Electronic cigarettes related videos on youtube
Methods: An automated crawling procedure was employed to collect the metadata associated with e-cigarette videos posted on Youtube between January 1 2007 and December 31 2012 using keyword rules. View counts, ratings, number of comments, and number of e-cigarette vides over time are examined.
Results: Approximately12,000 videos related to e-cigarettes were captured in the study period. Those videos were posted by about 3,700 Youtube users or accounts. They were viewed more than 66 million times, favored more than 72,000 times, and commented more than 174,000 times as of December 2012. The average view counts for these videos are 5,500 views per video, with the average rating of 2.9 on a 0-5 scale. The number of e-cigarette videos posted on Youtube per month has increased steadily since 2007, with about 300-400 videos posted on Youtube per month. However, in the March April 2012 two-month period, more than 3,000 e-cigarette related videos were posted on Youtube, corresponding to the CDC's Tips from Former Smokers campaign. The vast majority of these videos were tagged to the Technology, How To, People, Education, and Entertainment categories.
Conclusions: Youtube is a major messaging and information-sharing social platform for electronic cigarettes. The presence and broad reach of e-cigarette videos on Youtube warrants serious attention from public health professionals and policy-makers.
Learning Areas:Communication and informatics
Public health or related public policy
Public health or related research
Assess the extent of presence of electronic cigarettes related videos on Youtube; Discuss the policy and public health implications of the proliferation of e-cigarette videos on Youtube.
Keyword(s): Tobacco Control, Media
Qualified on the content I am responsible for because: I have been conducting research on the relationship between new and emerging tobacco products and social media platforms in the past two years, working closely with Dr. Sherry Emery, principal investigator of multiple federally funded grants focusing on media influences on tobacco use.
Any relevant financial relationships? No
I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.