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Right now there literally millions of vapor smokers across America, and according to a recent Forbes survey, the Millennial Generation seem to be leading group in the smoke-free movement.

In the GfK MRI Survey of the American Consumer, researchers found that 40% of people who smoked traditional cigarettes in the last 12 months were Millennials—the cohort born between 1977 and 1994. Interestingly, a Forbes’ analysis on e-cigarette usage found that 44% of vapor smokers were—you guessed it—Millennials, too.

When you think about it, it’s not all that surprising that Millennials are the largest age group to embrace an electronic smoking alternative. After all, we’re talking about the same generation that grew up during the rise of the personal computer and the World Wide Web. The tech generation was raised in a time during which the culture behind electronics and technology shifting entirely, changing from an occasional luxury into an everyday necessity. So the fact that 18-30 year olds would be the first group to embrace electronic cigarettes makes perfect sense.

Millennials were also the first wave to experience the full brunt of the anti-smoking movement that began in earnest back in the 1960s, after a landmark U.S. Surgeon General report was released cautioning consumers about the negative health consequences of smoking tobacco (for the first time). The modern tobacco war is still being waged today more strongly than ever, and while it clearly that hasn’t stopped Millennials from picking up the habit, smoking has consistently been losing traction each year and with each generation.

For instance, a Gallup poll taken between 2000 and 2008 discovered that tobacco use in America is at its lowest numbers in six decades of polling. In the 1960s, 40% of American adults smoked cigarettes. This number dropped by over half to 18% by 2012. In fact, just one in five Americans say they smoke cigarettes, down from about one in four at the start of the century.

The Forbes survey stumbled upon several other noteworthy statistics, one being that of e-cigarette users, 56% are male versus 44% female. Also, among smokers who said they use smoking cessation methods, e-cigarettes were the one of the most common approaches—second only to quitting “cold turkey.”

The future of e-cigarettes is still in question. The usual assortment of special interest groups, political figures and regulatory agencies are all trying to control the final outcome. However, we know that ultimately it will come down to everyday people to decide whether e-cigarettes are here to stay or just a passing fad. And while more and more adults of all ages are starting to use them, e-cigarettes seem to have struck a chord with the Millennial Generation.

Keep leading the way, Millennials.

Join the smoke-free movement and order you own advanced e-cigarette today! If you’re interested in learning more, check out VaporFi’s guide to vaping product and consumer research.