Gender differences in satisfaction ratings for nicotine electronic cigarettes by first-time users

•New Zealand smokers (N = 357) tried a nicotine e-cigarette (NEC) for the first time•NECs were rated 83% as highly as own-brand tobacco for liking and satisfaction•Females rated NECs more highly than males•Positive NEC ratings predicted later reductions in smoking after a tax increase•NECs may be a good option for nicotine replacement therapy with female smokers

IntroductionNicotine electronic cigarettes (NECs) are becoming increasingly popular as a potentially safer alternative to tobacco but little is known regarding their subjective effects, including possible gender differences.MethodParticipants were New Zealand smokers with no intention to quit (N = 357) and whom had never used an NEC. During an interview in November–December 2012, participants sampled an NEC and rated it and their own-brand tobacco for satisfaction on a 10-point visual analogue scale. Participants were contacted again in February–March 2013 after a 10% increase in the tobacco excise tax on 1 January 2013.ResultsOverall participants rated NECs 83.3% as satisfying as own-brand tobacco. Females rated NECs more highly than males. Of those who agreed to be re-interviewed (n = 227), 37.8% said they had cut back or made a change in their smoking habit and 7% had quit in February–March 2013. NEC satisfaction ratings predicted changes in smoking habit and reductions in nicotine dependence after controlling for covariates including demographic variables, factory-made vs. roll-your-own tobacco preference, and addiction scores.ConclusionSmokers' first impressions of NECs were very favourable, and were correlated with readiness to change after a tobacco tax increase. NECs appear to be particularly attractive for female smokers, and their use may help to improve the efficacy of nicotine replacement therapy for women.