A data profile of the people who buy, follow and care about Malay language in Indonesia — modelled from more than twelve digital signal sources. Malay language has an estimated audience of 10,665,017 people in Indonesia.
Malay language has an estimated audience of 10,665,017 people in Indonesia. 55.0% are female, 45.0% are male, average age 33.3. Top brand affinities: Traveloka, Kebaya, FamilyMart, Allkpop, Astro (Malaysian satellite television).
Top brand affinities include Traveloka, Kebaya, FamilyMart, with strongest over-indexing on Traveloka (2.01× the country average).
Demographically, the Malay language audience skews balanced with an average age of 33.3, and over-indexes on personality traits such as Spirituality, Convenience Orientation.
The typical Malay language fan in Indonesia is balanced, around 33.3 years old, with strong Spirituality tendencies and a notable affinity for Traveloka.
The key figures that characterise the Malay language profile in Indonesia.
55.0% are female, 45.0% are male, average age 33.3.
| Metric | Value |
|---|---|
| Female | 55.0% |
| Male | 45.0% |
| Average age | 33.3 |
| Estimated audience size | 10,665,017 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 27% | |
| 20-29 | 32% | |
| 30-39 | 20% | |
| 40-49 | 13% | |
| 50+ | 8% |
of the worldwide Malay language audience comes from Indonesia.
| Country | Share |
|---|---|
| Indonesia | 18.5% |
| China | 18.3% |
| Malaysia | 13.4% |
The strongest cross-interests of the Malay language audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ryan Gosling | Movies & TV | 2.46× | ||
| 02 | Sewing machine | Home & Garden | 2.20× | ||
| 03 | Judaism | Politics & Society | 2.17× | ||
| 04 | Traveloka | Travel & Leisure | 2.01× | ||
| 05 | 7-Eleven | Shopping | 1.98× | ||
| 06 | FamilyMart | Shopping | 1.89× | ||
| 07 | Allkpop | Music & Radio | 1.86× | ||
| 08 | Primary school | Kids & Family | 1.86× | ||
| 09 | Scholarship | Kids & Family | 1.85× | ||
| 10 | Digital art | Arts & Culture | 1.84× | ||
| 11 | Kebaya | Fashion & Accessoires | 1.81× | ||
| 12 | Astro (Malaysian satellite television) | Movies & TV | 1.79× | ||
| 13 | Self-love | Health | 1.75× | ||
| 14 | CIMB | Business & Career | 1.71× | ||
| 15 | Garuda Indonesia | Travel & Leisure | 1.69× | ||
| 16 | Powdered milk | Kids & Family | 1.67× | ||
| 17 | Breakfast television | Movies & TV | 1.66× | ||
| 18 | Self-employment | Business & Career | 1.58× | ||
| 19 | Maybank | Business & Career | 1.52× | ||
| 20 | Buddhism | Health | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.37× | |
| Convenience Orientation | PREMIUM | 1.26× | |
| Indulgence | JOY | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.81× | |
| Design Affinity | PREMIUM | 0.82× | |
| Early Adopter Mentality | POWER | 0.88× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Indonesia who actively search for Malay language. 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 Indonesia. 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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