Why do people use electronic nicotine delivery systems (electronic cigarettes)? A content analysis of Twitter, 2012-2015

Introduction:
This article presents a study that aimed to understand the reasons why people use electronic nicotine delivery systems (ENDS), commonly known as electronic cigarettes, by analyzing public posts on Twitter. The study identifies the reasons for using ENDS and how they have changed over time, shedding light on the motivations behind the use of these products. The study also highlights the potential of using social media as a tool for public health surveillance.

Key Points:

* The study analyzed English language public tweets related to ENDS from 2012 to 2015.
* After excluding spam, advertisements, and retweets, posts indicating a rationale for vaping were retained and subjected to a supervised content analysis.
* The most common reason for using ENDS in 2012 was quitting combustibles (43%), followed by social image (21%), use indoors (14%), flavors (14%), safety relative to combustibles (9%), cost (3%), and favorable odor (2%).
* By 2015, the reasons for using ENDS had shifted, with social image becoming the leading reason (37%), followed by quitting combustibles (29%), lack of odor (5%), use indoors (12%), flavors (12%), safety relative to combustibles (9%), and cost (3%).
* The study suggests that the reasons for using ENDS are shifting away from cessation and towards social image.
* The study demonstrates the potential of using social media surveillance as a tool for public health research, providing actionable intelligence for decision-making regarding ENDS.

Main Message:
The study highlights the importance of understanding the reasons behind the use of ENDS, as they can inform public health policies and interventions. The findings suggest that as the reasons for using ENDS shift, so too should the policies and interventions aimed at reducing their use. The study also underscores the potential of using social media as a tool for public health surveillance, providing a cost-effective and timely way to monitor and understand health-related behaviors. Overall, the study provides valuable insights into the motivations behind the use of ENDS and highlights the potential of using social media as a tool for public health research.

Ayers, John W., Eric C. Leas, Jon-Patrick Allem, Adrian Benton, Mark Dredze, Benjamin M. Althouse, Tess B. Cruz, and Jennifer B. Unger. “Why Do People Use Electronic Nicotine Delivery Systems (Electronic Cigarettes)? A Content Analysis of Twitter, 2012-2015.” Edited by Donald R. Olson. PLOS ONE 12, no. 3 (March 1, 2017): e0170702. https://doi.org/10.1371/journal.pone.0170702.