A new poll of 20,000 Americans across 50 states is providing new insights into cannabis consumers and overall perceptions of cannabis. The quick takeaway? The study, conducted by Oasis Intelligence, found the persona of cannabis consumer isn’t the stoner that’s typically seen in many movies.
Instead, the Oasis Intelligence survey found that consumers are overwhelmingly 30-something college graduates with full-time jobs. They’re also interested in social justice and legal reform. And when it comes to cannabis, they are primarily using it as wellness tool and seeking more information on cannabis.
Consumer preferences for cannabis-related info
When it comes to learning more about cannabis, many consumers leverage their personal network for recommendations. The study found that 43% of consumers used friends as primary information sources. But even though personal networks were the most popular source of information, Google searches and online video were not far behind.
Somewhat surprisingly, budtenders were much less popular with only 21% of consumers indicating them as a source of information. One possible reason is that consumers are doing more research in advance and using the more popular choices of personal networks, Google searches, and online video to research before visiting a dispensary.
Recommendations for dispensaries
So what does this mean for the marketing strategy of your dispensary? Ben Woo, co-founder of Oasis Intelligence, recommended brushing up on SEO and creating more content. Interestingly enough, these were recommendations prior to the pandemic and many cannabis marketers focused on SEO and content in response to shifting preferences from brick-and-mortar service to pre-order and delivery.
When it comes to working on SEO and content, Woo recommended a simpler approach given some of the findings from the study. “There’s a universal need for education, starting with the basics,” Woo said. Advanced topics like terpene levels are beyond the grasp of most consumers. He also added “People want to know what’s available and how it works.”
Read more or get started on SEO
For more information on the Oasis Intelligence study including further quotes and statistics, check out this AdWeek article.
If you’re considering your SEO then find out more about our solutions for dispensaries or request a demo of our new app that provides the expertise and capability of a digital marketing agency without the overhead.