A data profile of the people who buy, follow and care about Building in Canada — modelled from more than twelve digital signal sources. Building has an estimated audience of 4,450,806 people in Canada.
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.
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.
The key figures that characterise the Building profile in Canada.
41.8% are female, 58.2% are male, average age 42.6.
| Metric | Value |
|---|---|
| Female | 41.8% |
| Male | 58.2% |
| Average age | 42.6 |
| Estimated audience size | 4,450,806 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 17% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 28% |
of the worldwide Building audience comes from Canada.
| Country | Share |
|---|---|
| United States | 21.1% |
| Italy | 8.2% |
| Japan | 8.2% |
Where the Building audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Ontario | ~3M | 1.54× | |
| 02 | Manitoba | ~200K | 1.37× | |
| 03 | British Columbia | ~800K | 1.23× | |
| 04 | Alberta | ~600K | 1.12× | |
| 05 | Saskatchewan | ~100K | 0.97× | |
| 06 | New Brunswick | ~100K | 0.96× | |
| 07 | Nova Scotia | ~100K | 0.90× | |
| 08 | Quebec | ~900K | 0.86× | |
| 09 | Prince Edward Island | ~20K | 0.83× | |
| 10 | Newfoundland and Labrador | ~50K | 0.75× |
The strongest cross-interests of the Building audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Public transport | Cars & Mobility | 1.86× | ||
| 02 | Used Cars | Cars & Mobility | 1.86× | ||
| 03 | Solar energy | Home & Garden | 1.86× | ||
| 04 | Lottery | Games | 1.86× | ||
| 05 | Vehicle insurance | Cars & Mobility | 1.86× | ||
| 06 | Microwave oven | Home & Garden | 1.86× | ||
| 07 | Home insurance | Business & Career | 1.86× | ||
| 08 | Hardware store | Home & Garden | 1.85× | ||
| 09 | Kitchenware | Home & Garden | 1.81× | ||
| 10 | Tabloid (newspaper format) | Literature | 1.81× | ||
| 11 | Rail transport | Travel & Leisure | 1.79× | ||
| 12 | Renovation | Home & Garden | 1.78× | ||
| 13 | Home Appliances | Home & Garden | 1.78× | ||
| 14 | Renewable energy | Business & Career | 1.74× | ||
| 15 | Innovation | Business & Career | 1.70× | ||
| 16 | HVAC | Home & Garden | 1.69× | ||
| 17 | Grilling | Food & Beverages | 1.62× | ||
| 18 | Mortgage loans | Business & Career | 1.57× | ||
| 19 | Luxury real estate | Business & Career | 1.57× | ||
| 20 | Kijiji | Shopping | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.59× | |
| Need for Security | CONSERVATISM | 1.58× | |
| Family Orientation | CONSERVATISM | 1.56× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.68× | |
| Healthy Lifestyle | BALANCE | 0.84× | |
| Pet Ownership | JOY | 0.87× |
Building has an estimated audience of 4,450,806 people in Canada, concentrated in Ontario and Quebec.
41.8% of Building fans are female, 58.2% are male, with an average age of 42.6 years.
Building fans show strongest brand affinity for Renovation (1.78×), Home Appliances (1.78×), and Hardware store (1.85×) over the country average.
Building fans in Canada are most concentrated in Ontario (reach ~3M), Quebec (reach ~900K), and British Columbia (reach ~800K). These three regions account for the largest share of the active audience.
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.
Related profiles, rankings and the same audience in other markets.
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.
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.
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