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New Frontier Data’s fourth report of the U.S. CBD Consumer Series, Social Influences (Vol. 4), provides an in-depth analysis of the role of social influences and the effects of social engagement on CBD consumption. The report builds on New Frontier Data’s extensive research on the cannabis consumer, highlighting the importance of social networks and loyalty programs for brands to attract and capture consumers.


Key Findings:

  • Nearly 9 out of 10 (88%) among CBD consumers reported that they have friends or family members who use CBD.

  • Among CBD consumers, 84% report that they have had CBD recommended to them by someone they know; for nonconsumers, 28% said that someone had recommended they try it.

  • While nonconsumers indicate that they get information about CBD from within their social networks, they tend to rely on friends or family (-26%) and social media (-22%) less often than do CBD consumers.


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