BackgroundElectronic cigarette (e-cigarette) use has climbed to 3.2 million in the UK. Research has estimated that approximately 100,000 e-cigarette users are never tobacco smokers, with use amongst 18 to 24-year old non-smokers at 0.7 per cent. However, there is a dearth of research which seeks to understand recreational use. This study aimed to investigate why non-smoking young adults may be influenced to use or experiment with e-cigarettes recreationally.MethodsAn online qualitative survey was distributed in the UK via social media. A total of 52 18 to 25-year olds (mean age 20.4 years, 62 per cent female) who used e-cigarettes recreationally and did not identify as regular cigarette/tobacco smokers answered open-ended questions about their e-cigarette use. Data were analysed using inductive thematic analysis.ResultsE-cigarettes were described as a new trend, a social tool, a healthier alternative to socially smoking cigarettes, and a device used to portray identity and fashion, for entertainment, relaxation and leisure; akin to smartphone technology.ConclusionsTrend factors and the perceived benefits that e-cigarettes offered as a new technology were particularly valued by this younger group of users. This study adds a unique insight to the current literature on e-cigarette use behaviours for a sub-population of non-smokers who use or experiment with e-cigarettes.