What question did this study set out to answer?

To identify characteristics associated with young adults' awareness, perceptions, and use of electronic nicotine delivery systems (e-cigarettes).

Characteristics Associated With Awareness, Perceptions, and Use of Electronic Nicotine Delivery Systems Among Young US Midwestern Adults

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Cohort study reveals widespread awareness but low recent use of e-cigarettes in young adults, highlighting a need for regulated marketing.

To identify characteristics associated with young adults' awareness, perceptions, and use of electronic nicotine delivery systems (e-cigarettes).
Surveyed a cohort of N=2,624 US Midwestern young adults aged 20 to 28 years between 2010 and 2011.
Measured awareness, lifetime use, past 30-day use, and perceptions regarding smoking cessation, harm, and addictiveness relative to combustible cigarettes.
Evaluated associations with participant demographic characteristics, personal smoking status, and peer smoking behavior.
Overall, 69.9% of participants were aware of e-cigarettes, 7.0% reported lifetime use, and 1.2% reported past 30-day use.
Men, current and former smokers, and individuals with at least one smoking peer exhibited significantly higher odds of awareness and use.
Among participants aware of e-cigarettes, 44.5% believed they aid smoking cessation, 52.8% perceived them as less harmful than cigarettes, and 26.3% perceived them as less addictive.

Choi et al. (2013) studied this question.

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Cohort study reveals widespread awareness but low recent use of e-cigarettes in young adults, highlighting a need for regulated marketing.