A data profile of the people who buy, follow and care about Insurance in Canada — modelled from more than twelve digital signal sources. Insurance has an estimated audience of 6,757,536 people in Canada.
The average Insurance fan in Canada is 43.7 years old, balanced, and lives primarily in Ontario.
The audience is concentrated in Ontario, British Columbia, Alberta.
Top brand affinities include Home Hardware, Bank of Montreal, Rona, with strongest over-indexing on Home Hardware (1.63× the country average).
Demographically, the Insurance audience skews balanced with an average age of 43.7, 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.
The typical Insurance fan in Canada is balanced, around 43.7 years old, with strong Urban Lifestyle tendencies and a notable affinity for Home Hardware.
The key figures that characterise the Insurance profile in Canada.
45.2% are female, 54.8% are male, average age 43.7.
| Metric | Value |
|---|---|
| Female | 45.2% |
| Male | 54.8% |
| Average age | 43.7 |
| Estimated audience size | 6,757,536 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 32% |
of the worldwide Insurance audience comes from Canada.
| Country | Share |
|---|---|
| United States | 23.0% |
| Japan | 4.5% |
| United Kingdom | 4.5% |
Where the Insurance audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Manitoba | ~500K | 1.88× | |
| 02 | British Columbia | ~2M | 1.86× | |
| 03 | Saskatchewan | ~300K | 1.23× | |
| 04 | Alberta | ~1M | 1.15× | |
| 05 | Ontario | ~3M | 1.03× | |
| 06 | Nova Scotia | ~200K | 0.75× | |
| 07 | New Brunswick | ~100K | 0.72× | |
| 08 | Prince Edward Island | ~20K | 0.64× | |
| 09 | Newfoundland and Labrador | ~60K | 0.57× | |
| 10 | Quebec | ~700K | 0.43× |
The strongest cross-interests of the Insurance audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Insurance policy | Business & Career | 2.80× | ||
| 02 | Life insurance | Business & Career | 2.35× | ||
| 03 | Home insurance | Business & Career | 2.29× | ||
| 04 | Vehicle insurance | Cars & Mobility | 2.01× | ||
| 05 | Bank of Montreal | Business & Career | 1.84× | ||
| 06 | Risk management | Business & Career | 1.81× | ||
| 07 | Home Hardware | Home & Garden | 1.63× | ||
| 08 | Scotiabank | Business & Career | 1.60× | ||
| 09 | Giant Tiger | Shopping | 1.60× | ||
| 10 | National Post | News | 1.58× | ||
| 11 | Used car | Cars & Mobility | 1.56× | ||
| 12 | rogers | Technology & Electronics | 1.55× | ||
| 13 | Rona | Home & Garden | 1.54× | ||
| 14 | Financial services | Business & Career | 1.53× | ||
| 15 | Toronto-Dominion Bank | Business & Career | 1.53× | ||
| 16 | TD Canada Trust | Business & Career | 1.53× | ||
| 17 | The Brick | Shopping | 1.53× | ||
| 18 | Loan | Business & Career | 1.52× | ||
| 19 | Credit (finance) | Business & Career | 1.52× | ||
| 20 | Power tool | 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 | 1.52× | |
| Early Adopter Mentality | POWER | 1.28× | |
| Travelling | THRILL | 1.23× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.51× | |
| Spirituality | BALANCE | 0.57× | |
| Design Affinity | PREMIUM | 0.84× |
Insurance has an estimated audience of 6,757,536 people in Canada, concentrated in Ontario and British Columbia.
45.2% of Insurance fans are female, 54.8% are male, with an average age of 43.7 years.
Insurance fans show strongest brand affinity for Home Hardware (1.63×), Bank of Montreal (1.84×), and Rona (1.54×) over the country average.
Insurance fans in Canada are most concentrated in Ontario (reach ~3M), British Columbia (reach ~2M), and Alberta (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Insurance itself, the audience over-indexes on Bank of Montreal (1.84×), Rona (1.54×), Scotiabank (1.6×), and Financial services (1.53×) 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 Insurance. 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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