A data profile of the people who buy, follow and care about Waze in Malaysia — modelled from more than twelve digital signal sources. Waze has an estimated audience of 2,258,330 people in Malaysia.
The average Waze fan in Malaysia is 38.2 years old, balanced, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include Cart, Google Maps, Traffic congestion, with strongest over-indexing on Cart (5.25× the country average).
Demographically, the Waze audience skews balanced with an average age of 38.2, and over-indexes on personality traits such as Urban Lifestyle, Social Media Usage.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Waze fan in Malaysia is balanced, around 38.2 years old, with strong Urban Lifestyle tendencies and a notable affinity for Cart.
The key figures that characterise the Waze profile in Malaysia.
52.3% are female, 47.7% are male, average age 38.2.
| Metric | Value |
|---|---|
| Female | 52.3% |
| Male | 47.7% |
| Average age | 38.2 |
| Estimated audience size | 2,258,330 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 28% | |
| 30-39 | 26% | |
| 40-49 | 20% | |
| 50+ | 13% |
of the worldwide Waze audience comes from Malaysia.
| Country | Share |
|---|---|
| United States | 13.0% |
| Brazil | 11.4% |
| France | 7.5% |
Where the Waze audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Kuala Lumpur | ~600K | 1.56× | |
| 02 | Selangor | ~900K | 1.48× | |
| 03 | Penang | ~200K | 1.26× | |
| 04 | Perak | ~200K | 1.21× | |
| 05 | Pahang | ~100K | 1.17× | |
| 06 | Johor | ~300K | 1.11× | |
| 07 | Sabah | ~200K | 1.11× | |
| 08 | Negeri Sembilan | ~100K | 1.09× | |
| 09 | Kelantan | ~100K | 1.04× | |
| 10 | Malacca | ~90K | 1.04× | |
| 11 | Kedah | ~100K | 0.96× | |
| 12 | Terengganu | ~80K | 0.85× | |
| 13 | Putrajaya | ~9K | 0.73× | |
| 14 | Sarawak | ~100K | 0.72× | |
| 15 | Labuan | ~10K | 0.68× | |
| 16 | Perlis | ~20K | 0.63× |
The strongest cross-interests of the Waze audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Street | Travel & Leisure | 5.32× | ||
| 02 | GPS navigation software | Technology & Electronics | 5.31× | ||
| 03 | Cart | Fashion & Accessoires | 5.25× | ||
| 04 | Controlled-access highway | Travel & Leisure | 5.17× | ||
| 05 | Traffic congestion | Cars & Mobility | 5.07× | ||
| 06 | Highway | Cars & Mobility | 4.57× | ||
| 07 | Crowdsourcing | Business & Career | 4.13× | ||
| 08 | Pedestrian | Cars & Mobility | 3.88× | ||
| 09 | Nürburgring | Sports | 3.64× | ||
| 10 | Max Verstappen | Sports | 3.33× | ||
| 11 | Water heating | Home & Garden | 2.49× | ||
| 12 | Traffic | Cars & Mobility | 2.30× | ||
| 13 | Driving | Cars & Mobility | 2.21× | ||
| 14 | Google Maps | Internet & Social Media | 1.86× | ||
| 15 | Gmail | Internet & Social Media | 1.74× | ||
| 16 | Horses | Pets & Animals | 1.73× | ||
| 17 | Couch | Home & Garden | 1.72× | ||
| 18 | Sunday | Home & Garden | 1.58× | ||
| 19 | Road | Travel & Leisure | 1.53× | ||
| 20 | Chinese New Year | Politics & Society | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.57× | |
| Social Media Usage | JOY | 1.26× | |
| Early Adopter Mentality | POWER | 1.19× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.50× | |
| Need for Security | CONSERVATISM | 0.55× | |
| Patriotism | CONSERVATISM | 0.90× |
Waze has an estimated audience of 2,258,330 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
52.3% of Waze fans are female, 47.7% are male, with an average age of 38.2 years.
Waze fans show strongest brand affinity for Cart (5.25×), Google Maps (1.86×), and Traffic congestion (5.07×) over the country average.
Waze 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 Waze itself, the audience over-indexes on Google Maps (1.86×), Traffic congestion (5.07×), Street (5.32×), and Controlled-access highway (5.17×) 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 Waze. 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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