Trends in vaping 2014-15 and other thoughts

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

SURVEYAnnual April Survey

11,500 Responses

92 question item

Third Annual Survey

• 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

2.15% Cigalikes

21.34% G2

11.19% Tube APVs

37.46% Box APVs

ECF DEVICE LANDSCAPE 2015

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

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

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

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

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)

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

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.

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

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!

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!

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

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

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.

“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

ECF MEMBER*

Can someone help me with temperature control? it’s impossible for me to get consistent readings.

February 2015

*OLIVER

WHAT DO VAPERS WANT?

?But perhaps the question is wrong? Maybe we should ask,…….

WHAT DO SMOKERS WANT?

•Affordability

•Satisfaction

•Safety

•Convenience

Liquid, components

Power, flavor, nicotine delivery

Science, standards, testing, temperature control

Form factors, ease of use

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.

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)

THE COMPETITIVE LANDSCAPE - NEW VAPING TECHNOLOGYThe major tobacco companies all now have a vape device. Some are moving into other technologies,

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:

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

VAPING.COM

May 2015

More ECF survey results will be released on

e-cigarette forum

Thanks!