WATERLOO, Ontario, June 9 (UPI) -- Social media is twice as likely to help young adults quit smoking as are more traditional methods, according to a new study.
Researchers at the University of Waterloo compared the results three months after enrolling in the social media-based Break It Off campaign with those from the telephone-based Smoker's Hotline, finding the Internet was the better tool.
Young adults between the ages of 19 and 29 were found to be more successful at quitting when they used the social media and web tools than the phone program, with 32 percent who used Break It off quitting versus 14 percent who opted for the phone.
"Traditional cessation services can have limited reach and this reduced visibility lessens their impact in a digital era," said Bruce Baskerville, a senior scientist at the Propel Centre for Population Health Impact at Waterloo, in a press release. "Because they are such heavy users of social media, these platforms provide an alternative and successful way of reaching smokers who are less likely to relate to other cessation programs."
In Canada, the highest rates of smoking and of engagement with social media are among young adults, leading researchers in the study to focus more on methods that reach the people who need them.
"These finding suggest that the creators of public health campaigns need to evaluate how they use social media channels and social networks to improve health, especially with regards to younger demographics," said Baskerville.
The study is published in Nicotine and Tobacco Research.
