Emery Sherry L, Vera Lisa, Huang Jidong, Szczypka Glen
Health Media Collaboratory, Institute for Health Research and Policy, University of Illinois at Chicago, Chicago, Illinois, USA.
Moores Cancer Center, University of California San Diego, La Jolla, California, USA.
Tob Control. 2014 Jul;23 Suppl 3(Suppl 3):iii17-25. doi: 10.1136/tobaccocontrol-2014-051648.
Awareness and use of electronic cigarettes has rapidly grown in the USA recently, in step with increased product marketing. Using responses to a population survey of US adults, we analysed demographic patterns of exposure to, searching for and sharing of e-cigarette-related information across media platforms.
An online survey of 17,522 US adults was conducted in 2013. The nationally representative sample was drawn from GfK Group's KnowledgePanel plus off-panel recruitment. Fixed effects logit models were applied to analyse relationships between exposure to, searching for and sharing of e-cigarette-related information and demographic characteristics, e-cigarette and tobacco use, and media behaviours.
High levels of awareness about e-cigarettes were indicated (86% aware; 47% heard through media channels). Exposure to e-cigarette-related information was associated with tobacco use, age, gender, more education, social media use and time spent online. Although relatively small proportions of the sample had searched for (∼5%) or shared (∼2%) e-cigarette information, our analyses indicated demographic patterns to those behaviours. Gender, high income and using social media were associated with searching for e-cigarette information; lesbian, gay and bisexual and less education were associated with sharing. Current tobacco use, age, being Hispanic and time spent online were associated with both searching and sharing.
US adults are widely exposed to e-cigarette marketing through the media; such marketing may differentially target specific demographic groups. Further research should longitudinally examine how exposure to, searching for and sharing of e-cigarette information relate to subsequent use of e-cigarettes and/or combustible tobacco.
近年来，随着电子烟产品营销力度的加大，美国民众对电子烟的认知度和使用率迅速上升。我们利用一项针对美国成年人的人口调查结果，分析了在各种媒体平台上接触、搜索和分享电子烟相关信息的人口统计学模式。
2013年对17522名美国成年人进行了一项在线调查。具有全国代表性的样本取自GfK集团的知识面板以及面板外招募。应用固定效应逻辑模型分析接触、搜索和分享电子烟相关信息与人口统计学特征、电子烟和烟草使用以及媒体行为之间的关系。
结果显示民众对电子烟的认知度较高（86%知晓；47%通过媒体渠道听说）。接触电子烟相关信息与烟草使用、年龄、性别、受教育程度较高、使用社交媒体以及上网时长有关。尽管样本中搜索（约5%）或分享（约2%）电子烟信息的比例相对较小，但我们的分析表明了这些行为的人口统计学模式。性别、高收入和使用社交媒体与搜索电子烟信息有关；女同性恋、男同性恋和双性恋者以及受教育程度较低与分享有关。当前吸烟、年龄、西班牙裔身份以及上网时长与搜索和分享均有关。
美国成年人通过媒体广泛接触到电子烟营销；这种营销可能针对特定的人口群体。进一步的研究应纵向考察接触、搜索和分享电子烟信息与随后使用电子烟和/或可燃烟草之间的关系。
