trends in vaping 2014-15 and other thoughts. about e-cigarette forum (ecf) world’s oldest &...
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Trends in vaping 2014-15 and other thoughts
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ABOUT E-CIGARETTE FORUM (ECF)
• World’s oldest & largest vaping community, founded in 2007
• 3 million visits a month
• 12.5 million unique visitors over the last year
• 8 minutes per visit
• Nearly 15 million posts
• Arguably started the conversation about e-cigarettes and what they could become
2007
2011
2014
2015
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SURVEYAnnual April Survey
11,500 Responses
92 question item
Third Annual Survey
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• 92 questions covering a wide a range of behaviours
• Over 90% completion rate
• The most complete survey in the world
• 30% Female, Median age 40 years
• 72% of respondents are from the USA
• 3 years allows comprehensive tracking of trends
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2.15% Cigalikes
21.34% G2
11.19% Tube APVs
37.46% Box APVs
ECF DEVICE LANDSCAPE 2015
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Disposable Rechargeable Mini Mid-sized G2 Large APV Mechanical Mod Other
0.15 3.77
24.76
60.38
3.25 7.69
0.61 3.72
34.78 32.46 26.41
2.11 0 2
22
57
17
3
2013 2014
2015
32% 57%61% 39%
LARGE APVSMID SIZE & MECHS
ECF DEVICE LANDSCAPE 2013 - 2015
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Rise
Of The BOX
• Overall, 37% of vapers currently use a regulated box with or without temperature control.
• Of those who do not currently use a regulated box, 27% plan to buy one as their next purchase.
• Temperature control is the smaller part, with vapers still unsure about the technology
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Disposable Pre-fill Cart Re-fill Cart Tank Gen 1 Tank Gen 2 Rebuildable Tank
0.15 0.88
29.87 29.93
4.48
31.18
1.92 1.54
10.25 6.23
43.25
36.80 2013 2014
29.87%
10.25%65.69
%86.28%
REFILLED CARTSTANKS TOTAL
ECF ATOMIZER LANDSCAPE 2013 - 2014
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Disposable/single use carto
Self refilled carto
Prefilled single use tank
Tank with replaceable coil
Large tank with replaceable coil
Rebuildable atomiser
0 12.5 25 37.5 50
1.58
3.42
2
32
19
42
ATOMIZER LANSCAPE 2015 - WHOLE SAMPLE
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Disposable/single use carto
Self refilled carto
Prefilled single use tank
Tank with replaceable coil
Large tank with replaceable coil
Rebuildable atomiser
0 12.5 25 37.5 50
3.53
6.02
5
42
27
16
ATOMIZER LANDSCAPE 2015 - NEW VAPERS (0-3 MONTHS)
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0-2 3-4 5-6 7-8 9-10 11-12 13-14 15-16 17-18 19-20 21+
15%
21%23%
16%
11%
5% 4%3% 2%
0% 0%
13
31
26
12
8
5
2 13 2
0
2014 2015Milliliters consumed per day
How much e-liquid do you consume on a daily basis?
E-LIQUID CONSUMPTION
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0 1-3 4-8 9-12 13-18 19-24 25-34 34+
2015 2014
2013
Milligrams per milliliter
NICOTINE DROP
NICOTINE STRENGTH 2013 -2015
We have seen a continual downward trend in the strength of e-liquid, as a function of higher power devices proliferating.
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Tobacco 15%Fruit Flavors 25.5%Bakery/Desert Flavors 26%Complex Premium 9.5%Menthol/Mint 5%Fruit Tobacco 4.5%Beverage Flavors 4%Candy Flavors 3.5%Menthol Tobacco 2.5%Unflavored 1.5%Whole Tobacco Extract 1.5%
WHAT FLAVOR DO YOU USE MOST
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15%ONLY 15% OF VAPERS ARE NOW USING TOBACCO FLAVORS AS THEIR MAIN VAPE.
60%50% OF EX-SMOKING VAPERS ONLY BECAME MOTIVATED TO QUIT SMOKING AFTER FINDING FLAVORS OTHER THAN TOBACCO/MENTHOL THAT THEY ENJOYEDThis has dropped consistently over the last three
years, and is down from 22% last year. Assumption is that proliferation of vapestores have allowed trial of non-tobacco flavors.
TOBACCO FLAVOR TRENDS
We provided a comprehensive (we thought) list of over 50 brands. 60% of respondents chose “other” and self-completed. huge proliferation of e-liquid brands!
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Nicotine Oriented Volume Oriented
• Mouth Puff
• Lower Wattage
• Higher Nicotine
• Lower consumption of e-liquid
• Great expressed preference for ‘throat hit”
• Lung Puff
• Higher Wattage
• Lower Nicotine
• Higher consumption of e-liquid
• Greater expressed preference for flavor and thick vapor
The “NO/VO” Spectrum of vaping behaviour
Me!
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Nicotine Oriented Volume Oriented
• Mouth Puff
• Lower Wattage
• Higher Nicotine
• Lower consumption of e-liquid
• Great expressed preference for ‘throat hit”
• Lung Puff
• Higher Wattage
• Lower Nicotine
• Higher consumption of e-liquid
• Greater expressed preference for flavor and thick vapor
The “NO/VO” Spectrum of vaping behaviour
Me! Cloud Chasers
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Nicotine Oriented Volume Oriented
• Mouth Puff
• Lower Wattage
• Higher Nicotine
• Lower consumption of e-liquid
• Great expressed preference for ‘throat hit”
• Lung Puff
• Higher Wattage
• Lower Nicotine
• Higher consumption of e-liquid
• Greater expressed preference for flavor and thick vapor
The “NO/VO” Spectrum of vaping behaviour
Me! Cloud ChasersTootle Puffers
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Nicotine Oriented = Mouth puff? Volume Oriented = Lung puff?
Mean wattage NO=13.87 Watts, VO=33.86 Watts
Mean Strength NO=10mg/ml, VO=6mg/ml
Mean daily quantity consumed NO= 4.78ml/day, VO=6.37ml/day
The “NO/VO” Continuum of vaping behaviour
Significant main effect of group (Puff style). However, huge standard deviations, supporting the notion of a continuum model rather than anything truly dichotomous.
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“There is nothing special about it really, except the manual switch and the decent sized battery.. the way it looks.. and the fact it shouldnt wear out…
and it doesn’t look like a bloody tobacco product..”
Trog 9/12/2008
The world’s first mod, the screwdriver, was designed by ECF member Trog. December 2008
TAKING IT TO THE NEXT LEVEL
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ECF MEMBER*
Can someone help me with temperature control? it’s impossible for me to get consistent readings.
February 2015
*OLIVER
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WHAT DO VAPERS WANT?
?But perhaps the question is wrong? Maybe we should ask,…….
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WHAT DO SMOKERS WANT?
•Affordability
•Satisfaction
•Safety
•Convenience
Liquid, components
Power, flavor, nicotine delivery
Science, standards, testing, temperature control
Form factors, ease of use
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29.45% Yes70.55% No
WOULD YOU KNOWINGLY PURCHASE A DEVICE MADE BY ONE OF THE MAJOR TOBACCO COMPANIES? (FROM 2014)
Current smokers vs quitters.
The dual user group are 53.85% unlikely to knowingly purchase a product from a tobacco company.
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14.29% Yes
76.81% No - I never use the types of devices they sell
WOULD YOU KNOWINGLY PURCHASE A DEVICE MADE BY ONE OF THE MAJOR
TOBACCO COMPANIES? (2015)
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THE COMPETITIVE LANDSCAPE - NEW VAPING TECHNOLOGYThe major tobacco companies all now have a vape device. Some are moving into other technologies,
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71.2
9.8
8.9
8.5
1.5Use NRT or smokeless tobacco
Vape the closed systems that were still commercially available
Try to purchase open vapor systems and refill liquid from the gray/black market or offshore
Stop vaping and return to smoking
Stop vaping and quit nicotine all together
If open vapor (refillable) products were banned tomorrow, and only closed (non refillable products are available, would you most likely:
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CONCLUSIONS• Vapers have continued to express preference for higher power devices.
• But this doesn’t mean the devices are being used at very high power for most!
• Higher powered devices appear to be more convenient, and satisfying
• Temperature control appears to be gaining traction, but must improve before widespread adoption.
• No need for temperature regulation to be strictly associated with high output devices.
• Temperature control may be an important feature of regulations
• These solutions need to become affordable and widespread soon, as they will face stiff competition from tobacco industry products
• An increase in convenience, whilst maintaining the satisfaction of the devices should help convert many more smokers
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e-cigarette forum
Thanks!