A data profile of the people who buy, follow and care about Wool in Canada — modelled from more than twelve digital signal sources. Wool has an estimated audience of 3,545,927 people in Canada.
The average Wool fan in Canada is 41.7 years old, more female, and lives primarily in Ontario.
The audience is concentrated in Ontario, Quebec, British Columbia.
Top brand affinities include IKEA, Weaving, Organic food, with strongest over-indexing on IKEA (1.61× the country average).
Demographically, the Wool audience skews more female with an average age of 41.7, and over-indexes on personality traits such as Sustainability, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Wool fan in Canada is more female, around 41.7 years old, with strong Sustainability tendencies and a notable affinity for IKEA.
The key figures that characterise the Wool profile in Canada.
73.5% are female, 26.5% are male, average age 41.7.
| Metric | Value |
|---|---|
| Female | 73.5% |
| Male | 26.5% |
| Average age | 41.7 |
| Estimated audience size | 3,545,927 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 26% |
of the worldwide Wool audience comes from Canada.
| Country | Share |
|---|---|
| United States | 19.4% |
| United Kingdom | 5.8% |
| India | 5.3% |
Where the Wool audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | British Columbia | ~700K | 1.37× | |
| 02 | Ontario | ~2M | 1.20× | |
| 03 | Quebec | ~900K | 1.10× | |
| 04 | Alberta | ~500K | 1.07× | |
| 05 | Manitoba | ~100K | 0.98× | |
| 06 | Newfoundland and Labrador | ~50K | 0.96× | |
| 07 | New Brunswick | ~80K | 0.95× | |
| 08 | Prince Edward Island | ~20K | 0.95× | |
| 09 | Nova Scotia | ~100K | 0.91× | |
| 10 | Saskatchewan | ~100K | 0.88× |
The strongest cross-interests of the Wool audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sustainable clothing | Fashion & Accessoires | 4.67× | ||
| 02 | Quilting | Home & Garden | 3.31× | ||
| 03 | Blanket | Home & Garden | 3.05× | ||
| 04 | Weaving | Fashion & Accessoires | 2.77× | ||
| 05 | Non-alcoholic beverage | Food & Beverages | 2.66× | ||
| 06 | Hypermarket | Shopping | 2.28× | ||
| 07 | Knitting | Home & Garden | 2.17× | ||
| 08 | Designer clothing | Fashion & Accessoires | 2.13× | ||
| 09 | Kitchenware | Home & Garden | 2.01× | ||
| 10 | Etsy | Fashion & Accessoires | 1.93× | ||
| 11 | Innovation | Business & Career | 1.75× | ||
| 12 | Museum | Arts & Culture | 1.67× | ||
| 13 | Department store | Shopping | 1.66× | ||
| 14 | Veterinary medicine | Business & Career | 1.66× | ||
| 15 | IKEA | Home & Garden | 1.61× | ||
| 16 | Tradition | Politics & Society | 1.59× | ||
| 17 | Organic food | Food & Beverages | 1.58× | ||
| 18 | Fine art | Business & Career | 1.56× | ||
| 19 | Bakery | Food & Beverages | 1.56× | ||
| 20 | Reitmans | Fashion & Accessoires | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 2.16× | |
| Quality Awareness | PREMIUM | 1.82× | |
| Design Affinity | PREMIUM | 1.67× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.85× | |
| Social Media Usage | JOY | 0.88× | |
| Pet Ownership | JOY | 0.92× |
Wool has an estimated audience of 3,545,927 people in Canada, concentrated in Ontario and Quebec.
73.5% of Wool fans are female, 26.5% are male, with an average age of 41.7 years.
Wool fans show strongest brand affinity for IKEA (1.61×), Weaving (2.77×), and Organic food (1.58×) over the country average.
Wool fans in Canada are most concentrated in Ontario (reach ~2M), Quebec (reach ~900K), and British Columbia (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Wool itself, the audience over-indexes on Weaving (2.77×), Organic food (1.58×), Blanket (3.05×), and Knitting (2.17×) 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 Wool. 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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