A data profile of the people who buy, follow and care about Property in Canada — modelled from more than twelve digital signal sources. Property has an estimated audience of 6,478,663 people in Canada.
The average Property 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, Mortgage loans, First-time buyer, with strongest over-indexing on Real property (2.64× the country average).
Demographically, the Property audience skews balanced with an average age of 41.5, and over-indexes on personality traits such as Quality Awareness, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Property fan in Canada is balanced, around 41.5 years old, with strong Quality Awareness tendencies and a notable affinity for Real property.
The key figures that characterise the Property profile in Canada.
54.0% are female, 46.0% are male, average age 41.5.
| Metric | Value |
|---|---|
| Female | 54.0% |
| Male | 46.0% |
| Average age | 41.5 |
| Estimated audience size | 6,478,663 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 17% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 24% |
of the worldwide Property audience comes from Canada.
| Country | Share |
|---|---|
| United States | 23.2% |
| United Kingdom | 6.0% |
| Australia | 3.6% |
Where the Property audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Nova Scotia | ~300K | 1.47× | |
| 02 | Manitoba | ~300K | 1.32× | |
| 03 | Ontario | ~3.5M | 1.31× | |
| 04 | British Columbia | ~1.5M | 1.30× | |
| 05 | New Brunswick | ~200K | 1.03× | |
| 06 | Alberta | ~800K | 0.94× | |
| 07 | Prince Edward Island | ~30K | 0.88× | |
| 08 | Saskatchewan | ~200K | 0.85× | |
| 09 | Newfoundland and Labrador | ~80K | 0.80× | |
| 10 | Quebec | ~900K | 0.55× |
The strongest cross-interests of the Property audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Real property | Home & Garden | 2.64× | ||
| 02 | Single-family detached home | Home & Garden | 2.39× | ||
| 03 | Terraced house | Home & Garden | 2.12× | ||
| 04 | Wealth management | Business & Career | 1.87× | ||
| 05 | Luxury real estate | Business & Career | 1.84× | ||
| 06 | Real estate investing | Business & Career | 1.81× | ||
| 07 | First-time buyer | Shopping | 1.80× | ||
| 08 | Sauna | Home & Garden | 1.79× | ||
| 09 | Western Union | Business & Career | 1.73× | ||
| 10 | Townhouse | Home & Garden | 1.73× | ||
| 11 | Sustainable energy | Home & Garden | 1.66× | ||
| 12 | Home insurance | Business & Career | 1.58× | ||
| 13 | Innovation | Business & Career | 1.57× | ||
| 14 | Blanket | Home & Garden | 1.57× | ||
| 15 | Mortgage loans | Business & Career | 1.56× | ||
| 16 | Microwave oven | Home & Garden | 1.56× | ||
| 17 | Garden furniture | Home & Garden | 1.54× | ||
| 18 | First class travel | Travel & Leisure | 1.51× | ||
| 19 | The UPS Store | Shopping | 1.50× | ||
| 20 | Home automation | Technology & Electronics | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.54× | |
| Family Orientation | CONSERVATISM | 1.43× | |
| Career Orientation | POWER | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.86× | |
| Early Adopter Mentality | POWER | 0.89× | |
| Social Media Usage | JOY | 0.90× |
Property has an estimated audience of 6,478,663 people in Canada, concentrated in Ontario and British Columbia.
54.0% of Property fans are female, 46.0% are male, with an average age of 41.5 years.
Property fans show strongest brand affinity for Real property (2.64×), Mortgage loans (1.56×), and First-time buyer (1.8×) over the country average.
Property fans in Canada are most concentrated in Ontario (reach ~3.5M), British Columbia (reach ~1.5M), and Quebec (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Property itself, the audience over-indexes on Mortgage loans (1.56×), First-time buyer (1.8×), Luxury real estate (1.84×), and Innovation (1.57×) 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 Property. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.