According to a study by Dutchie, a Bend-based online marketplace platform, cannabis users tend to be younger and have college degrees, not unemployed drug users. The survey showed that the stereotype of a cannabis user is wrong, said Ross Lipson, CEO of Dutchie, in an interview. The poll showed the baby boomers are the fastest growing population for cannabis sales, Lipson said
Ross Lipson (left) and Zach Lipson are the co-founders of Dutchie, a bend software company that sells cannabis. (Bend Bulletin Photo)
BEND – Cannabis users tend to be younger and have college degrees, not unemployed drug users, according to a study by Dutchie, a Bend-based online marketplace platform.
Dutchie, founded by Ross Lipson, the residents of Bend, and his brother Zach Lipson, interviewed 5,000 cannabis users about their consumption habits in April. The survey showed that the stereotype of a cannabis user is wrong, said Ross Lipson, CEO of Dutchie, in an interview.
“There is no data to support claims that cannabis users are simply unemployed stoners,” said Beau Whitney, an Oregon cannabis economist. “The average cannabis user makes more than $ 50,000 a year.”
Additionally, according to Whitney, cannabis users span generations from Generation X to baby boomers.
Almost half of the respondents were between 21 and 34 years old, more than half were female and 54% had a university degree, according to the survey results. Most reported using cannabis as their main reason for consumption to relax and feel calm.
“We wanted to understand who our consumers are,” said Lipson. “When we know who they are, we can better understand how to reach them. We have found that the stigma of cannabis is wrong.
“We debunked the myth of cannabis. Cannabis users are not lazy or of lower economic status. Cannabis users can be Olympic athletes, professional athletes, and very educated, very productive people. “
The results will be shared with Dutchie’s cannabis member companies for use in targeted messages to consumers.
Dutchie is one of several online trading sites for cannabis companies. For a flat fee, Dutchie – named after a 1981 song called “Pass the Dutchie” – offers an online platform for cannabis retailers to sell and track products linked to their point of sale systems at the same time the inventory in real time.
The company has raised venture capital from Thrive Capital to leading cannabis industry investors such as Casa Verde Capital and Gron Ventures from Snoop Dogg.
The pandemic has resulted in more online orders than ever before, and getting to know the customer is helping Dutchie make those sales easier. The US Census Bureau estimates that in the second quarter of 2021, 13.3% of all retail sales were made online, an increase of 7.8%.
According to Norml.org, a cannabis advocacy organization, marijuana is legal for recreational use in 20 states plus the District of Columbia. In 2020, Oregon sold more than $ 1.1 billion in cannabis products, according to the Oregon Liquor and Cannabis Commission.
Online sales are preferred by many buyers. The poll showed the baby boomers are the fastest growing population for cannabis sales, Lipson said.
“It was an insightful study,” he said. “It will help reset the mindset.”
NOTE: This story from the Bend Bulletin is published with permission through a collaboration of Oregon news organizations that share news content. Salem Reporter is part of the arrangement.
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