A data profile of the people who buy, follow and care about Mortgage loans in Canada — modelled from more than twelve digital signal sources. Mortgage loans has an estimated audience of 6,464,760 people in Canada.
The average Mortgage loans fan in Canada is 44.4 years old, balanced, and lives primarily in Ontario.
The audience is concentrated in Ontario, British Columbia, Alberta.
Top brand affinities include Property finder, Mortgage calculator, Starter home, with strongest over-indexing on Property finder (2.85× the country average).
Demographically, the Mortgage loans audience skews balanced with an average age of 44.4, and over-indexes on personality traits such as Urban Lifestyle, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Mortgage loans fan in Canada is balanced, around 44.4 years old, with strong Urban Lifestyle tendencies and a notable affinity for Property finder.
The key figures that characterise the Mortgage loans profile in Canada.
48.7% are female, 51.3% are male, average age 44.4.
| Metric | Value |
|---|---|
| Female | 48.7% |
| Male | 51.3% |
| Average age | 44.4 |
| Estimated audience size | 6,464,760 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 17% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 31% |
of the worldwide Mortgage loans audience comes from Canada.
| Country | Share |
|---|---|
| United States | 27.4% |
| United Kingdom | 6.1% |
| India | 3.5% |
Where the Mortgage loans audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Ontario | ~4.5M | 1.72× | |
| 02 | Alberta | ~1M | 1.39× | |
| 03 | British Columbia | ~1M | 1.28× | |
| 04 | Saskatchewan | ~200K | 1.05× | |
| 05 | Manitoba | ~200K | 0.94× | |
| 06 | New Brunswick | ~100K | 0.94× | |
| 07 | Newfoundland and Labrador | ~90K | 0.92× | |
| 08 | Nova Scotia | ~200K | 0.85× | |
| 09 | Prince Edward Island | ~30K | 0.79× | |
| 10 | Quebec | ~500K | 0.35× |
The strongest cross-interests of the Mortgage loans audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Home equity loan | Business & Career | 4.72× | ||
| 02 | Refinancing | Business & Career | 3.79× | ||
| 03 | Mortgage calculator | Home & Garden | 3.20× | ||
| 04 | Property finder | Home & Garden | 2.85× | ||
| 05 | Starter home | Home & Garden | 2.85× | ||
| 06 | Townhouse | Home & Garden | 2.56× | ||
| 07 | Home construction | Home & Garden | 2.27× | ||
| 08 | Loan | Business & Career | 2.02× | ||
| 09 | Home repair | Home & Garden | 2.01× | ||
| 10 | Scotiabank | Business & Career | 1.94× | ||
| 11 | PlayNow.com | Games | 1.81× | ||
| 12 | Real property | Home & Garden | 1.80× | ||
| 13 | Bathroom | Home & Garden | 1.79× | ||
| 14 | Banking | Business & Career | 1.69× | ||
| 15 | Home Appliances | Home & Garden | 1.68× | ||
| 16 | Investment | Business & Career | 1.65× | ||
| 17 | Insurance | Business & Career | 1.60× | ||
| 18 | Rona | Home & Garden | 1.57× | ||
| 19 | Financial services | Business & Career | 1.57× | ||
| 20 | Home Hardware | 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 | 1.98× | |
| Individualism | JOY | 1.82× | |
| Early Adopter Mentality | POWER | 1.64× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.47× | |
| Spirituality | BALANCE | 0.72× | |
| Family Orientation | CONSERVATISM | 0.81× |
Mortgage loans has an estimated audience of 6,464,760 people in Canada, concentrated in Ontario and British Columbia.
48.7% of Mortgage loans fans are female, 51.3% are male, with an average age of 44.4 years.
Mortgage loans fans show strongest brand affinity for Property finder (2.85×), Mortgage calculator (3.2×), and Starter home (2.85×) over the country average.
Mortgage loans fans in Canada are most concentrated in Ontario (reach ~4.5M), British Columbia (reach ~1M), and Alberta (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Mortgage loans itself, the audience over-indexes on Mortgage calculator (3.2×), Starter home (2.85×), Home construction (2.27×), and Investment (1.65×) 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 Mortgage loans. 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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