Characteristics of ENDS and cigarette users in the video sample
| Conventional cigarette users | |
| Number of videos observed | 9 |
| Number of different people studied | 9 |
| Percentage of men | 56% |
| Percentage of women | 44% |
| Self-reported ages in years4 | |
| <19 | 0% |
| 19–25 | 22% |
| 26–35 | 22% |
| >35 | 0% |
| Did not state | 56% |
| ENDS users | |
| Total number of videos observed | 64 |
| Videos with only one brand/video | 56 |
| Videos with two or more brands/video | 8 |
| Number of different people studied | 64 |
| Percentage of men | 84% |
| Percentage of women | 16% |
| Self-reported ages in years† | |
| <19 | 0% |
| 19–25 | 28% |
| 26–35 | 41% |
| 36–45 | 14% |
| >45 | 0% |
| Did not state | 17% |
↵† Ages were self-reported on users YouTube profile pages.
ENDS, electronic nicotine delivery systems.