When looking at the report we compiled we feel the need to inform the viewer of a few statistics regarding our v2 electronic cigarette study:
In November of 2015, we surveyed over 10,000 people who reported that they had used or purchased (or “are still using”) a v2 ecigarette. This study includes people who have reported to “vape” (a term used for the process of smoking an electronic cigarette) more than 3x per day. This represents an average cigarette smoker who smokes at least 1 pack of cigarettes per day. This page describes the scientific methods we used in our study of ecigarettes and people who vape. The daily habits of these individuals can be seen in our v2 ecig tips and tricks page.
It is important to note that no quotas were set. Each interviewer was instructed to approach people at random and then interview the ‘next’ person they see. Interviewers were required to move around each location and aim, as far as possible, to reach a cross-section of visitors. As the full demographic make-up of each event is unknown, no post-hoc weighting has been applied. Because of this, the results cannot be seen as representative of all visitors and should be treated as indicative of the opinions of visitors to each event.
Interviewers were instructed to conduct as many interviews as possible. The total number of interviews achieved at each event was dependent on a number of factors, including the length of the event, the number of people present and the length of the questionnaire.
In addition to the quantitative research, the v2 ecig vaping study conducted a series of vox pops at each event. Some of the comments from these vox pops are included throughout this report.
It should be remembered that a sample of those attending v2 ecig events, rather than everyone, participated in the research. As a consequence, all results are subject to sampling tolerances, which means that not all differences are significant.
Please note that, in the main, this report only comments on differences that are significant and statistically reliable. However, the report sometimes comments on results for events or groups with base sizes too low to be tested for statistical significance when the results indicate a trend across the data, for example in the case of the Owl and the Pussycat.
When this is the case, it is noted in the text. When we sampled 1,000 ecig smokers, we included as much data as possible regarding their vaping habits.
Where percentages do not add up to 100% this is due to multiple answers, to rounding of decimal points up or down, or to the exclusion of ‘Don’t know’ or ‘No response’ categories. Data are not weighted. Throughout the report, an asterisk (*) denotes any value of less than half a per cent but above zero.
We also emphasise that the survey deals with respondents’ perceptions at the time of the event rather than facts and therefore, can be influenced by a number of external factors including weather and the overall performance of each person who reported to vape at least 1x per day on the day of the survey. These, therefore, may not accurately reflect the work of the v2 ecig study itself.
Throughout the report differences across social grades are highlighted when statistically significant. Explanation of Social Grade categories can be found in the appendix of this report.