A data profile of the people who buy, follow and care about Utusan Malaysia in Malaysia — modelled from more than twelve digital signal sources. Utusan Malaysia has an estimated audience of 2,504,625 people in Malaysia.
The average Utusan Malaysia fan in Malaysia is 36.8 years old, balanced, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include BSN, Berita Harian (Singapore), Kosmo!, with strongest over-indexing on BSN (1.67× the country average).
Demographically, the Utusan Malaysia audience skews balanced with an average age of 36.8, and over-indexes on personality traits such as Travelling, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Utusan Malaysia fan in Malaysia is balanced, around 36.8 years old, with strong Travelling tendencies and a notable affinity for BSN.
The key figures that characterise the Utusan Malaysia profile in Malaysia.
52.1% are female, 47.9% are male, average age 36.8.
| Metric | Value |
|---|---|
| Female | 52.1% |
| Male | 47.9% |
| Average age | 36.8 |
| Estimated audience size | 2,504,625 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 27% | |
| 30-39 | 23% | |
| 40-49 | 19% | |
| 50+ | 12% |
Where the Utusan Malaysia audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Terengganu | ~200K | 1.52× | |
| 02 | Kelantan | ~200K | 1.39× | |
| 03 | Negeri Sembilan | ~200K | 1.38× | |
| 04 | Kedah | ~200K | 1.37× | |
| 05 | Perak | ~300K | 1.30× | |
| 06 | Malacca | ~100K | 1.30× | |
| 07 | Putrajaya | ~20K | 1.29× | |
| 08 | Pahang | ~200K | 1.27× | |
| 09 | Selangor | ~700K | 0.96× | |
| 10 | Perlis | ~30K | 0.95× | |
| 11 | Johor | ~300K | 0.81× | |
| 12 | Penang | ~100K | 0.65× | |
| 13 | Kuala Lumpur | ~300K | 0.64× | |
| 14 | Labuan | ~10K | 0.47× | |
| 15 | Sabah | ~100K | 0.43× | |
| 16 | Sarawak | ~80K | 0.41× |
The strongest cross-interests of the Utusan Malaysia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Utusan Online | News | 2.45× | ||
| 02 | Parenting styles | Kids & Family | 2.11× | ||
| 03 | Sinar FM | Music & Radio | 1.94× | ||
| 04 | Emma Maembong | Movies & TV | 1.91× | ||
| 05 | Erra Fazira | Movies & TV | 1.84× | ||
| 06 | Kosmo! | News | 1.80× | ||
| 07 | Era FM | Music & Radio | 1.72× | ||
| 08 | Nora Danish | Movies & TV | 1.68× | ||
| 09 | BSN | Health | 1.67× | ||
| 10 | Kosmo Online | Brand | 1.64× | ||
| 11 | Hajjah | Travel & Leisure | 1.63× | ||
| 12 | Working parent | Kids & Family | 1.62× | ||
| 13 | Berita Harian (Singapore) | News | 1.59× | ||
| 14 | Tabung Haji | Politics & Society | 1.59× | ||
| 15 | Tunic | Fashion & Accessoires | 1.57× | ||
| 16 | Quran reading | Politics & Society | 1.53× | ||
| 17 | Kebaya | Fashion & Accessoires | 1.52× | ||
| 18 | Baju Kurung | Travel & Leisure | 1.51× | ||
| 19 | Headscarf | Fashion & Accessoires | 1.51× | ||
| 20 | Tudong | Fashion & Accessoires | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.52× | |
| Early Adopter Mentality | POWER | 1.37× | |
| Individualism | JOY | 1.25× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.79× | |
| Family Orientation | CONSERVATISM | 0.98× | |
| Need for Security | CONSERVATISM | 1.09× |
Utusan Malaysia has an estimated audience of 2,504,625 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
52.1% of Utusan Malaysia fans are female, 47.9% are male, with an average age of 36.8 years.
Utusan Malaysia fans show strongest brand affinity for BSN (1.67×), Berita Harian (Singapore) (1.59×), and Kosmo! (1.8×) over the country average.
Utusan Malaysia fans in Malaysia are most concentrated in Selangor (reach ~700K), Kuala Lumpur (reach ~300K), and Johor (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Utusan Malaysia itself, the audience over-indexes on Berita Harian (Singapore) (1.59×), Kosmo! (1.8×), Sinar FM (1.94×), and Kebaya (1.52×) 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 Utusan Malaysia. 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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