To celebrate 4/20 this year, Civilized partnered with PSB to conduct a survey of more than 1,600 North American adults to explore modern cannabis culture. Based on those results, we found that if you're a cannabis consumer, you're more likely to...
1. Use Social Media
If you're a Canadian or American cannabis consumer, you probably heard about this poll on Twitter of Facebook because you're almost always trawling your newsfeed.
According to our results, 71 percent of American and 81 percent of Canadian cannabis consumers used some form of social media in the past month. In contrast, 66 percent of non-consumers in America and 69 percent in Canada caught up with their online social networks in the last month.
2. Kill Time on Facebook and YouTube
Of those social media channels, the most popular among cannabis consumers were Facebook - which 79 percent of American and 81 percent of Canadian users picked as a preferred social network - followed by YouTube, which 59 percent of American and 60 percent of Canadian consumers said was one of their favorite social sites.
3. Watch Comedies
You're probably not surprised that 69 percent of American and 72 percent of Canadian cannabis consumers said they love watching comedies. After all, the stoner comedy is a well-established subgenre but stoner action movies aren't - although 'Pineapple Express' (2008) did try to bridge the genres.
4. Watch Horror Movies
Cannabis users love scary movies way more than non-users do, according to our poll. Nearly half (47 percent) of American and over a third (42 percent) of Canadian users ranked horror and thriller among their preferred movie genres. Meanwhile, only 32 percent of American and 25 percent of Canadian non-users had a preference for spooky films.
The musical tastes of cannabis consumers on both sides of the border are diverse, according to our poll. But the most popular genre of music by far was classic rock, which 56 percent of American and 54 percent of Canadian users voted for. Maybe that's because cannabis has helped inspire some amazing songs over the years. Like The Beatles' 'Day Tripper', Led Zeppelin's 'Misty Mountain Hop' and Black Sabbath's 'Sweet Leaf'.
6. Bump to Hip Hop
Cannabis consumers are more likely to listen to hip hop - especially in Canada, where nearly one half (43 percent) of cannabis consumers expressed a preference for hip hop, whereas only 14 percent of Canuck non-consumers said they enjoyed the genre. In America, more than one-third (37 percent) of cannabis consumers said they liked hip hop, compared to only about one fifth (21 percent) of non-consumers.
No wonder so many of them wanted to split a joint with Snoop Dogg more than any other celebrity.
7. Listen to Techno/Electronic Music
Cannabis consumers are twice as likely to listen to techno/electronic music than non consumers in both countries, where 22 percent of users said they liked the genre while only 10 percent of Canadian and 9 percent of American non-consumers approved. So it looks like Eminem was wrong when he said, "Nobody listens to techno."
8. Drink Beer
Cannabis consumers in both countries are more likely to choose suds over wines and spirits, according to our poll. Nearly two thirds of American users (63 percent) and more than half of Canadian cannabis connoisseurs (55 percent) chose beer as their alcoholic drink of choice.
9. Play Video Games
Cannabis consumers also love unwinding with joysticks, according to our poll. More than half (53 percent) of American cannabis consumers said they had played a video game in the past month, compared to 47 percent of non-consumers. The difference was even more dramatic in Canada, where two thirds of cannabis consumers (66 percent) had gamed in the past month, compared to only 48 percent of non-consumers.
And having a puff seems to give gamers a competitive edge - at least in the case of Conan O'Brien and Wiz Khalifa.
10. Worry about the Economy and Healthcare
The top socio-political concerns of cannabis users in both countries were the economy and healthcare. Those topics were tied in America, where 57 percent of cannabis users told us that healthcare and the economy were among the top issues that they took into consideration when voting for federal offices.
In Canada, 61 percent of cannabis consumers picked healthcare as a top voting concern while 57 percent of that same group said the economy was another big issue.
The top five in both countries also included education, the environment and women's issue. Missing from the results were 'running out of Doritos' and 'getting evicted from Mom's basement.' So it's pretty clear that today's cannabis consumers are defying stoner stereotypes by actively engaging with the major problems that society faces today.
Civilized partnered with PSB to conduct a survey of more than 1,600 North American adults to explore modern cannabis culture. PSB is a world renowned global strategic communications advisory based in Washington D.C. With roots in innovative political campaign strategy, PSB is a full-service research and insights agency engaging blue-chip organizations across all sectors.