Wheel Audience in Canada
Wheel has an estimated audience of 5,021,951 people in Canada. 27.4% are female, 72.6% are male, average age 42.3. Top regions: Ontario, Quebec, British Columbia. Top brand affinities: SUVs, Real property, Solar energy, Used car, Credit (finance).
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.
Category: Cars & Mobility · Type: Topic
Demographics of Wheel fans
| Metric | Value |
|---|---|
| Female | 27.4% |
| Male | 72.6% |
| Average age | 42.3 |
| Estimated audience size | 5,021,951 |
Audience persona
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.
Top regions in Canada
| Region | Reach | Affinity |
|---|---|---|
| Ontario | 2,577,979 | 1.23× |
| Quebec | 859,117 | 0.71× |
| British Columbia | 820,725 | 1.09× |
| Alberta | 819,658 | 1.32× |
| Manitoba | 209,707 | 1.12× |
| Saskatchewan | 175,506 | 1.1× |
| Nova Scotia | 141,081 | 0.94× |
| New Brunswick | 122,033 | 1.05× |
| Newfoundland and Labrador | 63,734 | 0.83× |
| Prince Edward Island | 16,896 | 0.68× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| SUVs | 1.61× | Cars & Mobility |
| Real property | 1.86× | Home & Garden |
| Solar energy | 2.5× | Home & Garden |
| Used car | 1.77× | Cars & Mobility |
| Credit (finance) | 1.85× | Business & Career |
| Air pollution | 2.7× | Health |
| Western Union | 1.98× | Business & Career |
| Electric vehicle | 2.15× | Cars & Mobility |
| Hatchback | 2.1× | Cars & Mobility |
| Kurt Russell | 3.16× | Movies & TV |
| Automobile repair shop | 2.59× | Cars & Mobility |
| Hyundai | 1.74× | Cars & Mobility |
| Honda | 1.62× | Cars & Mobility |
| Tesla Motors | 1.7× | Cars & Mobility |
| HVAC | 1.57× | Home & Garden |
| Racing games | 1.96× | Games |
| Family car | 2.2× | Cars & Mobility |
| Volkswagen | 1.64× | Cars & Mobility |
| BMW | 1.56× | Cars & Mobility |
| Electric motorcycles and scooters | 2.71× | Cars & Mobility |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Need for Security | CONSERVATISM | 1.74 |
| Family Orientation | CONSERVATISM | 1.27 |
| Convenience Orientation | PREMIUM | 1.26 |
| Career Orientation | POWER | 1.2 |
| Quality Awareness | PREMIUM | 1.19 |
| Individualism | JOY | 1.14 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 27.1% |
| Italy | 5.0% |
| United Kingdom | 4.6% |
See Wheel audiences in other countries
More Cars & Mobility 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 Wheel have in Canada?
Wheel has an estimated audience of 5,021,951 people in Canada, concentrated in Ontario and Quebec.
What is the gender split and age of Wheel fans?
27.4% of Wheel fans are female, 72.6% are male, with an average age of 42.3 years.
Which brands do Wheel fans like most?
Wheel fans show strongest brand affinity for SUVs (1.61×), Real property (1.86×), and Solar energy (2.5×) over the country average.
Where do Wheel fans live in Canada?
Wheel fans in Canada are most concentrated in Ontario (reach 2,577,979), Quebec (reach 859,117), and British Columbia (reach 820,725). These three regions account for the largest share of the active audience.
What other brands do Wheel fans also like?
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.
How to read this data
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.
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.