A data profile of the people who buy, follow and care about Yahoo! Finance in Canada — modelled from more than twelve digital signal sources. Yahoo! Finance has an estimated audience of 4,712,117 people in Canada.
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 Tabloid (newspaper format), Innovation, Vehicle insurance, with strongest over-indexing on Tabloid (newspaper format) (4.59× 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.
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 Tabloid (newspaper format).
The key figures that characterise the Yahoo! Finance profile in Canada.
26.6% are female, 73.4% are male, average age 34.8.
| Metric | Value |
|---|---|
| Female | 26.6% |
| Male | 73.4% |
| Average age | 34.8 |
| Estimated audience size | 4,712,117 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 31% | |
| 20-29 | 24% | |
| 30-39 | 17% | |
| 40-49 | 13% | |
| 50+ | 15% |
of the worldwide Yahoo! Finance audience comes from Canada.
| Country | Share |
|---|---|
| United States | 53.3% |
| China | 5.8% |
| Canada | 5.7% |
Where the Yahoo! Finance audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Ontario | ~3.5M | 1.96× | |
| 02 | British Columbia | ~1M | 1.62× | |
| 03 | Quebec | ~1.5M | 1.38× | |
| 04 | Alberta | ~800K | 1.29× | |
| 05 | Manitoba | ~100K | 0.73× | |
| 06 | Nova Scotia | ~100K | 0.69× | |
| 07 | Saskatchewan | ~100K | 0.66× | |
| 08 | New Brunswick | ~60K | 0.58× | |
| 09 | Newfoundland and Labrador | ~40K | 0.58× | |
| 10 | Prince Edward Island | ~10K | 0.55× |
The strongest cross-interests of the Yahoo! Finance audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Tabloid (newspaper format) | Literature | 4.59× | ||
| 02 | George Clooney | Movies & TV | 3.52× | ||
| 03 | Business school | Business & Career | 3.24× | ||
| 04 | Vehicle insurance | Cars & Mobility | 3.22× | ||
| 05 | Internet & Social Media | 3.21× | |||
| 06 | Lottery | Games | 3.12× | ||
| 07 | Emmy Award | Movies & TV | 2.95× | ||
| 08 | Innovation | Business & Career | 2.87× | ||
| 09 | NASDAQ | Business & Career | 2.55× | ||
| 10 | Wealth management | Business & Career | 2.27× | ||
| 11 | Solar energy | Home & Garden | 2.20× | ||
| 12 | Internet & Social Media | 1.92× | |||
| 13 | Tablet computers | Technology & Electronics | 1.86× | ||
| 14 | Online newspaper | News | 1.77× | ||
| 15 | Subway | Food & Beverages | 1.74× | ||
| 16 | Religion | Business & Career | 1.64× | ||
| 17 | TMZ | Internet & Social Media | 1.62× | ||
| 18 | SUVs | Cars & Mobility | 1.61× | ||
| 19 | Mortgage loans | Business & Career | 1.55× | ||
| 20 | Barbecue | Food & Beverages | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 2.16× | |
| Indulgence | JOY | 1.72× | |
| Early Adopter Mentality | POWER | 1.72× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sports Activity | POWER | 0.77× | |
| DIY Mentality | THRILL | 0.79× | |
| Luxury Orientation | PREMIUM | 0.83× |
Yahoo! Finance has an estimated audience of 4,712,117 people in Canada, concentrated in Ontario and Quebec.
26.6% of Yahoo! Finance fans are female, 73.4% are male, with an average age of 34.8 years.
Yahoo! Finance fans show strongest brand affinity for Tabloid (newspaper format) (4.59×), Innovation (2.87×), and Vehicle insurance (3.22×) over the country average.
Yahoo! Finance fans in Canada are most concentrated in Ontario (reach ~3.5M), Quebec (reach ~1.5M), and British Columbia (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Yahoo! Finance itself, the audience over-indexes on Innovation (2.87×), Vehicle insurance (3.22×), Lottery (3.12×), and SUVs (1.61×) 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 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.
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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