What is the biggest vaping survey worldwide?
Over 5,000 people worldwide took part in an online survey about e-cigarettes and vaping from April to May 2017. Depending on nationality and gender, there were interesting results about vaping behavior, flavor preferences, decisive purchasing criteria and acceptance in society. First findings are available for World No Tobacco Day.
About the study
The survey began in April 2017. In the first phase in May 2017, a global survey was put online on behalf of VON ERL., in which over 5,000 people took part. The analysis of the online questionnaire was performed by the University of Innsbruck and enables initial general statements about the worldwide vaping community to be made. As a special focus was put on the European markets of VON ERL. in this first step, representative results for Austria, Germany and Italy are already available and can be published. Designed as a long-term study, the intention is to repeat these surveys in a yearly rhythm, in order to regularly record global developments in the vaping community
01
Vaping behaviour
People around the world have been asked about their attitude towards vaping. The results gave interesting insights into why people vape and the acceptance in society in general. Further, the study showed the perceived damaging effects of e-cigarettes and the preferred nicotine content.
Why do you vape?
When asked “why do you vape?”, 75.2% of active vapers selected the option “healthier than smoking”. The second most frequent reason for vaping was the variety of flavors (68.4%), and stopping smoking came in third place (65.8%). Over half of the respondents (50.2%) also see a financial upside to vaping. Those who have bought the hardware – the e-cigarette – once can refill it with comparatively inexpensive liquids, called e-liquids.
How high is the nicotine content of your e-liquid?
Liquids with less nicotine are trendy. Many smokers are actually switching to vaping with the goal of completely coming off cigarettes. The consumption of e- liquids with lower nicotine content also proves to be true in the answers given by the respondents. 67.2% use e-liquids containing between 1 and 5 milligrams of nicotine per milliliter.
How dangerous / damaging to health do you consider vaping in comparison to smoking normal cigarettes?
Almost all vapers (97.2%) are convinced that e-cigarettes are less harmful to their health than conventional cigarettes. Increased acceptance has also become apparent amongst non-vapers; 43.2% perceived vaping to be less harmful in comparison to smoking, and only 12.2% say that it is more dangerous. The rest stated that it is just as dangerous.
Where have you had negative experiences with vapers?
The study showed a high acceptance of non-vapers: When asked “where have you had negative experiences with vapers?”, more than half of the respondents said they have had no negative experiences.
02
The classical vaper
... is young, fruity and likes quality. The surveys shows that the classic vaper is primarily male and 35 years old. He/she earns between €1,000 and €2,000* net per month, mainly uses open systems** and vapes fruity aromas (e.g. apple, strawberry etc.) with a nicotine content of 1-5mg nicotine per ml. The preferences of the female respondents are very similar to those of the male ones; only when it comes to what they are willing to pay are men usually prepared to pay more.
* Currencies are adjusted depending on the country.
** When an e-cigarette has an open system, it means that the e-cigarette can be filled with any liquid. Closed systems have their own so-called liquid pods, which can be inserted in the model they are intended for.
03
Country comparison
The analysis of the online questionnaire enables initial general statements about the worldwide vaping community to be made. As a special focus was put on the European markets of VON ERL. in this first step, representative results for Austria, Germany and Italy are already available.
Italy’s favorite flavor is tobacco
In German-speaking countries, fruity aromas such as apple and strawberry are the most popular flavors (DL: 57.6%, A: 52.7%). In Italy, one of the major first choices is tobacco aromas (39.2%).
Germans do most of their purchasing online
And where do vapers purchase their equipment? People in Germany do most of their purchasing online; 84.6% buy their e-cigarettes from online stores, closely followed by specialist retailers with 76.6%. In Italy, the preferences are similar, with 79.3% buying from online stores and 61.1% from specialist retailers. Whereas in Austria, specialist retailers are at the front of the list; 81.1% buy from specialist retailers and only 42.1% from online stores.
VON ERL. - a GLOBAL Company.
Today VON ERL. has nearly 30 employees and their products are available at more than 3,000 points of sale in twelve countries (AT, DE, IT, UK, CH, CA, US, MY, RU, JP, IL). The online store ships VON ERL. products all over the world (within the EU, in accordance with legal requirements).
VON ERL. started off as the innovations department of an Austrian medical technology company. In our products we combine the experience of 50 years of precision craftsmanship, the expertise of highly skilled specialists and an enthusiasm for new technological solutions.
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