A new report by Gannett, the publisher of USA Today and dozens of other publications, has found that cannabis use by new consumers correlates with a reduction in their use of painkillers and alcohol.
The study, conducted the company’s digital marketing arm LOCALiQ, combined survey responses with mobile data to paint a picture of cannabis consumers in legal states. Researchers surveyed 8,805 cannabis consumers aged 21 to 64 across 21 states in which some form of cannabis is legal.
Among all surveyed consumers, 49% reported reducing their over-the-counter painkiller use since starting cannabis, and 52% reduced prescription drug use. Another 37% said they’ve reduced alcohol consumption since starting cannabis. And 60% said they consider a healthy lifestyle to be a priority.
“Baby boomers that are not purchasing marijuana are 60% more likely than millennials to consider it.”
The report splits subjects into two main categories: current consumers and so-called “acceptors,” or “those that would consider using cannabis but currently are not.” From there, the report profiles three groups of current consumers—affluent families with children, baby boomers, and frequent shoppers—and asks what it would take for the cannabis curious to actually consume.