A data profile of the people who buy, follow and care about Outdoor recreation in Canada — modelled from more than twelve digital signal sources. Outdoor recreation has an estimated audience of 17,344,596 people in Canada.
The average Outdoor recreation fan in Canada is 40.5 years old, balanced, and lives primarily in Ontario.
The audience is concentrated in Ontario, British Columbia, Quebec.
Top brand affinities include Bad Bunny, Jake Paul, Princess Polly, with strongest over-indexing on Bad Bunny (2.65× the country average).
Demographically, the Outdoor recreation audience skews balanced with an average age of 40.5, and over-indexes on personality traits such as Indulgence, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 7 brand affinities and 10 regions tracked by Rascasse.
The typical Outdoor recreation fan in Canada is balanced, around 40.5 years old, with strong Indulgence tendencies and a notable affinity for Bad Bunny.
The key figures that characterise the Outdoor recreation profile in Canada.
47.8% are female, 52.2% are male, average age 40.5.
| Metric | Value |
|---|---|
| Female | 47.8% |
| Male | 52.2% |
| Average age | 40.5 |
| Estimated audience size | 17,344,596 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 20% | |
| 50+ | 24% |
of the worldwide Outdoor recreation audience comes from Canada.
| Country | Share |
|---|---|
| United States | 23.9% |
| Japan | 9.0% |
| Germany | 5.3% |
Where the Outdoor recreation audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Prince Edward Island | ~100K | 1.41× | |
| 02 | Newfoundland and Labrador | ~300K | 1.29× | |
| 03 | British Columbia | ~3M | 1.12× | |
| 04 | Ontario | ~7M | 0.99× | |
| 05 | Alberta | ~2M | 0.96× | |
| 06 | New Brunswick | ~400K | 0.95× | |
| 07 | Saskatchewan | ~500K | 0.92× | |
| 08 | Nova Scotia | ~500K | 0.91× | |
| 09 | Manitoba | ~500K | 0.83× | |
| 10 | Quebec | ~2.5M | 0.63× |
The strongest cross-interests of the Outdoor recreation audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bad Bunny | Music & Radio | 2.65× | ||
| 02 | Princess Polly | Fashion & Accessoires | 1.82× | ||
| 03 | Jake Paul | Internet & Social Media | 1.72× | ||
| 04 | BTS | Music & Radio | 1.57× | ||
| 05 | tarte cosmetics | Beauty & Wellness | 1.55× | ||
| 06 | Massimo Dutti | Shopping | 1.54× | ||
| 07 | Eredivisie | Sports | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.14× | |
| Mindfulness | BALANCE | 1.13× | |
| Price Sensitivity | PREMIUM | 1.12× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.63× | |
| Community Orientation | OPEN | 0.67× | |
| Convenience Orientation | PREMIUM | 0.87× |
Outdoor recreation has an estimated audience of 17,344,596 people in Canada, concentrated in Ontario and British Columbia.
47.8% of Outdoor recreation fans are female, 52.2% are male, with an average age of 40.5 years.
Outdoor recreation fans show strongest brand affinity for Bad Bunny (2.65×), Jake Paul (1.72×), and Princess Polly (1.82×) over the country average.
Outdoor recreation fans in Canada are most concentrated in Ontario (reach ~7M), British Columbia (reach ~3M), and Quebec (reach ~2.5M). These three regions account for the largest share of the active audience.
Beyond Outdoor recreation itself, the audience over-indexes on Jake Paul (1.72×), Princess Polly (1.82×), BTS (1.57×), and Massimo Dutti (1.54×) 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 Outdoor recreation. 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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