First-time buyer Audience in Canada
First-time buyer has an estimated audience of 4,656,650 people in Canada. 49.8% are female, 50.2% are male, average age 44.8. Top regions: Ontario, Quebec, British Columbia. Top brand affinities: Property finder, Starter home, Home construction, Real estate development, Vancouver Canucks.
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.
Category: Shopping · Type: Topic
Demographics of First-time buyer fans
| Metric | Value |
|---|---|
| Female | 49.8% |
| Male | 50.2% |
| Average age | 44.8 |
| Estimated audience size | 4,656,650 |
Audience persona
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.
Top regions in Canada
| Region | Reach | Affinity |
|---|---|---|
| Ontario | 1,718,589 | 0.88× |
| Quebec | 886,626 | 0.8× |
| British Columbia | 655,693 | 0.94× |
| Alberta | 484,167 | 0.84× |
| Manitoba | 162,505 | 0.93× |
| Saskatchewan | 140,227 | 0.95× |
| Nova Scotia | 131,251 | 0.95× |
| New Brunswick | 104,361 | 0.97× |
| Newfoundland and Labrador | 69,087 | 0.97× |
| Prince Edward Island | 24,212 | 1.06× |
| Yukon | 6,210 | 1.12× |
| Northwest Territories | 5,513 | 1.0× |
| Nunavut | 4,681 | 1.0× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Property finder | 5.26× | Home & Garden |
| Starter home | 4.66× | Home & Garden |
| Home construction | 3.39× | Home & Garden |
| Real estate development | 3.19× | Business & Career |
| Vancouver Canucks | 2.87× | Sports |
| For sale by owner | 4.26× | Home & Garden |
| Home repair | 2.37× | Home & Garden |
| Home Interior Design | 3.44× | Home & Garden |
| Renovation | 1.93× | Home & Garden |
| Townhouse | 3.18× | Home & Garden |
| Luxury real estate | 2.68× | Business & Career |
| Property | 1.8× | Home & Garden |
| IKEA | 1.63× | Home & Garden |
| Landscape design | 2.44× | Business & Career |
| Bedroom furniture | 3.14× | Home & Garden |
| Aritzia | 1.81× | Fashion & Accessoires |
| Modern architecture | 2.41× | Arts & Culture |
| Mortgage loans | 1.69× | Business & Career |
| Local food | 1.75× | Food & Beverages |
| Real estate broker | 1.77× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Patriotism | CONSERVATISM | 1.74 |
| Urban Lifestyle | OPEN | 1.57 |
| Spirituality | BALANCE | 1.22 |
| Individualism | JOY | 1.19 |
| Travelling | THRILL | 1.11 |
| Social Media Usage | JOY | 1.09 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 24.6% |
| United Kingdom | 7.5% |
| Japan | 4.9% |
See First-time buyer audiences in other countries
- First-time buyer — Germany
- First-time buyer — United States
- First-time buyer — United Kingdom
- First-time buyer — France
- First-time buyer — Italy
- First-time buyer — Spain
- First-time buyer — Brazil
- First-time buyer — Japan
- First-time buyer — South Korea
- First-time buyer — India
- First-time buyer — Mexico
More Shopping 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 First-time buyer have in Canada?
First-time buyer has an estimated audience of 4,656,650 people in Canada, concentrated in Ontario and Quebec.
What is the gender split and age of First-time buyer fans?
49.8% of First-time buyer fans are female, 50.2% are male, with an average age of 44.8 years.
Which brands do First-time buyer fans like most?
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.
Where do First-time buyer fans live in Canada?
First-time buyer fans in Canada are most concentrated in Ontario (reach 1,718,589), Quebec (reach 886,626), and British Columbia (reach 655,693). These three regions account for the largest share of the active audience.
What other brands do First-time buyer fans also like?
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.
How to read this data
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.
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.