Research and analysis

Understanding the online e-cigarette market

Mixed methods research exploring the scale and features of the online e-cigarette market, including characteristics of e-cigarette users.


Understanding the Online E-cigarette market

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The research comprised a scoping phase, in depth interviews with businesses involved in the online e-cigarette market and two surveys (one online and one face-to-face) with e-cigarette users who had bought these products online.

Primary fieldwork took place between February and March 2016.

The research explored the following key areas:

  • the scale of the online e-cigarette market
  • how the online e-cigarette market supply chain functions
  • what key e-cigarette products are sold online and who uses them
  • what the expectations are surrounding the future of the online e-cigarette market
Published 9 November 2016