A data profile of the people who buy, follow and care about Home improvement in Malaysia — modelled from more than twelve digital signal sources. Home improvement has an estimated audience of 4,681,958 people in Malaysia.
The average Home improvement fan in Malaysia is 40.9 years old, balanced, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include kumpulan wang simpanan pekerja, Magnum4D, Shopping, with strongest over-indexing on kumpulan wang simpanan pekerja (3.76× the country average).
Demographically, the Home improvement audience skews balanced with an average age of 40.9, and over-indexes on personality traits such as Early Adopter Mentality, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 15 regions tracked by Rascasse.
The typical Home improvement fan in Malaysia is balanced, around 40.9 years old, with strong Early Adopter Mentality tendencies and a notable affinity for kumpulan wang simpanan pekerja.
The key figures that characterise the Home improvement profile in Malaysia.
50.5% are female, 49.5% are male, average age 40.9.
| Metric | Value |
|---|---|
| Female | 50.5% |
| Male | 49.5% |
| Average age | 40.9 |
| Estimated audience size | 4,681,958 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 24% | |
| 30-39 | 24% | |
| 40-49 | 22% | |
| 50+ | 20% |
of the worldwide Home improvement audience comes from Malaysia.
| Country | Share |
|---|---|
| United States | 22.2% |
| United Kingdom | 4.8% |
| Italy | 4.0% |
Where the Home improvement audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Selangor | ~1.5M | 1.31× | |
| 02 | Perlis | ~80K | 1.14× | |
| 03 | Kuala Lumpur | ~900K | 1.09× | |
| 04 | Putrajaya | ~30K | 1.07× | |
| 05 | Kedah | ~300K | 1.00× | |
| 06 | Negeri Sembilan | ~200K | 0.98× | |
| 07 | Kelantan | ~200K | 0.98× | |
| 08 | Terengganu | ~200K | 0.98× | |
| 09 | Malacca | ~200K | 0.97× | |
| 10 | Penang | ~300K | 0.96× | |
| 11 | Pahang | ~200K | 0.96× | |
| 12 | Johor | ~600K | 0.94× | |
| 13 | Sabah | ~400K | 0.94× | |
| 14 | Sarawak | ~400K | 0.94× | |
| 15 | Perak | ~300K | 0.94× |
The strongest cross-interests of the Home improvement audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | redBus | Travel & Leisure | 4.49× | ||
| 02 | Countertop | Home & Garden | 4.43× | ||
| 03 | Household goods | Home & Garden | 3.82× | ||
| 04 | Gold bar | Business & Career | 3.79× | ||
| 05 | kumpulan wang simpanan pekerja | Business & Career | 3.76× | ||
| 06 | Government | Politics & Society | 3.64× | ||
| 07 | Magnum4D | Games | 3.35× | ||
| 08 | Do it yourself (DIY) | Home & Garden | 2.15× | ||
| 09 | Child | Kids & Family | 2.06× | ||
| 10 | Nature | Home & Garden | 2.05× | ||
| 11 | Education | Business & Career | 1.97× | ||
| 12 | Parliament of Malaysia | Politics & Society | 1.92× | ||
| 13 | Instant messaging | Internet & Social Media | 1.85× | ||
| 14 | Shopping | Shopping | 1.82× | ||
| 15 | Malaysian language | Politics & Society | 1.81× | ||
| 16 | Monarchy | Politics & Society | 1.80× | ||
| 17 | Restaurants | Food & Beverages | 1.79× | ||
| 18 | Cooking | Food & Beverages | 1.67× | ||
| 19 | Southeast Asia | Travel & Leisure | 1.62× | ||
| 20 | Asia | Travel & Leisure | 1.62× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 3.06× | |
| Individualism | JOY | 2.79× | |
| Social Media Usage | JOY | 1.81× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 0.76× | |
| Price Sensitivity | PREMIUM | 0.77× | |
| Healthy Lifestyle | BALANCE | 0.89× |
Home improvement has an estimated audience of 4,681,958 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
50.5% of Home improvement fans are female, 49.5% are male, with an average age of 40.9 years.
Home improvement fans show strongest brand affinity for kumpulan wang simpanan pekerja (3.76×), Magnum4D (3.35×), and Shopping (1.82×) over the country average.
Home improvement fans in Malaysia are most concentrated in Selangor (reach ~1.5M), Kuala Lumpur (reach ~900K), and Johor (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Home improvement itself, the audience over-indexes on Magnum4D (3.35×), Shopping (1.82×), Government (3.64×), and Parliament of Malaysia (1.92×) 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 Home improvement. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.