The Who, Where and How of Cannabis Consumers

Users are more than just 'recreational' or 'medicinal'

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There are an estimated 260 million cannabis consumers worldwide, ranging from minivan-driving moms to seasoned discreet unwinders, yet the marketplace is still set on pigeonholing marijuana users into two categories: the stereotypical recreational stoner and those with a doctor’s note.

Gary Allen, COO of cannabis data and strategic analysis firm New Frontier Data, thinks that in order to effectively tap into the global market, advertisers need to get past the nomenclature of “recreational” versus “medicinal” (and, then past all of the federal regulatory hurdles).

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