A data profile of the people who buy, follow and care about Small business in Canada — modelled from more than twelve digital signal sources. Small business has an estimated audience of 7,330,341 people in Canada.
The average Small business fan in Canada is 42.7 years old, balanced, and lives primarily in Ontario.
The audience is concentrated in Ontario, British Columbia, Quebec.
Top brand affinities include Innovation, Luxury real estate, Sustainable energy, with strongest over-indexing on Innovation (2.44× the country average).
Demographically, the Small business audience skews balanced with an average age of 42.7, and over-indexes on personality traits such as Risk Appetite, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Small business fan in Canada is balanced, around 42.7 years old, with strong Risk Appetite tendencies and a notable affinity for Innovation.
The key figures that characterise the Small business profile in Canada.
49.0% are female, 51.0% are male, average age 42.7.
| Metric | Value |
|---|---|
| Female | 49.0% |
| Male | 51.0% |
| Average age | 42.7 |
| Estimated audience size | 7,330,341 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 18% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 27% |
of the worldwide Small business audience comes from Canada.
| Country | Share |
|---|---|
| United States | 20.5% |
| Japan | 4.5% |
| Brazil | 4.3% |
Where the Small business audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Ontario | ~5M | 1.69× | |
| 02 | British Columbia | ~1.5M | 1.57× | |
| 03 | Alberta | ~1M | 1.19× | |
| 04 | Manitoba | ~300K | 0.97× | |
| 05 | Nova Scotia | ~200K | 0.96× | |
| 06 | Prince Edward Island | ~30K | 0.96× | |
| 07 | New Brunswick | ~200K | 0.94× | |
| 08 | Saskatchewan | ~200K | 0.92× | |
| 09 | Newfoundland and Labrador | ~100K | 0.91× | |
| 10 | Quebec | ~1M | 0.67× |
The strongest cross-interests of the Small business audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Day trader | Business & Career | 2.96× | ||
| 02 | Innovation | Business & Career | 2.44× | ||
| 03 | Bitcoin | Business & Career | 2.01× | ||
| 04 | Sustainable energy | Home & Garden | 1.81× | ||
| 05 | Retail banking | Business & Career | 1.79× | ||
| 06 | Internet & Social Media | 1.72× | |||
| 07 | Asset management | Business & Career | 1.69× | ||
| 08 | Christmas decoration | Home & Garden | 1.64× | ||
| 09 | Real estate investing | Business & Career | 1.61× | ||
| 10 | TAG Heuer | Fashion & Accessoires | 1.61× | ||
| 11 | International education | Business & Career | 1.60× | ||
| 12 | Luxury real estate | Business & Career | 1.58× | ||
| 13 | Business school | Business & Career | 1.58× | ||
| 14 | Money management | Business & Career | 1.57× | ||
| 15 | Bespoke tailoring | Fashion & Accessoires | 1.57× | ||
| 16 | Private equity | Business & Career | 1.54× | ||
| 17 | Career development | Business & Career | 1.53× | ||
| 18 | Data science | Business & Career | 1.53× | ||
| 19 | SpaceX | Cars & Mobility | 1.53× | ||
| 20 | Passive income | Business & Career | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 1.66× | |
| Family Orientation | CONSERVATISM | 1.40× | |
| Career Orientation | POWER | 1.39× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.93× | |
| Creativity | OPEN | 0.93× | |
| Need for Security | CONSERVATISM | 0.94× |
Small business has an estimated audience of 7,330,341 people in Canada, concentrated in Ontario and British Columbia.
49.0% of Small business fans are female, 51.0% are male, with an average age of 42.7 years.
Small business fans show strongest brand affinity for Innovation (2.44×), Luxury real estate (1.58×), and Sustainable energy (1.81×) over the country average.
Small business fans in Canada are most concentrated in Ontario (reach ~5M), British Columbia (reach ~1.5M), and Quebec (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Small business itself, the audience over-indexes on Luxury real estate (1.58×), Sustainable energy (1.81×), Career development (1.53×), and Retail banking (1.79×) 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 Small business. 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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