An investigation of age-differentiated conversations about electronic nicotine delivery systems on Reddit

Abstract

Introduction: This study analyzes age-differentiated Reddit conversations about ENDS.

Methods: This study combines 2 methods to (1) predict Reddit users’ age into 2 categories (13−20 years [underage] and 21−54 years [of legal age]) using a machine learning algorithm and (2) qualitatively code ENDS-related Reddit posts within the 2 groups. The 25 posts with the highest karma score (number of upvotes minus number of downvotes) for each keyword search (i.e., query) and each predicted age group were qualitatively coded.

Results: Of 9, the top 3 topics that emerged were flavor restriction policies, Tobacco 21 policies, and use. Opposition to flavor restriction policies was a prominent subcategory for both groups but was more common in the 21−54 group. The 13−20 group was more likely to discuss opposition to minimum age laws as well as access to flavored ENDS products. The 21−54 group commonly mentioned general vaping use behavior.

Conclusions: Users predicted to be in the underage group posted about Introduction: This study analyzes age-differentiated Reddit conversations about ENDS.