A data profile of the people who buy, follow and care about Handicraft in Malaysia — modelled from more than twelve digital signal sources. Handicraft has an estimated audience of 2,501,947 people in Malaysia.
The average Handicraft fan in Malaysia is 39.0 years old, more female, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Sarawak.
Top brand affinities include Do it yourself (DIY), Politics, Google Drive, with strongest over-indexing on Do it yourself (DIY) (1.57× the country average).
Demographically, the Handicraft audience skews more female with an average age of 39.0, and over-indexes on personality traits such as DIY Mentality, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Handicraft fan in Malaysia is more female, around 39.0 years old, with strong DIY Mentality tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the Handicraft profile in Malaysia.
58.8% are female, 41.2% are male, average age 39.0.
| Metric | Value |
|---|---|
| Female | 58.8% |
| Male | 41.2% |
| Average age | 39.0 |
| Estimated audience size | 2,501,947 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 26% | |
| 30-39 | 23% | |
| 40-49 | 20% | |
| 50+ | 17% |
of the worldwide Handicraft audience comes from Malaysia.
| Country | Share |
|---|---|
| United States | 18.3% |
| Japan | 6.2% |
| Brazil | 5.4% |
Where the Handicraft audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sarawak | ~300K | 1.64× | |
| 02 | Penang | ~200K | 1.27× | |
| 03 | Sabah | ~300K | 1.15× | |
| 04 | Labuan | ~20K | 1.13× | |
| 05 | Kuala Lumpur | ~500K | 1.11× | |
| 06 | Selangor | ~800K | 1.07× | |
| 07 | Perlis | ~40K | 1.00× | |
| 08 | Johor | ~300K | 0.99× | |
| 09 | Kedah | ~200K | 0.96× | |
| 10 | Putrajaya | ~10K | 0.95× | |
| 11 | Kelantan | ~100K | 0.91× | |
| 12 | Perak | ~200K | 0.90× | |
| 13 | Negeri Sembilan | ~100K | 0.89× | |
| 14 | Malacca | ~80K | 0.89× | |
| 15 | Terengganu | ~90K | 0.88× | |
| 16 | Pahang | ~100K | 0.87× |
The strongest cross-interests of the Handicraft audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Google Street View | Internet & Social Media | 2.56× | ||
| 02 | Handmade | Home & Garden | 2.52× | ||
| 03 | Christmas tree | Kids & Family | 2.10× | ||
| 04 | Air fryer | Food & Beverages | 2.03× | ||
| 05 | HVAC | Home & Garden | 2.02× | ||
| 06 | Non-alcoholic beverage | Food & Beverages | 2.01× | ||
| 07 | Nail salon | Beauty & Wellness | 1.79× | ||
| 08 | Handmade jewelry | Fashion & Accessoires | 1.76× | ||
| 09 | Zoo | Kids & Family | 1.73× | ||
| 10 | Animal rights | Politics & Society | 1.71× | ||
| 11 | Tableware | Food & Beverages | 1.70× | ||
| 12 | Instant noodle | Food & Beverages | 1.69× | ||
| 13 | Forestry | Home & Garden | 1.64× | ||
| 14 | Social science | Business & Career | 1.59× | ||
| 15 | Organic farming | Food & Beverages | 1.58× | ||
| 16 | Do it yourself (DIY) | Home & Garden | 1.57× | ||
| 17 | Politics | Politics & Society | 1.57× | ||
| 18 | Subscription business model | Shopping | 1.54× | ||
| 19 | Valentine's Day | Kids & Family | 1.52× | ||
| 20 | Google Drive | Technology & Electronics | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.31× | |
| Design Affinity | PREMIUM | 1.29× | |
| Mindfulness | BALANCE | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.86× | |
| Need for Security | CONSERVATISM | 0.92× | |
| Luxury Orientation | PREMIUM | 0.94× |
Handicraft has an estimated audience of 2,501,947 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
58.8% of Handicraft fans are female, 41.2% are male, with an average age of 39.0 years.
Handicraft fans show strongest brand affinity for Do it yourself (DIY) (1.57×), Politics (1.57×), and Google Drive (1.51×) over the country average.
Handicraft fans in Malaysia are most concentrated in Selangor (reach ~800K), Kuala Lumpur (reach ~500K), and Sarawak (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Handicraft itself, the audience over-indexes on Politics (1.57×), Google Drive (1.51×), Social science (1.59×), and HVAC (2.02×) 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 Handicraft. 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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