Conclusions: Compared with other countries, New Zealand has a high rate of ever-use. Among current smokers,
one in two had tried an e-cigarette. However, progression to regular use appears to be rare. The finding that 18%
of current e-cigarette users could not name their current brand highlights the importance of investigating users'
knowledge of e-cigarettes in general and assessing the factors that influence brand choice such as advertising,
price, and accessibility.