NEW YORK — Thirty-six million Americans ages 18 and older are cannabis users, and 10% of these consumers use CBD products, according to the National Cannabis Study by MRI-Simmons, a syndicated research partnership.
The National Cannabis Study analyzes various aspects of more than 3,000 cannabis consumers’ lives, including product use; media and technology use; and attitudes about politics, medicine and more.
“The CBD consumer is both more mainstream and more politically engaged than the average cannabis consumer,” said Michael Panebianco, vice president of sales for MRI-Simmons. “They advocate for the legalization of cannabis, even though some are hesitant about actually consuming it. And their use of products and media are distinct from other cannabis groups. As with all other buyers today, it is essential to know them inside and out and provide messages and products that speak directly to their needs.”
Here are four facts about CBD consumers, according to the study …
1. Why they use
Forty-two percent of CBD users use cannabis for both medical and recreational reasons, while 29% of general users do the same, the study found. Moreover, half of CBD users say they use cannabis only for medical purposes, while 15% of general cannabis users say the same. Finally, 8% of CBD users use cannabis for only recreational purposes, while 55% of all cannabis users do so.
2. How they view it
Nearly two-thirds (60%) of CBD users belong to the Wellness Pot Practitioners segment, a group of cannabis users who view the substance as a health and wellness tool, according to MRI-Simmons. Additionally, one-third of CBD users meditate while using the substance, and 13% practice yoga.
3. Support cannabis legalization
Thirty-four percent of CBD users are active members of groups that promote the legalization of cannabis, the study found. Beyond that, 8 out of 10 CBD users say that the benefits of cannabis outweigh any negative health concerns, while 72% say that cannabis is widely accepted among their peers.
4. Age and ethnicity
The average CBD consumer is 45 years old, according to the study. They are also 40% more likely than the average cannabis consumer to be Hispanic, Asian or Native American.