Insurance Audience in Canada
Insurance has an estimated audience of 6,757,536 people in Canada. 45.2% are female, 54.8% are male, average age 43.7. Top regions: Ontario, British Columbia, Alberta. Top brand affinities: Home Hardware, Rona, Scotiabank, Financial services, Toronto-Dominion Bank.
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, Rona, Scotiabank, 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.
Category: Business & Career · Type: Topic
Demographics of Insurance fans
| Metric | Value |
|---|---|
| Female | 45.2% |
| Male | 54.8% |
| Average age | 43.7 |
| Estimated audience size | 6,757,536 |
Audience persona
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.
Top regions in Canada
| Region | Reach | Affinity |
|---|---|---|
| Ontario | 2,925,782 | 1.03× |
| British Columbia | 1,881,117 | 1.86× |
| Alberta | 961,771 | 1.15× |
| Quebec | 695,583 | 0.43× |
| Manitoba | 475,096 | 1.88× |
| Saskatchewan | 263,276 | 1.23× |
| Nova Scotia | 151,914 | 0.75× |
| New Brunswick | 112,847 | 0.72× |
| Newfoundland and Labrador | 59,078 | 0.57× |
| Prince Edward Island | 21,165 | 0.64× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Home Hardware | 1.63× | Home & Garden |
| Rona | 1.54× | Home & Garden |
| Scotiabank | 1.6× | Business & Career |
| Financial services | 1.53× | Business & Career |
| Toronto-Dominion Bank | 1.53× | Business & Career |
| TD Canada Trust | 1.53× | Business & Career |
| Life insurance | 2.35× | Business & Career |
| Giant Tiger | 1.6× | Shopping |
| rogers | 1.55× | Technology & Electronics |
| Used car | 1.56× | Cars & Mobility |
| Home insurance | 2.29× | Business & Career |
| National Post | 1.58× | News |
| Vehicle insurance | 2.01× | Cars & Mobility |
| Risk management | 1.81× | Business & Career |
| Loan | 1.52× | Business & Career |
| Credit (finance) | 1.52× | Business & Career |
| Insurance policy | 2.8× | Business & Career |
| The Brick | 1.53× | Shopping |
| Power tool | 1.51× | Home & Garden |
| Home equity | 1.92× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Urban Lifestyle | OPEN | 1.52 |
| Early Adopter Mentality | POWER | 1.28 |
| Travelling | THRILL | 1.23 |
| Career Orientation | POWER | 1.22 |
| Need for Security | CONSERVATISM | 1.09 |
| Individualism | JOY | 0.92 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 23.0% |
| Japan | 4.5% |
| United Kingdom | 4.5% |
See Insurance audiences in other countries
More Business & Career 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 Insurance have in Canada?
Insurance has an estimated audience of 6,757,536 people in Canada, concentrated in Ontario and British Columbia.
What is the gender split and age of Insurance fans?
45.2% of Insurance fans are female, 54.8% are male, with an average age of 43.7 years.
Which brands do Insurance fans like most?
Insurance fans show strongest brand affinity for Home Hardware (1.63×), Rona (1.54×), and Scotiabank (1.6×) over the country average.
Where do Insurance fans live in Canada?
Insurance fans in Canada are most concentrated in Ontario (reach 2,925,782), British Columbia (reach 1,881,117), and Alberta (reach 961,771). These three regions account for the largest share of the active audience.
What other brands do Insurance fans also like?
Beyond Insurance itself, the audience over-indexes on Rona (1.54×), Scotiabank (1.6×), Financial services (1.53×), and Toronto-Dominion Bank (1.53×) compared to the Canada average.
How to read this data
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.
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.