12thO

ctober2016

www.ECigIntelligence.com

ECigIntelligence(Prelim

inary)SurveyResults

INTRO

DUCTIO

N

•INTRO

DUCTIO

N

•METHO

DOLO

GY

•PRO

FILEOF

RESPONDEN

TS

•PU

RPOSEO

FE-CIGUSE

•KEYCRITERIAFO

RSELECTIN

GE-CIGDEVICE&E-LIQ

UID

•PRICEO

FE-LIQUID

•MOSTPO

PULARE-

LIQUIDBO

TTLESIZES

•NICO

TINESTREN

GTHOF

E-LIQUID

•HARDW

AREANDE-

LIQUIDBRAN

DS

•ACCESSO

RIESCO

NSU

MPTIO

N

•SECO

NDARYDEVICEU

SE

•DISTRIBU

TION

•SATISFACTIO

NOFE-CIG

USE

•Thepurposeofthesurveyw

astostudyvariousaspectsrelatedtotheelectroniccigaretteuse:•

Understandunderlyingreasonsforcontinuede-cigusage

•Evaluateim

portantcriteriaforselectingparticularhardware/e-liquidproducts

•Studyspecificconsum

ptionbehaviors(eg.nicotinelevels)•

Identifykeybrandswithinhardw

areande-liquidsegments

•Exam

inesecondarydeviceuse

•Thesurveygatheredatotalof770responses•

Thesamplecontainsp

rimarilyh

obbyistse

gment:

•Therespondentscom

efromthefollow

ingcountries:

81%

11%

6%

2%

Mod

Mechanica

leGo-sty

leClosed-sy

stem

0%

20%

40%

60%

80%

100%

37%

18%

13%

7%

6%

5%

4%

Unite

d

States

Austria

Unite

d

Kingdom

Germ

any

Sweden

Finland

Norw

ay

0%

10%

20%

30%

40%

METHO

DOLO

GY

•Thegatheringofrespondentsw

asdonewiththecollaborationfrom

:•

Electroniccigaretteassociations•

Electroniccigarettecompanies

•Individualsw

ithlargefollowingonsocialm

ediachannels(eg.Twitteretc.)

•Otherorganizations(eg.new

s&productreview

organisations)

•Theonlinesurveyw

asdeliveredtotherespondentsviaSurveyMonkeyplatform

•Questionsw

erecustomizedforeachrespondent,dependingona

specificonseveralfactors:tobaccodualusageandformfactorusage

•Thesurveytim

eonaverage,tookbetween5-10m

inutes

•INTRO

DUCTIO

N

•METHO

DOLO

GY

•PRO

FILEOF

RESPONDEN

TS

•PU

RPOSEO

FE-CIGUSE

•KEYCRITERIAFO

RSELECTIN

GE-CIGDEVICE&E-LIQ

UID

•PRICEO

FE-LIQUID

•MOSTPO

PULARE-

LIQUIDBO

TTLESIZES

•NICO

TINESTREN

GTHOF

E-LIQUID

•HARDW

AREANDE-

LIQUIDBRAN

DS

•ACCESSO

RIESCO

NSU

MPTIO

N

•SECO

NDARYDEVICEU

SE

•DISTRIBU

TION

•SATISFACTIO

NOFE-CIG

USE

PROFILEO

FRESPONDEN

TS

•Dem

ographicfactors:Gender:

Agegroups:

•7%

arecurrentsmokersand86%

areex-smokers

•98%

ofrespondentsaredailyusers

•Mostoftherespondentsw

ereusinge-cigsregularlyforover2years:

27%

73%

Female

Male

0%

20%

40%

60%

80%

7%

22%

26%

28%

15%

2%

18-24 25-34

35-44 45-54

55-64 65-74

0%

10%

20%

30%

Lessth

anam

onth

1-3m

onths

3-6m

onths

6-12m

onths

1-2years

Over2

years

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

eGousers(N=45)

VV/VWM

odusers(N=626)

Mech.M

odusers(N=81)

•INTRO

DUCTIO

N

•METHO

DOLO

GY

•PRO

FILEOF

RESPONDEN

TS

•PU

RPOSEO

FE-CIGUSE

•KEYCRITERIAFO

RSELECTIN

GE-CIGDEVICE&E-LIQ

UID

•PRICEO

FE-LIQUID

•MOSTPO

PULARE-

LIQUIDBO

TTLESIZES

•NICO

TINESTREN

GTHOF

E-LIQUID

•HARDW

AREANDE-

LIQUIDBRAN

DS

•ACCESSO

RIESCO

NSU

MPTIO

N

•SECO

NDARYDEVICEU

SE

•DISTRIBU

TION

•SATISFACTIO

NOFE-CIG

USE

7%

22%

26%

28%

15%

2%

18-24 25-34

35-44 45-54

55-64 65-74

0%

10%

20%

30%

PURPO

SEOFE-CIG

USE

•Mainreason(s)forcontinueduseofe-cigs:

•Prim

aryfactor(s)thatledtotheinitiale-ciguse:

1%

6%

12%

36%

38%

6%

Icanuseelectro

nic

cigarette

sindoors/in

placesIca

n'tsm

oke

Tore

duceto

bacco

consumptio

nNore

ason,Iju

stlike

vaping!

Ihavealre

adyquit

smoking,b

utIa

mstill

usin

gelectro

nic

cigarette

sforn

icotin

e

Toquitsm

oking

completely

other

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

2%

6%

17%

54%

21%

Freesa

mple

Giftfro

mfrie

nds/fa

mily

Sawe-cig

advertise

mento

nth

e

televisio

n,in

terneto

rbillb

oardand

decid

edto

tryusin

gelectro

nic

cigarette

s

Positiv

efe

edbackfro

mfrie

nds/

familyanddecid

edto

purch

asean

electro

nicd

evice

forp

erso

naluse

Other

0%

10%

20%

30%

40%

50%

60%

•INTRO

DUCTIO

N

•METHO

DOLO

GY

•PRO

FILEOF

RESPONDEN

TS

•PU

RPOSEO

FE-CIGUSE

•KEYCRITERIAFO

RSELECTIN

GE-CIGDEVICE&E-LIQ

UID

•PRICEO

FE-LIQUID

•MOSTPO

PULARE-

LIQUIDBO

TTLESIZES

•NICO

TINESTREN

GTHOF

E-LIQUID

•HARDW

AREANDE-

LIQUIDBRAN

DS

•ACCESSO

RIESCO

NSU

MPTIO

N

•SECO

NDARYDEVICEU

SE

•DISTRIBU

TION

•SATISFACTIO

NOFE-CIG

USE

KEYCRITERIAFORSELECTIN

GE-CIGDEVICE&E-LIQ

UID

•Criteriaforselectingane-cigdevice:

•Egousersattachm

uchlessimportancetothefollow

ingfactors:appearance,largevarietyofflavorsandoptiontocustom

izehardware.O

ntheotherhand,easy-to-useandcostofdevicefactorsarem

uchmoreim

portantforegousers.

•Criteriaforselectingane-liquidproduct/device:

•Bottlepackagingandthickvaporappeartobem

oreimportantforadvancedusers

•Flavortasteappearstobethem

ostimportantfactorforallusers

4.9

8.57.0

6.87.5

6.47.5

8.78.6

7.07.1

6.5

8.69.0

5.6

Appearance

Easy-to

-use

Largevarie

tyoffla

vors

Optio

nto

custo

mize

hardware(cle

aromise

rs

etc.)

Costo

fdevice

/components

0 2 4 6 8 10

Importancescale(10– mostimportant)

eGousers(N=45)

VV/VWM

od(N=626)

Mech.M

odusers(N=81)

3.9

4.9

3.5

2.42.7

3.8

4.9

3.52.9

2.93.6

4.8

3.63.1

3.1

Price

Flavorta

steCountry

ofo

rigin

Thick

vapor

Bottle

packaging

0 1 2 3 4 5

Importancescale(5– mostimportant)

eGousers(N=45)

VV/VWM

odusers(N=623)

Mech.M

odusers(N=81)

•INTRO

DUCTIO

N

•METHO

DOLO

GY

•PRO

FILEOF

RESPONDEN

TS

•PU

RPOSEO

FE-CIGUSE

•KEYCRITERIAFO

RSELECTIN

GE-CIGDEVICE&E-LIQ

UID

•PRICEO

FE-LIQUID

•MOSTPO

PULARE-

LIQUIDBO

TTLESIZES

•NICO

TINESTREN

GTHOF

E-LIQUID

•HARDW

AREANDE-

LIQUIDBRAN

DS

•ACCESSO

RIESCO

NSU

MPTIO

N

•SECO

NDARYDEVICEU

SE

•DISTRIBU

TION

•SATISFACTIO

NOFE-CIG

USE

PRICEOFE-LIQ

UID

•Therespondentsw

ereaskedaboutthevolume(m

l)ofthelaste-liquidbottletheyhavepurchasedandalsotheprice(localcurrency)thattheyhavepaidforit.Conversationw

asmadetotheunitprice

permlbydividingbottlepricebythebottle’svolum

eofe-liquid.

•Approxim

etely31%

ofhobbyistsmaketheirow

ne-liquid(N=223),

andpayUSD0.07perm

lforthebaseingredients(basedonsample

sizeofN=84,w

hohaveindicatedtheyboughtbaseingredientsinUS

dollars).

$0.56$0.51

$0.45

Austria

(N=40)

UK(N

=54)

USA

(N=202)

0

0.1

0.2

0.3

0.4

0.5

0.6

Exchange rates

were

takenon

26.10.16 forA

ustrianrespondents

(purchasedin E

UR

) and UK

respondents(purchased

in G

BP):

1 EU

R = 1.09 U

SD1 G

BP = 1.22 U

SD

•INTRO

DUCTIO

N

•METHO

DOLO

GY

•PRO

FILEOF

RESPONDEN

TS

•PU

RPOSEO

FE-CIGUSE

•KEYCRITERIAFO

RSELECTIN

GE-CIGDEVICE&E-LIQ

UID

•PRICEO

FE-LIQUID

•MOSTPO

PULARE-

LIQUIDBO

TTLESIZES

•NICO

TINESTREN

GTHOF

E-LIQUID

•HARDW

AREANDE-

LIQUIDBRAN

DS

•ACCESSO

RIESCO

NSU

MPTIO

N

•SECO

NDARYDEVICEU

SE

•DISTRIBU

TION

•SATISFACTIO

NOFE-CIG

USE

MOSTPO

PULARE-LIQ

UIDBO

TTLESIZES

•Them

ostpopulare-liquidbottlesize(s)are:

•Itisevidentthatm

ajorityofhobbyistsarepurchasinge-liquidin30m

lbottles,butthatcouldalsobeduetogeneralstandardsizesaswell

8.00%

3.00%

53.00%

5.00%

8.00%

7.00%

10.00%

5.00%

10ml

15ml

30ml

50ml

60ml

100ml

120ml

Other

0%

10%

20%

30%

40%

50%

60%

N=469

•INTRO

DUCTIO

N

•METHO

DOLO

GY

•PRO

FILEOF

RESPONDEN

TS

•PU

RPOSEO

FE-CIGUSE

•KEYCRITERIAFO

RSELECTIN

GE-CIGDEVICE&E-LIQ

UID

•PRICEO

FE-LIQUID

•MOSTPO

PULARE-

LIQUIDBO

TTLESIZES

•NICO

TINESTREN

GTHOF

E-LIQUID

•HARDW

AREANDE-

LIQUIDBRAN

DS

•ACCESSO

RIESCO

NSU

MPTIO

N

•SECO

NDARYDEVICEU

SE

•DISTRIBU

TION

•SATISFACTIO

NOFE-CIG

USE

NICO

TINESTREN

GTHOFE-LIQ

UID

•Low

erlevelsofnicotinearemorepopularam

onghobbyists:

•Youngerpeopletendtouselessnicotineintheire-liquids,com

paredtomoreolderpeople:

•INTRO

DUCTIO

N

•METHO

DOLO

GY

•PRO

FILEOF

RESPONDEN

TS

•PU

RPOSEO

FE-CIGUSE

•KEYCRITERIAFO

RSELECTIN

GE-CIGDEVICE&E-LIQ

UID

•PRICEO

FE-LIQUID

•MOSTPO

PULARE-

LIQUIDBO

TTLESIZES

•NICO

TINESTREN

GTHOF

E-LIQUID

•HARDW

AREANDE-

LIQUIDBRAN

DS

•ACCESSO

RIESCO

NSU

MPTIO

N

•SECO

NDARYDEVICEU

SE

•DISTRIBU

TION

•SATISFACTIO

NOFE-CIG

USE

HARDWAREAN

DE-LIQUIDBRAN

DS

•Mostcom

monbrandsinthehardw

aresegment(batteriesandtanks):

•Am

ongothernoticeablebrands:Pioneer4you,VaporShark,Asmodus,Provape,Tesla,LostVape

•Certainbrands,forexam

pleWism

ec,appeartobemorepopularam

ongyoungerpeople:

•Withinthee-liquidsegm

ent,415respondentsindicatedthee-liquidbrandthattheyusedmostoften,

howevernotasinglee-liquidbrandappearedtogatherabove2%

thresholdsincethemarketappears

tobehighlyfragmented

18%

15%

11%

7%

7%

6%

3%

3%

29%

Joyeshop

Eleaf

Wism

ec

Sigelei

KangerTech

SMOK

Innokin

Aspire

Other

0%

5%

10%

15%

20%

25%

30%

35%

N=730

•INTRO

DUCTIO

N

•METHO

DOLO

GY

•PRO

FILEOF

RESPONDEN

TS

•PU

RPOSEO

FE-CIGUSE

•KEYCRITERIAFO

RSELECTIN

GE-CIGDEVICE&E-LIQ

UID

•PRICEO

FE-LIQUID

•MOSTPO

PULARE-

LIQUIDBO

TTLESIZES

•NICO

TINESTREN

GTHOF

E-LIQUID

•HARDW

AREANDE-

LIQUIDBRAN

DS

•ACCESSO

RIESCO

NSU

MPTIO

N

•SECO

NDARYDEVICEU

SE

•DISTRIBU

TION

•SATISFACTIO

NOFE-CIG

USE

ACCESSORIESCO

NSU

MPTIO

N

•Therespondentsw

ereaskedhowoftendotheychangetheir

clearomisers,atom

izersorcoils(intheRDA):

•MorethanhalfofM

oduserschangemorethanonceam

onth•

eGo-styleuserstendtochangelessoften

moreth

anoncea

week

onceaweek

2-3tim

esa

month

onceam

onth

onceevery3

months

onceevery6

monthso

rless

Neverch

anged

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

eGousers(N=43)

VV/VWM

odusers(N=610)

Mech.M

odusers(N=77)

•INTRO

DUCTIO

N

•METHO

DOLO

GY

•PRO

FILEOF

RESPONDEN

TS

•PU

RPOSEO

FE-CIGUSE

•KEYCRITERIAFO

RSELECTIN

GE-CIGDEVICE&E-LIQ

UID

•PRICEO

FE-LIQUID

•MOSTPO

PULARE-

LIQUIDBO

TTLESIZES

•NICO

TINESTREN

GTHOF

E-LIQUID

•HARDW

AREANDE-

LIQUIDBRAN

DS

•ACCESSO

RIESCO

NSU

MPTIO

N

•SECO

NDARYDEVICEU

SE

•DISTRIBU

TION

•SATISFACTIO

NOFE-CIG

USE

SECONDARYDEVICEU

SE

•Approxim

ately74%(N

=530)ofrespondentsalsohaveasecondarydevice

Closedsystem,eGo-styleand“O

ther(eg.Mechanicaldevices)”arem

orepopularassecondarydevicesthanprim

ary.

•Respondentsareusingtheirsecondarydevicesquitefrequently,w

ith52%

usingdailyand31%using“severaltim

esaweek”

•Thetw

omostcitedreasonsforusingsecondarydeviceare:

•“beingabletousem

orethan1flavorinstantly”–46%

respondents•

“morecom

pactsizetocarryaround”–20%

respondents•

Otherresponsesincludeusingsecondarydeviceasasparebackupfor

batterywhentheprim

arydeviceischarging

•INTRO

DUCTIO

N

•METHO

DOLO

GY

•PRO

FILEOF

RESPONDEN

TS

•PU

RPOSEO

FE-CIGUSE

•KEYCRITERIAFO

RSELECTIN

GE-CIGDEVICE&E-LIQ

UID

•PRICEO

FE-LIQUID

•MOSTPO

PULARE-

LIQUIDBO

TTLESIZES

•NICO

TINESTREN

GTHOF

E-LIQUID

•HARDW

AREANDE-

LIQUIDBRAN

DS

•ACCESSO

RIESCO

NSU

MPTIO

N

•SECO

NDARYDEVICEU

SE

•DISTRIBU

TION

•SATISFACTIO

NOFE-CIG

USE

DISTRIBUTIO

N

•Thevapestorechannelism

orepopularamongm

oreadvancedusers:

•Therearecountryleveldifferencesbetw

eenpreferencesforvapestoreoronlinechannelsfore-liquid:

•INTRO

DUCTIO

N

•METHO

DOLO

GY

•PRO

FILEOF

RESPONDEN

TS

•PU

RPOSEO

FE-CIGUSE

•KEYCRITERIAFO

RSELECTIN

GE-CIGDEVICE&E-LIQ

UID

•PRICEO

FE-LIQUID

•MOSTPO

PULARE-

LIQUIDBO

TTLESIZES

•NICO

TINESTREN

GTHOF

E-LIQUID

•HARDW

AREANDE-

LIQUIDBRAN

DS

•ACCESSO

RIESCO

NSU

MPTIO

N

•SECO

NDARYDEVICEU

SE

•DISTRIBU

TION

•SATISFACTIO

NOFE-CIG

USE

31%

58%

11%

46%49%

5%

62%

31%

7%

Vape/store/Online

Other/(eg./Traditional/retail/channels)0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%The/m

ost/popular/distribution/channels

eGo/users/(N=45)VV/VW

/Mod/users/(N=623)

Mech./M

od/users/(N=81)

SATISFACTIONOFE-CIG

USE

•Therespondentsw

ereaskedtoratetheirsatisfactionlevelwith

theircurrentdevice:

•eGo

usershavethelowestsatisfactionlevel

•Below

thegraphVV/VWm

oduserswhohavebeenusingtheir

devicesfordifferentperiodsoftime,anditappearsthatusersw

hohavebeenusinge-cigsthelongestalsohavethebiggestsatisfaction:

8.519.18

9.26

eGousers(N

=43)

VV/V

WM

odusers(N

=610)

Mech.D

evice

users(N

=77)

0.00

2.00

4.00

6.00

8.00

10.00

Satisfactionscale(10– verysatisfied)

9.088.88

8.889.30

9.45

1-3m

onths(N

=51)

3-6m

onths(N

=86)

6-12m

onths(N

=116)

1-2years(N

=192)

Over2

years(N

=154)

0.00

2.00

4.00

6.00

8.00

10.00

Satisfactionscale(10– verysatisfied)

•INTRO

DUCTIO

N

•METHO

DOLO

GY

•PRO

FILEOF

RESPONDEN

TS

•PU

RPOSEO

FE-CIGUSE

•KEYCRITERIAFO

RSELECTIN

GE-CIGDEVICE&E-LIQ

UID

•PRICEO

FE-LIQUID

•MOSTPO

PULARE-

LIQUIDBO

TTLESIZES

•NICO

TINESTREN

GTHOF

E-LIQUID

•HARDW

AREANDE-

LIQUIDBRAN

DS

•ACCESSO

RIESCO

NSU

MPTIO

N

•SECO

NDARYDEVICEU

SE

•DISTRIBU

TION

•SATISFACTIO

NOFE-CIG

USE