A data profile of the people who buy, follow and care about Leisure in Malaysia — modelled from more than twelve digital signal sources. Leisure has an estimated audience of 5,172,957 people in Malaysia.
The average Leisure fan in Malaysia is 38.8 years old, balanced, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include Breaking news, Convenience store, NASDAQ, with strongest over-indexing on Breaking news (1.88× the country average).
Demographically, the Leisure audience skews balanced with an average age of 38.8, and over-indexes on personality traits such as Patriotism, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Leisure fan in Malaysia is balanced, around 38.8 years old, with strong Patriotism tendencies and a notable affinity for Breaking news.
The key figures that characterise the Leisure profile in Malaysia.
49.4% are female, 50.6% are male, average age 38.8.
| Metric | Value |
|---|---|
| Female | 49.4% |
| Male | 50.6% |
| Average age | 38.8 |
| Estimated audience size | 5,172,957 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 27% | |
| 30-39 | 23% | |
| 40-49 | 19% | |
| 50+ | 17% |
of the worldwide Leisure audience comes from Malaysia.
| Country | Share |
|---|---|
| United States | 18.9% |
| Japan | 5.9% |
| United Kingdom | 4.5% |
Where the Leisure audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Kuala Lumpur | ~2M | 1.92× | |
| 02 | Johor | ~1M | 1.64× | |
| 03 | Selangor | ~2M | 1.31× | |
| 04 | Penang | ~400K | 1.26× | |
| 05 | Perak | ~500K | 1.14× | |
| 06 | Negeri Sembilan | ~300K | 1.08× | |
| 07 | Sarawak | ~400K | 1.00× | |
| 08 | Labuan | ~40K | 0.96× | |
| 09 | Sabah | ~500K | 0.95× | |
| 10 | Kedah | ~300K | 0.95× | |
| 11 | Perlis | ~70K | 0.93× | |
| 12 | Malacca | ~200K | 0.91× | |
| 13 | Putrajaya | ~30K | 0.91× | |
| 14 | Pahang | ~200K | 0.89× | |
| 15 | Terengganu | ~200K | 0.88× | |
| 16 | Kelantan | ~200K | 0.85× |
The strongest cross-interests of the Leisure audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Savings bank | Business & Career | 2.34× | ||
| 02 | Convenience store | Food & Beverages | 2.04× | ||
| 03 | Public administration | Business & Career | 1.97× | ||
| 04 | Porridge | Food & Beverages | 1.96× | ||
| 05 | NASDAQ | Business & Career | 1.89× | ||
| 06 | Breaking news | Movies & TV | 1.88× | ||
| 07 | Judaism | Politics & Society | 1.85× | ||
| 08 | Air fryer | Food & Beverages | 1.83× | ||
| 09 | Internet service provider | Technology & Electronics | 1.82× | ||
| 10 | Max Verstappen | Sports | 1.78× | ||
| 11 | Cappuccino | Food & Beverages | 1.77× | ||
| 12 | Las Vegas | Travel & Leisure | 1.76× | ||
| 13 | Travel insurance | Travel & Leisure | 1.76× | ||
| 14 | Rail transport | Travel & Leisure | 1.71× | ||
| 15 | Sydney | Travel & Leisure | 1.70× | ||
| 16 | Steakhouse | Food & Beverages | 1.66× | ||
| 17 | Mediterranean Sea | Travel & Leisure | 1.65× | ||
| 18 | Internet celebrity | Internet & Social Media | 1.62× | ||
| 19 | Instant noodle | Food & Beverages | 1.58× | ||
| 20 | Microwave oven | Home & Garden | 1.57× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.86× | |
| Spirituality | BALANCE | 1.18× | |
| Extroversion | THRILL | 1.16× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.87× | |
| Luxury Orientation | PREMIUM | 0.89× | |
| DIY Mentality | THRILL | 0.91× |
Leisure has an estimated audience of 5,172,957 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
49.4% of Leisure fans are female, 50.6% are male, with an average age of 38.8 years.
Leisure fans show strongest brand affinity for Breaking news (1.88×), Convenience store (2.04×), and NASDAQ (1.89×) over the country average.
Leisure fans in Malaysia are most concentrated in Selangor (reach ~2M), Kuala Lumpur (reach ~2M), and Johor (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Leisure itself, the audience over-indexes on Convenience store (2.04×), NASDAQ (1.89×), Cappuccino (1.77×), and Internet celebrity (1.62×) 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 Leisure. 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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