Changes in characteristics of New Zealand Quitline callers between 2001 and 2005

To identify trends in the demographic and smoking characteristics of new callers to the New Zealand Quitline, a national free-phone smoking cessation service, between 2001 and 2005.

Demographic and smoking behaviour of Quitline callers were routinely collected by Quit Advisors over the phone. Characteristics of new callers were extracted from the client database, and compared across 5 years to determine changes over time.

Statistically significant differences were found in all variables (except for gender) across the 5-year period. The results show an increased proportion of callers are under 25 years old (67% increase), started smoking at 15 years old or older (10% increase), and/or have smoked for less than 10 years (86% increase). There is also an increased proportion of callers smoking roll-your-own cigarettes (13% increase). In terms of ethnicity, the proportion of Pacific people using the Quitline increased by 54%, while the proportion of Maori callers fluctuated at just above 20% of all new callers. The proportion of pregnant callers also increased over time (127% increase) although the overall percent remains small.

The results indicate notable changes in the characteristics of new Quitline callers between 2001 and 2005. Such information will be of benefit to the future design of Quitline marketing and adapting service provision to best meet the needs of callers.