Target audience: E-cigarette and vaporizer users in New Zealand

Selected insights on target group: E-cigarette and vaporizer users in New Zealand

• 39% of e-cigarette and vaporizer users have a high annual household income
• Success and career advancement are relatively important to e-cigarette and vaporizer users
• Fashion and beauty are relatively prevalent interests of e-cigarette and vaporizer users
• E-cigarette and vaporizer users are more likely to have video gaming as a hobby than the average consumer
• E-cigarette and vaporizer users remember seeing ads on video streaming services more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community

• Life values
• Main interests
• Hobbies & leisure activities

• Attitudes towards digital media
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in New Zealand
• Gender of consumers in New Zealand
• Consumer’s level of education in New Zealand
• Share of consumers in New Zealand in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in New Zealand live
• Communities where consumers live in New Zealand

• Most important aspects of life for consumers in New Zealand
• Top 10 interests of e-cigarette and vaporizer users in New Zealand
• Top 10 hobbies and leisure activities of e-cigarette and vaporizer users in New Zealand

• Agreement with statements in New Zealand
• The 10 most important issues facing New Zealand according to e-cigarette and vaporizer users
• Political attitudes of consumers in New Zealand

• Top 10 places where e-cigarette and vaporizer users in New Zealand have come across digital advertising in the past 4 weeks
• Devices consumers in New Zealand use regularly to access the internet
• Social media activities in New Zealand by type
• Places where consumers in New Zealand have come across non-digital advertising in the past 4 weeks
• Type of media consumers in New Zealand have been using in the past 4 weeks