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“While understanding the digital ecosphere of Millennials is important to Canadian marketers, it is even more critical for a tech-savvy group like cannabis-using Millennials,” the company contends. “These consumers enjoy online shopping more than non-cannabis-using Millennials,” Ferrell points out, adding that they are comfortable engaging with brands on social media and posting online reviews.

The study found that 49 percent of surveyed Millennial cannabis consumers like to buy brands that show others they are successful compared to 40 percent of Millennial non-consumers, reports the provider of data, insight and consultancy.

Surveyed Millennials who use cannabis do, however, lag behind their non-using peers economically, it notes. “They have less education and their median household income is around $15,000 lower,” although “more than eight in 10 say they are usually one of the first people in their group of friends to accept new ideas or try new things.”

“Although cannabis users are often portrayed negatively, the reality is much more complex and interesting,” says Scott Megginson, president of Kantar Canada. Noting that many Millennial cannabis users are adventurous and curious consumers who embrace technology, “it is worthwhile for marketers to look beyond the stereotypes and make an effort to further understand this group,” Megginson suggests.

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