01 Sep A Tale of Two Cities: Marijuana in Colorado’s Two Largest Markets
HOUSTON, TX – Despite their differences, ranging from their city sizes to the demographic make-up of their populations, the majority of consumers in Colorado’s two largest markets agree with one another on the issue of marijuana legalization. This is just one of the findings in a newly released study by Consumer Research Around Cannabis, a pioneering research service available to marketers and other businesses.
Over half of those living in the Denver and Colorado Springs Greater Metropolitan Areas approve of both recreational and medicinal use of marijuana, even though the two regions have relatively divergent political leanings. The Denver area’s 3.2 million adults, leans further left politically than its more conservative neighbor to the south. An estimated 30% of the Denver market’s residents identify themselves as liberal, with 58% of the population approving of legalized cannabis. The Colorado Springs area’s 725,000 adults tend to lean more to the right politically than those in Denver, with 39% of adults identifying as conservatives. Interestingly, in the Colorado Springs area, cannabis legalization is also viewed favorably by the majority, with 52% support among adults. Roughly 40% of both regions’ adults identified as political independents.
“Denver leads Colorado Springs, 58% to 52%, in acceptance of medical and/or recreational marijuana, but the two regions reflect each other almost identically when looked at through a political lens. In both areas, nearly 75% of liberals, about 60% of independents, and roughly 35% of conservatives approve of legal usage,” notes Jeff Stein, Vice President of Consumer Research Around Cannabis.
“It is also interesting to see how remarkably similar Denver and Colorado Springs are when it comes to reasons for marijuana use,” continued Stein, “the leading motivations in both markets are primarily to help people sleep, followed by dealing with chronic pain.” Nearly one in four Denver adults say that they use marijuana to help them sleep and/or cope with chronic pain, while in Colorado Springs the number is one in six. One primary difference in Colorado Springs, is that adults cite “treatment of temporary or minor pain” as their third most important reason for using cannabis. “Helping with depression” followed by usage as “a form of relaxation when alone” rank among the next most important factors in each region, reflecting the habits of about one in five adults in Denver, and one in six in Colorado Springs. “Over the long run, It will be interesting to see how marijuana use affects sales of traditional pharmaceuticals for these kinds of ailments,” said Stein.
Consumer Research Around Cannabis is a research company that specializes in helping organizations better understand the consumer side of the emerging cannabis market. Its comprehensive syndicated studies are based on large samples conducted semi-annually in more than 45 large markets and annually in 40 smaller markets. This fall the company is expanding into the Toronto area, Canada’s largest market and is adding state-wide surveys. The company conducts more than 100,000 online surveys per year. Consumer Research Around Cannabis is unique because its large samples and regular surveys that allow subscribers to reliably track trends across an extensive data base. In addition, the company offers proprietary research services for clients who need deeper, customized insights. To learn more please visit www.ConsumerResearchAroundCannabis.com or contact Jeff Stein, Vice President, at 281-845-6000, or via email at firstname.lastname@example.org