The vast majority of Twitter users who vape with JUUL e-cigarettes are not using the devices to stop smoking or to improve their health [...] The researchers say this finding, which challenges JUUL's stated mission of improving smokers' lives, could help hone anti-smoking and vaping efforts targeted at Twitter users, particularly underage teens.

Based on their manual analysis of more than 4,000 tweets, the scientists concluded that only 1% of Twitter users mentioned JUUL as a smoking cessation method and scarcely 7% referred to any potential health benefits of using the vaping devices.