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Consumer panel · North America

Real consumers of Canada, profiled by Frequent Research.

Know them by age and gender.

  • CapitalOttawa
  • CurrencyCanadian dollar (CAD)
  • LanguagesEnglish, French
Explore the panel Get the panel book 77,089profiled consumers33profile tablesC$Canadian dollar
  • GenderFemales50.8% · 39,161
  • Age30-4941.2% · 31,761
  • Education (highest level completed)Bachelor's degree28.9% · 22,279
  • Occupation / Employment StatusFull-Time Employee42% · 32,377
  • Marital StatusMarried / Civil Partnership44.9% · 34,613
  • Life Stage / GenerationMillennials (born 1981–1996)33.8% · 26,056
  • Ethnicity / Population BackgroundWhite / European origin69% · 53,191
  • Province / Territory DistributionOntario38.4% · 29,602
  • Annual Household Income (gross, CAD)Lower-Middle Household Income · CA$50,000 – CA$69,99921% · 16,189
  • Annual Personal Income (gross, CAD)Lower-Middle Income · CA$30,000 – CA$41,99920.3% · 15,649
  • Home Category (living arrangement)Own Primary Residence51.1% · 39,392
  • Dwelling TypeDetached House32.7% · 25,208
  • Parents of Children (age of youngest child)18+ Years (adult children)29.6% · 22,818
  • AutomotiveMass-Market Car Owners39.8% · 30,681
At a glance

Canada in 7 numbers

  • 77,089profiled consumers in Canada
  • Gender50.8%Females
  • Age41.2%30-49
  • Where they live38.4%Ontario
  • Occupation42%Full-Time Employee
  • Personal income20.3%Lower-Middle Income · CA$30,000 – CA$41,999
  • Technology22.6%iOS Smartphone Users

Who they are

Gender, age, marital status, education and life stage.

Gender

2 groups
  • 49.2%37,928 Males
  • 50.8%39,161 Females

Largest group: Females at 50.8%

Age

5 groups
3.8%2,92913-17 21.8%16,80518-29 41.2%31,76130-49 22.7%17,49950-64 10.5%8,09465+

Largest group: 30-49 at 41.2%

Education (highest level completed)

9 groups
  • Less than secondary / high school6.7%5,165
  • Secondary / high school graduate16.4%12,643
  • Post-secondary vocational / technical training9.8%7,555
  • Some college / university – no degree8.4%6,475
  • Associate / short-cycle tertiary diploma9.7%7,478
  • Bachelor's degree28.9%22,279
  • Master's degree (MA, MSc, MBA, etc.)15.4%11,872
  • Professional degree (MD, DDS, LLB, JD, etc.)3.1%2,390
  • Doctorate (PhD, EdD)1.6%1,233

Largest group: Bachelor's degree at 28.9%

Marital Status

5 groups
  • Married / Civil Partnership44.9%34,613
  • Single / Never Married29.5%22,741
  • Divorced8.6%6,630
  • Widowed / Separated6.2%4,780
  • Living with Partner (Cohabiting)10.8%8,326

Largest group: Married / Civil Partnership at 44.9%

Life Stage / Generation

5 groups
  • Millennials (born 1981–1996)33.8%26,056
  • Gen Z (born 1997–2012)24.5%18,887
  • Gen X (born 1965–1980)24.4%18,810
  • Baby Boomers (born 1946–1964)14.2%10,947
  • Silent Generation (born before 1946)3.1%2,390

Largest group: Millennials (born 1981–1996) at 33.8%

Work & money

What they do, what they earn and how they bank.

Occupation / Employment Status

11 groups
  • Full-Time Employee42%32,377
  • Retired11.3%8,711
  • Student10.5%8,094
  • Self-Employed / Contract / Freelance7.1%5,473
  • Part-Time Employee6.9%5,319
  • Homemaker6.3%4,857
  • Unemployed6%4,625
  • Disabled / Not Able to Work3.2%2,467
Show all 11

Largest group: Full-Time Employee at 42%

Annual Household Income (gross, CAD)

10 groups
3.6%2,775Very Low Household Income · Below CA$31,000 15.3%11,795Low Household Income · CA$31,000 – CA$49,999 21%16,189Lower-Middle Household Income · CA$50,000 – CA$69,999 19%14,647Middle Household Income · CA$70,000 – CA$89,999 19.6%15,109Upper-Middle Household Income · CA$90,000 – CA$119,999 12.3%9,482Comfortable Household Income · CA$120,000 – CA$159,999 5.6%4,317Affluent Household Income · CA$160,000 – CA$219,999 1.7%1,311High Household Income · CA$220,000 – CA$319,999 1.1%848Very High Household Income · CA$320,000 – CA$499,999 0.8%617Top Household Income Tier · CA$500,000 and above

Largest group: Lower-Middle Household Income · CA$50,000 – CA$69,999 at 21%

Annual Personal Income (gross, CAD)

10 groups
3.4%2,621Very Low Income · Below CA$18,000 14%10,792Low Income · CA$18,000 – CA$29,999 20.3%15,649Lower-Middle Income · CA$30,000 – CA$41,999 18.8%14,493Middle Income · CA$42,000 – CA$54,999 19.3%14,878Upper-Middle Income · CA$55,000 – CA$74,999 12.4%9,559Comfortable Income · CA$75,000 – CA$99,999 7%5,396Affluent Income · CA$100,000 – CA$139,999 2.7%2,081High Income · CA$140,000 – CA$199,999 1.2%925Very High Income · CA$200,000 – CA$319,999 0.9%694Top Income Tier · CA$320,000 and above

Largest group: Lower-Middle Income · CA$30,000 – CA$41,999 at 20.3%

Banking & Financial Services

12 groups
  • Credit Card Holders24%18,501
  • Debit Card Users13.1%10,099
  • Online / Mobile Banking Users12.8%9,867
  • Home Loan / Mortgage Holders10%7,709
  • Life Insurance Policy Holders7.2%5,550
  • Digital Wallet / Mobile Money Users6.9%5,319
  • Personal Loan Holders5.9%4,548
  • Mutual Fund Investors5.2%4,009
Show all 12

Largest group: Credit Card Holders at 24%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence51.1%39,392
  • Rent Primary Residence23%17,730
  • Live with Family Member(s) in Their Residence15.8%12,180
  • Live in Student / University Accommodation5.4%4,163
  • Other Living Arrangement4.7%3,623

Largest group: Own Primary Residence at 51.1%

Dwelling Type

11 groups
  • 32.7%25,208Detached House
  • 15.1%11,640Apartment / Flat – with balcony or garden
  • 9.3%7,169Semi-Detached House
  • 9.1%7,015Apartment / Flat – no outside space
  • 9.1%7,015Terraced / Row House / Townhouse
  • 8.3%6,398Bungalow / Single-Storey House
  • 6.1%4,702Condominium / Serviced Apartment
  • 3.7%2,852Cottage / Farmhouse
  • 2.8%2,158Dormitory / Hostel / Group Quarters
  • 2.2%1,696Other Dwelling Type
  • 1.6%1,233Mobile Home / Caravan

Largest group: Detached House at 32.7%

Parents of Children (age of youngest child)

5 groups
12%9,2510-2 Years 16.7%12,8743-6 Years 21.5%16,5747-12 Years 20.2%15,57213-17 Years 29.6%22,81818+ Years (adult children)

Largest group: 18+ Years (adult children) at 29.6%

Parenting, Family & Household Roles

12 groups
  • Dual-Income Households16.8%12,951
  • Household Head / Main Earner16.2%12,488
  • Primary Grocery Shoppers14%10,792
  • Household Budget Managers10.1%7,786
  • Single Parents9.4%7,246
  • Children's Education Decision Makers8.7%6,707
  • Multi-Generational Households5.4%4,163
  • New Parents (child under 1 year)4.5%3,469
Show all 12

Largest group: Dual-Income Households at 16.8%

Household Services & Maintenance

9 groups
  • Household Service Decision Makers17.7%13,645
  • Home Maintenance & Handyman Service Users14.7%11,332
  • Residential Cleaning / Domestic Help Users14.1%10,870
  • Plumbing Service Customers13%10,022
  • Electrical Repair Service Customers12.1%9,328
  • Laundry / Dry-Cleaning Service Users9.4%7,246
  • Landlords & Property Managers8.5%6,553
  • Pest-Control Service Customers6.1%4,702
Show all 9

Largest group: Household Service Decision Makers at 17.7%

Where they live

Regions and background across the country.

Ethnicity / Population Background

10 groups
  • White / European origin69%53,191
  • South Asian7%5,396
  • Chinese5%3,854
  • Indigenous (First Nations, Métis, Inuit)5%3,854
  • Black4%3,084
  • Filipino3%2,313
  • Arab / West Asian3%2,313
  • Latin American1.5%1,156
Show all 10

Largest group: White / European origin at 69%

Province / Territory Distribution

13 groups
  • Ontario38.4%29,602
  • Quebec21.4%16,497
  • British Columbia14%10,792
  • Alberta11.8%9,097
  • Manitoba3.7%2,852
  • Saskatchewan3.2%2,467
  • Nova Scotia2.8%2,158
  • New Brunswick2.2%1,696
  • Newfoundland and Labrador1.4%1,079
  • Prince Edward Island0.5%385
Show all 13

Largest group: Ontario at 38.4%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 39.8%30,681Mass-Market Car Owners
  • 22.4%17,268Car Insurance Policy Holders
  • 10.3%7,940Vehicle Service & Repair Decision Makers
  • 6%4,625Electric Vehicle (EV) Owners
All 11 groups

Technology & Digital Usage

  • 22.6%17,422iOS Smartphone Users
  • 13.3%10,253Generative AI & Chatbot Users
  • 10.7%8,249Android Smartphone Users
  • 10.4%8,017Cloud Storage & Productivity App Users
All 11 groups

Travel

  • 15.3%11,795Frequent Domestic Travellers (3+ trips a year)
  • 14.5%11,178Family Vacationers
  • 14%10,792International Travellers
  • 8.9%6,861Weekend / Short-Break Travellers
All 12 groups

Lifestyle & Hobbies

  • 12.7%9,790Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
  • 11.7%9,019Gardeners & Home Growers
  • 11.5%8,865DIY & Home Improvement Enthusiasts
  • 11.5%8,865Nature & Outdoor Leisure (camping, picnics)
All 12 groups

Media & Entertainment

  • 20.7%15,957OTT / Subscription Video Streaming Subscribers
  • 12.6%9,713Music Streaming Users
  • 12%9,251Linear / Pay-TV Viewers
  • 10%7,709Free Ad-Supported Video Platform Viewers
All 10 groups

Tobacco, Nicotine & Alcohol Consumers (adults of legal age)

  • 30.7%23,666Non-Tobacco / Nicotine Users
  • 18%13,876Beer Consumers
  • 15.7%12,103Wine & Spirits Consumers
  • 11.1%8,557Former Tobacco / Nicotine Users
All 9 groups

Consumer Electronics Ownership & Purchase

  • 16.8%12,951Laptop / Desktop Computer Owners
  • 13.5%10,407Smart TV Owners
  • 13.4%10,330Consumer Electronics Purchase Decision Makers
  • 10.5%8,094Audio / Headphone Device Owners
All 10 groups

Content Creators & Social Media Influence

  • 22%16,960Casual Social Media Content Posters
  • 13%10,022Short-Form Video Creators
  • 12.1%9,328Photo & Visual Content Creators
  • 10%7,709Long-Form Video Creators
All 10 groups

Audience profiles

Ready-made audiences for shopping, sport, gaming, beauty, pets, food and health.

Shopping Behaviour & Consumer Preference Sports Interest & Participation Gaming Beauty, Fashion & Personal Care Pet Ownership & Pet Care Food & Beverages (at home) Health, Disability & Healthcare Luxury & Premium Consumer Restaurant & Food Delivery Consumers

Shopping Behaviour & Consumer Preference

  1. Value & Discount Seekers13.1%10,0992
  2. Online Shoppers16.2%12,4881
  3. In-Store Shoppers11.5%8,8653
  • Online Shoppers16.2%12,488
  • Value & Discount Seekers13.1%10,099
  • In-Store Shoppers11.5%8,865
  • Omnichannel Shoppers10.6%8,171
  • Fashion & Apparel Shoppers8%6,167
  • Home & Furnishing Shoppers6.9%5,319
  • Brand-Loyal Shoppers6.3%4,857
  • Social Commerce / Live-Shopping Buyers6.1%4,702
  • Cross-Border Online Shoppers6%4,625
  • Second-Hand & Re-Commerce Shoppers5.9%4,548
Show all 12

Profile distributions are modelled estimates for planning and feasibility, built from public demographic and market patterns. They are not a count of individual panel members; feasibility for your exact audience is confirmed for each project.

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