Brand engagement features present in tobacco brand mobile websites: email sign-up, advertising app, entertainment features, prizes and social features
| Cigarette | Smokeless tobacco | E-cigarettes | Hookah | Cigar | |
| n=10 | n=9 | n=21 | n=5 | n=17 | |
| % (n) | % (n) | % (n) | % (n) | % (n) | |
| Sign-up for emails or text messages | 90 (9) | 89 (8) | 81 (17) | 80 (4) | 71 (12) |
| Advertises brand’s app | 10 (1) | 22 (2) | 5 (1) | 0 | 0 |
| Entertainment* | |||||
| Videos | 60 (6) | 44 (4) | 43 (9) | 20 (1) | 35 (6) |
| Brand identity | 83 (5) | 100 (4) | 22 (2) | 100 (1) | 50 (3) |
| How product is made | 33 (2) | 25 (1) | 0 | 0 | 33 (2) |
| Describes product attributes | 67 (4) | 0 | 100 (9) | 100 (1) | 17 (1) |
| How to use | 0 | 25 (1) | 56 (5) | 100 (1) | 0 |
| Games | 30 (3) | 11 (1) | 0 | 0 | 12 (2) |
| Prize winning | |||||
| Specific prizes described | 60 (6) | 78 (7) | 10 (2) | 20 (1) | 18 (3) |
| Sweepstakes | 70 (7) | 67 (6) | 19 (4) | 0 | 53 (9) |
| Active | 14 (1) | 67 (4) | 25 (1) | 0 | 11 (1) |
| In past, or in Terms Of Service | 86 (6) | 33 (2) | 75 (3) | 0 | 89 (8) |
| Internal social features* | 60 (6) | 44 (4) | 14 (3) | 0 | 12 (2) |
| External social media† | 0 | 11 (1) | 67 (14) | 100 (5) | 59 (10) |
| 0 | 100 (1) | 100 (14) | 100 (5) | 80 (8) | |
| 0 | 0 | 100 (14) | 80 (4) | 80 (8) | |
| 0 | 0 | 64 (9) | 80 (4) | 60 (6) | |
| 0 | 0 | 50 (7) | 60 (3) | 30 (3) | |
| Other social media‡ | 0 | 0 | 79 (11) | 80 (4) | 70 (7) |
Italic rows represent percentages of a subcategory.
*Such as topic discussion forums, image sharing platforms and comments on content, internal to the brand’s website.
†Subcategories are not mutually exclusive.
‡Such as Google Plus, LinkedIn and YouTube.