Similarweb Insights: Digital Behavior of Canada’s 55+ Consumers

The 55+ age group is reshaping Canada’s economic landscape, emerging as the nation’s largest and fastest-growing demographic. By 2030, this cohort will represent 32% of the population and nearly 45% of total consumption. With an average net worth double that of individuals in their 40s—bolstered by rising property values and investment gains—this group wields immense financial power.

For business looking to engage with this audience, they need to know:

• How to find this demographic online?
• What are the digital preferences?
• Who is this audience based on their digital behavior?

Enter Similarweb.

How Similarweb’s Demographic Digital Data Can Help

Similarweb collects demographic data (age and gender) through access to hundreds of thousands of internal analytics accounts and its extensive global contributory network. By combining these sources, Similarweb builds audience profiles and maps the digital journeys of millions, providing actionable insights into online behavior.

When we combine this with our data from over 100 million websites, Similarweb can look through a demographic lens at either at websites and industries alike.

Canada's Top 100 Sites, Filtered by Highest % 55-64 Traffic

Taking the top 100 sites in Canada based on traffic (irregardless of industry), Similarweb’s demographic breakdown reveals which websites attract the highest percentage of older users.

For example, weather.gc.ca sees 22.9% of its traffic from this group, while homedepot.ca garners 20.9% from 55-64-year-olds.

The next step is to narrow this down by industry, and see the top players in each category for the 55+ age demographic.

In the “Fashion and Apparel” sector, for instance, brands like Melanie Lyne and Joe Fresh resonate with older consumers and get 25.4% and 21.1% of their proportional traffic there respectively.

Demographic Engagement Metrics That Matter

Similarweb’s robust data model also provides detailed engagement metrics, revealing how specific demographics interact with websites.

For example, among females aged 55-64, Similarweb can look at https://www.joefresh.com/ and see specifically how the interact with the website:

• Audience Share: 15.7%
• Average Visit Duration: 4:47 minutes
• Pages Per Visit: 7.58
• Bounce Rate: 28.26%

These metrics help brands fine-tune their digital strategies to align with the preferences of this high-value demographic.

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Any other industry or country you'd like to see filtered by demographic?

Want to benchmark how a demographic engages with your websites vs another?

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