A data profile of the people who buy, follow and care about Household in Malaysia — modelled from more than twelve digital signal sources. Household has an estimated audience of 2,342,677 people in Malaysia.
The average Household fan in Malaysia is 41.3 years old, more female, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include Kitchenware, Household goods, Property finder, with strongest over-indexing on Kitchenware (2.25× the country average).
Demographically, the Household audience skews more female with an average age of 41.3, and over-indexes on personality traits such as Design Affinity, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Household fan in Malaysia is more female, around 41.3 years old, with strong Design Affinity tendencies and a notable affinity for Kitchenware.
The key figures that characterise the Household profile in Malaysia.
55.6% are female, 44.4% are male, average age 41.3.
| Metric | Value |
|---|---|
| Female | 55.6% |
| Male | 44.4% |
| Average age | 41.3 |
| Estimated audience size | 2,342,677 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 23% | |
| 30-39 | 26% | |
| 40-49 | 23% | |
| 50+ | 20% |
of the worldwide Household audience comes from Malaysia.
| Country | Share |
|---|---|
| United States | 24.9% |
| United Kingdom | 5.9% |
| Brazil | 4.7% |
Where the Household audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sabah | ~300K | 1.41× | |
| 02 | Selangor | ~900K | 1.32× | |
| 03 | Sarawak | ~300K | 1.32× | |
| 04 | Kuala Lumpur | ~500K | 1.21× | |
| 05 | Johor | ~300K | 1.13× | |
| 06 | Penang | ~200K | 1.12× | |
| 07 | Malacca | ~90K | 1.00× | |
| 08 | Perak | ~200K | 0.99× | |
| 09 | Kedah | ~200K | 0.98× | |
| 10 | Labuan | ~20K | 0.97× | |
| 11 | Negeri Sembilan | ~100K | 0.95× | |
| 12 | Perlis | ~30K | 0.94× | |
| 13 | Putrajaya | ~10K | 0.93× | |
| 14 | Kelantan | ~100K | 0.91× | |
| 15 | Pahang | ~100K | 0.91× | |
| 16 | Terengganu | ~90K | 0.91× |
The strongest cross-interests of the Household audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Cleanliness | Home & Garden | 2.79× | ||
| 02 | Mobile home | Cars & Mobility | 2.71× | ||
| 03 | Starter home | Home & Garden | 2.60× | ||
| 04 | Household goods | Home & Garden | 2.59× | ||
| 05 | Microwave oven | Home & Garden | 2.56× | ||
| 06 | Carpet cleaning | Home & Garden | 2.56× | ||
| 07 | HVAC | Home & Garden | 2.51× | ||
| 08 | First-time home buyer grant | Home & Garden | 2.49× | ||
| 09 | Property finder | Home & Garden | 2.44× | ||
| 10 | First-time buyer | Shopping | 2.35× | ||
| 11 | Kitchenware | Home & Garden | 2.25× | ||
| 12 | Tableware | Food & Beverages | 2.22× | ||
| 13 | Innovation | Business & Career | 2.19× | ||
| 14 | Frozen food | Food & Beverages | 1.86× | ||
| 15 | Real property | Home & Garden | 1.79× | ||
| 16 | Renovation | Home & Garden | 1.76× | ||
| 17 | Hypermarket | Shopping | 1.76× | ||
| 18 | Retail banking | Business & Career | 1.72× | ||
| 19 | Social science | Business & Career | 1.70× | ||
| 20 | Politics | Politics & Society | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.69× | |
| Convenience Orientation | PREMIUM | 1.58× | |
| Quality Awareness | PREMIUM | 1.37× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.81× | |
| Individualism | JOY | 0.88× | |
| Creativity | OPEN | 0.90× |
Household has an estimated audience of 2,342,677 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
55.6% of Household fans are female, 44.4% are male, with an average age of 41.3 years.
Household fans show strongest brand affinity for Kitchenware (2.25×), Household goods (2.59×), and Property finder (2.44×) over the country average.
Household fans in Malaysia are most concentrated in Selangor (reach ~900K), Kuala Lumpur (reach ~500K), and Johor (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Household itself, the audience over-indexes on Household goods (2.59×), Property finder (2.44×), Microwave oven (2.56×), and Renovation (1.76×) 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 Household. 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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