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

BMC Public Health

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

Peer Crowd^a	Total	Gender		Tobacco Products used in the past 30 days
Peer Crowd^a	Total	Female	Male	Cig only^b	E-cig only^b	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

Cig Cigarettes, E-cig E-cigarettes (including cigalikes, medium vapes/vape pens, or large vapes/tanks/mods), SLT Smokeless tobacco
^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
^b Participants who reported poly-use status at earlier screener, but single-use at baseline survey prior to the interview

ISSN: 1471-2458