A data profile of the people who buy, follow and care about Driving in Canada — modelled from more than twelve digital signal sources. Driving has an estimated audience of 3,822,771 people in Canada.
The average Driving fan in Canada is 39.8 years old, more male, and lives primarily in Ontario.
The audience is concentrated in Ontario, Quebec, British Columbia.
Top brand affinities include Used Cars, Bad Bunny, Used car, with strongest over-indexing on Used Cars (3.52× the country average).
Demographically, the Driving audience skews more male with an average age of 39.8, and over-indexes on personality traits such as Family Orientation, 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 Driving fan in Canada is more male, around 39.8 years old, with strong Family Orientation tendencies and a notable affinity for Used Cars.
The key figures that characterise the Driving profile in Canada.
29.2% are female, 70.8% are male, average age 39.8.
| Metric | Value |
|---|---|
| Female | 29.2% |
| Male | 70.8% |
| Average age | 39.8 |
| Estimated audience size | 3,822,771 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 20% | |
| 50+ | 23% |
of the worldwide Driving audience comes from Canada.
| Country | Share |
|---|---|
| United States | 16.0% |
| Japan | 5.3% |
| United Kingdom | 5.2% |
Where the Driving audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Ontario | ~3M | 1.79× | |
| 02 | Quebec | ~1.5M | 1.57× | |
| 03 | Alberta | ~700K | 1.57× | |
| 04 | British Columbia | ~800K | 1.40× | |
| 05 | Nova Scotia | ~90K | 0.78× | |
| 06 | Saskatchewan | ~80K | 0.67× | |
| 07 | Manitoba | ~90K | 0.62× | |
| 08 | Prince Edward Island | ~10K | 0.61× | |
| 09 | Newfoundland and Labrador | ~30K | 0.59× | |
| 10 | New Brunswick | ~40K | 0.51× |
The strongest cross-interests of the Driving audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Used Cars | Cars & Mobility | 3.52× | ||
| 02 | Carcare | Cars & Mobility | 3.29× | ||
| 03 | Family car | Cars & Mobility | 3.27× | ||
| 04 | Auto show | Cars & Mobility | 3.15× | ||
| 05 | Automobile repair shop | Cars & Mobility | 3.09× | ||
| 06 | Max Verstappen | Sports | 3.04× | ||
| 07 | City car | Cars & Mobility | 2.95× | ||
| 08 | Bad Bunny | Music & Radio | 2.77× | ||
| 09 | Tesla Motors | Cars & Mobility | 2.61× | ||
| 10 | Hatchback | Cars & Mobility | 2.34× | ||
| 11 | Used car | Cars & Mobility | 2.11× | ||
| 12 | Electric vehicle | Cars & Mobility | 2.00× | ||
| 13 | Solar energy | Home & Garden | 1.99× | ||
| 14 | Credit (finance) | Business & Career | 1.97× | ||
| 15 | Vehicle insurance | Cars & Mobility | 1.94× | ||
| 16 | Home insurance | Business & Career | 1.94× | ||
| 17 | Online newspaper | News | 1.75× | ||
| 18 | Enterprise Rent-A-Car | Cars & Mobility | 1.69× | ||
| 19 | Petro-Canada | Cars & Mobility | 1.57× | ||
| 20 | Breaking news | Movies & TV | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.81× | |
| Need for Security | CONSERVATISM | 1.70× | |
| Pet Ownership | JOY | 1.31× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.50× | |
| Design Affinity | PREMIUM | 0.64× | |
| Creativity | OPEN | 0.69× |
Driving has an estimated audience of 3,822,771 people in Canada, concentrated in Ontario and Quebec.
29.2% of Driving fans are female, 70.8% are male, with an average age of 39.8 years.
Driving fans show strongest brand affinity for Used Cars (3.52×), Bad Bunny (2.77×), and Used car (2.11×) over the country average.
Driving fans in Canada are most concentrated in Ontario (reach ~3M), Quebec (reach ~1.5M), and British Columbia (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Driving itself, the audience over-indexes on Bad Bunny (2.77×), Used car (2.11×), Tesla Motors (2.61×), and Family car (3.27×) 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 Driving. 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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