A data profile of the people who buy, follow and care about Wikipedia in Canada — modelled from more than twelve digital signal sources. Wikipedia has an estimated audience of 5,611,512 people in Canada.
The average Wikipedia fan in Canada is 42.8 years old, balanced, and lives primarily in Ontario.
The audience is concentrated in Ontario, Quebec, British Columbia.
Top brand affinities include States and union territories of India, North India, Ludhiana, with strongest over-indexing on States and union territories of India (1.52× the country average).
Demographically, the Wikipedia audience skews balanced with an average age of 42.8, and over-indexes on personality traits such as Patriotism, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 3 brand affinities and 10 regions tracked by Rascasse.
The typical Wikipedia fan in Canada is balanced, around 42.8 years old, with strong Patriotism tendencies and a notable affinity for States and union territories of India.
The key figures that characterise the Wikipedia profile in Canada.
48.4% are female, 51.6% are male, average age 42.8.
| Metric | Value |
|---|---|
| Female | 48.4% |
| Male | 51.6% |
| Average age | 42.8 |
| Estimated audience size | 5,611,512 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 18% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 28% |
of the worldwide Wikipedia audience comes from Canada.
| Country | Share |
|---|---|
| United States | 21.9% |
| Germany | 6.8% |
| United Kingdom | 5.0% |
Where the Wikipedia audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Quebec | ~1.5M | 1.26× | |
| 02 | Ontario | ~3M | 1.21× | |
| 03 | British Columbia | ~1M | 1.18× | |
| 04 | Nova Scotia | ~200K | 1.12× | |
| 05 | New Brunswick | ~100K | 1.11× | |
| 06 | Alberta | ~700K | 1.05× | |
| 07 | Manitoba | ~200K | 0.98× | |
| 08 | Prince Edward Island | ~20K | 0.79× | |
| 09 | Saskatchewan | ~100K | 0.77× | |
| 10 | Newfoundland and Labrador | ~70K | 0.76× |
The strongest cross-interests of the Wikipedia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | North India | Travel & Leisure | 1.54× | ||
| 02 | Ludhiana | Travel & Leisure | 1.54× | ||
| 03 | States and union territories of India | Travel & Leisure | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.98× | |
| Price Sensitivity | PREMIUM | 0.96× | |
| Convenience Orientation | PREMIUM | 0.95× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 0.72× | |
| Travelling | THRILL | 0.75× | |
| Spirituality | BALANCE | 0.80× |
Wikipedia has an estimated audience of 5,611,512 people in Canada, concentrated in Ontario and Quebec.
48.4% of Wikipedia fans are female, 51.6% are male, with an average age of 42.8 years.
Wikipedia fans show strongest brand affinity for States and union territories of India (1.52×), North India (1.54×), and Ludhiana (1.54×) over the country average.
Wikipedia fans in Canada are most concentrated in Ontario (reach ~3M), Quebec (reach ~1.5M), and British Columbia (reach ~1M). These three regions account for the largest share of the active audience.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Canada who actively search for Wikipedia. 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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