
2
3
4
5
6
7
S L I D E /
When you were young, were you made aware of the health risks
associated with smoking tobacco?
1 5
H E A L T H R I S K S
Younger
Americans
are more
likely to say
they were
made aware
of tobacco’s
health risks
when they
were kids.
90%
77%
56%
18%
40%
4%
7%
4%
Millennials
Gen X
Boomers
Yes No Don't know/No opinion
S L I D E /
How much would you say anti-tobacco campaigns have impacted
your understanding of the health risks of smoking tobacco?
1 6
H E A L T H R I S K S
Most
Americans –
across
generations –
say anti-
tobacco
campaigns
have been
effective.
36%
35%
48%
31%
32%
33%
17%
16%
12%
11%
10%
4%
6%
7%
3%
Millennials
Gen X
Boomers
A lot Some Not too much Not at all Don't know/No opinion
S L I D E /
Learn More
1 7
T H A N K Y O U
CHICAGO
DCNEW YORK
SAN FRANCISCO
Business [email protected]
News [email protected]
INQURIES OFFICES