A data profile of the people who buy, follow and care about Singapore in Malaysia — modelled from more than twelve digital signal sources. Singapore has an estimated audience of 6,623,397 people in Malaysia.
The average Singapore fan in Malaysia is 38.8 years old, balanced, and lives primarily in Selangor.
The audience is concentrated in Selangor, Johor, Kuala Lumpur.
Top brand affinities include Bhojpuri language, Assam, Ria Money Transfer, with strongest over-indexing on Bhojpuri language (1.54× the country average).
Demographically, the Singapore audience skews balanced with an average age of 38.8, and over-indexes on personality traits such as Patriotism, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Singapore fan in Malaysia is balanced, around 38.8 years old, with strong Patriotism tendencies and a notable affinity for Bhojpuri language.
The key figures that characterise the Singapore profile in Malaysia.
50.5% are female, 49.5% are male, average age 38.8.
| Metric | Value |
|---|---|
| Female | 50.5% |
| Male | 49.5% |
| Average age | 38.8 |
| Estimated audience size | 6,623,397 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 26% | |
| 30-39 | 23% | |
| 40-49 | 19% | |
| 50+ | 17% |
of the worldwide Singapore audience comes from Malaysia.
| Country | Share |
|---|---|
| China | 14.1% |
| Indonesia | 7.7% |
| Malaysia | 6.5% |
Where the Singapore audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Johor | ~2M | 2.27× | |
| 02 | Kuala Lumpur | ~2M | 1.65× | |
| 03 | Penang | ~600K | 1.36× | |
| 04 | Selangor | ~2.5M | 1.33× | |
| 05 | Sarawak | ~600K | 1.04× | |
| 06 | Perak | ~500K | 1.04× | |
| 07 | Malacca | ~200K | 1.01× | |
| 08 | Negeri Sembilan | ~300K | 0.98× | |
| 09 | Kedah | ~400K | 0.96× | |
| 10 | Sabah | ~500K | 0.90× | |
| 11 | Pahang | ~300K | 0.87× | |
| 12 | Terengganu | ~200K | 0.64× | |
| 13 | Kelantan | ~200K | 0.62× | |
| 14 | Labuan | ~30K | 0.62× | |
| 15 | Putrajaya | ~20K | 0.61× | |
| 16 | Perlis | ~50K | 0.56× |
The strongest cross-interests of the Singapore audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Radhika (Malayalam actress) | Movies & TV | 2.02× | ||
| 02 | somoynews.tv | News | 1.92× | ||
| 03 | Sheikh Hasina | Politics & Society | 1.82× | ||
| 04 | Brooklyn Brewery | Food & Beverages | 1.81× | ||
| 05 | ATN Bangla | Movies & TV | 1.66× | ||
| 06 | Chittagong | Travel & Leisure | 1.65× | ||
| 07 | Bangladesh Nationalist Party | Politics & Society | 1.65× | ||
| 08 | Aaj Tak | Movies & TV | 1.64× | ||
| 09 | Ria Money Transfer | Business & Career | 1.59× | ||
| 10 | Cinema of West Bengal | Movies & TV | 1.56× | ||
| 11 | Nagarik News | News | 1.56× | ||
| 12 | Bhojpuri language | Politics & Society | 1.54× | ||
| 13 | V for Vendetta (film) | Movies & TV | 1.54× | ||
| 14 | Sunil Chhetri | Sports | 1.54× | ||
| 15 | RAMPAGE | Movies & TV | 1.53× | ||
| 16 | Assam | Travel & Leisure | 1.52× | ||
| 17 | Jugantor | News | 1.52× | ||
| 18 | Bangladesh Awami League | Politics & Society | 1.52× | ||
| 19 | Cricket clothing and equipment | Sports | 1.51× | ||
| 20 | Mahiya Mahi | Movies & TV | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.87× | |
| Price Sensitivity | PREMIUM | 0.81× | |
| Family Orientation | CONSERVATISM | 0.76× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.47× | |
| Early Adopter Mentality | POWER | 0.50× | |
| Social Media Usage | JOY | 0.62× |
Singapore has an estimated audience of 6,623,397 people in Malaysia, concentrated in Selangor and Johor.
50.5% of Singapore fans are female, 49.5% are male, with an average age of 38.8 years.
Singapore fans show strongest brand affinity for Bhojpuri language (1.54×), Assam (1.52×), and Ria Money Transfer (1.59×) over the country average.
Singapore fans in Malaysia are most concentrated in Selangor (reach ~2.5M), Johor (reach ~2M), and Kuala Lumpur (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Singapore itself, the audience over-indexes on Assam (1.52×), Ria Money Transfer (1.59×), Cinema of West Bengal (1.56×), and Chittagong (1.65×) 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 Singapore. 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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