Japan Heated Tobacco User Survey Shows Changing Smoker Attitudes
As users of heated tobacco products such as IQOS and GLO continue to grow worldwide, many assume health concerns are the main reason. Recently, Japanese media surveyed 1,031 heated tobacco users to find out why they switched. Among them, 24.1% had started
As the global users of heated tobacco products like IQOS and GLO continue to grow, one might think health reasons are the main driver for this increase. Recently, Japanese media randomly surveyed 1,031 users of heated tobacco to investigate why they switched to heated tobacco products.<\/div>
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According to the survey, among the 1,031 heated tobacco users, 24.1% started using heated tobacco in the past year. 69.0% have been using the same brand of heated tobacco for over a year. The proportion of users using non-IQOS brands is 7.0%.
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Regarding the main brands of heated tobacco, “iQOS” ranks first among all users, continuous users, new users who started using the product last year, and switchers. The percentage of all users of “iQOS” is 59.4%, while “glo” and “Ploom” lag far behind IQOS.
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The primary reason for switching to heated tobacco is “odor.”
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In the past year, the reasons for starting to use heated tobacco include “because heated tobacco does not produce smoke and odor that affects others” (35.9%) and “no ash/no need for an ashtray” (29.4%), and “for health reasons” (25.0%).
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Thus, the main reasons for switching to heated tobacco are concerns about cigarette smoke and odor, worries about ash, environmental factors that make smoking difficult, and health awareness.
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At the same time, “free trials (marketing activities, etc.)” accounted for 20.2%, and free trials are also a very effective marketing activity for switching to heated tobacco.
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