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Key Points

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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.

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Table of Contents

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O V E R V I E W

Prevalence of vaping1

2

3

Impressions of vaping v. smoking

Health risks

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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

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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

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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.

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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.

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Table of Contents

9

O V E R V I E W

Prevalence of vaping1

2

3

Impressions of smoking & vaping

Health risks

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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

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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

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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

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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

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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?

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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

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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

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How much would you say anti-tobacco campaigns have impacted

your understanding of the health risks of smoking tobacco?

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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

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Learn More

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