“It was hard to avoid the trend”: A qualitative exploration of the factors which influence young adults’ recreational e-cigarette use

Background: Electronic cigarette (e-cigarette) use has climbed to 3.2 million in the United Kingdom (UK). Research has estimated that approximately 100,000 e-cigarette users are never tobacco smokers, with use amongst 18-24-year old non-smokers at 0.7%. However, there is a dearth of research which seeks to understand recreational use. This study aimed to investigate why non-smoking young adults may be influenced to use or experiment with e-cigarettes recreationally.
Methods: An online qualitative survey was distributed in the UK via social media. Fifty-two 18-25-year olds (mean age 20.4 years, 62% female) who used e-cigarettes recreationally and did not identify as regular cigarette/tobacco smokers answered open-ended questions about their e-cigarette use. Data were analysed using inductive thematic analysis.
Results: E-cigarettes were described as a new trend, a social tool, a healthier alternative to socially smoking cigarettes, and a device used to portray identity and fashion, for entertainment, relaxation and leisure; akin to smartphone technology.
Conclusions: Trend factors and the perceived benefits that e-cigarettes offered as a new technology were particularly valued by this younger group of users. This study adds a unique insight to the current literature on e-cigarette use behaviours for a sub-population of non-smokers who use or experiment with e-cigarettes.