Smokers who move over initially try and replicate the cigarette experience in terms of strength, so the average smoker who smokes say 10-20 cigarettes a day will normally start on an 18MG nicotine strength. With the introduction of nicotine salt liquids, the smoother (no throat hit) and quicker delivery of nicotine hit mean they actually are closer to the cigarette experience, similar to the “first cig of the day”. As they migrate to a more powerful device, they tend to lower their nicotine intake and start experimenting with other flavours.