Behavioural Insights into the Vaper Subculture

Behavioural Insights into the Vaper Subculture
2007
ABOUT E-CIGARETTE FORUM (ECF)
•
3
million
visits
a
month
•
1.5
million
unique
visitors
per
month
•
8
minutes
per
visit
•
Over
12
million
posts
•
80%
traffic
increase
2013-2014
•
World’s oldest & largest vaping community, founded in 2007
2009
2011
2014
“E-smoking is a bit of a handful… “vaping” has drug connotations.
There must be a better
word for my new hobby!
Suggestions?”
*
SMOKEYJOE
18 December 2007
*OLIVER
THE RISE OF VAPING
GOOGLE SEARCH TRENDS BY VOLUME
Electronic Cigarette
Vaping
2007
2009
2011
2013
APR
2014
TAKING IT TO THE NEXT LEVEL
The world’s first mod, the screwdriver, was designed by ECF member Trog. December 2008
“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
30 MINS
Our research shows that every visitor to ECF who is at an
advanced stage in the buying cycle will spend an average of 20
minutes browsing threads. However, if they directly proceed to
make a purchase, this length of time increases to 30 minutes.
$5.19
We have calculated the average value of an outgoing click to an
online e-cigarette vendor to be worth $5.19. This doesn’t take
into account repeat custom or customers who don’t purchase
directly after that initial click.
“A friend recommended me to those [disposable
brand] and I completely regret
buying them… I’m looking for
a new vape… please have
patience with me and explain things thoroughly”*
NOOBTUBER88
26 APRIL 2014
*39 REPLIES
SURVEY
Annual April Survey
10,120 Responses
04/18/2014 - 05/02/2014
ECF DEVICE LANDSCAPE 2014
34.78%
32.46%
26.41%
03.72%
02.11%
0.61%
Mid-sized (ego/equivalent)
Large/APV
Mechanical Mod
Rechargeable mini
Other
Disposable
ECF DEVICE LANDSCAPE 2013 - 2014
60.38%
34.78%
2013
2014
32.46%
26.41%
24.76%
0.15%
0.61%
DISPOSABLE
3.77%
3.72%
RECHARGEABLE MINI
3.25%
MID-SIZED G2
MID-SIZED
MECH MODS
LARGE G3
24.76%
3.25%
MECHANICAL MOD
7.69%
2.11%
OTHER
34.78%
26.41%
WHAT’S A MECH-MOD YOU ASK?
ECF ATOMIZER LANDSCAPE 2014
43.36% Generation 2 tank (atomizer head)
36.97% Re-buildable tank
10.08% Re-filled cartomizer
6.19% Generation 1 tank (cartomizer)
1.86% Disposable
1.54% Pre-filled cartomizer
ECF ATOMIZER LANDSCAPE 2013 - 2014
43.25%
2013
2014
36.80%
10.25%
0.15%
1.92%
DISPOSABLE
0.88%
31.18%
29.93%
29.87%
6.23%
1.54%
PRE-FILL CART
RE-FILL CART
REFILLED CARTS
TANKS TOTAL
TANK GEN 1
29.87%
65.69%
4.48%
TANK GEN 2
REBUILDABLE TANK
10.25%
86.28%
DO YOU CURRENTLY SMOKE CIGARETTES (IN ADDITION TO VAPING)?
49.15
50.85
28.86
71.14
16.71
83.83
Disposable
Rechargeable mini
Mid-sized
7.71
92.29
Large/APV
7.29
92.71
Mechanical mod
Yes
No
NICOTINE STRENGTH 2013 -2014
2014
2013
0
1-3
4-8
9-12
13-18
19-24
25-34
34+
MILLIGRAMS PER MILLILITER
NICOTINE DROP
We have seen a downward shift in nicotine
strength. Driven by trends in vaping and rapid
improvement of both devices and atomizers.
E-LIQUID CONSUMPTION
21.28%
How much e-liquid
do you consume on a daily basis?
22.6%
15.99%
12.69%
10.56%
4.84%
4.33%
2.79%
2.13%
0-1
1-2
2-3
4-5
5-6
6-7
7-8
8-9
MILLILITERS CONSUMED PER DAY
9-10
2.13%
10-15
0.44%
0.22%
15-20
20+
“All the hype surrounding
Radiator Pluid sucked me in, and it totally lived up to the hype. It got me off of
cigarettes. The flavor and the kick are perfect!”
TYOUNG
10 MARCH 2014
WHAT FLAVOR DO YOU USE MOST
30.55%
22.3%
18.86%
7.10%
6.50%
4.91%
3.98%
2.66%
2.61%
0.55%
Fruit
Tobacco
Bakery/Dessert
Other (inc. Flavorless & DIY)
Menthol (Menthol/Mint/Peppermint etc...)
Savoury/Spice
Candy
Menthol Tobacco
Beverage flavors
Whole Tobacco Alkaloid
TOBACCO FLAVOR TRENDS
15%
ONLY 15% OF CUSTOMERS WHO PURCHASE
THEIR E-LIQUID IN A B&M VAPE STORE USE
TOBACCO AS THEIR MAIN FLAVOUR
Our data shows that customers who purchase their e-liquid in
bricks and mortar, dedicated vape stores are 7% less likely to use
tobacco flavoured e-liquid.
Only 22% of vapers stick to one flavor.
So, even when tobacco is a vaper’s main flavor there is
a strong chance they use others alongside it.
65.5%
65.5% OF NON-SMOKING VAPERS CONSIDER
FLAVORS OTHER THAN TOBACCO TO HAVE
BEEN IMPORTANT OR VERY IMPORTANT IN
HELPING THEM QUIT TOBACCO SMOKING
Focus on gender - Females only
•
•
The above figure rises to 71%
Tobacco as most used flavor drops to 16%
THE RISE OF THE VAPESTORE
A FRIEND GAVE IT TO ME
Where did you purchase your first e-cigarette?
4.64
IN A CONVENIENCE STORE, GAS STATION OR PHARMACY
FROM A KIOSK/CONCESSION OR AN INDIVIDUAL SELLER
IN A VAPE STORE (BRICKS & MORTAR)
9.48
13.19
6.19
16.78
5.33
8.85
34.12
36.77
ONLINE FROM A VENDOR SELLING ONE BRAND
25.26
ONLINE FROM AN ECIG STORE SELLING MULTIPLE BRANDS
OTHER (EBAY, TOBACCONIST, AMAZON)
5.11
12.46
13.47
8.36
Vaping 24 months plus
Vaping 0-3 months
“Every time I vape, someone
brings up a new stupid horror
story they heard on the news.
Even if e-cigs wound up being
unhealthy how the hell can
they be banned when
cigarettes are still legal?”
PARTYPANTS
25 APRIL 2014
VAPERS FEARS
ARE YOU MORE LIKELY TO SPEND MORE TO BUY BATTERIES
FROM BIGGER, WELL KNOWN
COMPANIES?
ARE YOU MORE LIKELY TO SPEND MORE TO BUY E-LIQUID
FROM BIGGER, WELL KNOWN
COMPANIES?
65% YES
57.4% NO
92%
of vapers are worried that government
regulations with remove products they
use from the market
WOULD YOU KNOWINGLY PURCHASE A DEVICE MADE BY ONE OF THE MAJOR
TOBACCO COMPANIES?
29.45% Yes
70.55% No
Current smokers vs quitters.
The dual user group are 53.85% unlikely to knowingly purchase a product from a tobacco company.
How important is it to you that the vendor(s) you purchase from support the
long-term interests of the industry and consumers' access to vaping products?
It is very important to me, I only purchase from vendors who explicitly work in the long-term interests of keeping e-cigarettes available to consumers
43.2%
It matters to me, but I don't know which suppliers support
the long-term interests of consumers, and am therefore not
able to make purchases on this basis
31.31%
It is quite important to me, but I purchase some of my
supplies from vendors who don't support the long-term
interests of consumers
14.38%
It doesn't matter as I can get the devices which meet my
needs - but I would prefer to buy from a supplier who had
the long term interests of consumers at heart
It doesn't matter to me whether or not my vendor supports the long-term interests of e-cigarette consumers
9.6%
1.5%
JUST ONE MORE THING…
VAPING.COM
Full ECF survey results will be released on
Coming May 2014
Thanks!
e-cigarette forum
Behavioural Insights into the Vaper Subculture