A quarter of smokers spend more time thinking about quitting the habit than who will win the Premier League, or where their next holiday will be.
The poll of 1,500 smokers found 18% give more thought to giving up cigarettes, than they do to their finances, or even what to cook for dinner (15%).
Nearly two-thirds (63%) want to quit cigarettes to improve their health, while 59% want to save money. And of the 53% planning to give up once and for all, 43% intend to quit this October.
The research was commissioned as part of the “IQOS No Smoke Index”, an ongoing research project designed to better understand the challenges faced by UK smokers attempting to quit cigarettes.
More than half (55%) said going “cold turkey” was their preferred option for attempting to quit, while 29% plan to use smoke-free alternatives, such as vapes.
However, 76% have previously tried and failed to quit in the past – with attempts lasting an average of just eight-and-a-half days before they returned to cigarettes.
IQOS commissioned the study after recently launching ILUMA, which uses induction technology to heat, not burn, real tobacco, and claims to emit 95% less harmful chemicals compared to cigarettes, with no smoke or ash.
Harry Wake, from the brand, said: “The results tell us that quitting cigarettes can dominate thoughts over so many everyday things, from what’s for dinner that night, to how your team might get on in the football.
“October provides a point in the calendar for smokers to really commit to their intention to quit smoking for good.
“However, whilst everyone knows the best thing any smoker can do is to stop smoking completely, for those that don’t use October as a springboard for quitting, they should consider switching to less harmful alternatives.
“When switching to a less harmful, smoke-free alternative, smokers can also save up to £3000 per year – it’s a win-win, less harmful to health, and better for wealth.”
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