Table 3

Social media page general characteristics

E-cigarettesHookahCigarsSmokelessOverall
Median years existed* (n)
 Facebook4.0 (28)8.2 (10)7.2 (12)5.3 (2)5.3 (52)
 Twitter3.3 (27)7.2 (10)7.0 (10)5.2 (2)4.8 (49)
 YouTube†3.0 (26)5.5 (6)4.5 (6)1.9 (1)3.7 (39)
Bio links to website, % (n/N)
 Instagram75.9 (22/29)54.5 (6/11)73.3 (11/15)66.7 (2/3)70.7 (41/58)
 Facebook100 (28/28)90.0 (9/10)83.3 (10/12)100 (2/2)94.2 (49/52)
 Twitter88.9 (24/27)50.0 (5/10)70.0 (7/10)50.0 (1/2)75.5 (37/49)
 YouTube60.7 (17/28)50.0 (3/6)57.1 (4/7)0.0 (0/1)59.5 (25/42)
 Pinterest81.0 (17/21)100 (4/4)100 (1/1)84.6 (22/26)
 Tumblr30.8 (4/13)0.0 (0/1)0.0 (0/3)23.5 (4/17)
Bio includes hashtags, % (n/N)
 Instagram51.7 (15/29)27.3 (3/11)66.7 (10/15)33.3 (1/3)50.0 (29/58)
 Facebook3.6 (1/28)0.0 (0/10)0.0 (0/12)0.0 (0/2)1.9 (1/52)
 Twitter14.8 (4/27)0.0 (0/10)40.0 (4/10)50.0 (1/2)18.4 (9/49)
 YouTube0.0 (0/28)0.0 (0/6)0.0 (0/7)100 (1/1)2.4 (1/42)
 Pinterest0.0 (0/21)0.0 (0/4)0.0 (0/1)0.0 (0/29)
 Tumblr0.0 (0/13)100 (1/1)0.0 (0/3)5.9 (1/17)
Any ephemeral posts, % (n/N)
 Instagram75.9 (22/29)45.4 (5/11)40.0 (6/15)0.0 (0/3)56.9 (33/58)
 YouTube0.0 (0/28)0.0 (0/6)0.0 (0/7)0.0 (0/1)0.0 (0/42)
 Facebook0.0 (0/28)0.0 (0/10)0.0 (0/12)0.0 (0/2)0.0 (0/52)
Chat window pops on page loading, % (n/N)
 Facebook53.6 (15/28)10.0 (1/10)16.7 (2/12)50.0 (1/2)36.5 (19/52)
Home page purchase link, % (n/N)
 Instagram24.1 (7/29)0.0 (0/11)0.0 (0/15)0.0 (0/3)12.1 (7/58)
 Facebook42.9 (12/28)0.0 (0/10)25.0 (3/12)50.0 (1/2)30.8 (16/52)
 Twitter3.7 (1/27)0.0 (0/10)0.0 (0/10)0.0 (0/2)2.0 (1/49)
 YouTube14.3 (4/28)0.0 (0/6)0.0 (0/7)0.0 (0/1)9.5 (4/42)
 Pinterest4.8 (1/21)0.0 (0/4)0.0 (0/1)3.8 (1/26)
 Tumblr0.0 (0/13)0.0 (0/1)0.0 (0/3)0.0 (0/17)
Median days since last post, (n)
 Instagram1.0 (29)11.0 (11)2.0 (15)603.0 (3)6.0 (58)
 Facebook3.5 (28)137.5 (10)87.0 (12)750.0 (2)11.0 (52)
 Twitter4.0 (27)273.5 (10)35.5 (10)951.5 (2)29.0 (49)
 YouTube102.5 (28)369.5 (6)104.0 (7)0.0 (1)104.0 (42)
 Pinterest513.0 (21)1232.0 (4)1350.0 (1)578 (26)
 Tumblr650.0 (12)‡1645.0 (1)1326.0 (3)844.5 (16)
Median posts in the past 7 days (n)
 Instagram4.0 (29)0.0 (11)3.5 (14)0.0 (3)2.0 (57)
 Facebook6.5 (28)0.0 (10)0.5 (12)1.5 (2)2.0 (52)
 Twitter4.0 (27)0.0 (10)1.0 (10)0.0 (2)0.0 (49)
 YouTube0.0 (28)0.0 (6)0.0 (7)0.0 (1)0.0 (42)
 Pinterest0.0 (21)0.0 (4)0.0 (1)0.0 (26)
 Tumblr0.0 (13)0.0 (1)0.0 (3)0.0 (17)
  • Denominators were taken from table 1. Medians are reported instead of means because of outliers.

  • *As of 1 January 2019.

  • †One brand was founded after 1 January 2019 and was coded as 0 days old.

  • ‡This was not visible for one page (Wismec).