Yahoo! Finance Audience in Canada
Yahoo! Finance has an estimated audience of 4,731,409 people in Canada. 26.6% are female, 73.4% are male, average age 34.8. Top regions: Ontario, Quebec, British Columbia. Top brand affinities: LinkedIn, Tabloid (newspaper format), Innovation, Vehicle insurance, Lottery.
The average Yahoo! Finance fan in Canada is 34.8 years old, more male, and lives primarily in Ontario. The audience is concentrated in Ontario, Quebec, British Columbia. Top brand affinities include LinkedIn, Tabloid (newspaper format), Innovation, with strongest over-indexing on LinkedIn (3.21× the country average). Demographically, the Yahoo! Finance audience skews more male with an average age of 34.8, and over-indexes on personality traits such as Risk Appetite, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
Category: Business & Career · Type: Website / Newspaper / Magazine · Subtype: Business news
Demographics of Yahoo! Finance fans
| Metric | Value |
|---|---|
| Female | 26.6% |
| Male | 73.4% |
| Average age | 34.8 |
| Estimated audience size | 4,731,409 |
Audience persona
The typical Yahoo! Finance fan in Canada is more male, around 34.8 years old, with strong Risk Appetite tendencies and a notable affinity for LinkedIn.
Top regions in Canada
| Region | Reach | Affinity |
|---|---|---|
| Ontario | 3,548,556 | 1.96× |
| Quebec | 1,561,555 | 1.38× |
| British Columbia | 1,143,834 | 1.62× |
| Alberta | 754,511 | 1.29× |
| Manitoba | 129,149 | 0.73× |
| Saskatchewan | 98,335 | 0.66× |
| Nova Scotia | 97,393 | 0.69× |
| New Brunswick | 63,345 | 0.58× |
| Newfoundland and Labrador | 41,886 | 0.58× |
| Prince Edward Island | 12,815 | 0.55× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| 3.21× | Internet & Social Media | |
| Tabloid (newspaper format) | 4.59× | Literature |
| Innovation | 2.87× | Business & Career |
| Vehicle insurance | 3.22× | Cars & Mobility |
| Lottery | 3.12× | Games |
| SUVs | 1.61× | Cars & Mobility |
| 1.92× | Internet & Social Media | |
| Religion | 1.64× | Business & Career |
| Subway | 1.74× | Food & Beverages |
| Barbecue | 1.5× | Food & Beverages |
| The Wall Street Journal | 4.15× | News |
| Mortgage loans | 1.55× | Business & Career |
| George Clooney | 3.52× | Movies & TV |
| TMZ | 1.62× | Internet & Social Media |
| NASDAQ | 2.55× | Business & Career |
| Online newspaper | 1.77× | News |
| Business school | 3.24× | Business & Career |
| Emmy Award | 2.95× | Movies & TV |
| Solar energy | 2.2× | Home & Garden |
| Tablet computers | 1.86× | Technology & Electronics |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Risk Appetite | THRILL | 2.16 |
| Indulgence | JOY | 1.72 |
| Early Adopter Mentality | POWER | 1.72 |
| Career Orientation | POWER | 1.69 |
| Urban Lifestyle | OPEN | 1.61 |
| Family Orientation | CONSERVATISM | 1.58 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 53.0% |
| China | 5.8% |
| Canada | 5.7% |
See Yahoo! Finance audiences in other countries
More Business news audiences in Canada
- Forbes (1,446,417)
- The Economist (1,082,112)
- Harvard Business Review (309,536)
- Fast Company (magazine) (187,766)
- Business Day (South Africa) (106,976)
Frequently asked questions
How many fans does Yahoo! Finance have in Canada?
Yahoo! Finance has an estimated audience of 4,731,409 people in Canada, concentrated in Ontario and Quebec.
What is the gender split and age of Yahoo! Finance fans?
26.6% of Yahoo! Finance fans are female, 73.4% are male, with an average age of 34.8 years.
Which brands do Yahoo! Finance fans like most?
Yahoo! Finance fans show strongest brand affinity for LinkedIn (3.21×), Tabloid (newspaper format) (4.59×), and Innovation (2.87×) over the country average.
Where do Yahoo! Finance fans live in Canada?
Yahoo! Finance fans in Canada are most concentrated in Ontario (reach 3,548,556), Quebec (reach 1,561,555), and British Columbia (reach 1,143,834). These three regions account for the largest share of the active audience.
What other brands do Yahoo! Finance fans also like?
Beyond Yahoo! Finance itself, the audience over-indexes on Tabloid (newspaper format) (4.59×), Innovation (2.87×), Vehicle insurance (3.22×), and Lottery (3.12×) compared to the Canada average.
How to read this data
Audience size is the estimated number of people in Canada who actively search for Yahoo! Finance. 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.