A data profile of the people who buy, follow and care about Sleep in Canada — modelled from more than twelve digital signal sources. Sleep has an estimated audience of 5,634,523 people in Canada.
The average Sleep fan in Canada is 40.4 years old, more female, and lives primarily in Ontario.
The audience is concentrated in Ontario, British Columbia, Quebec.
Top brand affinities include Real property, Blanket, Mattress, with strongest over-indexing on Real property (1.65× the country average).
Demographically, the Sleep audience skews more female with an average age of 40.4, and over-indexes on personality traits such as Family Orientation, Tradition.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Sleep fan in Canada is more female, around 40.4 years old, with strong Family Orientation tendencies and a notable affinity for Real property.
The key figures that characterise the Sleep profile in Canada.
63.0% are female, 37.0% are male, average age 40.4.
| Metric | Value |
|---|---|
| Female | 63.0% |
| Male | 37.0% |
| Average age | 40.4 |
| Estimated audience size | 5,634,523 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 20% | |
| 30-39 | 20% | |
| 40-49 | 21% | |
| 50+ | 23% |
of the worldwide Sleep audience comes from Canada.
| Country | Share |
|---|---|
| United States | 23.2% |
| Japan | 7.8% |
| United Kingdom | 5.4% |
Where the Sleep audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Ontario | ~3M | 1.33× | |
| 02 | British Columbia | ~1M | 1.33× | |
| 03 | Alberta | ~800K | 1.13× | |
| 04 | Manitoba | ~200K | 1.09× | |
| 05 | Saskatchewan | ~200K | 1.09× | |
| 06 | New Brunswick | ~100K | 1.02× | |
| 07 | Newfoundland and Labrador | ~80K | 0.94× | |
| 08 | Nova Scotia | ~100K | 0.88× | |
| 09 | Prince Edward Island | ~20K | 0.74× | |
| 10 | Quebec | ~900K | 0.64× |
The strongest cross-interests of the Sleep audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Duvet | Home & Garden | 2.93× | ||
| 02 | Blanket | Home & Garden | 2.72× | ||
| 03 | Bored Panda | Internet & Social Media | 1.91× | ||
| 04 | Traditional medicine | Health | 1.78× | ||
| 05 | Wearable technology | Technology & Electronics | 1.74× | ||
| 06 | Air purifier | Home & Garden | 1.72× | ||
| 07 | Laundry detergent | Home & Garden | 1.70× | ||
| 08 | Microwave oven | Home & Garden | 1.69× | ||
| 09 | Mattress | Home & Garden | 1.68× | ||
| 10 | Fertilizer | Home & Garden | 1.66× | ||
| 11 | Real property | Home & Garden | 1.65× | ||
| 12 | Non-alcoholic beverage | Food & Beverages | 1.64× | ||
| 13 | Mineral water | Food & Beverages | 1.64× | ||
| 14 | Slow cooker | Food & Beverages | 1.60× | ||
| 15 | Toothbrush | Beauty & Wellness | 1.60× | ||
| 16 | Kate Hudson | Movies & TV | 1.59× | ||
| 17 | Western Union | Business & Career | 1.57× | ||
| 18 | Meghan Markle | Fashion & Accessoires | 1.52× | ||
| 19 | Concealer | Beauty & Wellness | 1.52× | ||
| 20 | Day spa | Beauty & Wellness | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.37× | |
| Tradition | CONSERVATISM | 1.36× | |
| Individualism | JOY | 1.23× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.84× | |
| Pet Ownership | JOY | 0.89× | |
| Social Media Usage | JOY | 0.94× |
Sleep has an estimated audience of 5,634,523 people in Canada, concentrated in Ontario and British Columbia.
63.0% of Sleep fans are female, 37.0% are male, with an average age of 40.4 years.
Sleep fans show strongest brand affinity for Real property (1.65×), Blanket (2.72×), and Mattress (1.68×) over the country average.
Sleep fans in Canada are most concentrated in Ontario (reach ~3M), British Columbia (reach ~1M), and Quebec (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Sleep itself, the audience over-indexes on Blanket (2.72×), Mattress (1.68×), Microwave oven (1.69×), and Western Union (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 Sleep. 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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