1. Trends in vaping 2014-15 and other thoughts

2. ABOUT E-CIGARETTE FORUM (ECF) World’s oldest & largest vaping community, founded in 2007 3 million visits a month 12.5 million unique visitors over the last year 8 minutes per visit Nearly 15 million posts Arguably started the conversation about e-cigarettes and what they could become 2007 2011 2014 2015

5. SURVEY Annual April Survey 11,500 Responses 92 question item Third Annual Survey

6. 92 questions covering a wide a range of behaviours Over 90% completion rate The most complete survey in the world 30% Female, Median age 40 years 72% of respondents are from the USA 3 years allows comprehensive tracking of trends

7. ECF DEVICE LANDSCAPE 2015

8. 32%57% 61%39% LARGE APVS MID SIZE & MECHS ECF DEVICE LANDSCAPE 2013 - 2015

9. Rise Of The BOX Overall, 37% of vapers currently use a regulated box with or without temperature control. Of those who do not currently use a regulated box, 27% plan to buy one as their next purchase. Temperature control is the smaller part, with vapers still unsure about the technology

10. 29.87% 10.25 % 65.69% 86.28 % REFILLED CARTS TANKS TOTAL ECF ATOMIZER LANDSCAPE 2013 - 2014

11. ATOMIZER LANSCAPE 2015 - WHOLE SAMPLE

12. ATOMIZER LANDSCAPE 2015 - NEW VAPERS (0-3 MONTHS)

13. How much e- liquid do you consume on a daily basis? E-LIQUID CONSUMPTION

14. NICOTINE DROP NICOTINE STRENGTH 2013 -2015 We have seen a continual downward trend in the strength of e-liquid, as a function of higher power devices proliferating.

15. WHAT FLAVOR DO YOU USE MOST

16. 15% ONLY 15% OF VAPERS ARE NOW USING TOBACCO FLAVORS AS THEIR MAIN VAPE. 60% 50% OF EX-SMOKING VAPERS ONLY BECAME MOTIVATED TO QUIT SMOKING AFTER FINDING FLAVORS OTHER THAN TOBACCO/MENTHOL THAT THEY ENJOYED This has dropped consistently over the last three years, and is down from 22% last year. Assumption is that proliferation of vapestores have allowed trial of non- tobacco flavors. TOBACCO FLAVOR TRENDS We provided a comprehensive (we thought) list of over 50 brands. 60% of respondents chose “other” and self-completed. huge proliferation of e-liquid brands!

17. Nicotine OrientedVolume Oriented Mouth Puff Lower Wattage Higher Nicotine Lower consumption of e-liquid Great expressed preference for ‘throat hit” Lung Puff Higher Wattage Lower Nicotine Higher consumption of e-liquid Greater expressed preference for flavor and thick vapor The “NO/VO” Spectrum of vaping behaviour Me!

18. Nicotine OrientedVolume Oriented Mouth Puff Lower Wattage Higher Nicotine Lower consumption of e-liquid Great expressed preference for ‘throat hit” Lung Puff Higher Wattage Lower Nicotine Higher consumption of e-liquid Greater expressed preference for flavor and thick vapor The “NO/VO” Spectrum of vaping behaviour Me! Cloud Chasers

19. Nicotine OrientedVolume Oriented Mouth Puff Lower Wattage Higher Nicotine Lower consumption of e-liquid Great expressed preference for ‘throat hit” Lung Puff Higher Wattage Lower Nicotine Higher consumption of e-liquid Greater expressed preference for flavor and thick vapor The “NO/VO” Spectrum of vaping behaviour Me! Cloud ChasersTootle Puffers

20. Nicotine Oriented = Mouth puff? Volume Oriented = Lung puff? Mean wattage NO=13.87 Watts, VO=33.86 Watts Mean Strength NO=10mg/ml, VO=6mg/ml Mean daily quantity consumed NO= 4.78ml/day, VO=6.37ml/day The “NO/VO” Continuum of vaping behaviour Significant main effect of group (Puff style). However, huge standard deviations, supporting the notion of a continuum model rather than anything truly dichotomous.

21. “There is nothing special about it really, except the manual switch and the decent sized battery.. the way it looks.. and the fact it shouldnt wear out… and it doesn’t look like a bloody tobacco product..” Trog 9/12/2008 The world’s first mod, the screwdriver, was designed by ECF member Trog. December 2008 TAKING IT TO THE NEXT LEVEL

22. ECF MEMBER * Can someone help me with temperature control? it’s impossible for me to get consistent readings. February 2015 *OLIVER

23. WHAT DO VAPERS WANT? ? But perhaps the question is wrong? Maybe we should ask,…….

24. WHAT DO SMOKERS WANT? Affordability Satisfaction Safety Convenience Liquid, components Power, flavor, nicotine delivery Science, standards, testing, temperature control Form factors, ease of use

25. WOULD YOU KNOWINGLY PURCHASE A DEVICE MADE BY ONE OF THE MAJOR TOBACCO COMPANIES? (FROM 2014) Current smokers vs quitters. The dual user group are 53.85% unlikely to knowingly purchase a product from a tobacco company.

26. WOULD YOU KNOWINGLY PURCHASE A DEVICE MADE BY ONE OF THE MAJOR TOBACCO COMPANIES? (2015)

27. THE COMPETITIVE LANDSCAPE - NEW VAPING TECHNOLOGY The major tobacco companies all now have a vape device. Some are moving into other technologies,

28. Use NRT or smokeless tobacco Vape the closed systems that were still commercially available Try to purchase open vapor systems and refill liquid from the gray/black market or offshore Stop vaping and return to smoking Stop vaping and quit nicotine all together If open vapor (refillable) products were banned tomorrow, and only closed (non refillable products are available, would you most likely:

30. CONCLUSIONS Vapers have continued to express preference for higher power devices. But this doesn’t mean the devices are being used at very high power for most! Higher powered devices appear to be more convenient, and satisfying Temperature control appears to be gaining traction, but must improve before widespread adoption. No need for temperature regulation to be strictly associated with high output devices. Temperature control may be an important feature of regulations These solutions need to become affordable and widespread soon, as they will face stiff competition from tobacco industry products An increase in convenience, whilst maintaining the satisfaction of the devices should help convert many more smokers

31. VAPING.COM May 2015 More ECF survey results will be released on

32. e-cigarette forum Thanks!