How much do you spend on weed products annually? What types of pot products do you prefer? How often do you visit your local dispensary? In order to find answers to these questions, Headset Inc. collected data from legal cannabis headshops in Washington and analyzed the sales numbers. The company's report revealed the profile of an average legal marijuana customer, as well as their shopping habits and preferences.
Headset Inc., a cannabis intelligence company, has recently published its analysis of 40,000 cannabis purchases made by licensed customers in Washington state from September 2014 to July 2016. According to the report, the average legal marijuana buyer is a 37-year-old man who purchases flowers of traditional cannabis strains. The median pot user tends to spend $647 on weed products annually by visiting their local dispensary once in 19.5 days.
However, the average weed customer's profile is not as simple as it might seem. The report results show that millennials purchase the largest portion of legal marijuana, while women and older people also make up a considerable part of weed audience.
Millennials buy weed products more often than older consumers but spend less money per visit than other groups of dispensary's visitors. They tend to purchase cannabis every 16 days and spend only $27 on weed products per trip. In contrast, consumers aged 70 years and over visit dispensaries less frequently but usually spend between $50-$64 per trip. Nonetheless, customers in their 40s spent the most last year, as their median purchases reached $823. This year, the most active consumers are members of Generation X in their fifties, whose purchases have already reached the average of $753.
The report also discovered that there are more than twice as many men than women among weed consumers: the percentages are 69% and 31% accordingly. Though females are less numerous visitors of dispensaries than males, the former tend to buy more weed products and spend more money per visit.
Analyzing the collected data, Headset investigated the preferences of the weed consumers. Marijuana flowers remain the most popular choice among cannabis users regardless of their age or sex. Males also buy more concentrates, while females tend to buy edibles and pre-rolls. Young pot consumers also like pre-rolls in contrast to their older counterparts who prefer edibles and other products. Female customers also like to experiment with non-traditional pot products, such as topicals, beverages, sublingual products, and tinctures.
The findings of Headset’s report are relatively consistent with the results of other studies. In 2013, a study published in the journal Drug and Alcohol Dependence also found the average marijuana user to be a middle-aged male.
Another study published by the Colorado Department of Public Health & Environment also revealed similar results: the most numerous state’s consumers were found to be men aged from 18 to 44 years.