A data profile of the people who buy, follow and care about Borneo in Malaysia — modelled from more than twelve digital signal sources. Borneo has an estimated audience of 2,139,386 people in Malaysia.
The average Borneo fan in Malaysia is 38.2 years old, balanced, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Sabah.
Top brand affinities include Energy, Drama movies, Religion, with strongest over-indexing on Energy (1.73× the country average).
Demographically, the Borneo audience skews balanced with an average age of 38.2, and over-indexes on personality traits such as Patriotism, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Borneo fan in Malaysia is balanced, around 38.2 years old, with strong Patriotism tendencies and a notable affinity for Energy.
The key figures that characterise the Borneo profile in Malaysia.
46.2% are female, 53.8% are male, average age 38.2.
| Metric | Value |
|---|---|
| Female | 46.2% |
| Male | 53.8% |
| Average age | 38.2 |
| Estimated audience size | 2,139,386 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 27% | |
| 30-39 | 24% | |
| 40-49 | 20% | |
| 50+ | 14% |
of the worldwide Borneo audience comes from Malaysia.
| Country | Share |
|---|---|
| Malaysia | 36.1% |
| Indonesia | 26.8% |
| United States | 3.8% |
Where the Borneo audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sarawak | ~500K | 2.55× | |
| 02 | Sabah | ~500K | 2.53× | |
| 03 | Kuala Lumpur | ~600K | 1.49× | |
| 04 | Selangor | ~600K | 1.02× | |
| 05 | Penang | ~100K | 0.94× | |
| 06 | Labuan | ~20K | 0.94× | |
| 07 | Kedah | ~100K | 0.89× | |
| 08 | Johor | ~200K | 0.81× | |
| 09 | Pahang | ~80K | 0.81× | |
| 10 | Perlis | ~20K | 0.79× | |
| 11 | Putrajaya | ~9K | 0.77× | |
| 12 | Perak | ~100K | 0.74× | |
| 13 | Malacca | ~60K | 0.74× | |
| 14 | Negeri Sembilan | ~70K | 0.72× | |
| 15 | Terengganu | ~70K | 0.72× | |
| 16 | Kelantan | ~70K | 0.71× |
The strongest cross-interests of the Borneo audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Strategy games | Games | 2.22× | ||
| 02 | Simulation games | Games | 2.14× | ||
| 03 | Card games | Games | 2.06× | ||
| 04 | Convenience store | Food & Beverages | 2.05× | ||
| 05 | Breaking news | Movies & TV | 2.03× | ||
| 06 | Fantasy movies | Movies & TV | 1.83× | ||
| 07 | Action games | Games | 1.79× | ||
| 08 | Social science | Business & Career | 1.77× | ||
| 09 | Politics | Politics & Society | 1.75× | ||
| 10 | Energy | Home & Garden | 1.73× | ||
| 11 | Documentary movies | Movies & TV | 1.70× | ||
| 12 | Herbalism | Health | 1.70× | ||
| 13 | Badminton | Sports | 1.65× | ||
| 14 | Horror movies | Movies & TV | 1.64× | ||
| 15 | Puzzle video games | Games | 1.63× | ||
| 16 | Drama movies | Movies & TV | 1.60× | ||
| 17 | Religion | Business & Career | 1.58× | ||
| 18 | Action movies | Movies & TV | 1.56× | ||
| 19 | Anime movies | Movies & TV | 1.55× | ||
| 20 | Home improvement | Home & Garden | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.51× | |
| Spirituality | BALANCE | 1.44× | |
| Risk Appetite | THRILL | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 0.66× | |
| Luxury Orientation | PREMIUM | 0.72× | |
| Design Affinity | PREMIUM | 0.78× |
Borneo has an estimated audience of 2,139,386 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
46.2% of Borneo fans are female, 53.8% are male, with an average age of 38.2 years.
Borneo fans show strongest brand affinity for Energy (1.73×), Drama movies (1.6×), and Religion (1.58×) over the country average.
Borneo fans in Malaysia are most concentrated in Selangor (reach ~600K), Kuala Lumpur (reach ~600K), and Sabah (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Borneo itself, the audience over-indexes on Drama movies (1.6×), Religion (1.58×), Home improvement (1.53×), and Politics (1.75×) compared to the Malaysia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Malaysia who actively search for Borneo. 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 Malaysia. 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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