New research by a national marketing strategy firm has turned up some surprising findings about Gen X and Millennial cannabis consumers.

NYU study seeks to understand the prevalence of use in older adults.

NYU study seeks to understand the prevalence of use in older adults.

Most Americans believe marijuana use should be legal, according to a new survey.

Most Americans believe marijuana use should be legal, according to a new survey.

DENVER — Nearly 60 million Americans may wake up Nov. 9 to find voters in their states have abolished long-standing marijuana prohibitions, a three-fold expansion for legal cannabis across the country.

DENVER — Nearly 60 million Americans may wake up Nov. 9 to find voters in their states have abolished long-standing marijuana prohibitions, a three-fold expansion for legal cannabis across the country.

Taken together, this year's marijuana surveys suggest that Americans have grown even more bullish on the prospect of legal weed than they were in 2014.

Taken together, this year's marijuana surveys suggest that Americans have grown even more bullish on the prospect of legal weed than they were in 2014.

Despite support for legalization, many 20- to 36-year-olds still worry about 'going public' regarding use.

Despite support for legalization, many 20- to 36-year-olds still worry about 'going public' regarding use.

Marijuana has quickly turned into a non-partisan issue. Young Republicans are definitely mostly sold. According to a 2015 Pew Research survey, 63% of Republican millennials believe marijuana should be legalized. But even older conservatives are getting on board.

Marijuana has quickly turned into a non-partisan issue. Young Republicans are definitely mostly sold. According to a 2015 Pew Research survey, 63% of Republican millennials believe marijuana should be legalized. But even older conservatives are getting on board.

SAN FRANCISCO — To the red-and-blue map of American politics, it may be time to add green. The movement to legalize marijuana, the country’s most popular illicit drug, will take a giant leap on Election Day if California and four other states vote to allow recreational cannabis, as polls suggest they may.

SAN FRANCISCO — To the red-and-blue map of American politics, it may be time to add green. The movement to legalize marijuana, the country’s most popular illicit drug, will take a giant leap on Election Day if California and four other states vote to allow recreational cannabis, as polls suggest they may.

WASHINGTON, D.C. -- With voters in several states deciding this fall whether to legalize the use of marijuana, public support for making it legal has reached 60% -- its highest level in Gallup's 47-year trend.

A recent study found a 71 percent increase in the number of people older than 49 who reported using marijuana between 2006 and 2013.

Voters on Nov. 8 will decide ballot measures in nine states that would expand legal access to marijuana.

Voters on Nov. 8 will decide ballot measures in nine states that would expand legal access to marijuana.

And it's not just middle-aged folks who are indulging more often.

And it's not just middle-aged folks who are indulging more often.

Southern and coastal residents and those under 50 are driving the support for the ballot question.

Southern and coastal residents and those under 50 are driving the support for the ballot question.

Two years ago, Florida voters just barely missed a 60 percent threshold to legalize medical marijuana in the state. That won't happen this November — at least not if a new poll on the measure from the University of North Florida is even close to accurate.

INDIANAPOLIS (WTHR) - Nearly three quarters of respondents to a new statewide survey think Indiana should legalize medical marijuana.

INDIANAPOLIS (WTHR) - Nearly three quarters of respondents to a new statewide survey think Indiana should legalize medical marijuana.

BOSTON (AP) -- Having proven they can win in the West, advocates for recreational marijuana hope the Nov. 8 election brings their first significant electoral victories in the densely populated Northeast, where voters in Massachusetts and Maine will consider making pot legal for all adults.

BOSTON (AP) -- Having proven they can win in the West, advocates for recreational marijuana hope the Nov. 8 election brings their first significant electoral victories in the densely populated Northeast, where voters in Massachusetts and Maine will consider making pot legal for all adults.

Public support for marijuana legalization surged in 2016, according to data just released from the General Social Survey.

Public support for marijuana legalization surged in 2016, according to data just released from the General Social Survey.

The 55-and-older crowd is now the fastest-growing demographic of pot users in the country.

Reefer madness appears to be fading into oblivion -- at least when it comes to popular attitudes. The law lags behind.

Reefer madness appears to be fading into oblivion -- at least when it comes to popular attitudes. The law lags behind.

Here are the nine states with marijuana ballot initiatives up for vote on November 8.

The share of Americans who favor legalizing the use of marijuana continues to increase. Today, 57% of U.S. adults say the use of marijuana should be made legal, while 37% say it should be illegal.

The share of Americans who favor legalizing the use of marijuana continues to increase. Today, 57% of U.S. adults say the use of marijuana should be made legal, while 37% say it should be illegal.

The stereotype of the cannabis consumer is a young guy with long hair and for extra points a tie-dye shirt. The reality is that a majority of cannabis consumers are professionals and steady customers for the dispensaries.

While most eyes have been set on the presidential race during the 2016 election, Arizona, Maine, Massachusetts, Nevada and California all held a vote to legalize recreational marijuana, a decision that could potentially shift the nation on a cultural and economic level.

While most eyes have been set on the presidential race during the 2016 election, Arizona, Maine, Massachusetts, Nevada and California all held a vote to legalize recreational marijuana, a decision that could potentially shift the nation on a cultural and economic level.

A new set of stats about cannabis use in the U.S. is painting an interesting picture of what today’s marijuana scene looks like.

A new set of stats about cannabis use in the U.S. is painting an interesting picture of what today’s marijuana scene looks like.

Nearly 20 percent of states will make a decision about marijuana policy on Election Day.

Nearly 20 percent of states will make a decision about marijuana policy on Election Day.

Ann Lee and Republicans Against Marijuana Prohibition don’t consider prohibition a conservative value.

Ann Lee and Republicans Against Marijuana Prohibition don’t consider prohibition a conservative value.

The Green Party’s candidate for US president will be on the ballot in 45 states today; green will be on the ballot in nine.

The Green Party’s candidate for US president will be on the ballot in 45 states today; green will be on the ballot in nine.

The second Tuesday in November will bring about more than just a blessed end to the grim presidential race. It might also be the day that five more states will legalize recreational marijuana.

The second Tuesday in November will bring about more than just a blessed end to the grim presidential race. It might also be the day that five more states will legalize recreational marijuana.

Adults in late middle age tended to consume more cannabis than those of retirement age – but that seems to be quickly changing.