A data profile of the people who buy, follow and care about Medan in Malaysia — modelled from more than twelve digital signal sources. Medan has an estimated audience of 2,349,062 people in Malaysia.
The average Medan fan in Malaysia is 36.6 years old, more female, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include Hanoi, Religion, Politics, with strongest over-indexing on Hanoi (3.92× the country average).
Demographically, the Medan audience skews more female with an average age of 36.6, and over-indexes on personality traits such as Early Adopter Mentality, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Medan fan in Malaysia is more female, around 36.6 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Hanoi.
The key figures that characterise the Medan profile in Malaysia.
56.6% are female, 43.4% are male, average age 36.6.
| Metric | Value |
|---|---|
| Female | 56.6% |
| Male | 43.4% |
| Average age | 36.6 |
| Estimated audience size | 2,349,062 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 29% | |
| 30-39 | 23% | |
| 40-49 | 18% | |
| 50+ | 12% |
Where the Medan audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Penang | ~300K | 2.14× | |
| 02 | Kuala Lumpur | ~600K | 1.40× | |
| 03 | Selangor | ~900K | 1.35× | |
| 04 | Kedah | ~200K | 1.12× | |
| 05 | Negeri Sembilan | ~100K | 1.07× | |
| 06 | Perak | ~200K | 1.06× | |
| 07 | Johor | ~300K | 1.02× | |
| 08 | Sarawak | ~200K | 0.99× | |
| 09 | Pahang | ~100K | 0.96× | |
| 10 | Malacca | ~80K | 0.94× | |
| 11 | Labuan | ~20K | 0.88× | |
| 12 | Putrajaya | ~10K | 0.88× | |
| 13 | Perlis | ~30K | 0.84× | |
| 14 | Sabah | ~200K | 0.81× | |
| 15 | Terengganu | ~80K | 0.81× | |
| 16 | Kelantan | ~90K | 0.76× |
The strongest cross-interests of the Medan audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Hanoi | Travel & Leisure | 3.92× | ||
| 02 | Spider-Man | Movies & TV | 2.91× | ||
| 03 | Palestine | Travel & Leisure | 2.75× | ||
| 04 | Walmart | Shopping | 2.54× | ||
| 05 | Vintage clothing | Fashion & Accessoires | 2.31× | ||
| 06 | HVAC | Home & Garden | 2.31× | ||
| 07 | Canva | Technology & Electronics | 2.29× | ||
| 08 | Pay television | Movies & TV | 2.02× | ||
| 09 | Podcast | Music & Radio | 1.97× | ||
| 10 | Tumblr | Internet & Social Media | 1.87× | ||
| 11 | Social science | Business & Career | 1.70× | ||
| 12 | Politics | Politics & Society | 1.69× | ||
| 13 | Religion | Business & Career | 1.62× | ||
| 14 | Blood vessel | Health | 1.61× | ||
| 15 | Skirt | Fashion & Accessoires | 1.55× | ||
| 16 | Country music | Music & Radio | 1.55× | ||
| 17 | North Korea | Travel & Leisure | 1.53× | ||
| 18 | CNN | Movies & TV | 1.53× | ||
| 19 | Catering | Food & Beverages | 1.52× | ||
| 20 | Wikipedia | Internet & Social Media | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.49× | |
| Spirituality | BALANCE | 1.22× | |
| DIY Mentality | THRILL | 1.14× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 0.72× | |
| Social Media Usage | JOY | 0.78× | |
| Mindfulness | BALANCE | 0.80× |
Medan has an estimated audience of 2,349,062 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
56.6% of Medan fans are female, 43.4% are male, with an average age of 36.6 years.
Medan fans show strongest brand affinity for Hanoi (3.92×), Religion (1.62×), and Politics (1.69×) over the country average.
Medan fans in Malaysia are most concentrated in Selangor (reach ~900K), Kuala Lumpur (reach ~600K), and Johor (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Medan itself, the audience over-indexes on Religion (1.62×), Politics (1.69×), Palestine (2.75×), and Skirt (1.55×) 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 Medan. 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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