A Content Analysis of Vaping Advertisements on Twitter, November 2014
ORIGINAL RESEARCH — Volume 13 — September 29, 2016
PEER REVIEWED
Figure. Inferred demographic characteristics of 4 popular Twitter handles that marketed vaping-related products and the Twitter median average (determined by analyzing followers from a large number of Twitter accounts and calculating the median average value for each demographic characteristic) when the analysis was conducted in November 2014. DemographicsPro, a social media analytics company (www.demographicspro.com), was used in May 2016 to determine the inferred characteristics of the followers of the 4 Twitter handles.
| Characteristic | Vaping-Related Product of 4 Popular Twitter Handles | Twitter Median Average | |||||
|---|---|---|---|---|---|---|---|
| Vaporizer | E-cigar | E-liquid | Marijuana Vape Pen | ||||
| Sex | |||||||
| Male | 70 | 52 | 68 | 78 | 46 | ||
| Female | 30 | 48 | 32 | 22 | 54 | ||
| Age | |||||||
| ≤16 y | 2 | 0 | 1 | 0 | 1 | ||
| 17–19 y | 31 | 18 | 16 | 16 | 31 | ||
| 20–24 y | 34 | 30 | 51 | 57 | 34 | ||
| 25–29 y | 15 | 26 | 18 | 21 | 15 | ||
| ≥30 y | 19 | 26 | 14 | 6 | 18 | ||
| Race/ethnicity | |||||||
| White | 88 | 78 | 89 | 50 | 77 | ||
| Black | 6 | 12 | 6 | 34 | 16 | ||
| Hispanic | 6 | 9 | 5 | 15 | 7 | ||
| Asian | 1 | 1 | 1 | 0 | 1 | ||