Table 1.
Participant demographics of 2021 brief online advertisement exposure study (N=497)
| Overall (N=497) n (%) | Heterosexual men (N=188) n (%) | Heterosexual women (N=82) n (%) | Sexual minoritized men (N=50) n (%) | Sexual minoritized women (N=142) n (%) | Transgender/Non-binaryb (N=35) n (%) | pa | |
|---|---|---|---|---|---|---|---|
| Age (years), mean ± SD | 31.9 ± 10.6 | 31.7 ± 11.1 | 36.9 ± 9.6 | 26.8 ± 8.9 | 32.5 ± 10.2 | 26.1 ± 8.3 | <0.001 |
| Gender | |||||||
| Woman | 224 (45.1) | ||||||
| Man | 238 (47.9) | ||||||
| Transgender/Non-binary | 35 (7.0) | ||||||
| Sexual orientation | |||||||
| Straight or heterosexual | 270 (54.3) | ||||||
| Sexual minoritized | 227 (45.7) | ||||||
| Race/ethnicity | 0.003 | ||||||
| Non-Hispanic White | 352 (71.2) | 133 (70.7) | 62 (75.6) | 33 (66.0) | 96 (67.6) | 29 (82.9) | |
| Non-Hispanic Black | 56 (11.3) | 31 (16.5) | 6 (7.3) | 6 (12.0) | 13 (9.2) | 0 (0.0) | |
| Hispanic | 33 (6.7) | 10 (5.3) | 5 (6.1) | 4 (8.0) | 10 (7.0) | 4 (11.4) | |
| Other/Multiple | 54 (10.9) | 14 (7.4) | 9 (11.0) | 7 (14.0) | 23 (16.2) | 1 (2.9) | |
| Income ($) | <0.001 | ||||||
| <50000 | 270 (54.3) | 50 (26.6) | 57 (69.5) | 25 (50.0) | 109 (76.8) | 29 (82.9) | |
| ≥50000 | 227 (45.7) | 138 (73.4) | 25 (30.5) | 25 (50.0) | 33 (23.2) | 6 (17.1) | |
| E-cigarette usec | <0.001 | ||||||
| Never | 167 (33.6) | 53 (28.2) | 35 (42.7) | 21 (42.0) | 49 (34.5) | 9 (25.7) | |
| Ever | 122 (24.5) | 26 (13.8) | 30 (36.6) | 10 (20.0) | 40 (28.2) | 16 (45.7) | |
| Past 30-day | 208 (41.9) | 109 (58.0) | 17 (20.7) | 19 (38.0) | 53 (37.3) | 10 (28.6) | |
| Cigarette use | <0.001 | ||||||
| Never | 158 (31.8) | 35 (18.6) | 31 (37.9) | 12 (24.0) | 68 (47.9) | 12 (34.3) | |
| Ever | 166 (33.4) | 44 (31.0) | 31 (37.9) | 24 (48.0) | 44 (31.0) | 19 (54.3) | |
| Past 30-day | 173 (34.9) | 30 (21.1) | 20 (24.4) | 14 (28.0) | 30 (21.1) | 4 (11.4) | |
| Alcohol use | <0.001 | ||||||
| Never | 24 (4.8) | 8 (4.3) | 4 (0.5) | 3 (6.0) | 8 (5.6) | 1 (2.9) | |
| Ever | 74 (14.9) | 12 (6.4) | 14 (17.1) | 8 (16.0) | 27 (19.0) | 13 (37.1) | |
| Past 30-day | 399 (80.3) | 168 (89.4) | 64 (78.0) | 39 (78.0) | 107 (75.4) | 21 (60.2) | |
| Perceptions and intention | |||||||
| Perceived advertisement effectiveness score (1–5), mean ± SD | 2.6 ± 1.2 | 3.2 ± 1.2 | 2.2 ± 1.1 | 2.0 ± 1.1 | 2.2 ± 1.0 | 2.3 ± 1.1 | <0.001 |
| Perceived advertisement relevance score (1–5), mean ± SD | 2.1 ± 1.3 | 2.9 ± 1.4 | 1.6 ± 0.9 | 1.5 ± 0.9 | 1.6 ± 0.9 | 1.8 ± 1.1 | <0.001 |
| Product use intention score (1–5), mean ± SD | 2.3 ± 1.4 | 3.1 ± 1.5 | 1.7 ± 1.0 | 1.6 ± 1.0 | 1.8 ± 1.1 | 2.0 ± 1.2 | <0.001 |
The p-values were assessed through Pearson’s chi-squared test. TNB participants were not included in the chi-squared tests to be consistent with our multivariable statistical analyses.
Descriptive data were included for transgender and non-binary participants. As the sample size was too small for meaningful analysis by gender and sexual orientation, this group was excluded from multivariable statistical analyses.
Participants were asked to report their e-cigarette use and if they had ever ‘used an electronic cigarette (e-cigarette), even one or two times?’. If participants answered ‘Yes’, they were then asked, ‘During the past 30 days, on how many days did you use an e-cigarette?’. E-cigarette use status categorized as ‘current use’ if they used an e-cigarette in the past 30 days, ‘ever use’ if they ever used e-cigarettes but reported 0 days of e-cigarette use in the past 30 days, and ‘never use’ if they responded ‘No’ to ever using an e-cigarette even one or two times16. Participants also reported their use of combustible cigarettes and alcohol. We recoded participants to ‘current’, ‘ever’, and ‘never’ users of combustible cigarettes and alcohol similar to how we categorized e-cigarette use status.