Personal preference, mostly. PG is thin, carries flavour well, but is a little anemic when it comes to vapor. VG is thicker, produces much better vapour, is a bit sweeter, but can dull the flavour somewhat. Most people like a mix, somewhere between 20/80 PG/VG and 50/50 PG/VG. Some like mostly or all VG, too. Keep in mind as well that thicker liquids may not wick well in some cartomizers, and they don't do well in tank systems, either.