Table 2.
Unweighted and weighted demographic/psychographic, health, ad awareness, and policy characteristics of study sample (n = 4509).
| Unweighted % | Weighted % (n) | |
| Gender | ||
| Male (n = 1826) | 40.5% | 48.0% |
| Female (n = 2683) | 59.5% | 52.0% |
| Race/Ethnicity | ||
| White, Non-Hispanic (n = 2855) | 63.8% | 52.4% |
| Black/African American, Non-Hispanic (n = 495) | 11.1% | 16.5% |
| Hispanic (652) | 14.6% | 23.6% |
| Other, Non-Hispanic (n = 471) | 10.5% | 7.5% |
| School Achievement | ||
| Much better/better than average (n = 3416) | 75.8% | 70.3% |
| Average/below/much worse than average (n = 1092) | 24.2% | 29.7% |
| Parent Education | ||
| Any education higher than high school/GED (n = 3811) | 85.3% | 79.5% |
| High school/GED or less (n = 656) | 14.7% | 20.5% |
| Combined Media Use-TV, Mobile, Computer & Social Media | ||
| Low—<240 min/day (media) & <1 h/week (social) (n = 406) | 9.0% | 8.2% |
| Medium—240–599 min/day (media) or 1–3 h/week (social) (n = 2315) | 51.3% | 48.3% |
| High—600+ min/day (media) or <3+ h/week (social) (n = 1788) | 39.7% | 43.5% |
| Cigarette Smoking Intensity | ||
| Non smoker, closed to smoking (n = 3032) | 67.2% | 65.2% |
| Non-smoker, open to smoking (n = 1078) | 23.9% | 24.5% |
| Low intensity smoker, non-daily user (n = 161) | 3.6% | 3.4% |
| High intensity smoker, non-daily user (n = 129) | 2.9% | 3.6% |
| Daily smoker (n = 109) | 2.4% | 3.3% |
| Past 30-day Use of Other Tobacco Products | ||
| No (n = 3789) | 84.0% | 82.9% |
| Yes (n = 720) | 16.0% | 17.1% |
| Household E-Cigarette and Combustible Tobacco Use | ||
| No one I live with smokes (n = 3449) | 76.5% | 75.2% |
| Cigarettes/Cigars and/or E-cigarettes (n = 1060) | 23.5% | 24.8% |
| truth Ad Awareness | ||
| No awareness (0) (n = 1711) | 37.9% | 37.7% |
| Low awareness (1–7) (n = 2281) | 50.6% | 49.3% |
| High awareness (8–28) (n = 517) | 11.5% | 13.0% |
| Unweighted Mean (SE) | Weighted Mean (SE) | |
| Age (15–21) | ||
| Mean (years) (SE) | 18.2 (0.03) | 17.8 (0.06) |
| Sensation Seeking Index (1–5) | ||
| Mean (SE) | 2.99 (0.01) | 2.96 (0.02) |
| Peer Cigarette Use (0–4) | ||
| Mean (SE) | 0.53 (0.01) | 0.64 (0.02) |
| ATS Index (1–5) | ||
| Mean (SE) | 3.65 (0.01) | 3.64 (0.01) |
| DMA-Level Smoking Prevalence (10.3–29.6%) | ||
| Mean (SE) | 20.3% (0.05%) | 20.0% (0.07%) |
| County-Level Smoke-Free Indoor Air Law Index (0–6) | ||
| Mean (SE) | 4.72 (0.03) | 4.51 (0.04) |
| 2013 State-Level Per Capita Tobacco Control Funding ($0.28–$16.72) | ||
| Mean (dollars) (SE) | $1.75 (0.02) | $1.81 (0.04) |
| State-Level Cigarette Tax ($0.17–$4.35) | ||
| Mean (dollars) (SE) | $1.66 (0.02) | $1.57 (0.02) |
| Brand Equity index (−2–2) | ||
| Mean (SE) | 0.50 (0.01) | 0.50 (0.01) |