A data profile of the people who buy, follow and care about Wheel in Canada — modelled from more than twelve digital signal sources. Wheel has an estimated audience of 5,021,951 people in Canada.
The average Wheel fan in Canada is 42.3 years old, more male, and lives primarily in Ontario.
The audience is concentrated in Ontario, Quebec, British Columbia.
Top brand affinities include SUVs, Real property, Solar energy, with strongest over-indexing on SUVs (1.61× the country average).
Demographically, the Wheel audience skews more male with an average age of 42.3, and over-indexes on personality traits such as Need for Security, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Wheel fan in Canada is more male, around 42.3 years old, with strong Need for Security tendencies and a notable affinity for SUVs.
The key figures that characterise the Wheel profile in Canada.
27.4% are female, 72.6% are male, average age 42.3.
| Metric | Value |
|---|---|
| Female | 27.4% |
| Male | 72.6% |
| Average age | 42.3 |
| Estimated audience size | 5,021,951 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 28% |
of the worldwide Wheel audience comes from Canada.
| Country | Share |
|---|---|
| United States | 27.1% |
| Italy | 5.0% |
| United Kingdom | 4.6% |
Where the Wheel audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Alberta | ~800K | 1.32× | |
| 02 | Ontario | ~2.5M | 1.23× | |
| 03 | Manitoba | ~200K | 1.12× | |
| 04 | Saskatchewan | ~200K | 1.10× | |
| 05 | British Columbia | ~800K | 1.09× | |
| 06 | New Brunswick | ~100K | 1.05× | |
| 07 | Nova Scotia | ~100K | 0.94× | |
| 08 | Newfoundland and Labrador | ~60K | 0.83× | |
| 09 | Quebec | ~900K | 0.71× | |
| 10 | Prince Edward Island | ~20K | 0.68× |
The strongest cross-interests of the Wheel audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Kurt Russell | Movies & TV | 3.16× | ||
| 02 | Air pollution | Health | 2.70× | ||
| 03 | Automobile repair shop | Cars & Mobility | 2.59× | ||
| 04 | Solar energy | Home & Garden | 2.50× | ||
| 05 | Family car | Cars & Mobility | 2.20× | ||
| 06 | Electric vehicle | Cars & Mobility | 2.15× | ||
| 07 | Hatchback | Cars & Mobility | 2.10× | ||
| 08 | Western Union | Business & Career | 1.98× | ||
| 09 | Racing games | Games | 1.96× | ||
| 10 | Real property | Home & Garden | 1.86× | ||
| 11 | Credit (finance) | Business & Career | 1.85× | ||
| 12 | Used car | Cars & Mobility | 1.77× | ||
| 13 | Hyundai | Cars & Mobility | 1.74× | ||
| 14 | Tesla Motors | Cars & Mobility | 1.70× | ||
| 15 | Volkswagen | Cars & Mobility | 1.64× | ||
| 16 | Honda | Cars & Mobility | 1.62× | ||
| 17 | SUVs | Cars & Mobility | 1.61× | ||
| 18 | Formula One | Sports | 1.57× | ||
| 19 | HVAC | Home & Garden | 1.57× | ||
| 20 | BMW | Cars & Mobility | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.74× | |
| Family Orientation | CONSERVATISM | 1.27× | |
| Convenience Orientation | PREMIUM | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.57× | |
| Design Affinity | PREMIUM | 0.66× | |
| Healthy Lifestyle | BALANCE | 0.76× |
Wheel has an estimated audience of 5,021,951 people in Canada, concentrated in Ontario and Quebec.
27.4% of Wheel fans are female, 72.6% are male, with an average age of 42.3 years.
Wheel fans show strongest brand affinity for SUVs (1.61×), Real property (1.86×), and Solar energy (2.5×) over the country average.
Wheel fans in Canada are most concentrated in Ontario (reach ~2.5M), Quebec (reach ~900K), and British Columbia (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Wheel itself, the audience over-indexes on Real property (1.86×), Solar energy (2.5×), Used car (1.77×), and Credit (finance) (1.85×) 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 Wheel. 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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