Article by Leslie Townsend, Digital Journal
CannaUse is the largest national consumer study on legal cannabis usage, market segmentation, and product substitution.
This groundbreaking study of over 55,000 people sourced respondents from the National Consumer Panel. The results tell a story of the cannabis consumer that’s far different than the “stoner” stereotype often portrayed in television and film.
What are cannabis consumers thinking? According to CannaUse results, about 1 in 10 US adults (or 29.5 mm) have legally purchased marijuana at some point since medicinal legalization first began in California in 1996. In addition, 40% of adults in states where there are no legal recreational markets indicate they would purchase marijuana if it were legal to do so. Put another way, there are more than 90 million US adults with serious interest in a product they can only legally obtain through travel or in some cases debilitating illness.
In addition to setting benchmarks for purchase interest outside of legal markets, the data also leads to the indisputable conclusion that legal cannabis will have a rapidly growing influence on existing industries.
CannaUse data, combined with other data assets and proprietary analytic models, offers intelligence on changing consumer attitudes and behaviors that impact businesses outside of the cannabis industry.