The spike of nicotine from smoking can mean you'll receive intense cravings and causes frequent use, whereas vaping offers a steadier release and may mean you'll go longer times between nicotine consumption
And everyone aims to get to the top spot

Direct Bans 5 out of 7 direct bans implemented National TV and radio International TV and radio Local magazines and newspapers International magazines and newspapers Billboard and outdoor advertising Advertising at point of sale Advertising on internet Ad Ban Compliance: NA Indirect Bans 6 out of 10 indirect bans implemented Free distribution in mail or through other means Promotional discounts Non-tobacco products identified with tobacco brand names Brand name of non-tobacco products used for tobacco product Appearance in TV and/or films: tobacco brands (product placement) Appearance in TV and/or films: tobacco products Prescribed anti-tobacco ads required for any visual entertainment media product that depicts tobacco products, use or images Complete ban on sponsorship Any form of contribution (financial or other support) to any event, activity or individual Ban on the publicity of financial or other sponsorship or support by the tobacco industry of events, activities, individuals Ad Ban Compliance: NA Source: GTCR Citation: Drope J, Hamill S, editors

As a harm reduction advocate and someone who has fought to spread the word about harm reduced alternatives, this does kinda bug me a bit
TATAMS is a probability-based sample, so results generalize back to the larger population from which it was drawn