Prevalence and characteristics of smokers interested in using virtual reality for encouraging smoking cessation: a representative population survey in Great Britain

Abstract Background Cigarette smoking is one of the leading causes of morbidity in the world. Virtual reality (VR) has been used to encourage and support quit attempts. However, interest in VR may differ according to sociodemographic characteristics. This study aimed to estimate the proportion and associated characteristics of smokers in Great Britain who were interested in using VR for smoking cessation. Methods Data were collected from 6,858 adults between February to April 2023, from the Smoking Toolkit Study—a monthly, nationally representative, cross-sectional survey of adults in Great Britain. Of these, 873 were smokers (unweighted). Prevalence of interest was assessed descriptively and associations between interest and sociodemographic and smoking characteristics were analysed with weighted logistic regression models. Results Of 905 (weighted) smokers, 34.6% (95% Confidence Interval (CI):31.0%-38.5%) were interested in using VR for smoking cessation. Smokers had greater odds of reporting interest in VR for smoking cessation who were: highly motivated to quit (Odds Ratio (OR):2.41, 95% CI:1.59–3.65), had made a quit attempt in the past year (OR:1.95, 95% CI:1.37–2.77), currently trying to cut down (OR:1.90, 95% CI:1.34–2.67) and interested in VR generally (OR:10.42, 95% CI:6.97–15.57). Those ≥ 65 years old (OR:0.29, 95% CI:0.15–0.57) and women (OR:0.69, 95% CI:0.49–0.97) were less likely to report interest. Conclusions The results of this study indicate that up to a third of adult smokers may be interested in using VR to support a quit attempt. However, the potential reach of a VR smoking cessation intervention may be lower in certain subgroups such as women, adults 65 years or older, and adults less motivated to quit. From a health equity perspective, it is recommended that non-digital but effective interventions should be made readily available for adults at risk of digital exclusion due to lack of interest. However, as VR grows in popularity and its technological potential becomes fully realised, future research could also focus on strategies to reduce digital exclusion and increase interest. For example, by involving these subgroups in co-design activities and using novel dissemination strategies.