A data profile of the people who buy, follow and care about Do it yourself (DIY) in Canada — modelled from more than twelve digital signal sources. Do it yourself (DIY) has an estimated audience of 10,498,911 people in Canada.
The average Do it yourself (DIY) fan in Canada is 44.0 years old, balanced, and lives primarily in Ontario.
The audience is concentrated in Ontario, Quebec, British Columbia.
Top brand affinities include Crafts, Home improvement, Home décor products, with strongest over-indexing on Crafts (1.7× the country average).
Demographically, the Do it yourself (DIY) audience skews balanced with an average age of 44.0, and over-indexes on personality traits such as Patriotism, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Do it yourself (DIY) fan in Canada is balanced, around 44.0 years old, with strong Patriotism tendencies and a notable affinity for Crafts.
The key figures that characterise the Do it yourself (DIY) profile in Canada.
53.4% are female, 46.6% are male, average age 44.0.
| Metric | Value |
|---|---|
| Female | 53.4% |
| Male | 46.6% |
| Average age | 44.0 |
| Estimated audience size | 10,498,911 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 16% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 31% |
of the worldwide Do it yourself (DIY) audience comes from Canada.
| Country | Share |
|---|---|
| United States | 20.8% |
| United Kingdom | 4.9% |
| France | 4.5% |
Where the Do it yourself (DIY) audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Yukon | ~10K | 1.05× | |
| 02 | Prince Edward Island | ~50K | 1.01× | |
| 03 | Newfoundland and Labrador | ~200K | 1.00× | |
| 04 | Manitoba | ~400K | 0.99× | |
| 05 | Saskatchewan | ~300K | 0.99× | |
| 06 | British Columbia | ~1.5M | 0.97× | |
| 07 | Alberta | ~1.5M | 0.97× | |
| 08 | Quebec | ~2.5M | 0.96× | |
| 09 | Ontario | ~4M | 0.93× | |
| 10 | New Brunswick | 0.00× | ||
| 11 | Nunavut | 0.00× | ||
| 12 | Nova Scotia | 0.00× |
The strongest cross-interests of the Do it yourself (DIY) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Pattern (sewing) | Home & Garden | 3.83× | ||
| 02 | Farmhouse | Travel & Leisure | 3.29× | ||
| 03 | Home décor products | Home & Garden | 3.13× | ||
| 04 | Sewing | Home & Garden | 2.52× | ||
| 05 | Etsy | Fashion & Accessoires | 2.48× | ||
| 06 | Organic product | Food & Beverages | 2.31× | ||
| 07 | Landscape design | Business & Career | 2.23× | ||
| 08 | Self-love | Health | 2.13× | ||
| 09 | Carpentry | Home & Garden | 2.04× | ||
| 10 | Handicraft | Home & Garden | 1.91× | ||
| 11 | Dog walking | Pets & Animals | 1.91× | ||
| 12 | First-time buyer | Shopping | 1.87× | ||
| 13 | Local food | Food & Beverages | 1.83× | ||
| 14 | Cake | Food & Beverages | 1.74× | ||
| 15 | Crafts | Home & Garden | 1.70× | ||
| 16 | Outdoor enthusiast | Sports | 1.70× | ||
| 17 | Aritzia | Fashion & Accessoires | 1.64× | ||
| 18 | Renovation | Home & Garden | 1.58× | ||
| 19 | Home improvement | Home & Garden | 1.51× | ||
| 20 | Fashion design | Business & Career | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.81× | |
| Spirituality | BALANCE | 1.26× | |
| Family Orientation | CONSERVATISM | 1.06× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sports Activity | POWER | 0.30× | |
| Urban Lifestyle | OPEN | 0.44× | |
| Early Adopter Mentality | POWER | 0.53× |
Do it yourself (DIY) has an estimated audience of 10,498,911 people in Canada, concentrated in Ontario and Quebec.
53.4% of Do it yourself (DIY) fans are female, 46.6% are male, with an average age of 44.0 years.
Do it yourself (DIY) fans show strongest brand affinity for Crafts (1.7×), Home improvement (1.51×), and Home décor products (3.13×) over the country average.
Do it yourself (DIY) fans in Canada are most concentrated in Ontario (reach ~4M), Quebec (reach ~2.5M), and British Columbia (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Do it yourself (DIY) itself, the audience over-indexes on Home improvement (1.51×), Home décor products (3.13×), Handicraft (1.91×), and Etsy (2.48×) 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 Do it yourself (DIY). 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.