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Journal Article
Mobile marketing: an emerging strategy to promote electronic nicotine delivery systems
2017
Overview
Mobile advertising is a rapidly growing platform and primarily consists of paid advertisements on mobile-optimized websites or smartphone applications (apps), which often appear as mobile banners or videos.6 7 Recent data from 2016 reveal that Americans spend over 3 hours per day on mobile devices8 and that mobile ownership is most prevalent among certain groups, such as young adults.9 Individuals may be exposed to mobile advertisements based on websites they visit and apps used, with potential exposure increasingly dependent on digital activity patterns (ie, the types of websites visited, the types of search terms used) captured via commercial tracking methods. Since 74% (n=468) of the 633 observations were for Juul, we conducted further examination of these ads. Tobacco industry analysts have noted that mobile tobacco-related advertising has many benefits, including increasing retailer traffic, reducing advertising costs and targeting young adult consumers.13 Cigarette manufacturers, such as Altria and RJ Reynolds, have begun to use such strategies via mobile advertising and have noted an increase in cigarette sales.14 15 The focus on high tech features of ENDS products, particularly for Juul, combined with an emphasis on flavours may be a strategy to encourage experimentation by youth and new users. Studies indicate that young people have the highest rates of adoption of new technology.20 21 Further, recent cross-sectional research has found that certain aspects of technophilia (ie, use of more electronic media technologies such as smartphones, laptops, etc) are associated with ENDS awareness and trial among youth.22 A marketing emphasis on ENDS flavours may further draw youth and young adult experimenters.23–28 Given the strong appeal of flavours and technological innovations among younger populations, careful surveillance of marketing as well as usage patterns is needed to monitor exposure and impact of such advertising among youth.
Publisher
BMJ Publishing Group LTD
Subject
