Per cent and number of leading brands having pages on each social media platform by tobacco product category
| E-cigarettes | Hookah | Cigar | Cigarette* | Smokeless | Overall | |
| Total brands searched | 35 | 13 | 24 | 22 | 18 | 112 |
| % (n) with pages and posts % (n) with pages and no posts† | ||||||
| 82.9 (29) | 84.6 (11) | 62.5 (15) | 0 (0) | 16.7 (3) | 51.8 (58) | |
| 5.7 (2) | – | – | – | v | ||
| 80.0 (28) | 76.9 (10) | 50.0 (12) | 4.5 (1) | 11.1 (2) | 47.3 (53) | |
| – | – | 4.2 (1) | – | |||
| 77.1 (27) | 76.9 (10) | 41.7 (10) | 0 (0) | 11.1 (2) | 43.8 (49) | |
| 2.9 (1) | – | 4.2 (1) | – | – | ||
| YouTube | 80.0 (28) | 46.2 (6) | 29.2 (7) | 0 (0) | 5.6 (1) | 37.5 (42) |
| – | – | – | – | – | ||
| 60.0 (21) | 30.8 (4) | 4.2 (1) | 0 (0) | (0) | 23.2 (26) | |
| 11.4 (4) | 7.7 (1) | – | – | – | ||
| Tumblr | 37.1 (13) | 7.7 (1) | 12.5 (3) | 0 (0) | (0) | 15.2 (17) |
| 2.9 (1) | – | – | – | – | – |
| % with pages on | % (#) | % (#) | % (#) | % (#) | % (#) | % (#) |
| … none of the platforms | 8.6 (3) | 0.0 (0) | 13.6 (3) | 95.5 (21) | 66.7 (12) | 35.5 (44) |
| … only one platform | 2.9 (1) | 15.4 (2) | 27.3 (6) | 4.5 (1) | 22.2 (4) | 12.7 (14) |
| … two platforms | 8.6 (3) | 7.7 (1) | 22.7 (5) | 0 (0) | 11.1 (2) | 10.0 (11) |
| … three or more platforms | 80.0 (28) | 76.9 (10) | 36.4 (8) | 0 (0) | 0 (0) | 41.8 (46) |
*Facebook page was for Pall Mall cigarettes. We excluded cigarettes as a category from subsequent analyses.
†We excluded these pages from subsequent analyses.