Cannabis users with a prescription represent the educated consumer: spending more, knowing more and using more, according to the Spring 2018 Cannabis Consumer Buying and Use Habits study. Just over 30% of users have a medical card, but these Medical users are more likely to have visited multiple dispensaries, to have spent over $150 in a trip and to have found product selection lacking when they visited a dispensary.
Medical users visit more outlets
Medical users shop around at a higher rate than recreational users. While 38% of Medical users have visited just a single dispensary in the last 12 months (compared to 31% for Recreational), 52% of Medical users have visited 2-5 dispensaries, compared to 37% of Recreational users.
“The large jump in Medical users visiting multiple locations stresses the importance of getting it right when this shopper walks in the door or picks up the phone to place an order,” said Andy Kerrigan, founder of GreensData, Inc. and publisher of the study. “They will spend more when they come in the door, but to get them back again we have to make sure we have the right product available and at the right price.”
Medical users spend more per trip
The report found users with a prescription spend more during each dispensary trip than their recreational counterparts. In all, 53% of medical users reported spending $100 or more per trip. In contrast, only 20% of recreational users reported the same spending levels. Additionally, 15% of recreational users reported not making any purchase whatsoever. This dynamic shows the immediate importance of the medical consumer in driving larger spend when they are in the store.
Medical Users more likely to find product missing
As a whole, 20% of users reported having issues finding product in store. However, this overall number masks a notable difference between Medical and Recreational users. 36% of Medical users report missing product, compared to only 17% of Recreational.
“Again, this dynamic reinforces the notion that Medical users represent the educated cannabis consumer. They spend more. They use more. They know more. This consumer is the very shopper we need to speak to regularly to stay ahead of the ever-changing trends in our industry,” said Kerrigan.
“Find you Medical shoppers and find what keeps them happy. The data in the report shows they know what they want and need and are willing to go to another outlet to find it if necessary. We can use the conversation started with this study to help guide our efforts toward maximizing results with this incredibly important consumer,” finished Kerrigan.
The study, conducted Feb. 16-22, 2018, asked over 1,200 people in the western U.S. about their cannabis use and purchasing habits and preferences. Respondents in California, Oregon, Washington, Nevada, and Colorado were asked about their use and purchase frequency, as well as, preference around type and method for cannabis consumption.