Background: E-cigarette use has increased rapidly in the past decade despite studies showing their negative health outcomes. There is limited knowledge on the characteristics of users and possible interventions. Purpose: This study presents the demographic characteristics of e-cigarette users in California, propose tailored interventions, and advocate for policies changes. Methods: We used secondary data from the California Health Interview Survey 2018 with 925 participants ages 18-84. Descriptive statistics and Pearson's chi-square cross-tabulations were conducted to determine if associations existed between demographics and other covariates. Results: Among participants, the majority were male (67.6%) and the largest age group was 18-25-year-olds (38.9%). Many participants had some college, vocational training, or an associate degree (56.4%), never married (59.4%), and earned below 300% the federal poverty level. Reasons identified for engaging in e-cigarette consumption were to quit tobacco cigarette smoking, the perception that e-cigarettes were healthier, to reduce tobacco cigarette smoking, for social enjoyment, and to satisfy curiosity. Discussion: These findings demonstrate is a difference in e-cigarette consumption depending on users' demographic characteristics. Translation to Health Education Practice: Results support the need for tailored interventions that include school-based interventions, public education, community, provider interventions, advocacy, and policy restrictions to reduce e-cigarettes consumption. A AJHE Self-Study quiz is online for this article via the SHAPE America Online Institute (SAOI) http://portal.shapeamerica.org/trn-Webinars