As described by The Guardian, e-cigarettes are a consumer-led revolution. A revolution that has led to a community of individuals who now define themselves as ‘vapers’; a level of support from users no other route of smoking has ever experienced. So, what draws consumers to e-cigarettes? What are the reasons they choose this option? A recent study has shed some light on this.
The International Journal of Environmental Research and Public Health put together a study with the aim of exploring the reasons why consumers started using e-cigarettes. The research discovered the following:
- Curious about the product (53%)
- Friend or family member used e-cigarettes (34%)
- Hopeful e-cigarettes would help stop/reduce smoking (30%)
- Belief that e-cigarettes are less harmful than regular cigarettes (29%)
- E-cigarettes are allowed in places smoking is not (26%)
- Belief that e-cigarettes are less harmful to others (23%)
- Started using because of price or free samples (0.4%)
This study went a step further by splitting up these results into two categories: those who chose e-cigarettes for goal-oriented reasons and those who choose them for non-goal-oriented reasons. Some of the goal-oriented reasons the study participants could choose included: to stop or reduce smoking or to use them in locations that do not allow cigarette smoking. Non-goal-oriented reasons included: using e-cigs out of curiosity, because of a family member or friend and liking an ad they saw.
The results of the study allowed experts to make further assessments like why consumers chose to then stop using e-cigarettes. For example, those who tried e-cigarettes for non-goal-oriented reasons were less likely to continue their use than those who used them for a goal-oriented reason (81% vs. 45%). The most common reason consumers stopped use was that they were simply experimenting with e-cigarettes (49%).
Merchant Services for an Ever-Growing Industry
It is safe to say that e-cigarettes are a hit. In fact, they have become so popular that many are concerned about their influence on kids. The biggest concern is the attractive e-cigarette ads that draw the younger generation in with a wide variety of flavors like mint, chocolate, candy and fruit.
This concern, along with the many questions that are still unanswered about the health affects of e-cigarettes, has made this industry risky in the eyes of lenders and payment processing providers. To push forward and take advantage of opportunities, e-cigarette merchants have become creative in finding the merchant services they need. Many have turned to alternative providers for an electronic cigarette merchant account specifically designed to meet their needs.
Author Bio: Electronic payments expert Blair Thomas co-founded eMerchantBroker, serving both traditional and high-risk merchants. His passions include producing music, and traveling.