THC users are more likely to order from these online retailers…
Consumers who use THC (the psychoactive ingredient in cannabis) have some distinct demographic characteristics.
A recent study of present and past self-reported THC & CBD users from Numerator, "Budding Behaviors: Insights into the Modern Cannabis Consumer," reveals that compared to non-users, surveyed THC users are 61% more likely to have ordered from DoorDash, 35% more likely for Uber Eats, 31% for Little Caesars Pizza, 28% for Jersey Mike’s Subs, 22% for Taco Bell, 22% for Jack in the Box, 19% for Pizza Hut, 19% for Dominos, 17% for Wawa and 16% for Popeyes.
These behaviors are even more pronounced among self-reported daily THC users. Among surveyed THC users, 17% of boomers said they eat or snack while using THC products –– rising to 27% of Gen X, 43% of millennials and 50% of Gen Z.
In addition, respondents who say they use THC products are more likely to be Gen Z or millennials, have low to middle income of less than $60,000 per year, and have health concerns around anxiety and stress.
Nearly two-thirds (64%) say they use THC products a few times per week, with 38% saying they are daily users. Three in 10 (31%) surveyed THC users spend $100 or more on cannabis products monthly (compared to 7% of CBD-only users), and their main purchase locations are in-person dispensaries (61%), personal acquaintances (29%), smoke shops (19%) and online dispensaries (14%).
Among all surveyed THC users, edibles (67%), flower (48%), vape cartridges (37%), and pre-rolls (32%) are the most popular products. More than half (55%) of Gen Z users opt for vape cartridges and 21% opt for THC-infused beverages.
More than one in three surveyed THC users (36%) say they have reduced their alcohol consumption since they began using cannabis products, yet they are still more likely than non-users to buy alcohol (73% vs. 65%). Daily THC users spend 15.3% of their grocery dollars on alcohol, infrequent users spend 18.1% and non-users spend 14.3%.
The top reported reasons for THC use include stress relief (62%), sleep aid (57%), and pain management (50%), followed by recreational purposes (38%), medicinal purposes (33%), coping mechanism (23%), social purposes (21%), appetite stimulation (14%), creativity boost (13%) and enhanced sensory experiences (13%).
CBD user findings
In contrast to surveyed THC users, CBD using respondents are more likely to be boomers with middle to to high incomes of more than $80,000 per year. Top reasons for using CBD are pain management (61%), stress relief (41%) and sleep aid (38%).
More than four in 10 (44%) say they use CBD products a few times per week, with 16% saying they are daily users. The top places for CBD users to buy cannabis products are alternative health stores (31%), in-person dispensaries (25%), online dispensaries (19%) and traditional retailers (16%).
A previous survey from digital marketing agency Adtaxi indicates that 10% of surveyed consumers (not just self-identified CBD users) shop online for CBD products.
Close to six in 10 (58%) surveyed CBD users opt for edibles and 44% opt for topicals. Less popular products are tinctures (19%), vape cartridges (17%) and concentrates (12%).
"Budding Behaviors: Insights into the Modern Cannabis Consumer" includes an April 2024 survey of nearly 6,000 present and past self-reported THC & CBD users, as well as an analysis of the verified buying behaviors for these same individuals.