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Table 2 Awareness of advertisements (n = 2,093) WEIGHTED

From: Correlates of e-cigarette ad awareness and likeability in U.S. young adults

  Previously Saw Advertisementa
White Cloud NJOY FIN Blu
Overall (% of total) 4.4 8.8 2.0 19.2
Age Group (%)
 18–24 4.7 9.9 1.7 19.8
 25–34 4.3 8.0 2.2 18.7
Gender (%)
 Male 4.1 7.9 1.1 19.9
 Female 4.7 9.6 2.8 18.5
Race/ethnicity (%)
 White, non-Hispanic 2.2** 5.9** 1.2 17.5
 Black, non-Hispanic 5.5 13.5 1.6 34.0**
 Other, non-Hispanic 9.2 14.2 6.7** 21.0
 Hispanic 8.0* 11.7 2.3 13.5*
Education (%)
 Less than high school 2.6 11.0 1.3 15.2
 High school 8.3** 9.6 3.1 20.9
 Some college or more 3.0* 8.0 1.6 19.1
Income to poverty ratio (%)
 Ratio 1+ 3.4 8.0 2.0 18.1
 Ratio ≤ 1 7.6* 11.2 1.8 22.5
Current Tobacco Use (%)
 Current cigarette useb 3.4 11.4 2.6 27.7**
 No current cigarette use 4.7 8.0 1.8 16.9
 Current e-cigarette useb 4.8 8.9 0.8 29.5
 No current cigarette use 4.4 8.8 2.0 19.0
Other ad experiences (%)
 Visited/registered on a tobacco co. website 9.6 14.7 2.9 38.9**
 Engaged with a tobacco social media page 25.1** 17.9 15.1** 31.7
 Exposed to/participated in tobacco product event 8.6 9.9 2.5 27.2
 Received direct mail/email tobacco product ads 3.4 15.0** 3.9 28.5**
Peer smoking (%)
 One or more of closest friends smoke 5.7 10.9* 3.4** 25.0**
 None of closest friends smoke 2.9 6.1 0.3 12.0
E-cigarette awareness
 Ever heard of e-cigarettes 4.6 10.6** 2.4 23.2**
 Never heard of e-cigarettes 4.0 3.9 0.9 9.5
Ad likeability mean(SD) 2.7(1.1) 2.9*(1.2) 2.5*(1.2) 2.7(1.2)
  1. *adjusted p < .05
  2. **adjusted p < .01
  3. aSeen ad—White Cloud n = 92, NJOY n = 181, FIN n = 41, blu n = 396; for variables with three or more categories, p values are from the chi-square statistic calculated for column percentages (e.g., WNH compared to non-WNH); for ad likeability, scores were compared to each other and p values are from the t statistic
  4. bOne or more days of use in past month
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