A data profile of the people who buy, follow and care about Mattress in Canada — modelled from more than twelve digital signal sources. Mattress has an estimated audience of 4,256,727 people in Canada.
The average Mattress fan in Canada is 41.5 years old, more female, and lives primarily in Ontario.
The audience is concentrated in Ontario, Alberta, British Columbia.
Top brand affinities include Bedding, Sleep, Loto-Québec, with strongest over-indexing on Bedding (2.39× the country average).
Demographically, the Mattress audience skews more female with an average age of 41.5, and over-indexes on personality traits such as Individualism, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Mattress fan in Canada is more female, around 41.5 years old, with strong Individualism tendencies and a notable affinity for Bedding.
The key figures that characterise the Mattress profile in Canada.
61.9% are female, 38.1% are male, average age 41.5.
| Metric | Value |
|---|---|
| Female | 61.9% |
| Male | 38.1% |
| Average age | 41.5 |
| Estimated audience size | 4,256,727 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 21% | |
| 50+ | 25% |
of the worldwide Mattress audience comes from Canada.
| Country | Share |
|---|---|
| United States | 20.6% |
| Japan | 7.8% |
| United Kingdom | 4.5% |
Where the Mattress audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Alberta | ~1M | 1.89× | |
| 02 | Ontario | ~2.5M | 1.45× | |
| 03 | British Columbia | ~800K | 1.24× | |
| 04 | Nova Scotia | ~100K | 1.01× | |
| 05 | Saskatchewan | ~100K | 0.94× | |
| 06 | Manitoba | ~100K | 0.92× | |
| 07 | New Brunswick | ~80K | 0.81× | |
| 08 | Prince Edward Island | ~20K | 0.76× | |
| 09 | Newfoundland and Labrador | ~50K | 0.70× | |
| 10 | Quebec | ~500K | 0.45× |
The strongest cross-interests of the Mattress audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bed frame | Home & Garden | 2.79× | ||
| 02 | Memory foam | Home & Garden | 2.74× | ||
| 03 | Bedroom furniture | Home & Garden | 2.59× | ||
| 04 | Bed sheet | Home & Garden | 2.57× | ||
| 05 | Sofa bed | Home & Garden | 2.49× | ||
| 06 | Futon | Home & Garden | 2.42× | ||
| 07 | Bedding | Home & Garden | 2.39× | ||
| 08 | Pillow | Home & Garden | 2.29× | ||
| 09 | Recliner | Home & Garden | 2.22× | ||
| 10 | Ashley Furniture HomeStores | Home & Garden | 2.12× | ||
| 11 | Blanket | Home & Garden | 1.87× | ||
| 12 | Cotton | Fashion & Accessoires | 1.79× | ||
| 13 | Dining room | Home & Garden | 1.71× | ||
| 14 | Bedroom | Home & Garden | 1.70× | ||
| 15 | Sleep | Health | 1.68× | ||
| 16 | The Brick | Shopping | 1.56× | ||
| 17 | HomeSense | Home & Garden | 1.54× | ||
| 18 | Loto-Québec | Games | 1.52× | ||
| 19 | Chair | Home & Garden | 1.50× | ||
| 20 | Garden furniture | Home & Garden | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.33× | |
| Need for Security | CONSERVATISM | 1.24× | |
| Patriotism | CONSERVATISM | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.82× | |
| Family Orientation | CONSERVATISM | 0.82× | |
| Social Media Usage | JOY | 0.87× |
Mattress has an estimated audience of 4,256,727 people in Canada, concentrated in Ontario and Alberta.
61.9% of Mattress fans are female, 38.1% are male, with an average age of 41.5 years.
Mattress fans show strongest brand affinity for Bedding (2.39×), Sleep (1.68×), and Loto-Québec (1.52×) over the country average.
Mattress fans in Canada are most concentrated in Ontario (reach ~2.5M), Alberta (reach ~1M), and British Columbia (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Mattress itself, the audience over-indexes on Sleep (1.68×), Loto-Québec (1.52×), Bed frame (2.79×), and Bedroom furniture (2.59×) 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 Mattress. 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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