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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