Table 2.

Awareness of advertisements (n = 2,093) WEIGHTED

	Previously Saw Advertisementa
	White Cloud	NJOY	FIN	Blu
Overall (% of total)	4.4	8.8	2.0	19.2
Age Group (%)
18–24	4.7	9.9	1.7	19.8
25–34	4.3	8.0	2.2	18.7
Gender (%)
Male	4.1	7.9	1.1	19.9
Female	4.7	9.6	2.8	18.5
Race/ethnicity (%)
White, non-Hispanic	2.2**	5.9**	1.2	17.5
Black, non-Hispanic	5.5	13.5	1.6	34.0**
Other, non-Hispanic	9.2	14.2	6.7**	21.0
Hispanic	8.0*	11.7	2.3	13.5*
Education (%)
Less than high school	2.6	11.0	1.3	15.2
High school	8.3**	9.6	3.1	20.9
Some college or more	3.0*	8.0	1.6	19.1
Income to poverty ratio (%)
Ratio 1+	3.4	8.0	2.0	18.1
Ratio ≤ 1	7.6*	11.2	1.8	22.5
Current Tobacco Use (%)
Current cigarette useb	3.4	11.4	2.6	27.7**
No current cigarette use	4.7	8.0	1.8	16.9
Current e-cigarette useb	4.8	8.9	0.8	29.5
No current cigarette use	4.4	8.8	2.0	19.0
Other ad experiences (%)
Visited/registered on a tobacco co. website	9.6	14.7	2.9	38.9**
Engaged with a tobacco social media page	25.1**	17.9	15.1**	31.7
Exposed to/participated in tobacco product event	8.6	9.9	2.5	27.2
Received direct mail/email tobacco product ads	3.4	15.0**	3.9	28.5**
Peer smoking (%)
One or more of closest friends smoke	5.7	10.9*	3.4**	25.0**
None of closest friends smoke	2.9	6.1	0.3	12.0
E-cigarette awareness
Ever heard of e-cigarettes	4.6	10.6**	2.4	23.2**
Never heard of e-cigarettes	4.0	3.9	0.9	9.5
Ad likeability mean(SD)	2.7(1.1)	2.9*(1.2)	2.5*(1.2)	2.7(1.2)

*adjusted p < .05

**adjusted p < .01

^aSeen ad—White Cloud n = 92, NJOY n = 181, FIN n = 41, blu n = 396; for variables with three or more categories, p values are from the chi-square statistic calculated for column percentages (e.g., WNH compared to non-WNH); for ad likeability, scores were compared to each other and p values are from the t statistic

^bOne or more days of use in past month