Media tracking survey online (MTSO) weighted and unweighted sample sizes (unique individuals) and comparable weighted demographics from the adult tobacco survey (ATS)
| No | MTSO unweighted (%) | MTSO weighted (%) | ATS weighted (%) | |
| Gender | ||||
| Male | 2505 | 35.48 | 41.9 | 47.7 |
| Female | 4555 | 64.52 | 58.1 | 52.3 |
| Age | ||||
| 18–24 | 357 | 5.06 | 8.0 | 13.0 |
| 25–39 | 2096 | 29.69 | 33.8 | 24.5 |
| 40–64 | 4244 | 60.11 | 51.5 | 45.4 |
| 65+ | 363 | 5.14 | 6.6 | 17.1 |
| Race/ethnicity | ||||
| White | 5785 | 81.94 | 71.8 | 62.6 |
| African American | 371 | 5.25 | 11.6 | 14.2 |
| Hispanic | 399 | 5.65 | 11.4 | 15.1 |
| Other | 387 | 5.48 | 5.1 | 0.1 |
| Unidentified | 118 | 1.67 | — | — |
| Education | ||||
| Less than high school | 154 | 2.18 | 4.0 | 9.7 |
| High school | 1438 | 20.37 | 37.9 | 26.7 |
| Some college | 2901 | 41.09 | 33.3 | 25.9 |
| College graduate + | 2567 | 36.36 | 24.7 | 37.8 |
| Total | 7060 | 100 | ||