A data profile of the people who buy, follow and care about Knowledge in Canada — modelled from more than twelve digital signal sources. Knowledge has an estimated audience of 8,391,929 people in Canada.
The average Knowledge fan in Canada is 41.5 years old, balanced, and lives primarily in Ontario.
The audience is concentrated in Ontario, British Columbia, Quebec.
Top brand affinities include Real property, Bruce Willis, Western Union, with strongest over-indexing on Real property (1.69× the country average).
Demographically, the Knowledge audience skews balanced with an average age of 41.5, and over-indexes on personality traits such as Tradition, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Knowledge fan in Canada is balanced, around 41.5 years old, with strong Tradition tendencies and a notable affinity for Real property.
The key figures that characterise the Knowledge profile in Canada.
53.4% are female, 46.6% are male, average age 41.5.
| Metric | Value |
|---|---|
| Female | 53.4% |
| Male | 46.6% |
| Average age | 41.5 |
| Estimated audience size | 8,391,929 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 25% |
of the worldwide Knowledge audience comes from Canada.
| Country | Share |
|---|---|
| United States | 22.4% |
| India | 5.1% |
| Brazil | 5.0% |
Where the Knowledge audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Ontario | ~6.5M | 2.07× | |
| 02 | British Columbia | ~2M | 1.39× | |
| 03 | Manitoba | ~300K | 1.05× | |
| 04 | New Brunswick | ~200K | 1.05× | |
| 05 | Alberta | ~1M | 1.03× | |
| 06 | Nova Scotia | ~200K | 0.91× | |
| 07 | Saskatchewan | ~200K | 0.86× | |
| 08 | Prince Edward Island | ~30K | 0.76× | |
| 09 | Quebec | ~1.5M | 0.67× | |
| 10 | Newfoundland and Labrador | ~90K | 0.67× |
The strongest cross-interests of the Knowledge audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Italo disco | Music & Radio | 2.49× | ||
| 02 | Diplomacy | Politics & Society | 2.10× | ||
| 03 | John Travolta | Movies & TV | 2.07× | ||
| 04 | Ashton Kutcher | Movies & TV | 2.02× | ||
| 05 | Orlando Bloom | Movies & TV | 1.98× | ||
| 06 | Bored Panda | Internet & Social Media | 1.85× | ||
| 07 | Drew Barrymore | Movies & TV | 1.78× | ||
| 08 | Hulk Hogan | Sports | 1.75× | ||
| 09 | Real property | Home & Garden | 1.69× | ||
| 10 | Bruce Willis | Movies & TV | 1.68× | ||
| 11 | Duvet | Home & Garden | 1.67× | ||
| 12 | Robin Williams | Movies & TV | 1.64× | ||
| 13 | Image scanner | Technology & Electronics | 1.63× | ||
| 14 | AMC (TV channel) | Movies & TV | 1.57× | ||
| 15 | Albert Einstein | Technology & Electronics | 1.54× | ||
| 16 | World Economic Forum | Politics & Society | 1.53× | ||
| 17 | Amsterdam | Travel & Leisure | 1.52× | ||
| 18 | IBM | Technology & Electronics | 1.52× | ||
| 19 | Criticism of religion | Politics & Society | 1.52× | ||
| 20 | Western Union | Business & Career | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 1.19× | |
| Individualism | JOY | 1.18× | |
| Career Orientation | POWER | 1.16× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.77× | |
| Price Sensitivity | PREMIUM | 0.84× | |
| Design Affinity | PREMIUM | 0.86× |
Knowledge has an estimated audience of 8,391,929 people in Canada, concentrated in Ontario and British Columbia.
53.4% of Knowledge fans are female, 46.6% are male, with an average age of 41.5 years.
Knowledge fans show strongest brand affinity for Real property (1.69×), Bruce Willis (1.68×), and Western Union (1.5×) over the country average.
Knowledge fans in Canada are most concentrated in Ontario (reach ~6.5M), British Columbia (reach ~2M), and Quebec (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Knowledge itself, the audience over-indexes on Bruce Willis (1.68×), Western Union (1.5×), Bored Panda (1.85×), and John Travolta (2.07×) 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 Knowledge. 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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