A data profile of the people who buy, follow and care about Concrete in Canada — modelled from more than twelve digital signal sources. Concrete has an estimated audience of 3,608,645 people in Canada.
The average Concrete fan in Canada is 44.1 years old, more male, and lives primarily in Quebec.
The audience is concentrated in Quebec, Ontario, British Columbia.
Top brand affinities include Loto-Québec, MSN, Renovation, with strongest over-indexing on Loto-Québec (1.99× the country average).
Demographically, the Concrete audience skews more male with an average age of 44.1, and over-indexes on personality traits such as Quality Awareness, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Concrete fan in Canada is more male, around 44.1 years old, with strong Quality Awareness tendencies and a notable affinity for Loto-Québec.
The key figures that characterise the Concrete profile in Canada.
43.5% are female, 56.5% are male, average age 44.1.
| Metric | Value |
|---|---|
| Female | 43.5% |
| Male | 56.5% |
| Average age | 44.1 |
| Estimated audience size | 3,608,645 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 15% | |
| 30-39 | 21% | |
| 40-49 | 24% | |
| 50+ | 30% |
of the worldwide Concrete audience comes from Canada.
| Country | Share |
|---|---|
| United States | 22.8% |
| Italy | 7.7% |
| Brazil | 5.9% |
Where the Concrete audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Quebec | ~2.5M | 5.50× | |
| 02 | Ontario | ~2M | 1.31× | |
| 03 | Alberta | ~600K | 1.27× | |
| 04 | British Columbia | ~700K | 1.25× | |
| 05 | Nova Scotia | ~100K | 1.09× | |
| 06 | Saskatchewan | ~100K | 1.04× | |
| 07 | Manitoba | ~100K | 1.01× | |
| 08 | New Brunswick | ~80K | 0.96× | |
| 09 | Prince Edward Island | ~10K | 0.80× | |
| 10 | Newfoundland and Labrador | ~40K | 0.78× |
The strongest cross-interests of the Concrete audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Makita | Home & Garden | 3.89× | ||
| 02 | Mineral water | Food & Beverages | 2.59× | ||
| 03 | FedEx | Business & Career | 2.41× | ||
| 04 | Lawn mower | Home & Garden | 2.19× | ||
| 05 | Microwave oven | Home & Garden | 2.04× | ||
| 06 | Hypermarket | Shopping | 2.01× | ||
| 07 | Loto-Québec | Games | 1.99× | ||
| 08 | Sustainable energy | Home & Garden | 1.98× | ||
| 09 | Hardware store | Home & Garden | 1.84× | ||
| 10 | Public transport | Cars & Mobility | 1.83× | ||
| 11 | MSN | News | 1.81× | ||
| 12 | Renovation | Home & Garden | 1.75× | ||
| 13 | Kitchenware | Home & Garden | 1.74× | ||
| 14 | Solar energy | Home & Garden | 1.74× | ||
| 15 | HVAC | Home & Garden | 1.72× | ||
| 16 | Cabinetry | Home & Garden | 1.70× | ||
| 17 | Luxury real estate | Business & Career | 1.68× | ||
| 18 | Innovation | Business & Career | 1.57× | ||
| 19 | Real property | Home & Garden | 1.55× | ||
| 20 | Home Hardware | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.60× | |
| Convenience Orientation | PREMIUM | 1.54× | |
| DIY Mentality | THRILL | 1.47× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.68× | |
| Pet Ownership | JOY | 0.85× | |
| Healthy Lifestyle | BALANCE | 0.86× |
Concrete has an estimated audience of 3,608,645 people in Canada, concentrated in Quebec and Ontario.
43.5% of Concrete fans are female, 56.5% are male, with an average age of 44.1 years.
Concrete fans show strongest brand affinity for Loto-Québec (1.99×), MSN (1.81×), and Renovation (1.75×) over the country average.
Concrete fans in Canada are most concentrated in Quebec (reach ~2.5M), Ontario (reach ~2M), and British Columbia (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Concrete itself, the audience over-indexes on MSN (1.81×), Renovation (1.75×), Hardware store (1.84×), and Home Hardware (1.51×) 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 Concrete. 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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