I suppose "by some measure" means "by none whatsoever"? Tobacco sales are at lowest point for 50 years, and even occasional usage is close to 50y low.

I remember when you couldn't go anywhere without smelling cold tobacco, even in trains and buses, not even talking about might clubs and restaurants... Now even outside many smokers are considerate and will avoid smoking in your direction, especially when you have kids, which was definitely not the case 20 years ago!