The survey found that most American adults do not oppose the use of recreational or medicinal marijuana/cannabis and are more likely to oppose cigarettes. Just under 20% use cannabis products occasionally. Support is strongest among millennials and those in the Western US, while Asian-Americans and those in the South are most opposed. Usage is higher among millennials than older generations. The Spanish-dominant Hispanic segment is the least accepting. Weed is the most commonly used cannabis product. Brand awareness of cannabis brands is still relatively low.

1. 1
Cannabis in America
Consumer Acceptance Elusive Despite Growing Demand for Legalization
July 2019

2. 2
Background/Methodology
Survey Method
Field Timing
303
Hispanics 429
Hispanics
1,103
Total
Base
Sizes
› Online via ThinkNow Research’s
Omnibus Study
Regional Coverage
› National
Screening Criteria
208
Non-Hispanic
Whites
234
African-
Americans
232
Asian-
Americans
› April, 2019
MethodologyBackground
ThinkNow conducted a nationwide online
survey among American adults 21 to 64
years of age to measure their general
usage and perceptions around marijuana/
cannabis. Results are shown by the market
as a whole and by key segments.
› 21 to 64 years of age

3. 3
Key Findings
• The vast majority of American adults 21 to 64 years of age do not oppose the use of
recreational or medicinal marijuana/cannabis. Adults are more likely to oppose cigarettes
than cannabis.
• Just under 20% say they use cannabis products at least occasionally.
• Support for cannabis usage is strongest among Millennials and people from the Western
region of the U.S.
• Asian-Americans and people from the Southern region of the U.S. (from Texas through
Florida) are the most likely to oppose it.
• Among Hispanics, the Spanish-Dominant segment is the least accepting of cannabis.
• In general, usage and perception of cannabis is not significantly different between men
and women.
• Awareness of cannabis product brands is still relatively low with only a handful of cannabis
brands at or near 20% awareness among users.
Key Research Findings

4. 4
Detailed Findings

5. 5Base Size: Total Market (n=1,103)
Adults are more likely to oppose cigarettes than marijuana/cannabis.
• They are more open to the use of medical marijuana than recreational marijuana.
31%
21% 18%
43%
15%
24%
20%
19%
20%
14%
27%
42%
35%
14%
25%
9% 7%
17% 8%
30%
9% 9% 11% 15% 15%
Recreational
marijuana/
cannabis
Medical
marijuana/
cannabis
Gambling Smoking
cigarettes
Drinking alcohol
This is something I do regularly
This is something I do on occasion
I don't have any problem with this
I'm against doing this myself, but don't
mind if others do
I'm completely opposed to this
18% 16% 28% 23% 46%
This is something I do regularly/
I do on occasion →
Cannabis Usage/Perception vs. Other Activities/Vices
Total Market (Ages 21-64)

6. 6Base Size: Men (n=597), Women (n=584)
Usage and perception of marijuana/cannabis is not significantly different between men and
women.
This is something I do regularly/
I do on occasion →
33% 28%
24%
25%
26% 28%
8% 10%
10% 8%
Men (E) Women (F)
This is something I do regularly
This is something I do on occasion
I don't have any problem with this
I'm against doing this myself, but
don't mind if others do
I'm completely opposed to this
17% 18%
Marijuana/Cannabis Usage and Perception by Gender
24%
18%
19%
22%
41% 44%
6% 9%
10% 8%
Men (E) Women (F)
16% 16%
Recreational Cannabis Medical Cannabis
(21-64 years of age)

7. 7
19%
24% 22%
21%
19% 21%
37%
46% 46%
13%
2% 5%
11% 9% 6%
18-34 (G) 35-54 (H) 55-64 (J)
Base Size: Millennials (n=621), Gen X (n=341), Boomers (n=219)
Cannabis usage is significantly higher for Millennials compared to their older cohorts.
23%
35% 38%
23%
27% 24%
28%
27% 24%
15%
3% 6%
10% 8% 7%
Millennials 23-38
(G)
Boomers 39-54 (H) 55-64 (J)
This is something I do regularly
This is something I do on occasion
I don't have any problem with this
I'm against doing this myself, but don't
mind if others do
I'm completely opposed to this
26%HJ 11% 14%
HJ
G
25%HJ 12% 11%
HJ
J
G G
This is something I do regularly/
I do on occasion →
Marijuana/Cannabis Usage and Perception by Generation
Recreational Cannabis Medical Cannabis
Millennials:
21-38
(G)
Gen X:
39-54
(H)
Boomers:
55-64
(J)
Millennials:
21-38
(G)
Gen X:
39-54
(H)
Boomers:
55-64
(J)
(21-64 years of age)
Letters indicate significance at 95% confidence level.

8. 8
27%
14%
23%
20%
25%
17%
36%
41%
48%
5% 10%
6%
12% 10% 6%
High School or
Less (N)
Some College (O) College Grad (P)
Base Size: High School or Less (n=297), Some College (n=419), College Grad (n=371)
The most educated individuals are the most opposed to recreational cannabis use.
29%
22%
40%
22%
30%
21%
31% 28%
24%
7% 11%
8%
12% 9% 6%
High School or
Less (N)
Some College (O) College Grad (P)
This is something I do regularly
This is something I do on occasion
I don't have any problem with this
I'm against doing this myself, but don't
mind if others do
I'm completely opposed to this
18% 21% 14%
HJ
O
17% 20%P 12%
J
This is something I do regularly/
I do on occasion →
Marijuana/Cannabis Usage and Perception by Education
Recreational Cannabis Medical Cannabis
(21-64 years of age)
Letters indicate significance at 95% confidence level.

9. 9
14%
24% 25% 21%
18%
18%
23%
19%
41%
45%
41%
43%
14%
3% 4%
9%
13% 9% 7% 7%
West (J) Midwest (K) South (L) Northeast (M)
People from the southern region of the US are the most opposed to cannabis usage, while those in
the West are the most open to it.
24%
30%
35% 32%
21%
25%
32%
13%
26%
28%
23%
34%
17%
8%
2%
13%
12% 9% 8% 6%
West (J) Midwest (K) South (L) Northeast (M)
This is something I do on
occasion
I don't have any problem with
this
I'm against doing this myself,
but don't mind if others do
I'm completely opposed to
this
28%L 18% 10% 20%L
This is something I do regularly/
I do on occasion →
L
Marijuana/Cannabis Usage and Perception by U.S. Region
27%KL 12% 11% 17%
Recreational Cannabis Medical Cannabis
Base Size: West (n=316), Midwest (n=166), South (n=421), Northeast (n=200)
L
KL
J
M
(21-64 years of age)
Letters indicate significance at 95% confidence level.

10. 10
22% 21% 22%
29%
24%
17%
25%
27%
41%
44%
40%
39%
6%
8%
6%
4%7% 10% 7%
2%
Hispanics (A) Whites (B) African-Americans
(C)
Asians (D)
Asians are the least accepting of recreational or medical marijuana among the larger race/ethnic
segments.
33% 31% 27%
40%
21% 25%
25%
25%
32% 24% 30%
27%
5%
11% 7%
6%9% 9% 11%
2%
Hispanics (A) Whites (B) African-Americans
(C)
Asians (D)
This is something I do regularly
This is something I do on
occasion
I don't have any problem with
this
I'm against doing this myself,
but don't mind if others do
I'm completely opposed to this
14%D 20%D 18%D 8%
This is something I do regularly/
I do on occasion →
CD
DD D
Marijuana/Cannabis Usage and Perception by Race/Ethnicity
12%D 18%D 13%D 6%
Recreational Cannabis Medical Cannabis
Base Size: Hispanics (n=429), Whites (n=208), African-Americans (n=234), Asians n=232)
(21-64 years of age)
Letters indicate significance at 95% confidence level.

11. 11Base Size: Spanish-dominant (n=146), Bilinguals (n=136), English-dominant (n=147)
Among Hispanics, the Spanish-Dominant segment is the least open to marijuana/cannabis.
44%
30%
24%
21%
25%
17%
28%
26%
41%
3%
7% 6%
4%
12% 11%
Span-Dom (A) Bilingual (B) English-Dom (C)
This is something I do regularly
This is something I do on occasion
I don't have any problem with this
I'm against doing this myself, but don't
mind if others do
I'm completely opposed to this
6% 19%A 17%A
BC
G
HJ
J
G G
This is something I do regularly/
I do on occasion →
Marijuana/Cannabis Usage and Perception by Hispanics
Recreational Cannabis Medical Cannabis
22% 26%
18%
29%
26%
18%
43%
32%
49%
3%
9% 5%
3% 7% 11%
Span-Dom (A) Bilingual (B) English-Dom (C)
B
6% 16%A 15%A
(21-64 years of age)
Letters indicate significance at 95% confidence level.

12. 12
You indicated that you are against the use of
marijuana/cannabis but not alcohol. Why is that?
Base: Against Marijuana/Not against Alcohol
Base Size: Marijuana Users (n=208)
Those who are opposed to marijuana but not alcohol say it’s because marijuana is illegal in most places
while alcohol is not. In general, it’s not because they believe its more addictive or harmful than alcohol.
9%
15%
16%
29%
35%
57%
Other
Marijuana is more harmful to your health than alcohol
Marijuana is more addictive than alcohol
I was brought up to believe that using marijuana is wrong
Marijuana is a drug
Marijuana is illegal in most places/Alcohol is not

13. 13
70%
54%
27%
21%
8%
Weed Edible Drinks Lotions Other
What types of marijuana/cannabis have you
personally used in the past 12 months?
Base: Use Cannabis at Least Occasionally
Base Size: Marijuana Users (n=208)
Weed remains the most commonly used type of cannabis, but edible is not far behind.

14. 14Bas Size: Marijuana Users (n=208)
Brand awareness of cannabis products is still relatively low with only a handful of cannabis brands at
or near 20% awareness among users.
39%
5%
7%7%8%9%9%10%11%11%12%13%
15%16%17%
19%20%
Which of these cannabis providers have you heard of, if any?
Base: Use Cannabis at Least Occasionally

15. 15
Demographics

16. 16
Total Market (Age 21-64)
Base size (1,103)
Male 51%
Female 49%
Generation
Millennials (21-38) 42%
Gen X (39-54) 37%
Boomers (55-64) 22%
Race/Ethnicity
White 67%
Hispanic 17%
African-American 13%
Asian 6%
% Married/living with partner 54%
% with one or more child in HH (age <18) 33%
% College Graduate or More 39%
Median Annual HH Income $58K
Sample Profile