Youth and Young Adult Tobacco Use Behavior: Findings from Focus Groups

Transcription

1 Youth and Young Adult Tobacco Use Behavior: Findings from Focus Groups Presented by Kimberlee Homer Vagadori, MPH California Youth Advocacy Network (CYAN) Robin Kipke, MS Tobacco Control EvaluaMon Center (TCEC)

2 California Youth Advocacy Network (CYAN) Funded by the California Tobacco Control Program Statewide training and technical assistance agency Focus on youth and young adult engagement in tobacco control

3 main line h`p://tobaccoeval.ucdavis.edu We are the statewide technical assistance center on evalua2on for all Prop. 99-funded projects in California Project directors, their staff, evaluators and subcontractors can call or our evaluamon associates for individualized assistance with quesmons about their tobacco control-related work with regard to: Developing evaluamon plans CreaMng or adapmng data collecmon instruments Analyzing data and interpremng results WriMng up your final evaluamon report Also check our website to access our collecmon of useful evaluamon resources like: Self-serve library of data collecmon instruments Recordings of all of our webinars "How-to" informamon on evaluamng tobacco control intervenmons Training materials and Culture in Evalua-on guides Sample reports 3

4 Webinar Overview Summary of Findings Youth and Young Adult Webinar #1 ConducMng Focus Groups CYAN Focus Groups Overview Findings

5 Key Findings on Youth and Young Adult Tobacco Use SUMMARY OF FINDINGS

6 Age of IniMaMon is Important Majority of young people experiment with tobacco as a teen Established pa`ern of cigare`e smoking typically occurs between Young adults and older adolescents more likely to inimate e-cigare`e use Youth more likely than any age group to start using smokeless while a teen Closely followed by young adults

7 Types of Products Ma`er Young people more likely to inimate tobacco with noncigare`e product 2/3 of college students Not all youth/young adults are using the same products

8 Tobacco Control EvaluaMon Center (TCEC) CONDUCTING FOCUS GROUPS

9 Findings from CYAN youth/young adult focus groups FOCUS GROUP YOUTH AND YOUNG ADULTS

10 Background: Current Challenges 1. Increase in use of new and emerging tobacco and nicomne products among youth and young adults 2. Lack of informamon about products for various audiences 3. ExisMng policies do not prohibit the use of products in smoke-free environments

11 ConversaMons with youth, young adults, and community partners. UNDERSTANDING THE PROBLEM

12 Focus groups with youth (14-17 year olds) and young adults (18-24 year old) Recruited through community partners Products discussed: E-cigare`es Li`le cigars Menthol Smokeless Tobacco Marijuana (Blunts)

13 3 Rounds of Focus Groups

14 October focus groups 2 youth 4 young adult LocaMons Imperial County San Diego County Kern County Sacramento County Total parmcipants 27 youth 36 young adults

15 April May focus groups 5 youth 7 young adult* LocaMons Alameda County Orange County Sacramento County Santa Barbara County Total parmcipants 78 youth 73 young adults

16 Interview Guide

17 Demographic Form

18 Changes Along the Way Interview Guide Added quesmons about marijuana Added quesmon about what it means for a product to be dangerous Demographic Form Added quesmon about marijuana use

19 Conversa2ons re: Use ParMcipants were asked Know what the products are Products safe Where they ve heard about the products Know people who use products NegaMve experiences with products Other percepmons of products DID NOT ask about tobacco use unml amer focus groups (wanted them to feel comfortable sharing)

20 Electronic Smoking Devices Juul Closed system Uses nicomne salts Cig-a-Like Same size and shape as tobacco cigare`es NicoMne solumon sold in a pre-filled cartridge Vape Pens Larger device May look like an ink pen User fills pen with nicomne solumon Mods or Tanks Largest device Contains a big ba`ery which creates more aerosol User fills with nicomne solumon Hookah Pens Flavored e-cigare`e designed to taste like hookah-smoke Omen a big larger in size than a cig-a-like e-cigare`e

21 Focus Group Results All knew of the product e-cigare`e cancer smck, electronic cigare`e, cigare`e Associated with cigare`e and negamve health consequences of cigare`es Knew older people who used product PercepMons 2013: Safer than a cigare`e, cleaner (no ashes), a good way to help smokers quit 2017: Not safe, associated with cigare`es, may help people quit

22 Focus Group Results hookah pens - e-hookah, trippy smck, vape pen PercepMons: did not contain nicomne, safe, smell good Youth more likely to use or have friends who use hookah pens than young adults ObservaMons Youth were more familiar with product in 2013 than : youth noted product was mostly used in middle school

23 Focus Group Results Vape pen, vapes, pen PercepMons: some have nicomne, some don t; sold in flavors; used to vape other substances (THC oil) ObservaMon Product most commonly associated with marijuana use Substance vaped impacts perceived risk No nicomne or THC oil = low risk NicoMne solumon = higher risk

24 Focus Group Results Mod, tank, vape box, wax pen Used to do tricks PercepMons: Not expensive, last longer ObservaMons More common among college students for tricks and compemmons People make their own

25 Focus Group Results Li`le knowledge about product Knowledge: Cheap Don t have to buy a whole new thing to use Super discreet Really strong Vapor is subtle and smooth (not a thick smoke)

26 Focus Group Results AddiMonal ObservaMons E-cigare`es = cig-a-likes All other e-cigare`es = vapes Everyone knew someone who uses e-cigs Not generally posimve associamon Know people who make homemade e-cigs Feel people are comfortable using them anywhere, indoors or outdoors Users are not concerned with secondhand vapor Really like the flavors Increased percepmon of harm in 2017 compared to 2013

27 Focus Group Results Swishers, Black and Mild, rillos, blunt wraps All knew of product End of day smokes Party product Smoke socially Youth more likely to use product or have friends who use li`le cigars or cigarillos PercepMon: worse than cigare`es, easy to buy or get from friends, cheap, okay to use because it s not a daily tobacco product

28 Focus Group Results ConversaMon naturally went to blunts Perceived all their peers are smoking marijuana Wrapper used to smoke marijuana Easier to roll a blunt than a join PercepMon: safer than cigare`es, amer than tobacco products ObservaMons Didn t associate tobacco wrapper as harmful when used to smoke marijuana Majority of people knew people who used cigarillos just to smoke marijuana

29 Focus Group Results All knew of menthol Have seen menthols at stores or advermsed in magazines Knowledge came from older family members who smoke menthol (e.g., grandparents, uncles, etc.) Both youth and young adults said they have few friends who smoke menthol PercepMon: health risks comparable to cigare`es

30 Focus Group Results Audible response when shown Camel Crush cigare`es Did not associate with menthol Know a lot of people who use product Special event cigare`es Pass out cigare`es

31 Focus Group Results Smokeless tobacco, spit, chew, dip All had knowledge on health impacts of smokeless tobacco and believed to be dangerous PercepMon: mostly used by males, county, baseball, hanging out

32 Focus Group Results Overall Observa2ons Youth and young adults appreciated having a conversamon Liked being asked their opinion (expert of their communimes) Felt momvated to share the informamon with their peers Individuals all knew the harms of the products when asked, but amer a conversamon it was clear they did not

33 Focus Group Results Overall Observa2ons Every conversamon led to a discussion of marijuana PercepMon was youth were more likely to use marijuana than tobacco Harms of tobacco primarily associated with cigare`e smoking Harms of marijuana associated with it being illegal

34 Conversa2ons re: Informa2on

35 Focus Groups Results What Worked Format (rave cards, fact cards, etc.) Size Images (non-clip art) Bright, lots of color Snippets of informamon Big text What Didn t Work Too many words Difficult fonts ExoMc language (made product seem a`racmve) Images that distract from message Blank backs Green (associated with marijuana) AnM-smoking sign

36 Conversa2ons re: Informa2on InformaMon on new and emerging products is designed for public health professionals or academics Limited informamon for parents, teachers, decision makers No informamon for youth and young adults InformaMon is controlled by industry, retailers, and bloggers

37 QuesMons or Comments? Contact Us Kim Homer Vagadori Robin Kipke (916) x22 cyanonline.org projectuniform.org catobaccofreecolleges.org (530) tobaccoeval.ucdavis.edu