A data profile of the people who buy, follow and care about First-time buyer in Canada — modelled from more than twelve digital signal sources. First-time buyer has an estimated audience of 4,656,650 people in Canada.
The average First-time buyer fan in Canada is 44.8 years old, balanced, and lives primarily in Ontario.
The audience is concentrated in Ontario, Quebec, British Columbia.
Top brand affinities include Property finder, Starter home, Home construction, with strongest over-indexing on Property finder (5.26× the country average).
Demographically, the First-time buyer audience skews balanced with an average age of 44.8, and over-indexes on personality traits such as Patriotism, Urban Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical First-time buyer fan in Canada is balanced, around 44.8 years old, with strong Patriotism tendencies and a notable affinity for Property finder.
The key figures that characterise the First-time buyer profile in Canada.
49.8% are female, 50.2% are male, average age 44.8.
| Metric | Value |
|---|---|
| Female | 49.8% |
| Male | 50.2% |
| Average age | 44.8 |
| Estimated audience size | 4,656,650 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 17% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 32% |
of the worldwide First-time buyer audience comes from Canada.
| Country | Share |
|---|---|
| United States | 24.6% |
| United Kingdom | 7.5% |
| Japan | 4.9% |
Where the First-time buyer audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Yukon | ~6K | 1.12× | |
| 02 | Prince Edward Island | ~20K | 1.06× | |
| 03 | Northwest Territories | ~6K | 1.00× | |
| 04 | Nunavut | ~5K | 1.00× | |
| 05 | New Brunswick | ~100K | 0.97× | |
| 06 | Newfoundland and Labrador | ~70K | 0.97× | |
| 07 | Saskatchewan | ~100K | 0.95× | |
| 08 | Nova Scotia | ~100K | 0.95× | |
| 09 | British Columbia | ~700K | 0.94× | |
| 10 | Manitoba | ~200K | 0.93× | |
| 11 | Ontario | ~1.5M | 0.88× | |
| 12 | Alberta | ~500K | 0.84× | |
| 13 | Quebec | ~900K | 0.80× |
The strongest cross-interests of the First-time buyer audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Property finder | Home & Garden | 5.26× | ||
| 02 | Starter home | Home & Garden | 4.66× | ||
| 03 | For sale by owner | Home & Garden | 4.26× | ||
| 04 | Home Interior Design | Home & Garden | 3.44× | ||
| 05 | Home construction | Home & Garden | 3.39× | ||
| 06 | Real estate development | Business & Career | 3.19× | ||
| 07 | Townhouse | Home & Garden | 3.18× | ||
| 08 | Bedroom furniture | Home & Garden | 3.14× | ||
| 09 | Vancouver Canucks | Sports | 2.87× | ||
| 10 | Luxury real estate | Business & Career | 2.68× | ||
| 11 | Landscape design | Business & Career | 2.44× | ||
| 12 | Modern architecture | Arts & Culture | 2.41× | ||
| 13 | Home repair | Home & Garden | 2.37× | ||
| 14 | Renovation | Home & Garden | 1.93× | ||
| 15 | Aritzia | Fashion & Accessoires | 1.81× | ||
| 16 | Property | Home & Garden | 1.80× | ||
| 17 | Real estate broker | Home & Garden | 1.77× | ||
| 18 | Local food | Food & Beverages | 1.75× | ||
| 19 | Mortgage loans | Business & Career | 1.69× | ||
| 20 | IKEA | Home & Garden | 1.63× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.74× | |
| Urban Lifestyle | OPEN | 1.57× | |
| Spirituality | BALANCE | 1.22× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 0.76× | |
| Convenience Orientation | PREMIUM | 0.85× | |
| Family Orientation | CONSERVATISM | 0.86× |
First-time buyer has an estimated audience of 4,656,650 people in Canada, concentrated in Ontario and Quebec.
49.8% of First-time buyer fans are female, 50.2% are male, with an average age of 44.8 years.
First-time buyer fans show strongest brand affinity for Property finder (5.26×), Starter home (4.66×), and Home construction (3.39×) over the country average.
First-time buyer fans in Canada are most concentrated in Ontario (reach ~1.5M), Quebec (reach ~900K), and British Columbia (reach ~700K). These three regions account for the largest share of the active audience.
Beyond First-time buyer itself, the audience over-indexes on Starter home (4.66×), Home construction (3.39×), Real estate development (3.19×), and Vancouver Canucks (2.87×) 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 First-time buyer. 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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