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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

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