The 2024 ASH Smokefree GB Youth Survey, conducted by YouGov, provides an in-depth analysis of the behavior and attitudes toward vaping among young people aged 11-18 in Great Britain. The survey, carried out in February and March 2024, involves 2,596 participants, with detailed findings focusing on 11–17-year-olds, who are under the legal vaping age.
Stabilization of Vaping Rates
The data reveals that the rates of vaping among 11–17-year-olds have stabilized following a previous increase. The percentage of young people aged 11-17 who have ever vaped showed no significant change, standing at 18% in 2024, compared to 20% in 2023. Current vaping, which includes vaping less than once a month, is reported at 7.2% and has not significantly increased since 2022.
Vaping Habits and Demographics
- Experimentation: In 2024, approximately 980,000 children aged 11-17 have tried vaping. Over half of these individuals (53%) have only experimented with vaping once or twice.
- Frequency of Use: 3.0% of the youth vape less than once a week, while 4.2% vape more frequently. A minority (1.3%) have ceased vaping altogether.
Vaping and smoking rates increase with age. Among 11–15-year-olds, 14% have tried vaping, compared to 28% of 16–17-year-olds and 34% of 18-year-olds. Regarding current use, 4.6% of 11-15-year-olds, 14% of 16-17-year-olds, and 17% of 18-year-olds currently vape.
Smoking and Vaping Trends
The survey highlights a decline in never-smokers who have tried vaping, from 11.5% in 2023 to 8.7% in 2024. Despite this, non-smokers constitute 39% of the 11-17 age group who have tried vaping. Notably, more children are currently vaping (7.2%) than smoking (5.1%), with 2.8% being dual users. Ever smoking has risen to match ever vaping at 18%, marking a return to pre-pandemic levels.
Perceptions and Motivations
A significant portion of never-smokers who vape (51%) cite curiosity as their primary motivation. In contrast, stress or mental health reasons are more commonly cited by those who have smoked. Misconceptions persist, with 58% of children mistakenly believing that vaping is as harmful or more harmful than smoking.
Vaping Sources and Preferences
The main source of vapes for young users is being gifted them (54%), followed by purchases in shops (48%). Disposable vapes remain popular, with Elf Bar being the most favored brand. Children prefer fruit and sweet flavors over traditional tobacco or mint/menthol options.
Awareness and Promotion Exposure
Awareness of e-cigarette promotion has surged, with 55% of children noticing promotions in shops, and 29% online. Despite legal restrictions on selling nicotine vapes to minors, giving them away remains legal. Alarmingly, 2.3% of young vapers received their first vape from an e-cigarette company.
