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Frequent adult-use consumers who source from dealers are the most likely of the three sourcing <br />groups to see themselves as recreational (as opposed to medical) consumers, with 79% describing <br />their cannabis consumption as recreational. Those who source from friends/family are also more <br />likely than frequent consumers on average (67% vs. 62%) to consider their cannabis use <br />recreational. It’s not clear the extent to which the source used affects a consumer’s self-image of <br />whether their use is medical or recreational. <br />59% <br />67% <br />79% <br />Frequent consumers who source from dealers <br />report using cannabis for many widely varying <br />reasons, from stress relief to stimulating creativity <br />and increasing focus and attention. They describe <br />wanting cannabis to make them feel happy, <br />focused, and creative. These consumers may be <br />using cannabis for productivity, some perhaps to <br />manage ADHD. On the other hand, frequent <br />consumers who source from friends/family seem <br />to use cannabis disproportionately to relax and <br />socialize, and are the most likely group to also <br />drink alcohol while consuming cannabis. <br />Frequent consumers who source from dealers are <br />the most likely of the three sourcing groups to say <br />that their cannabis use is an important part of <br />their identity. This is unsurprising given how <br />frequently and for how many different reasons <br />they tend to use cannabis, but it is unclear <br />whether purchasing cannabis specifically from a <br />dealer also contributes to their sense of identity. <br />Frequent consumers who source from friends/ <br />family are less likely than consumers on average to <br />consider their cannabis use an important part of <br />their identity. <br />COMPARING ARCHETYPES 17© New Frontier Data, All Rights Reserved. <br />Self-Identify as Recreational Consumers <br />Primary source from retail <br />Primary source from <br />Friends/Family <br />Primary source from dealer <br />Primarily source <br />from retail <br />Primarily source <br />from friends/family <br />Primarily source <br />from dealer <br />41% <br />33% <br />47% <br />Using cannabis is an important part of my identity <br />Primary source from retail <br />Primary source from <br />Friends/Family <br />Primary source from dealer <br />Page 268 of 322