A data profile of the people who buy, follow and care about BSN in Malaysia — modelled from more than twelve digital signal sources. BSN has an estimated audience of 5,327,692 people in Malaysia.
The average BSN fan in Malaysia is 38.5 years old, more female, and lives primarily in Sabah.
The audience is concentrated in Sabah, Selangor, Sarawak.
Top brand affinities include Owl, American Immigration Lawyers Association, Zoom (TV channel), with strongest over-indexing on Owl (34.88× the country average).
Demographically, the BSN audience skews more female with an average age of 38.5, and over-indexes on personality traits such as Travelling, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical BSN fan in Malaysia is more female, around 38.5 years old, with strong Travelling tendencies and a notable affinity for Owl.
The key figures that characterise the BSN profile in Malaysia.
67.7% are female, 32.3% are male, average age 38.5.
| Metric | Value |
|---|---|
| Female | 67.7% |
| Male | 32.3% |
| Average age | 38.5 |
| Estimated audience size | 5,327,692 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 27% | |
| 30-39 | 17% | |
| 40-49 | 19% | |
| 50+ | 19% |
of the worldwide BSN audience comes from Malaysia.
| Country | Share |
|---|---|
| Malaysia | 66.4% |
| United States | 8.1% |
| Japan | 6.5% |
Where the BSN audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sabah | ~1.5M | 2.56× | |
| 02 | Sarawak | ~700K | 1.58× | |
| 03 | Terengganu | ~400K | 1.57× | |
| 04 | Kelantan | ~400K | 1.38× | |
| 05 | Kedah | ~400K | 1.06× | |
| 06 | Pahang | ~300K | 0.99× | |
| 07 | Malacca | ~200K | 0.97× | |
| 08 | Negeri Sembilan | ~200K | 0.94× | |
| 09 | Perak | ~400K | 0.90× | |
| 10 | Johor | ~600K | 0.88× | |
| 11 | Perlis | ~50K | 0.64× | |
| 12 | Kuala Lumpur | ~600K | 0.62× | |
| 13 | Labuan | ~30K | 0.61× | |
| 14 | Selangor | ~700K | 0.49× | |
| 15 | Penang | ~100K | 0.46× | |
| 16 | Putrajaya | ~10K | 0.36× |
The strongest cross-interests of the BSN audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Summer's Eve | Beauty & Wellness | 265.20× | ||
| 02 | American Immigration Lawyers Association | Politics & Society | 156.78× | ||
| 03 | Registered Nurses' Association of Ontario | Business & Career | 69.56× | ||
| 04 | Cockatoo | Pets & Animals | 53.67× | ||
| 05 | Chamberlain College of Nursing | Business & Career | 50.27× | ||
| 06 | Kementerian Pekerjaan Umum dan Perumahan Rakyat | Politics & Society | 41.86× | ||
| 07 | Family tree | Kids & Family | 39.42× | ||
| 08 | Technical school | Business & Career | 38.68× | ||
| 09 | Owl | Pets & Animals | 34.88× | ||
| 10 | Faculty of Medicine Siriraj Hospital, Mahidol University | Business & Career | 32.68× | ||
| 11 | Primary health care | Health | 21.81× | ||
| 12 | Touch (TV series) | Movies & TV | 17.27× | ||
| 13 | Jabatan Perkhidmatan Awam | Politics & Society | 11.54× | ||
| 14 | Leopard | Pets & Animals | 11.45× | ||
| 15 | Zoom (TV channel) | Technology & Electronics | 10.14× | ||
| 16 | Ant | Pets & Animals | 6.16× | ||
| 17 | The Beach Boys | Music & Radio | 5.04× | ||
| 18 | Snake | Pets & Animals | 4.75× | ||
| 19 | Health And Beauty | Beauty & Wellness | 3.80× | ||
| 20 | Toko Baju | Shopping | 3.77× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.37× | |
| Patriotism | CONSERVATISM | 1.05× | |
| Individualism | JOY | 0.55× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 0.42× | |
| Individualism | JOY | 0.55× | |
| Social Media Usage | JOY | 0.55× |
BSN's target market in Malaysia covers an estimated 5,327,692 people, concentrated in Sabah and Selangor.
67.7% of the BSN audience are female, 32.3% are male, with an average age of 38.5 years.
BSN fans show strongest brand affinity for Owl (34.88×), American Immigration Lawyers Association (156.78×), and Zoom (TV channel) (10.14×) over the country average.
BSN fans in Malaysia are most concentrated in Sabah (reach ~1.5M), Selangor (reach ~700K), and Sarawak (reach ~700K). These three regions account for the largest share of the active audience.
Beyond BSN itself, the audience over-indexes on American Immigration Lawyers Association (156.78×), Zoom (TV channel) (10.14×), Jabatan Perkhidmatan Awam (11.54×), and Summer's Eve (265.2×) 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 BSN. 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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