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Selected insights on target audience: Cannabis users in the United States

• Many cannabis users have a high annual household income
• An honest and respectable life has less importance to cannabis users than to the average consumer
• 21% of cannabis users are innovators or early adopters of new products
• A relatively low share of cannabis users think that rising prices, inflation & cost of living are issues that need to be addressed
• Cannabis users remember seeing ads in video games more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed

• Attitudes towards digital media
• Innovation adoption
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in the United States
• Gender of consumers in the United States
• Consumer’s level of education in the United States
• Share of consumers in the United States in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in the United States live
• Communities where consumers live in the United States
• LGBTQ+ status of consumers in the United States

• Most important aspects of life for consumers in the United States
• Top 10 interests of cannabis users in the United States
• Top 10 hobbies and leisure activities of cannabis users in the United States
• Top 10 sports activities of cannabis users in the United States
• Top 10 sports followed by cannabis users in the United States

• Agreement with statements in the United States
• Innovation adopter types based on statements towards innovation by consumers in the United States
• The 10 most important issues facing the United States according to cannabis users
• Political attitudes of consumers in the United States

• Top 10 places where cannabis users in the United States have come across digital advertising in the past 4 weeks
• Devices consumers in the United States use regularly to access the internet
• Social media activities in the United States by type
• Places where consumers in the United States have come across non-digital advertising in the past 4 weeks
• Type of media consumers in the United States have been using in the past 4 weeks