Nearly 40% of millennials smoke weed more than once a day, a new study says

Study: 39% of millennial cannabis users use multiple times a day

While the general perception of cannabis suggests it’s still taboo, the millennial generation is actively working to change that attitude. Millennials were the pioneers of adult cannabis use and a major reason why 9 states have reviewed cannabis reforms since 2012.

Unlike the Baby Boomers, Millennials have proven to be receptive to new experiences and as such have become important drivers of social development. The millennial generation is not only changing societal perceptions of cannabis, but they are also contributing a lot to the development of the cannabis industry.

Millennials and the cannabis industry

Similar to other consumer goods sectors, millennial users largely dominate the US cannabis industry. Now, marketers are inventing new ways to reach this demographic as they look for ways to grow their business. There are currently approximately 72 million millennials in the United States, making the generation the most populous cohort.

Millennials (people born between 1981 and 1996) are in their late 20s to mid 40s and now make up a larger percentage of cannabis users (38%), followed by Generation X (29%) and Baby Boomers (19%) . and Gen Z (13%).

According to Gary Allen, CEO of New Frontier Data, millennials are active participants in the cannabis industry as the generation has seen rapid changes in cannabis politics and societal attitudes. He added that these young adults witnessed the normalization of cannabis use and the mitigation of negative beliefs about the plant. Now the generation is playing an active role in the legal cannabis industry, both as advocates for change and as participants.

New Frontier Data, a market and analytics research firm, has conducted a new survey to shed more light on Millennials’ cannabis preferences and consumption habits.

The New Frontier Data Survey

The New Frontier Data survey was conducted to gain greater insight into Millennials’ unique behaviors and attitudes towards cannabis. The survey found that 39% of millennials who use cannabis typically use weed several times a day. This was confirmed in a press release released to the public.

In recent years, millennial cannabis use has increased across the board. Citing survey data between 2017 and 2020, New Frontiers found that cannabis use has increased among respondents aged 30 to 34. The survey showed a 36% increase in the 30-34 age group. Among millennials in the 35-39 age group, the number rose further to 51%.

Of the total consumption, about 62% of consumption was primarily intended for adult use. Millennials cite relaxation as a top reason for cannabis use. Other reasons that come next are stress reduction and treating anxiety.

In terms of product preferences, the survey found that 63% of millennials use both non-flower and flower products, while just 14% of respondents say they exclusively use other forms of cannabis. Among the 14%, the majority turns out to be female, with 20% of millennial women choosing not to smoke compared to just 9% of millennial men. Millennials primarily use cannabis through joints (24%), followed by edibles (15%), weed (12%), vapes (9%) and bongs at just 6%.

The New Frontier survey also showed that millennials prefer to buy cannabis from brick-and-mortar stores and retailers. 35% of respondents say brick-and-mortar retailers are their main source, while 26% say they get their cannabis from family and friends. Another 20% say they continue to rely on private retailers, while 13% use delivery services. The survey found that millennials buy $200 or more worth of cannabis every time they make a purchase. About 50% of millennials buy between $50 and $200 worth of cannabis.

The survey also looked at what millennial users do while using cannabis. Across generations, listening to music and watching movies/television are among the most common activities at home. Aside from these, millennials also reported other consumption activities, including inclusive work, which is supported by their full-time employment rates. According to the survey, millennials reported other activities including reading (20%), socializing with friends (38%), general chores and cleaning (35%), playing video games (41%) and eating (43%).

In an attempt to draw a solid conclusion, New Frontiers emphasized the central importance and active role that millennials are playing in reforming US cannabis legislation and the cannabis industry in general. Millennials have an intricate knowledge of cannabis, better than any other age group, and their enthusiasm is matched by their willingness to spend.

While Millennials are already playing an important role in the cannabis industry, more is expected of the generation. Many expect the generation to lead the rollout of public consumption spaces and accelerate the pace of cannabis reform while continuing to hold elected office. With such power in elected office, they will soon be able to effect changes in cannabis reform even at the federal level.

Other key findings from the survey;


While the general perception of cannabis and its use remains taboo in the United States, the millennial generation is doing everything in their power to clear the misconceptions and make cannabis a non-controversial issue.

With so much support from the millennial generation, cannabis reform is bound to happen across every state in America. New regulations will be enacted and the cannabis industry will grow beyond expectations. By then, generations older and younger will see cannabis in a new light and accept it for what it really is – a gift from nature.




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