A survey by online retailer Haypp has asked British vapers about their purchasing habits and preferences.
One of the most notable results was that vapes are strongly linked with online shopping. Based on the responses, the vast majority buy at least some online. In fact, 87% of UK vapers buy vapes online despite the proliferation of stores selling them on the high street.
43% of respondents cited convenience as the main motivation for online shopping, but another important benefit is the ability to make more informed purchasing decisions.
In bricks-and-mortar stores, product information can be limited to simple display advertising, or the knowledge of the staff, whereas websites allow access to more information about a greater array of products.
All the above strongly signals the need for convenience stores to have staff on hand who understand the ins and outs of this often complex market, in addition to having an understanding of any new legislation that arises.
Overall, the 35-44 year old shopper is most likely to buy vapes online (93%). However, the 55+ age bracket has the greatest proportion of people buying 100% of their vapes online, at 34% - listing lower prices as the main reason.
Markus Lindblad, director of Haypp, said: “Our report reveals a clear trend. We recommend retailers focus on providing comprehensive product information, educating consumers and guiding them towards products that work for them.
“We expect there to be a lot of change in the industry over the next 18 months, so staying aware of new products and the changing needs of users is incredibly important - not just for retailers but for policymakers too. Vape education is key in the UK right now.”
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