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Who, exactly, are today’s biggest consumers of the herb? This is a great time to take a look at some fascinating findings which debunk outdated stereotypes about marijuana consumers and their lifestyle. A new study conducted by Civilized and research firm PSB interviewed 1,600 North American adults about their views on cannabis and its usage, and to suss out the habits and behaviors of both tokers and their non-partaking brethren.

1. Length of time

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A majority of users, both in the U.S. and Canada, have been smoking weed for at least five years, according to the survey. However, nearly one in three American users, and more than one in three Canadians have toked up for five years or less.

2. Politics

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The political breakdown of cannabis consumers in the United States is 38 percent Democratic, 28 percent Republican, and 28 percent independent. It’s worth noting that those numbers are almost identical to the population at large (36%, 29%, and 27%). It seems that, despite clichés, political philosophy may not be closely related to marijuana usage.

3. Social

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Pot smokers are more likely to have attended a music festival, movie theater, museum, pub, bar or club in the past month (38 percent U.S., 52 percent Canada) than non-users (22 percent U.S., 30 percent Canadian), but that only makes sense. (Big Props to partying Canadians for being lots of fun!)

4. Support for legalization

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Support for legalization is high, despite the fact that just one in five Americans (22 percent) and Canadians (18 percent) smoke weed,.

Four in five of both Americans (79 percent) and Canadians (81 percent) support legalization in some form. As for legalizing both medical and recreational use, 45 percent of Americans and 44 percent of Canadians are down with that, too, according to the poll.

While these research findings differ largely from public perception of cannabis users, they validate what our brand has sought to do – to defy the conventional wisdom and clichés surrounding cannabis use. – Derek Riedle, publisher of Civilized

5. Gender

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There are a few noticeable differences between cannabis users in Canada and in the United States. For example, the gender balance is different among users. In the U.S., users are more likely to be male (59 percent). In Canada, by contrast, smoking pot appears to be a gender-neutral phenomenon.

6. Preference

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Canadian tokers are more likely to smoke an old-school joint (68 percent) than Americans (52 percent). Americans, however, enjoy a pipe more often (45 percent to 32 percent).

7. Active

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Oddly, Canadians seem more active while they’re high. Well, at least, they report a higher percentage of activities while toking, from doing housework (36 percent in Canada vs 29 percent in the U.S.), to hanging out with friends (56 percent vs. 43 percent) and creative activities (36 percent to 27 percent).

This research demonstrates a significant difference between perception and reality – it’s fascinating.As cannabis policy continues to change, it will be interesting to track how attitudes continue to evolve. – Jason Boxt, executive vice-president of PSB

From where we stand, anybody who likes cannabis is going to love the rest of the 21st Century. Enjoy!

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