featured news

Who is the Cannabis Smoker in America?

 By: Kyle Mervin, June 27, 2017

By: Kyle Mervin, June 27, 2017

The Modern Marijuana Consumer

Modern marijuana consumers span a wide variety of backgrounds, professions, and lifestyles. In this report we explore three emerging segments of cannabis consumers: women, parents, and working professionals.

Despite the recent victories in marijuana legalization, cannabis use still carries a stigma among some Americans. This study tells a new story about the thousands of people who consume cannabis daily.

What they have in common is a propensity to reduce or replace alcohol and pharmaceutical consumption to find natural relief and enjoyment from marijuana.

Meet the 10,000+ people who participated in our study

More than 10,000 cannabis consumers responded to a 32 question survey sent via email over a week. The following breakdowns give a glimpse into the profiles of the thousands of modern marijuana consumers who participated in the study.

Generation breakdown

The majority of respondents are Millennials, followed by Gen X, Gen Z, and Baby Boomers. This breakdown is consistent with the current Eaze customer base.

The modern marijuana consumer: replacing wine with weed

Nearly all respondents currently consume alcohol (81%), but 4 out of 5 people (87%) have reduced their drinking because of their cannabis use, with as many as 1 in 10 (13%) replacing alcohol with cannabis entirely. We’ve also found the vast majority of consumers (80%) primarily consume cannabis at night, consistent with the time when many reach for a glass of wine or beer.

Women are quick to test new cannabis products, but still love flower

Our purchase data indicates that females are the early adopters of new cannabis products like topicals and tinctures. However, flower (cannabis in its dried form) continues to be the most popular category even as vaporizers and edibles become more mainstream. The chart below illustrates how women prefer to consume flower and how many do not.
Increasingly, cannabis is being used as a key component in health and wellness regimens, commonly referred to as “self care.” The data shows women are turning to cannabis to reduce or replace their consumption of alcohol, prescription opiates, and antidepressants.

63% of parents consume cannabis daily

We took a closer look at parents on the Eaze platform and found that they are among the highest population segments who consume marijuana daily.
This survey gave us an opportunity to understand the consumption behavior of the parents who rely on our service during their busy lives.
 

Only 9% of parents do not consume cannabis flower

The vast majority of parents (91%) either smoke or vaporize cannabis flower. Having kids does not significantly impact flower consumption. It is worth noting that vaporization is most popular among parents when compared to other segments in this report.
Parents are an astounding 52% more likely to replace drinking alcohol with cannabis when compared to non-parents. They are also 26% more likely to replace opiates than non-parents.

58% of working professionals consume cannabis daily

The majority of cannabis consumers employed full-time consume cannabis daily (58%). The survey also revealed that the majority of respondents consume at night leading us to believe that cannabis is becoming an essential part the working professional’s post-job wind down.