Property Audience in Canada
Property has an estimated audience of 6,478,663 people in Canada. 54.0% are female, 46.0% are male, average age 41.5. Top regions: Ontario, British Columbia, Quebec. Top brand affinities: Real property, Mortgage loans, First-time buyer, Luxury real estate, Innovation.
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.
Category: Home & Garden · Type: Topic
Demographics of Property fans
| Metric | Value |
|---|---|
| Female | 54.0% |
| Male | 46.0% |
| Average age | 41.5 |
| Estimated audience size | 6,478,663 |
Audience persona
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.
Top regions in Canada
| Region | Reach | Affinity |
|---|---|---|
| Ontario | 3,546,421 | 1.31× |
| British Columbia | 1,257,231 | 1.3× |
| Quebec | 857,005 | 0.55× |
| Alberta | 750,152 | 0.94× |
| Manitoba | 319,217 | 1.32× |
| Nova Scotia | 283,590 | 1.47× |
| Saskatchewan | 174,301 | 0.85× |
| New Brunswick | 154,223 | 1.03× |
| Newfoundland and Labrador | 78,649 | 0.8× |
| Prince Edward Island | 28,015 | 0.88× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Real property | 2.64× | Home & Garden |
| Mortgage loans | 1.56× | Business & Career |
| First-time buyer | 1.8× | Shopping |
| Luxury real estate | 1.84× | Business & Career |
| Innovation | 1.57× | Business & Career |
| Single-family detached home | 2.39× | Home & Garden |
| Western Union | 1.73× | Business & Career |
| Wealth management | 1.87× | Business & Career |
| Terraced house | 2.12× | Home & Garden |
| Townhouse | 1.73× | Home & Garden |
| First class travel | 1.51× | Travel & Leisure |
| Sustainable energy | 1.66× | Home & Garden |
| Microwave oven | 1.56× | Home & Garden |
| The UPS Store | 1.5× | Shopping |
| Real estate investing | 1.81× | Business & Career |
| Home insurance | 1.58× | Business & Career |
| Garden furniture | 1.54× | Home & Garden |
| Home automation | 1.5× | Technology & Electronics |
| Blanket | 1.57× | Home & Garden |
| Sauna | 1.79× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Quality Awareness | PREMIUM | 1.54 |
| Family Orientation | CONSERVATISM | 1.43 |
| Career Orientation | POWER | 1.26 |
| Convenience Orientation | PREMIUM | 1.26 |
| Indulgence | JOY | 1.23 |
| Sustainability | BALANCE | 1.22 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 23.2% |
| United Kingdom | 6.0% |
| Australia | 3.6% |
See Property audiences in other countries
More Home & Garden audiences in Canada
- Entertainment (22,290,233)
- Business and industry (21,309,471)
- Food and drink (21,077,113)
- Arts and music (21,063,262)
- Sports (20,983,256)
Frequently asked questions
How many fans does Property have in Canada?
Property has an estimated audience of 6,478,663 people in Canada, concentrated in Ontario and British Columbia.
What is the gender split and age of Property fans?
54.0% of Property fans are female, 46.0% are male, with an average age of 41.5 years.
Which brands do Property fans like most?
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.
Where do Property fans live in Canada?
Property fans in Canada are most concentrated in Ontario (reach 3,546,421), British Columbia (reach 1,257,231), and Quebec (reach 857,005). These three regions account for the largest share of the active audience.
What other brands do Property fans also like?
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.
How to read this data
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.
About this audience profile
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.