A data profile of the people who buy, follow and care about Wood in Canada — modelled from more than twelve digital signal sources. Wood has an estimated audience of 3,701,744 people in Canada.
The average Wood fan in Canada is 42.0 years old, balanced, and lives primarily in Ontario.
The audience is concentrated in Ontario, Quebec, British Columbia.
Top brand affinities include Real property, Hardware store, Bad Bunny, with strongest over-indexing on Real property (1.91× the country average).
Demographically, the Wood audience skews balanced with an average age of 42.0, and over-indexes on personality traits such as DIY Mentality, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Wood fan in Canada is balanced, around 42.0 years old, with strong DIY Mentality tendencies and a notable affinity for Real property.
The key figures that characterise the Wood profile in Canada.
47.8% are female, 52.2% are male, average age 42.0.
| Metric | Value |
|---|---|
| Female | 47.8% |
| Male | 52.2% |
| Average age | 42.0 |
| Estimated audience size | 3,701,744 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 17% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 26% |
of the worldwide Wood audience comes from Canada.
| Country | Share |
|---|---|
| United States | 21.7% |
| Italy | 6.2% |
| United Kingdom | 4.8% |
Where the Wood audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Alberta | ~600K | 1.24× | |
| 02 | Ontario | ~2M | 1.15× | |
| 03 | British Columbia | ~600K | 1.13× | |
| 04 | New Brunswick | ~90K | 1.06× | |
| 05 | Newfoundland and Labrador | ~60K | 1.05× | |
| 06 | Saskatchewan | ~100K | 0.98× | |
| 07 | Manitoba | ~100K | 0.97× | |
| 08 | Quebec | ~800K | 0.91× | |
| 09 | Nova Scotia | ~100K | 0.90× | |
| 10 | Prince Edward Island | ~10K | 0.75× |
The strongest cross-interests of the Wood audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Mineral water | Food & Beverages | 1.95× | ||
| 02 | Real property | Home & Garden | 1.91× | ||
| 03 | Non-alcoholic beverage | Food & Beverages | 1.89× | ||
| 04 | Bad Bunny | Music & Radio | 1.78× | ||
| 05 | Fertilizer | Home & Garden | 1.72× | ||
| 06 | Microwave oven | Home & Garden | 1.71× | ||
| 07 | Drywall | Home & Garden | 1.71× | ||
| 08 | Greenhouse | Home & Garden | 1.68× | ||
| 09 | Hardware store | Home & Garden | 1.64× | ||
| 10 | Lawn mower | Home & Garden | 1.64× | ||
| 11 | Cappuccino | Food & Beverages | 1.61× | ||
| 12 | Kitchenware | Home & Garden | 1.58× | ||
| 13 | Garden furniture | Home & Garden | 1.58× | ||
| 14 | Blanket | Home & Garden | 1.58× | ||
| 15 | Dishwasher | Home & Garden | 1.58× | ||
| 16 | Bohemianism | Fashion & Accessoires | 1.58× | ||
| 17 | Garden centre | Home & Garden | 1.55× | ||
| 18 | Innovation | Business & Career | 1.54× | ||
| 19 | Cabinetry | Home & Garden | 1.54× | ||
| 20 | Personalisation | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.46× | |
| Individualism | JOY | 1.29× | |
| Convenience Orientation | PREMIUM | 1.29× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.84× | |
| Social Media Usage | JOY | 0.87× | |
| Pet Ownership | JOY | 0.87× |
Wood has an estimated audience of 3,701,744 people in Canada, concentrated in Ontario and Quebec.
47.8% of Wood fans are female, 52.2% are male, with an average age of 42.0 years.
Wood fans show strongest brand affinity for Real property (1.91×), Hardware store (1.64×), and Bad Bunny (1.78×) over the country average.
Wood fans in Canada are most concentrated in Ontario (reach ~2M), Quebec (reach ~800K), and British Columbia (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Wood itself, the audience over-indexes on Hardware store (1.64×), Bad Bunny (1.78×), Innovation (1.54×), and Cabinetry (1.54×) 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 Wood. 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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