Weedmaps Releases Data & Insights Report: Cannabis In America

A new study released last month by marijuana software infrastructure and technology provider WM Technology, Inc., owner of Weedmaps, reported new data and insights on the marketplace, cultural revelations, marijuana industry trends, and persistent inquiries at the center of the marijuana conversation in America today. 

The “Cannabis in America” report validates what many people experience almost every day. 

“The stigma around cannabis is fading as it becomes more embedded in our culture and daily lives,” Chris Beals, CEO of WM Technology, said in an article reported by Benzinga. “This report highlights attitudes and trends within the industry by providing data and information directly from consumers–an important step we work towards the goal of building a transparent and inclusive cannabis economy.”

Main Takeaways

• Marijuana use is being stigmatized, with over 70% of cannabis consumers reporting that everyone or almost everyone knows they use marijuana. 
• Cannabis delivery among Generation Z users increased by 125% year-over-year, with total marijuana delivery rising by 97%.
• Over one-third, 36%, of Generation X believe marijuana is an excellent way to add tax revenue.
• The importance of social equity in the cannabis industry is progressing, with 46% of cannabis users saying they want to patronize women-owned marijuana retailers and 44% saying they would like to give business to minority– or veteran-owned marijuana establishments.

Big Business

Many states support marijuana-friendly measures, and federal legalization efforts are increasing. The business of marijuana is entering a crucial time where it needs to become more sophisticated and diverse. Guiding these insights are the following observations from the Weedmaps report:

• Fifty percent of marijuana consumers said their consumption had increased since the pandemic in March 2020. Purchases in H1 2021 increased by 55%, compared to H1 2020, according to Weedmaps’ orders data.
• The first six months of this year saw a significant shift to marijuana delivery (60% vs. 40% in H1 2020).
• Although demand across categories remains the same year-over-year, a little less than half (47%) of marijuana users believe edibles are becoming more popular. Millennials (ages 25-40) propelled demand across categories for H1 2020 and H1 2021, showing a slight preference for concentrates. This is not the first time a study has been conducted on cannabis consumption among youth.

More To Do

Even though the tangible impact of marijuana legalization varies from state to state, many individuals who do not partake are not sure they have seen nor understand how marijuana legalization impacts them and their communities, per the report. Although, when asked about the general impact of marijuana legalization in the U.S., many non-consumers cited a positive effect:

• Over a third (39%) admit they are unsure how laws legalizing marijuana would impact them personally.
• Thirty-six percent of Generation X claim legalizing marijuana would be an excellent way to add tax revenue.
• Sixty-one percent say they are not sure what will happen once marijuana is legal in their state.

Social Equity & Diversity

American patrons continue to bring heightened consciousness to socioeconomic disparities, driving business and community leaders to try and find more effective solutions. And the cannabis industry is no exception to this trend. It is pretty much the opposite, according to the report from Weedmaps on marijuana users:

• Over half (57%) assert that everyone should have access to opportunities in the marijuana industry.
• The exact amount (57%) also believes that everyone benefits from a more inclusive marijuana marketplace.
• Around half (46%) reported that they want to support women-owned marijuana businesses.
• Over a third (37%) express they want to shop with LGBTQ+-owned businesses.
• Forty-four percent say they want to give their business to minority-owned marijuana organizations.

The Rise Of Brand Affinity

As the market grows, so does the range of product availability and branding power. The ascension of established brands and consumers’ connection to them is ultimately creating traction in the industry. Data suggest that personal experiences with marijuana products and brands build rapport and loyalty among customers.

• Fifty percent of marijuana users believe branded products offer the best results.
• Forty-eight percent of marijuana users always buy branded products.
• Over half (54%) of marijuana users have a favorite brand.

Shaking Off The Stigma

Social taboos and shaming tactics are being challenged as marijuana usage becomes more prevalent and acceptable. 

• Fifty-eight percent of marijuana non-consumers say they don’t mind members of their social circle (family, loved one, significant other, close friend, acquaintance) consuming marijuana, but they do not encourage them.
• Over a quarter (27%) would use marijuana in a workplace setting (i.e., company happy hour or holiday party).
• Nearly three out of four marijuana users admit that everyone or almost everyone knows they use marijuana regardless of consumption methods such as joints and water pipes.
• Thirty-one percent would use marijuana with multigenerational family members in a social setting.

Education

As marijuana consumers continue to experiment and expand, it is crucial for reliable, credible, and consistent information to help builid confidence and enhance the marijuana experience for novices and experts alike.

• Over a third (38%) get marijuana information from marijuana-related websites or apps.
• Fifty-six percent get marijuana information from friends and family.
• Less than half (49%) of marijuana users report they are experts or proficient when it comes to marijuana knowledge.
• Seventeen percent receive their marijuana information from celebrities who use or have marijuana businesses.

Analysis Methodology

The Weedmaps’ Cannabis in America analysis features revelations derived from Weedmaps’ orders data as well as studies from four separate online surveys: 

Data retrieved from anonymous marijuana purchases of any size placed on Weedmaps website across categories (edibles, flowers, vape pens, concentrates, topicals) during the following periods, H1 2020 (January 1, 2020-June 30,2020); and H1 2021 (January 1, 2021-June 30, 2021).

Weedmaps Custom Cannabis Non-User Survey fielded July 25-August 20, 2021 among people who self-identified as aged 21 and older in all the states and the District of Columbia who do not use marijuana or CBD.

Weedmaps Custom Delivery Survey I fielded July 27, 2021-August 24,2021 among people who identified as workers in a legal cannabis business (dispensary/retailer, cannabis delivery service, marijuana dispensary/delivery hybrid, or vertically integrated marijuana company).

Weedmaps Custom Cannabis Consumer Survey fielded July 25-August 20,2021 among self-identified marijuana or CBD consumers ages 21+ in states where medical or recreational marijuana is legal as of June 1, 2021.

Weedmaps Custom Dispensary Survey II fielded July 28, 2021-August 16,2021 among people who self-identified as working in a legal marijuana business (dispensary/retailer, marijuana delivery service, cannabis dispensary/delivery hybrid, or vertically integrated cannabis organization)

Data such as the report from Weedmaps highlights just how essential it is to have concrete studies conducted to help push marijuana reform forward. A study from NORML illustrates the positive impact of cannabis reform.