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Table 2 Descriptive statistics of the participants (N = 59)

From: Peer crowd-based targeting in E-cigarette advertisements: a qualitative study to inform counter-marketing

Peer Crowda Total Gender Tobacco Products used in the past 30 days
Female Male Cig onlyb E-cig onlyb Cig & E-cig Cig & SLT Cig & E-cig & SLT
Hipster 23 9 14 3 1 12 0 7
Partier 16 1 15 1 0 6 2 7
Young Professional 13 2 11 0 0 7 1 5
Mainstream 5 1 4 0 0 4 0 1
Hip Hop 2 1 1 0 0 2 0 0
Total 59 14 45 4 1 31 3 20
  1. Cig Cigarettes, E-cig E-cigarettes (including cigalikes, medium vapes/vape pens, or large vapes/tanks/mods), SLT Smokeless tobacco
  2. a Due to the unavailability of the e-cig advertisement targeting Country peer crowd, those who identified most strongly with Country were assigned to second-highest scored peer crowd
  3. b Participants who reported poly-use status at earlier screener, but single-use at baseline survey prior to the interview