Home improvement Audience in Canada
Home improvement has an estimated audience of 12,550,687 people in Canada. 51.4% are female, 48.6% are male, average age 44.3. Top regions: Ontario, Alberta, British Columbia. Top brand affinities: Rona, Home Hardware, IKEA, Home repair, Home décor products.
The average Home improvement fan in Canada is 44.3 years old, balanced, and lives primarily in Ontario. The audience is concentrated in Ontario, Alberta, British Columbia. Top brand affinities include Rona, Home Hardware, IKEA, with strongest over-indexing on Rona (1.75× the country average). Demographically, the Home improvement audience skews balanced with an average age of 44.3, and over-indexes on personality traits such as Urban Lifestyle, Early Adopter Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic · Subtype: Lifestyle cluster
Demographics of Home improvement fans
| Metric | Value |
|---|---|
| Female | 51.4% |
| Male | 48.6% |
| Average age | 44.3 |
| Estimated audience size | 12,550,687 |
Audience persona
The typical Home improvement fan in Canada is balanced, around 44.3 years old, with strong Urban Lifestyle tendencies and a notable affinity for Rona.
Top regions in Canada
| Region | Reach | Affinity |
|---|---|---|
| Ontario | 5,914,098 | 1.12× |
| Alberta | 1,700,768 | 1.1× |
| British Columbia | 1,669,738 | 0.89× |
| Quebec | 1,129,876 | 0.38× |
| Manitoba | 459,566 | 0.98× |
| Saskatchewan | 450,498 | 1.13× |
| Nova Scotia | 436,936 | 1.17× |
| New Brunswick | 316,594 | 1.09× |
| Newfoundland and Labrador | 221,174 | 1.16× |
| Prince Edward Island | 59,349 | 0.96× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Rona | 1.75× | Home & Garden |
| Home Hardware | 1.58× | Home & Garden |
| IKEA | 1.57× | Home & Garden |
| Home repair | 1.55× | Home & Garden |
| Home décor products | 1.85× | Home & Garden |
| Power tool | 1.56× | Home & Garden |
| Home Design | 1.55× | Home & Garden |
| Home Interior Design | 1.71× | Home & Garden |
| Wayfair | 1.51× | Home & Garden |
| Drill | 1.56× | Home & Garden |
| Dining room | 1.57× | Home & Garden |
| Garden furniture | 1.62× | Home & Garden |
| Lowe's | 1.78× | Shopping |
| Bedroom furniture | 1.57× | Home & Garden |
| Bungalow | 1.5× | Home & Garden |
| Farmhouse | 1.62× | Travel & Leisure |
| Penningtons | 1.57× | Fashion & Accessoires |
| Gardener | 1.53× | Home & Garden |
| Porch | 1.54× | Home & Garden |
| Decoration | 1.5× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Urban Lifestyle | OPEN | 1.35 |
| Early Adopter Mentality | POWER | 1.22 |
| Travelling | THRILL | 1.14 |
| Individualism | JOY | 1.11 |
| Patriotism | CONSERVATISM | 1.08 |
| Need for Security | CONSERVATISM | 1.08 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 22.2% |
| United Kingdom | 4.8% |
| Italy | 4.0% |
See Home improvement audiences in other countries
- Home improvement — Germany
- Home improvement — United States
- Home improvement — United Kingdom
- Home improvement — France
- Home improvement — Italy
- Home improvement — Spain
- Home improvement — Brazil
- Home improvement — Japan
- Home improvement — South Korea
- Home improvement — India
- Home improvement — 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 Home improvement have in Canada?
Home improvement has an estimated audience of 12,550,687 people in Canada, concentrated in Ontario and Alberta.
What is the gender split and age of Home improvement fans?
51.4% of Home improvement fans are female, 48.6% are male, with an average age of 44.3 years.
Which brands do Home improvement fans like most?
Home improvement fans show strongest brand affinity for Rona (1.75×), Home Hardware (1.58×), and IKEA (1.57×) over the country average.
Where do Home improvement fans live in Canada?
Home improvement fans in Canada are most concentrated in Ontario (reach 5,914,098), Alberta (reach 1,700,768), and British Columbia (reach 1,669,738). These three regions account for the largest share of the active audience.
What other brands do Home improvement fans also like?
Beyond Home improvement itself, the audience over-indexes on Home Hardware (1.58×), IKEA (1.57×), Home repair (1.55×), and Home décor products (1.85×) compared to the Canada average.
How to read this data
Audience size is the estimated number of people in Canada who actively search for Home improvement. 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.