The typical cannabis consumer has been portrayed as mostly male and scruffy. Think Shaggy from Scooby Doo, Cheech & Chong or even James Franco’s Saul Silver in Pineapple Express. The only suburban mom ever shown as smoking marijuana was probably Mary Louise Parker’s Nancy Botwin in the HBO show Weeds.
As more data is compiled on cannabis consumers, the demographic profiles are proving to be pretty surprising. Brightfield Group pulled data from a survey combined with the social listening of over 6,000 individuals and growing (located in California, Colorado, Washington, Oregon, Nevada, and Canada). Its portal gives users the ability to drill up and down consumers’ core with a magnifying glass and the results are revealing.
“Our personas were developed using a mixed-method approach of machine learning and cluster analysis supported by content and qualitative expertise applied with scrutiny,” said Director of Research Bethany Gomez. “A taste of our cannabis consumers include Boomerangs (Baby Boomers who are returning to cannabis in their later years), Divorced Dads, Microdosing Mamas, and the Liberal Elite.”
Divorced Dads
As the name implies, Divorced Dads are divorced men with children. These guys are overwhelmingly white (97%), and nearly half are between the ages of 57 and 79 (47%). The second largest group of Divorce Dads is the 46 to 55 age group with 25 percent. Approximately 15.69 percent of Divorced Dads are between the ages of 36 and 40.
Roughly 41 percent of Divorced Dads are daily cannabis users. Another 33.3 percent use cannabis 2-4 days per week. 37.25 percent of Divorced Dads have used cannabis consistently, another 33.3 percent have used cannabis on and off.
More than three-quarters of Divorced Dads spend less than $150 a month on cannabis (78.45%). Approximately 17.65 percent of Divorced Dads spend between $151-$250, and only 3.92 percent more than $250 a month. Regarding product spend, roughly 62 percent spend less the $30. 19.61 percent spend between $31-$50. Only around 17 percent of Divorced Dads spend more than $50.
Approximately 74.47 percent of Divorced Dads use cannabis to relax at home. Aside from relaxing at home, the most popular activities for Divorced Dads to use cannabis is home duties (48.94%), outdoor activities (44.68%), concerts or music (38.3%), and with friends at home (36.17%). They are also not very brand loyal.
Roughly 43.14 percent of Divorced Dads suffer from chronic pain. Another 37.25 percent suffer from anxiety and/or insomnia, with another 21.57 percent suffering from depression. Sounds like these sad dads need some cannabis.
Microdosing Mamas
Microdosing Mamas are mothers with children at home, who regularly use cannabis in doses of less than 100 mg. Many companies like Satori are now making edibles products with dosages that drop to as little as 1 mg of THC or Mr. Moxie’s Mints with only 5 mg of THC. Petra Mints by Kiva Confections are sold with only 2.5 mg THC and these are just a small sample of the types of microdosing products available.
Approximately 28.46 percent of Microdosing Mamas have used cannabis consistently, while another 27.08 percent have used cannabis on and off throughout their life. Another 19.37 percent are returning users that are medical patients, while another 7.31 percent are returning users that are recreational users. Roughly 9.29 percent of Microdosing Mamas are new medical users, and another 7.91 percent are new recreational users.
These are young mamas. Age wise, nearly half are between the ages of 21 and 35 (49.22%). 25.88% are between the ages of 36 and 45; another 23.9 percent are between 46 and 79. Regarding usage rates, 35.77 percent of Microdosing Mamas are daily users, while roughly 21.54 percent only use cannabis a few times a year. Mother’s little helpers.
Most Microdosing Mamas prefer to use cannabis while relaxing at home (74.25%), followed by home duties (63.81%), outdoor activities (51.51%), before or after a workout (48.72%), with friends at home (44.78%), and during a meal (43.85%). On average, 46.83 percent of Microdosing Mamas spend $50 or less a month on cannabis.
Approximately 21.54 percent spend between $51-$100 a month on cannabis. Nearly a quarter (24.51%) spend between $101-$250 a month. In terms of product spend, 88.74 percent spend $50 or less, and 11.26 percent spend more than $50.
Microdosing Mamas often suffer from a combination of medical conditions. The most common of these conditions are anxiety (61.46%), depression (43.87%), and chronic pain (39.33%). Although they use cannabis in lower dosages, Microdosing Mamas spend more money per month on cannabis than any of the other previously discussed groups.
Unlike the sad dads, Microdosing Mamas display indications of being confident and joyful. They also tend to be loyal shoppers.
