A data profile of the people who buy, follow and care about Home Hardware in Canada — modelled from more than twelve digital signal sources. Home Hardware has an estimated audience of 7,773,716 people in Canada.
The average Home Hardware fan in Canada is 45.6 years old, balanced, and lives primarily in Ontario.
The audience is concentrated in Ontario, Quebec, British Columbia.
Top brand affinities include Rona, Athlete, Hardware store, with strongest over-indexing on Rona (2.7× the country average).
Demographically, the Home Hardware audience skews balanced with an average age of 45.6, and over-indexes on personality traits such as Urban Lifestyle, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Home Hardware fan in Canada is balanced, around 45.6 years old, with strong Urban Lifestyle tendencies and a notable affinity for Rona.
The key figures that characterise the Home Hardware profile in Canada.
49.7% are female, 50.3% are male, average age 45.6.
| Metric | Value |
|---|---|
| Female | 49.7% |
| Male | 50.3% |
| Average age | 45.6 |
| Estimated audience size | 7,773,716 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 4% | |
| 20-29 | 14% | |
| 30-39 | 23% | |
| 40-49 | 28% | |
| 50+ | 30% |
of the worldwide Home Hardware audience comes from Canada.
| Country | Share |
|---|---|
| Canada | 91.3% |
| Australia | 3.0% |
| United Kingdom | 2.8% |
Where the Home Hardware audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Newfoundland and Labrador | ~200K | 1.68× | |
| 02 | New Brunswick | ~300K | 1.60× | |
| 03 | Nova Scotia | ~400K | 1.59× | |
| 04 | Prince Edward Island | ~50K | 1.18× | |
| 05 | Ontario | ~3M | 0.92× | |
| 06 | Saskatchewan | ~200K | 0.70× | |
| 07 | Alberta | ~600K | 0.62× | |
| 08 | Manitoba | ~200K | 0.61× | |
| 09 | British Columbia | ~700K | 0.60× | |
| 10 | Quebec | ~900K | 0.49× |
The strongest cross-interests of the Home Hardware audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Home Designing | Home & Garden | 7.42× | ||
| 02 | Athlete | Music & Radio | 4.99× | ||
| 03 | Multi-tool | Home & Garden | 2.91× | ||
| 04 | Mower | Home & Garden | 2.88× | ||
| 05 | Rona | Home & Garden | 2.70× | ||
| 06 | Lowe's | Shopping | 2.36× | ||
| 07 | Drywall | Home & Garden | 2.17× | ||
| 08 | Trailer (vehicle) | Cars & Mobility | 2.09× | ||
| 09 | Welding | Home & Garden | 2.06× | ||
| 10 | Lumber | Home & Garden | 1.95× | ||
| 11 | Power tool | Home & Garden | 1.90× | ||
| 12 | Hardware store | Home & Garden | 1.85× | ||
| 13 | Lawn mower | Home & Garden | 1.82× | ||
| 14 | HomeSense | Home & Garden | 1.75× | ||
| 15 | Heavy equipment | Home & Garden | 1.66× | ||
| 16 | HVAC | Home & Garden | 1.62× | ||
| 17 | Roof | Home & Garden | 1.55× | ||
| 18 | Sink | Home & Garden | 1.54× | ||
| 19 | Infrastructure | Politics & Society | 1.52× | ||
| 20 | Concrete | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.39× | |
| Family Orientation | CONSERVATISM | 1.11× | |
| Early Adopter Mentality | POWER | 1.09× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 0.75× | |
| Need for Security | CONSERVATISM | 0.90× | |
| Travelling | THRILL | 0.93× |
Home Hardware's target market in Canada covers an estimated 7,773,716 people, concentrated in Ontario and Quebec.
49.7% of the Home Hardware audience are female, 50.3% are male, with an average age of 45.6 years.
Home Hardware fans show strongest brand affinity for Rona (2.7×), Athlete (4.99×), and Hardware store (1.85×) over the country average.
Home Hardware fans in Canada are most concentrated in Ontario (reach ~3M), Quebec (reach ~900K), and British Columbia (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Home Hardware itself, the audience over-indexes on Athlete (4.99×), Hardware store (1.85×), Home Designing (7.42×), and HomeSense (1.75×) 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 Home Hardware. 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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