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CANNABIS USAGE DATA Consumer Cannabis Attitude and Usage Patterns

This data product describes consumers’ attitudes and usage patterns of Cannabis at the 6-digit postal code level. It is based on the Vividata’s Canadian Cannabis Study, a national survey with a sample size of 4,880. The sample is stratified by province, age, and gender, and is weighted by Statistics Canada’s population of the age 19 and over.

The data product has 300+ variables and provides in-depth insight into medicinal and recreational cannabis consumers and their consumption habits. It also reveals users’ and nonusers’ attitudes about cannabis and its legalization, their opinions on preferred channels for cannabis education and distribution, market potential, and much more. For example, the following categories can help producers, marketers, policy makers, and health care providers understand who the current and potential users are, where they are, how they purchase and consume cannabis products, what their motivation and time of consumption are, as well as opinions on education, production, and advertising of Cannabis.

  1. Personal Usage
  2. Usage-Recency
  3. Usage-Frequency
  4. Medical Usage
  5. Method of Consumption
  6. How Obtained
  7. Quantity Purchased Past Month
  8. Time of Consumption and With Whom
  9. Motivation to Consume
  10. Legalization and Consumption
  11. Motivation to Consume for Potential Users
  12. Non-User Opinion on Channels for Access
  13. Social Acceptability
  14. Effects of Cannabis Use
  15. Who Should Be Educating On Effects of Cannabis
  16. Public Education Channels
  17. Attitudinal Statements – Production and Advertising
  18. Attitudinal Statements – Legalization and Regulation
  19. Views on Consumption

Both the Cannabis Study and  Vividata’s large Survey of the Canadian Consumer have been modelled and extrapolated to the 6-digit postal code level. Combining these two data sets you can explore a wide range of consumer and market insight on product and media usage, shopping behavior, lifestyle, and psychographics of Cannabis users, identify market potential, and select best retailer locations. Health care providers can optimize resources to those who need cannabis products for medical uses and policy makers can develop education and communication programs targeted to the right audience.

Most Recent Update

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2020

Available Geographic Levels

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6-digit postal code, FSA, DA, CT, CSD, CD, and custom geography

Update Frequency

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Annual

Methodology

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Combining the Vividata’s Canadian Cannabis Study with our geo-demographic data, household spending data, and CanaCode lifestyle clusters, we built adaptive predictive models for each variable and transformed responses to the survey into a data product “Consumer Cannabis Attitude and Usage Patterns” at the 6-digit postal code level with 336 variables. Stepwise dimension reduction/deep learning techniques were used to consolidate information into effective predictors.

Data Format

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CSV

Sample Reports

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Data Dictionary

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How To Get It

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