A data profile of the people who buy, follow and care about Indonesia in Malaysia — modelled from more than twelve digital signal sources. Indonesia has an estimated audience of 6,404,665 people in Malaysia.
The average Indonesia fan in Malaysia is 37.2 years old, balanced, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Sabah.
Top brand affinities include Bath and Bodyworks, Nicholas Hoult, Rangsit University, with strongest over-indexing on Bath and Bodyworks (2.16× the country average).
Demographically, the Indonesia audience skews balanced with an average age of 37.2, and over-indexes on personality traits such as Spirituality, Sustainability.
Compared to the country baseline, this audience shows distinctive patterns across 16 brand affinities and 16 regions tracked by Rascasse.
The typical Indonesia fan in Malaysia is balanced, around 37.2 years old, with strong Spirituality tendencies and a notable affinity for Bath and Bodyworks.
The key figures that characterise the Indonesia profile in Malaysia.
52.2% are female, 47.8% are male, average age 37.2.
| Metric | Value |
|---|---|
| Female | 52.2% |
| Male | 47.8% |
| Average age | 37.2 |
| Estimated audience size | 6,404,665 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 27% | |
| 30-39 | 22% | |
| 40-49 | 18% | |
| 50+ | 14% |
of the worldwide Indonesia audience comes from Malaysia.
| Country | Share |
|---|---|
| China | 16.5% |
| Indonesia | 11.6% |
| United States | 9.0% |
Where the Indonesia audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sabah | ~1.5M | 2.28× | |
| 02 | Kuala Lumpur | ~1.5M | 1.47× | |
| 03 | Sarawak | ~800K | 1.41× | |
| 04 | Selangor | ~2M | 1.13× | |
| 05 | Johor | ~900K | 1.12× | |
| 06 | Pahang | ~300K | 1.04× | |
| 07 | Penang | ~400K | 0.93× | |
| 08 | Kedah | ~400K | 0.92× | |
| 09 | Negeri Sembilan | ~300K | 0.89× | |
| 10 | Perak | ~400K | 0.87× | |
| 11 | Kelantan | ~300K | 0.86× | |
| 12 | Terengganu | ~200K | 0.82× | |
| 13 | Malacca | ~200K | 0.74× | |
| 14 | Labuan | ~40K | 0.69× | |
| 15 | Perlis | ~60K | 0.61× | |
| 16 | Putrajaya | ~20K | 0.50× |
The strongest cross-interests of the Indonesia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Young Thug | Music & Radio | 2.22× | ||
| 02 | Bath and Bodyworks | Shopping | 2.16× | ||
| 03 | Tyler, The Creator | Music & Radio | 2.02× | ||
| 04 | Kosovo | Travel & Leisure | 1.90× | ||
| 05 | Zulily | Kids & Family | 1.81× | ||
| 06 | Orsay | Shopping | 1.81× | ||
| 07 | Comptoir des Cotonniers | Fashion & Accessoires | 1.77× | ||
| 08 | Rangsit University | Business & Career | 1.76× | ||
| 09 | Luis Fonsi | Music & Radio | 1.68× | ||
| 10 | FIFA Mobile | Games | 1.66× | ||
| 11 | Nicholas Hoult | Movies & TV | 1.65× | ||
| 12 | Louis Tomlinson | Music & Radio | 1.64× | ||
| 13 | Showpo | Fashion & Accessoires | 1.64× | ||
| 14 | Overstock.com | Home & Garden | 1.60× | ||
| 15 | Andrew Garfield | Movies & TV | 1.57× | ||
| 16 | Paddy Power | Games | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.21× | |
| Sustainability | BALANCE | 1.19× | |
| Design Affinity | PREMIUM | 1.19× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.64× | |
| Community Orientation | OPEN | 0.83× | |
| Indulgence | JOY | 0.85× |
Indonesia has an estimated audience of 6,404,665 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
52.2% of Indonesia fans are female, 47.8% are male, with an average age of 37.2 years.
Indonesia fans show strongest brand affinity for Bath and Bodyworks (2.16×), Nicholas Hoult (1.65×), and Rangsit University (1.76×) over the country average.
Indonesia fans in Malaysia are most concentrated in Selangor (reach ~2M), Kuala Lumpur (reach ~1.5M), and Sabah (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Indonesia itself, the audience over-indexes on Nicholas Hoult (1.65×), Rangsit University (1.76×), Andrew Garfield (1.57×), and Tyler, The Creator (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 Indonesia. 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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