Insights on electronic cigarette products from reviews on the Reddit forum.

INTRODUCTION

E-cigarette devices and their component parts are continuously evolving. Little is known about the product design features that may increase the appeal of e-cigarette use, ultimately affecting continuation of use. Product reviews have been described as useful in helping to forecast the popularity of products, and online reviews have become an important channel of product information. This study analyzed e-cigarette product reviews to attempt to arrive at a greater understanding of the features of e-cigarette products that may make them appealing to current users.

METHODS

Data included 248 product reviews found on a popular e-cigarette-related discussion site of Reddit from 10 April 2017 to 12 November 2018. For this study, we examined the sub-sections relating to the positive features (PFs) and negative features (NFs) of the product, found in each review. Common themes were identified and coded.

RESULTS

There were 2929 comments on PFs (average 12 per product), and 1003 on NFs (average 4 per product). Commonly found in the reviews were the ten themes: build quality, color, tip model, battery quality, price, screw quality, power mode performance, coil performance, temperature control performance, and tank quality.

CONCLUSIONS

Findings suggest e-cigarette users expect well-made devices and have developed ways to discriminate between products that perform well from those that do not. Findings suggest that the control of price and design features of e-cigarette products (e.g. color, size, voltage, wattage, coils) warrants consideration for future research and policies addressing e-cigarette use.