Generally, ENDS are perceived to be less harmful than cigarettes regardless of the respondent’s tobacco use status. In the U.S. and Great Britain, this belief has eroded over time, with more individuals mistakenly believing ENDS are as harmful or more harmful that cigarettes. Studies suggest that ENDS are also perceived as less addictive than cigarettes, tools that may help users reduce or quit smoking, less expensive than cigarettes, and more convenient or easier to use than cigarettes.