E-cigarettes are different to traditional nicotine replacement therapies (NRTs) such as patches and gums, in that they not only provide the smoker with the nicotine they crave, but many users enjoy the "vaping" experience. Some people use e-cigarettes to quit tobacco and gradually reduce their nicotine habit, while many others quit tobacco but continue to vape.

Studies by the anti-smoking charity ASH show that e-cigarettes are used by current or former smokers, and that non-smokers do not take up vaping.