The use and acceptability of electronic cigarettes among New Zealand smokers

Aim To investigate New Zealanders' use, perceptions and views on the acceptability of electronic cigarettes (e-cigarettes). Method 840 current smokers and recent quitters were recruited through random digit dialling as part of the New Zealand Smoking Monitor (NZSM), a 33-item telephone-based survey delivering 120 interviews per fortnight. Two sets of questions were deployed at different times to assess ever-purchase of e-cigarettes, perceptions of the safety and cessation efficacy of e-cigarettes, and acceptability of using them instead of tobacco cigarettes or as a cessation aid. Results 7% of the sample reported having purchased an e-cigarette. One-third of respondents believed them to be safer to use than tobacco cigarettes, and could help people quit smoking tobacco. Forty-one percent considered it acceptable to use e-cigarettes as a replacement product and 58% as a cessation aid. Responses differed according to ethnicity, age and household income. Conclusion Purchasing (and therefore we assume, use) of e-cigarettes in New Zealand is uncommon. Despite this finding, many respondents viewed e-cigarettes in a positive light and indicated willingness to use them. Ongoing monitoring on the use of and public attitudes towards this emerging product is recommended.