JMIR Publications

ABSTRACT

Background:

Cannabis use is widespread and driven by a variety of motives, from recreational consumption to its use as a coping mechanism. It is of paramount importance to understand consumers’ underlying reasons for cannabis use, how these motives are distributed among consumer subgroups and whether they relate with cannabis cessation. This understanding is central to the development of more informed and effective preventive and therapeutic interventions.

Objective:

The primary objective of the study was to determine if analyzing cannabis users’ profiles on a mobile app could reveal subgroups of consumers based on their motives for cannabis use and their readiness to change it. The second objective was to further investigate the characteristics of these subgroups, such as their risk of problematic cannabis use and other indicators of potential change in cannabis habits.

Methods:

This study analyzed data from the "Stop Cannabis" app, a mobile app developed in Switzerland to help people manage their cannabis use. A total of 2578 users of the app completed surveys to assess their motives for cannabis use (MMM) and their readiness for change (SOCRATES) in their consumption. A cluster analysis of the results was performed to highlight different subgroups based on consumers’ respective scores. App users also filled a survey about problematic cannabis use (ASSIST). They were then asked for a self-assessment along three key indicators: “readiness for action”, “importance of change” and “confidence in [their] ability to change” their cannabis use habits.

Results:

We identified three distinct profiles of individuals engaging with a cannabis behavior change app: the “individually coping users” (ICU), the “socially concerned and coping users” (SCCU), and the “enhancement-seeking users” (ESU). ICU and SCCU scored higher on coping motives compared to ESU, along with greater ambivalence and stronger recognition of their problematic use as measured by the SOCRATES questionnaire. Additionally, they scored higher on the ASSIST (indicating higher risk of problematic cannabis use), placed greater importance on making behavioral changes, yet reported lower confidence specifically in their ability to enact those changes. By contrast, the “enhancement-seeking users” predominantly used cannabis for recreational motives and had low recognition of their problematic use, despite still being at moderate risk of problematic use.

Conclusions:

: This research highlights that while motives for cannabis use are multiple and show individual differences, there exist subgroups of consumers with specific characteristics and challenges. These findings are consistent with existing research emphasizing the critical role of coping motives in behavior change and highlight the need to tailor the content and design of interventions to better address the unique needs and characteristics of these distinct user subgroups. By considering these groups, digital tools can become more effective in supporting behavior change and achieving long-term success for diverse populations seeking help.