A new survey, by Haypp, asked British vape users about their purchasing habits and preferences. The results show some interesting trends that retailers should be aware of, particularly in the context of a changing market in the UK and evolving consumer preferences
One of the most notable results from the research was that vapes are strongly linked with online shopping. Based on the survey responses, the vast majority of vapers buy at least some of their vapes online. In fact, 87% of UK vapers buy vapes online despite the proliferation of stores selling vapes on the high street.
While 43% of survey respondents cited convenience as the main motivation for buying vapes online, another important benefit identified by vapers is the ability to make more informed purchasing decisions when shopping online. In brick-and-mortar stores, product information can be limited to simple display advertising or the knowledge of the staff members working at the time, whereas online shopping allows access to more information about a greater array of products.
38% of vapers who bought online said attractive pricing is an advantage. Online retailers can offer lower prices due to factors like lower overhead costs and the ability to sell in larger quantities, which allows for greater price flexibility.
Overall, the 35-44 year old cohort is the most likely to buy vapes online (93%), listing access to information as the primary benefit. However, it is the 55+ age cohort that has the greatest proportion of people buying 100% of their vapes online (34%). Their primary reason for doing so is that it is cheaper (64%).
Markus Lindblad, Director of Haypp, said: “Our Vape Report reveals a clear trend, 87% of UK vapers buy online, driven by convenience, better pricing, and access to more information. We recommend retailers to focus on, providing comprehensive product information, educating consumers, and guiding them towards the alternative product that works for them.”
“We expect there to be a lot of change in the industry over the next 18 months, so staying aware of new product innovations and the changing needs of vape users is incredibly important, not just for retailers but for policymakers too. Vape education is key in the UK right now.”
