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Market reports

Consumer survey report: changes in perceptions and consumption behaviour among vapers in the US and UK

Written by || 13th March 2025 || Market reports , Topic market reports | Consumers | Disposables | Flavours | Market sizes | GeographiesEurope North America United Kingdom United States

This report compares changes in e-cigarette perceptions and consumption behaviour between the US and UK, in the period between 2022 and 2024.

ECigIntelligence collected responses from 2,025 and 1,628 US adult participants in 2022 and 2024, respectively, and 1,315 and 1,202 UK adult participants in 2022 and 2024, respectively. For the analysis, we included only those participants who indicated they were regular vapers (for example, vaping at least once a month). Because the minimum legal age in the US is 21 and in the UK it is 18, we excluded participants between the ages of 18 and 20 from the UK samples to make the minimum age the same as in the US. As a result, the final samples contained 1,510 US participants and 694 UK participants for 2022, and for 2024 there were 1,382 in the US and 1,043 in the UK.

Since our 2024 samples had slightly different demographic distributions than in 2022 (especially in the variables of age group and household income), we balanced our 2024 samples to have a similar demographic distribution as in 2022.

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Consumer survey report: changes in perceptions and consumption behaviour among vapers in the US and UK

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Bo van Beuningen

Market analyst
Bo is from the Netherlands, where he obtained his bachelor’s degree in Communication and Information Sciences, and his research master’s degree in Behavioural Science. He has worked in academic research in the Netherlands and Spain before transitioning into market research. His primary interests lie in responsible consumer behaviour and corporate social responsibility, particularly in the areas of public health and environmental sustainability.

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