Young adults face unique challenges along their quit-vaping journeys

Young adult e-cigarette users at various points on their quit journeys focused on different challenges that kept them from quitting, according to recent Truth Initiative research published in Preventive Medicine Reports. E-cigarette users who were in the precontemplation stage (and not planning to quit) focused on the perceived social benefits of vaping, while those in the contemplation and preparation stages (and planned to quit) considered social influences that encouraged vaping as an obstacle to quitting. 

Understanding challenges that people face when quitting vaping is critical given that quitting vaping is at top of mind for many e-cigarette users: 67% of young people who use nicotine said that 2026 is their year to quit, according to a recent Truth Initiative survey. 

The latest study adds depth and nuance to what researchers know about the challenges of quitting vaping and points to ways that digital quit-vaping programs can adapt to offer more informed support for people at every stage of the quitting journey.

Social factors are a key challenge in quitting e-cigarettes

Vaping remains a persistent concern among young adults: e-cigarettes remain the most commonly used nicotine product among young adults ages 18-24, according to the National Health Interview Survey. However, many people want to quit, with top reasons including improving physical and mental health. This study aimed to further understand the difficulties young people face in quitting, depending on how close or far out they were from making a serious commitment to quit. 

Truth Initiative researchers conducted an online survey of 18-25-year-old e-cigarette users beginning in June 2024 to September 2024, sorting out responses based on e-cigarette users’ intentions to quit ranging from precontemplation, contemplation, and preparation stages. Researchers found that young adults with no plans to quit in the next year were focused on the perceived social benefits of using e-cigarettes, such as enjoying vaping socially with friends. 

However, those considering quitting in the next month or six months said they struggled with social influences that encouraged vaping. They were concerned, for example, that they wouldn’t be able to quit while others were vaping around them, and that quitting felt daunting because of how dependent they had become on nicotine. 

Improving support for those trying to quit vaping

Researchers anticipate that findings from this study can help develop messaging and support programs that encourage young people to quit e-cigarettes. Study results can inform personalized advice based on where someone is on their quit journey, addressing their most common hurdles, and preparing them for future ones. 

Smokers have also cited perceived social benefits of smoking as a major hurdle to quitting. Researchers suggest that proven strategies for quitting smoking that address these social aspects might be adapted to help young people quit vaping.

Free quitting support from Truth Initiative

EX Program, a free digital quitting resource developed by Truth Initiative with Mayo Clinic, has helped millions on their journey to quit nicotine with personalized quit plans, interactive text message support, advice and tips from Mayo Clinic, and the most established online community of quitters. EX Program is free, proven effective, and can increase the odds of quitting by up to 40%.