Table 2

Demographic characteristics of users accessing websites featuring tobacco and electronic cigarette advertisements between 1 April 2012 and 1 April 2013*

Product advertised
e-Cigarettes†Cigars‡Cigarettes§Snus¶
Average% (range)**Average% (range)**Average% (range)**Average% (range)**
Age
 <1810.5 (1.4–35.0)4.0 (1.2–9.9)8.57.6 (0.6–29.0)
 18–2416.5 (4.4–33.9)12.1 (4.7–25.3)18.216.4 (3.2–36.9)
 25–3422.4 (5.6–60.1)18.3 (7.2–36.9)21.122.6 (7.1–48.5)
 >3549.2 (19.8–85.6)65.4 (37.2–81.4)49.552.7 (24.6–83.3)
Gender
 Male53.2 (28.7–85.7)53.7 (31.1–85.0)50.560.6 (23.9–97.0)
 Female46.8 (14.3–71.3)46.3 (15.0–68.9)49.539.4 (3.0–76.1)
Racial/ethnic minorities
 Black8.6 (0.3–38.6)4.4 (0.4–11.4)15.16.9 (0.5–43.3)
 Hispanic9.9 (0.5–22.6)7.1 (0.4–22.0)19.18.0 (0.3–18.7)
  • *All information on website demographics is according to estimates supplied by GfK MediaMark Services.

  • †Demographics are unavailable for 15 out of the 45 websites on which advertisements were placed.

  • ‡Demographics are unavailable for four out of the 25 websites on which advertisements were placed.

  • §Demographics are unavailable for one of the 2 websites on which cigarette advertisements were placed.

  • ¶Demographics are unavailable for 29 out of the 115 websites on which advertisements were placed.

  • **This refers to average % composition of unique users and applies only when there are multiple websites per product. For single websites, this refers to the demographics of the one website.