A data profile of the people who buy, follow and care about Diners in Malaysia — modelled from more than twelve digital signal sources. Diners has an estimated audience of 2,333,881 people in Malaysia.
The average Diners fan in Malaysia is 38.6 years old, more female, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Sabah.
Top brand affinities include Fast casual restaurants, Distilled beverage, Home Delivery, with strongest over-indexing on Fast casual restaurants (2.57× the country average).
Demographically, the Diners audience skews more female with an average age of 38.6, and over-indexes on personality traits such as Indulgence, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Diners fan in Malaysia is more female, around 38.6 years old, with strong Indulgence tendencies and a notable affinity for Fast casual restaurants.
The key figures that characterise the Diners profile in Malaysia.
55.5% are female, 44.5% are male, average age 38.6.
| Metric | Value |
|---|---|
| Female | 55.5% |
| Male | 44.5% |
| Average age | 38.6 |
| Estimated audience size | 2,333,881 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 26% | |
| 30-39 | 24% | |
| 40-49 | 20% | |
| 50+ | 16% |
of the worldwide Diners audience comes from Malaysia.
| Country | Share |
|---|---|
| United States | 12.0% |
| Japan | 9.0% |
| China | 8.2% |
Where the Diners audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sabah | ~400K | 2.00× | |
| 02 | Kuala Lumpur | ~500K | 1.22× | |
| 03 | Selangor | ~700K | 1.13× | |
| 04 | Labuan | ~20K | 1.09× | |
| 05 | Penang | ~200K | 1.07× | |
| 06 | Perlis | ~30K | 1.05× | |
| 07 | Sarawak | ~200K | 1.04× | |
| 08 | Putrajaya | ~10K | 0.96× | |
| 09 | Perak | ~200K | 0.95× | |
| 10 | Johor | ~300K | 0.94× | |
| 11 | Malacca | ~80K | 0.90× | |
| 12 | Pahang | ~100K | 0.89× | |
| 13 | Kedah | ~100K | 0.88× | |
| 14 | Kelantan | ~100K | 0.86× | |
| 15 | Negeri Sembilan | ~100K | 0.86× | |
| 16 | Terengganu | ~90K | 0.86× |
The strongest cross-interests of the Diners audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Brunch | Food & Beverages | 2.65× | ||
| 02 | German cuisine | Food & Beverages | 2.64× | ||
| 03 | Fast casual restaurants | Food & Beverages | 2.57× | ||
| 04 | Home Delivery | Food & Beverages | 2.38× | ||
| 05 | Distilled beverage | Food & Beverages | 2.31× | ||
| 06 | Mexican cuisine | Food & Beverages | 2.19× | ||
| 07 | Vietnamese cuisine | Food & Beverages | 2.03× | ||
| 08 | Cruises | Travel & Leisure | 1.87× | ||
| 09 | Korean cuisine | Food & Beverages | 1.86× | ||
| 10 | Thai cuisine | Food & Beverages | 1.77× | ||
| 11 | Italian cuisine | Food & Beverages | 1.70× | ||
| 12 | Property finder | Home & Garden | 1.67× | ||
| 13 | Organic food | Food & Beverages | 1.62× | ||
| 14 | Refrigerator | Home & Garden | 1.61× | ||
| 15 | Politics | Politics & Society | 1.60× | ||
| 16 | Dinner | Food & Beverages | 1.59× | ||
| 17 | Fast food restaurants | Food & Beverages | 1.58× | ||
| 18 | Lunch | Food & Beverages | 1.57× | ||
| 19 | Take-out | Food & Beverages | 1.56× | ||
| 20 | Real property | Home & Garden | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.80× | |
| Convenience Orientation | PREMIUM | 1.34× | |
| Price Sensitivity | PREMIUM | 1.30× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.31× | |
| Spirituality | BALANCE | 0.79× | |
| Individualism | JOY | 0.85× |
Diners has an estimated audience of 2,333,881 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
55.5% of Diners fans are female, 44.5% are male, with an average age of 38.6 years.
Diners fans show strongest brand affinity for Fast casual restaurants (2.57×), Distilled beverage (2.31×), and Home Delivery (2.38×) over the country average.
Diners fans in Malaysia are most concentrated in Selangor (reach ~700K), Kuala Lumpur (reach ~500K), and Sabah (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Diners itself, the audience over-indexes on Distilled beverage (2.31×), Home Delivery (2.38×), Dinner (1.59×), and Korean cuisine (1.86×) 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 Diners. 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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