A data profile of the people who buy, follow and care about Instant messaging in Malaysia — modelled from more than twelve digital signal sources. Instant messaging has an estimated audience of 6,427,569 people in Malaysia.
The average Instant messaging fan in Malaysia is 39.4 years old, balanced, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include Ethnic groups, Freckle, Kaftan, with strongest over-indexing on Ethnic groups (1.61× the country average).
Demographically, the Instant messaging audience skews balanced with an average age of 39.4, and over-indexes on personality traits such as Travelling, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 19 brand affinities and 15 regions tracked by Rascasse.
The typical Instant messaging fan in Malaysia is balanced, around 39.4 years old, with strong Travelling tendencies and a notable affinity for Ethnic groups.
The key figures that characterise the Instant messaging profile in Malaysia.
49.6% are female, 50.4% are male, average age 39.4.
| Metric | Value |
|---|---|
| Female | 49.6% |
| Male | 50.4% |
| Average age | 39.4 |
| Estimated audience size | 6,427,569 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 26% | |
| 30-39 | 23% | |
| 40-49 | 20% | |
| 50+ | 18% |
of the worldwide Instant messaging audience comes from Malaysia.
| Country | Share |
|---|---|
| United States | 19.0% |
| Brazil | 6.4% |
| India | 5.9% |
Where the Instant messaging audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Perlis | ~100K | 1.21× | |
| 02 | Putrajaya | ~40K | 1.12× | |
| 03 | Terengganu | ~300K | 1.01× | |
| 04 | Kelantan | ~300K | 1.00× | |
| 05 | Kedah | ~400K | 0.99× | |
| 06 | Malacca | ~200K | 0.99× | |
| 07 | Negeri Sembilan | ~300K | 0.98× | |
| 08 | Pahang | ~300K | 0.98× | |
| 09 | Sarawak | ~500K | 0.95× | |
| 10 | Perak | ~500K | 0.95× | |
| 11 | Sabah | ~600K | 0.94× | |
| 12 | Penang | ~400K | 0.94× | |
| 13 | Johor | ~800K | 0.92× | |
| 14 | Kuala Lumpur | ~1M | 0.91× | |
| 15 | Selangor | ~1.5M | 0.86× |
The strongest cross-interests of the Instant messaging audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Clothing sizes | Fashion & Accessoires | 1.80× | ||
| 02 | Abaya | Fashion & Accessoires | 1.78× | ||
| 03 | Jilbāb | Fashion & Accessoires | 1.70× | ||
| 04 | Kaftan | Fashion & Accessoires | 1.68× | ||
| 05 | Wrap (clothing) | Fashion & Accessoires | 1.68× | ||
| 06 | Niqāb | Fashion & Accessoires | 1.67× | ||
| 07 | Petite size | Fashion & Accessoires | 1.64× | ||
| 08 | Ethnic groups | Politics & Society | 1.61× | ||
| 09 | Palazzo trousers | Fashion & Accessoires | 1.61× | ||
| 10 | Atelier | Home & Garden | 1.61× | ||
| 11 | Polka dot | Fashion & Accessoires | 1.61× | ||
| 12 | Malaysian batik | Fashion & Accessoires | 1.58× | ||
| 13 | Modesty | Politics & Society | 1.57× | ||
| 14 | Navy blue | Kids & Family | 1.52× | ||
| 15 | Office administration | Business & Career | 1.52× | ||
| 16 | Armand Hammer | Music & Radio | 1.51× | ||
| 17 | billy woods | Music & Radio | 1.51× | ||
| 18 | ZelooperZ | Music & Radio | 1.51× | ||
| 19 | Freckle | Beauty & Wellness | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.03× | |
| Individualism | JOY | 0.97× | |
| Early Adopter Mentality | POWER | 0.90× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 0.48× | |
| Need for Security | CONSERVATISM | 0.52× | |
| Design Affinity | PREMIUM | 0.55× |
Instant messaging has an estimated audience of 6,427,569 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
49.6% of Instant messaging fans are female, 50.4% are male, with an average age of 39.4 years.
Instant messaging fans show strongest brand affinity for Ethnic groups (1.61×), Freckle (1.5×), and Kaftan (1.68×) over the country average.
Instant messaging fans in Malaysia are most concentrated in Selangor (reach ~1.5M), Kuala Lumpur (reach ~1M), and Johor (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Instant messaging itself, the audience over-indexes on Freckle (1.5×), Kaftan (1.68×), Abaya (1.78×), and Jilbāb (1.7×) 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 Instant messaging. 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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