As e-cigarettes have made their way from novelty devices to an estimated $2 billion-plus industry, big tobacco companies aren’t the only ones facing disruption. These devices are threatening the pharmaceutical business too, even though ecig companies are not allowed to advertise their products as smoking cessation treatments. The great amount of scientific and informal proof that they are indeed one of the most effective ways to smoking cessation have been more persuasive than many other expensive marketing campaigns.

quit smoking Electronic cigarettes are a more popular tool for smokers trying to quit than nicotine gums and patches, according to a recent study from Kantar Media, the second largest market research company in the world, who conducted a large-scale consumer behavior survey on which smoking cessation aids were picked most often among adults that made quit attempts in the past year.

Kantar mailed a inquiry regarding health-related behavior to a batch of around 50,000 US households and a total of 20,000 people answered back.

The study shows that 57 percent of respondents who had used a product as a quit smoking aid in the last year preferred e-cigarettes, compared to the 39 percent who went for a prescription drug like Chantix, and the 39 percent who had used usual nicotine replacement therapy products like patches or gum. Do note however, that analysts reported some overlap in product use, but with no important influence on the general survey.

Another interesting fact found by the study is that e-cigarette users are 35 percent more probable than all adults (even quitters using different products) to say that their health has noticeably. Tobacco cigarette smokers, on the other hand, were less likely to say that.It goes without saying that despite all the anti-vaping campaigns in the media, more and more people are giving electronic cigs a try and reporting very encouraging results.

This survey also gives us a profile of the average electronic cigarette user. Vapers tended to be young men with lower incomes than the national average. They were also more likely to watch reality television programs, play video games, and visit nightclubs and bars. Kantar also found that vaping is much more widespread in southern states like Alabama, Kentucky, Tennessee, and Mississippi.

The study however, even though it was made on a larger scale than previous others, doesn’t mention whether e-cigarettes help people win the fight against smoking, just that they prefer these devices to other smoking cessation alternatives. Nevertheless, this fact alone says a lot about their efficiency.

Six million American adults use e-cigarettes, according to the study, and more than seven times that (44 million) use a tobacco or nicotine product, including regular analog cigarettes. ‘The fact that there isn’t an industry-wide, definitive proof that e-cigs help all smokers quit for good may be irrelevant to smokers,’ said the Kantar Media summary.