Building Audience in Canada
Building has an estimated audience of 4,450,806 people in Canada. 41.8% are female, 58.2% are male, average age 42.6. Top regions: Ontario, Quebec, British Columbia. Top brand affinities: Renovation, Home Appliances, Hardware store, Kijiji, Mortgage loans.
The average Building fan in Canada is 42.6 years old, more male, and lives primarily in Ontario. The audience is concentrated in Ontario, Quebec, British Columbia. Top brand affinities include Renovation, Home Appliances, Hardware store, with strongest over-indexing on Renovation (1.78× the country average). Demographically, the Building audience skews more male with an average age of 42.6, and over-indexes on personality traits such as DIY Mentality, Need for Security. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic
Demographics of Building fans
| Metric | Value |
|---|---|
| Female | 41.8% |
| Male | 58.2% |
| Average age | 42.6 |
| Estimated audience size | 4,450,806 |
Audience persona
The typical Building fan in Canada is more male, around 42.6 years old, with strong DIY Mentality tendencies and a notable affinity for Renovation.
Top regions in Canada
| Region | Reach | Affinity |
|---|---|---|
| Ontario | 2,876,397 | 1.54× |
| Quebec | 921,398 | 0.86× |
| British Columbia | 818,557 | 1.23× |
| Alberta | 616,485 | 1.12× |
| Manitoba | 227,632 | 1.37× |
| Saskatchewan | 136,184 | 0.97× |
| Nova Scotia | 119,076 | 0.9× |
| New Brunswick | 98,469 | 0.96× |
| Newfoundland and Labrador | 50,637 | 0.75× |
| Prince Edward Island | 18,127 | 0.83× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Renovation | 1.78× | Home & Garden |
| Home Appliances | 1.78× | Home & Garden |
| Hardware store | 1.85× | Home & Garden |
| Kijiji | 1.5× | Shopping |
| Mortgage loans | 1.57× | Business & Career |
| Grilling | 1.62× | Food & Beverages |
| Innovation | 1.7× | Business & Career |
| Public transport | 1.86× | Cars & Mobility |
| Used Cars | 1.86× | Cars & Mobility |
| Kitchenware | 1.81× | Home & Garden |
| HVAC | 1.69× | Home & Garden |
| Solar energy | 1.86× | Home & Garden |
| Lottery | 1.86× | Games |
| Vehicle insurance | 1.86× | Cars & Mobility |
| Luxury real estate | 1.57× | Business & Career |
| Microwave oven | 1.86× | Home & Garden |
| Rail transport | 1.79× | Travel & Leisure |
| Renewable energy | 1.74× | Business & Career |
| Tabloid (newspaper format) | 1.81× | Literature |
| Home insurance | 1.86× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.59 |
| Need for Security | CONSERVATISM | 1.58 |
| Family Orientation | CONSERVATISM | 1.56 |
| Convenience Orientation | PREMIUM | 1.55 |
| Career Orientation | POWER | 1.41 |
| Tradition | CONSERVATISM | 1.37 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.1% |
| Italy | 8.2% |
| Japan | 8.2% |
See Building audiences in other countries
More Home & Garden audiences in Canada
- Entertainment (22,290,233)
- Business and industry (21,309,471)
- Food and drink (21,077,113)
- Arts and music (21,063,262)
- Sports (20,983,256)
Frequently asked questions
How many fans does Building have in Canada?
Building has an estimated audience of 4,450,806 people in Canada, concentrated in Ontario and Quebec.
What is the gender split and age of Building fans?
41.8% of Building fans are female, 58.2% are male, with an average age of 42.6 years.
Which brands do Building fans like most?
Building fans show strongest brand affinity for Renovation (1.78×), Home Appliances (1.78×), and Hardware store (1.85×) over the country average.
Where do Building fans live in Canada?
Building fans in Canada are most concentrated in Ontario (reach 2,876,397), Quebec (reach 921,398), and British Columbia (reach 818,557). These three regions account for the largest share of the active audience.
What other brands do Building fans also like?
Beyond Building itself, the audience over-indexes on Home Appliances (1.78×), Hardware store (1.85×), Kijiji (1.5×), and Mortgage loans (1.57×) compared to the Canada average.
How to read this data
Audience size is the estimated number of people in Canada who actively search for Building. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Canada. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.