Overview
- Official ONS 2024 data show 10% of adults aged 16+ vape daily or occasionally, compared with 9.1% who smoke.
- That equates to roughly 5.4 million vapers versus 4.9 million smokers across Great Britain.
- Smoking among adults aged 18+ fell to 10.6% in 2024, the lowest level since records began in 2011.
- Vape use patterns shifted as occasional use was highest at 13% among 16–24s (down from 15.8%), while daily use rose to 6.7% and was most common among people aged 25–34 and 35–49.
- Women’s vaping increased to 10% from 8.5% as men’s dipped to 10.1%, with 2.7% of vapers reporting they have never smoked, and public‑health groups urging marketing and flavour restrictions via the Tobacco and Vapes Bill.