Identification of different types of nicotine product users: results from a cluster analysis

Abstract Background Smoking cessation interventions often target people that use nicotine products as one homogenous group. However, heterogeneity exists among people who smoke and/or use e-cigarettes. The aim of the current study was to characterize clusters of nicotine product users based on their use and motives. Methods The study included 2000 people who smoke and/or use e-cigarettes aged ≥18 years in the Netherlands. Respondents were recruited from a large survey-panel between August and October 2023. The questionnaire consisted of questions on demographics, product use/frequency, and motives to use nicotine products and motives to quit. A cluster analysis was used to identify the number and nature of subgroups reporting similar product behavior and/or motives. Analyses were weighted to correct for imbalances between the survey sample and the population of the Netherlands. Results Four clusters were identified. Cluster 1 ‘socially-influenced smoker’ (13%) had a greater proportion of men, participants indicated using a variety of products and often try a product if they have seen other people using it. Cluster 2 ‘party smoker’ (5%) was characterized by participants being young, mostly smoke during a social event, and indicated that drinking alcohol is a reason to smoke/use a nicotine product. Participants in cluster 3 ‘coping-driven smoker’ (43%) were more often women, use nicotine products to reduce stress, to relax and regulate mood. Cluster 4 ‘Inveterate smoker’ (39%) mainly contained participants of older age and endorsed smoking due to pleasure and habit and see smoking as part of their identity. The socially-influenced smoker had the highest intention to quit (67%), and the inveterate smoker the lowest (35%). Among all clusters, improving health was reported as most important reason to stop using nicotine products. Discussion Classifying nicotine product users into subgroups based on their use and motives could lead to more appropriate smoking cessation interventions. Key messages • People who use nicotine products are not a homogenous group, but can be divided into different clusters based on their product use and motives. • Classifying people that use nicotine products into subgroups based on their use and motives could lead to more appropriate smoking cessation interventions.