San Diego State researcher, John W. Ayers, recently completed a study using Twitter to determine why users begin using e-cigarettes. In 2012, the most common reason for starting to use e-cigarettes, was to quit using combustibles (aka cigarettes). In 2015, the most common reason for starting to use e-cigarettes was regarding “social image”. While quitting using combustibles was still a factor, that was not the most common reason for starting e-cigarettes. Ayer believes that by using data from Twitter, he can more naturally hear what a user would say to a friend, rather than what would be said to a researcher.