A data profile of the people who buy, follow and care about Nova Scotia in Canada — modelled from more than twelve digital signal sources. Nova Scotia has an estimated audience of 4,346,732 people in Canada.
The average Nova Scotia fan in Canada is 43.7 years old, balanced, and lives primarily in Ontario.
The audience is concentrated in Ontario, Nova Scotia, British Columbia.
Top brand affinities include Ice Hockey World Championships, WestJet, Real property, with strongest over-indexing on Ice Hockey World Championships (1.68× the country average).
Demographically, the Nova Scotia audience skews balanced with an average age of 43.7, and over-indexes on personality traits such as Convenience Orientation, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Nova Scotia fan in Canada is balanced, around 43.7 years old, with strong Convenience Orientation tendencies and a notable affinity for Ice Hockey World Championships.
The key figures that characterise the Nova Scotia profile in Canada.
53.4% are female, 46.6% are male, average age 43.7.
| Metric | Value |
|---|---|
| Female | 53.4% |
| Male | 46.6% |
| Average age | 43.7 |
| Estimated audience size | 4,346,732 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 31% |
of the worldwide Nova Scotia audience comes from Canada.
| Country | Share |
|---|---|
| Canada | 38.9% |
| United States | 25.8% |
| United Kingdom | 6.3% |
Where the Nova Scotia audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Nova Scotia | ~500K | 4.20× | |
| 02 | New Brunswick | ~100K | 1.05× | |
| 03 | Prince Edward Island | ~20K | 0.88× | |
| 04 | Ontario | ~1.5M | 0.84× | |
| 05 | British Columbia | ~400K | 0.60× | |
| 06 | Alberta | ~300K | 0.58× | |
| 07 | Newfoundland and Labrador | ~40K | 0.56× | |
| 08 | Manitoba | ~80K | 0.52× | |
| 09 | Saskatchewan | ~70K | 0.49× | |
| 10 | Quebec | ~400K | 0.37× |
The strongest cross-interests of the Nova Scotia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Emmy Award | Movies & TV | 2.90× | ||
| 02 | Tabloid (newspaper format) | Literature | 2.03× | ||
| 03 | Bored Panda | Internet & Social Media | 1.92× | ||
| 04 | Virtual reality | Technology & Electronics | 1.86× | ||
| 05 | Western Union | Business & Career | 1.85× | ||
| 06 | Wealth management | Business & Career | 1.77× | ||
| 07 | Blanket | Home & Garden | 1.76× | ||
| 08 | WestJet | Travel & Leisure | 1.70× | ||
| 09 | New Brunswick | Travel & Leisure | 1.69× | ||
| 10 | Ice Hockey World Championships | Sports | 1.68× | ||
| 11 | TV game shows | Movies & TV | 1.64× | ||
| 12 | Real property | Home & Garden | 1.63× | ||
| 13 | Innovation | Business & Career | 1.60× | ||
| 14 | Convenience store | Food & Beverages | 1.60× | ||
| 15 | Hardware store | Home & Garden | 1.57× | ||
| 16 | The UPS Store | Shopping | 1.56× | ||
| 17 | Apple Music | Music & Radio | 1.54× | ||
| 18 | The Weather Network | Movies & TV | 1.53× | ||
| 19 | United Parcel Service | Business & Career | 1.52× | ||
| 20 | Dairy Queen | Food & Beverages | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.28× | |
| Community Orientation | OPEN | 1.26× | |
| Tradition | CONSERVATISM | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.75× | |
| Design Affinity | PREMIUM | 0.75× | |
| Mindfulness | BALANCE | 0.78× |
Nova Scotia has an estimated audience of 4,346,732 people in Canada, concentrated in Ontario and Nova Scotia.
53.4% of Nova Scotia fans are female, 46.6% are male, with an average age of 43.7 years.
Nova Scotia fans show strongest brand affinity for Ice Hockey World Championships (1.68×), WestJet (1.7×), and Real property (1.63×) over the country average.
Nova Scotia fans in Canada are most concentrated in Ontario (reach ~1.5M), Nova Scotia (reach ~500K), and British Columbia (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Nova Scotia itself, the audience over-indexes on WestJet (1.7×), Real property (1.63×), New Brunswick (1.69×), and The Weather Network (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 Nova Scotia. 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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