Do it yourself (DIY) Audience in Canada
Do it yourself (DIY) has an estimated audience of 10,498,911 people in Canada. 53.4% are female, 46.6% are male, average age 44.0. Top regions: Ontario, Quebec, British Columbia. Top brand affinities: Crafts, Home improvement, Home décor products, Handicraft, Etsy.
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.
Category: Home & Garden · Type: Topic · Subtype: Lifestyle cluster
Demographics of Do it yourself (DIY) fans
| Metric | Value |
|---|---|
| Female | 53.4% |
| Male | 46.6% |
| Average age | 44.0 |
| Estimated audience size | 10,498,911 |
Audience persona
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.
Top regions in Canada
| Region | Reach | Affinity |
|---|---|---|
| Ontario | 4,088,300 | 0.93× |
| Quebec | 2,411,521 | 0.96× |
| British Columbia | 1,523,983 | 0.97× |
| Alberta | 1,263,036 | 0.97× |
| Manitoba | 389,963 | 0.99× |
| Saskatchewan | 330,835 | 0.99× |
| Newfoundland and Labrador | 159,349 | 1.0× |
| Prince Edward Island | 51,955 | 1.01× |
| Yukon | 13,122 | 1.05× |
| Nunavut | None× | |
| Nova Scotia | None× | |
| New Brunswick | None× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Crafts | 1.7× | Home & Garden |
| Home improvement | 1.51× | Home & Garden |
| Home décor products | 3.13× | Home & Garden |
| Handicraft | 1.91× | Home & Garden |
| Etsy | 2.48× | Fashion & Accessoires |
| Local food | 1.83× | Food & Beverages |
| Sewing | 2.52× | Home & Garden |
| Renovation | 1.58× | Home & Garden |
| Self-love | 2.13× | Health |
| Cake | 1.74× | Food & Beverages |
| Pattern (sewing) | 3.83× | Home & Garden |
| Farmhouse | 3.29× | Travel & Leisure |
| Landscape design | 2.23× | Business & Career |
| Aritzia | 1.64× | Fashion & Accessoires |
| First-time buyer | 1.87× | Shopping |
| Outdoor enthusiast | 1.7× | Sports |
| Organic product | 2.31× | Food & Beverages |
| Dog walking | 1.91× | Pets & Animals |
| Carpentry | 2.04× | Home & Garden |
| Fashion design | 1.51× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Patriotism | CONSERVATISM | 1.81 |
| Spirituality | BALANCE | 1.26 |
| Family Orientation | CONSERVATISM | 1.06 |
| Travelling | THRILL | 1.03 |
| Need for Security | CONSERVATISM | 0.94 |
| Convenience Orientation | PREMIUM | 0.86 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 20.8% |
| United Kingdom | 4.9% |
| France | 4.5% |
See Do it yourself (DIY) audiences in other countries
- Do it yourself (DIY) — Germany
- Do it yourself (DIY) — United States
- Do it yourself (DIY) — United Kingdom
- Do it yourself (DIY) — France
- Do it yourself (DIY) — Italy
- Do it yourself (DIY) — Spain
- Do it yourself (DIY) — Brazil
- Do it yourself (DIY) — Japan
- Do it yourself (DIY) — South Korea
- Do it yourself (DIY) — India
- Do it yourself (DIY) — Mexico
More Lifestyle cluster 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 Do it yourself (DIY) have in Canada?
Do it yourself (DIY) has an estimated audience of 10,498,911 people in Canada, concentrated in Ontario and Quebec.
What is the gender split and age of Do it yourself (DIY) fans?
53.4% of Do it yourself (DIY) fans are female, 46.6% are male, with an average age of 44.0 years.
Which brands do Do it yourself (DIY) fans like most?
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.
Where do Do it yourself (DIY) fans live in Canada?
Do it yourself (DIY) fans in Canada are most concentrated in Ontario (reach 4,088,300), Quebec (reach 2,411,521), and British Columbia (reach 1,523,983). These three regions account for the largest share of the active audience.
What other brands do Do it yourself (DIY) fans also like?
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.
How to read this data
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.
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.