A data profile of the people who buy, follow and care about WhatsApp in Malaysia — modelled from more than twelve digital signal sources. WhatsApp has an estimated audience of 11,200,120 people in Malaysia.
The average WhatsApp fan in Malaysia is 38.5 years old, balanced, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include Jabong.com, with strongest over-indexing on Jabong.com (1.98× the country average).
Demographically, the WhatsApp audience skews balanced with an average age of 38.5, and over-indexes on personality traits such as Family Orientation, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 1 brand affinities and 16 regions tracked by Rascasse.
The typical WhatsApp fan in Malaysia is balanced, around 38.5 years old, with strong Family Orientation tendencies and a notable affinity for Jabong.com.
The key figures that characterise the WhatsApp profile in Malaysia.
51.1% are female, 48.9% are male, average age 38.5.
| Metric | Value |
|---|---|
| Female | 51.1% |
| Male | 48.9% |
| Average age | 38.5 |
| Estimated audience size | 11,200,120 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 26% | |
| 30-39 | 22% | |
| 40-49 | 20% | |
| 50+ | 17% |
of the worldwide WhatsApp audience comes from Malaysia.
| Country | Share |
|---|---|
| China | 7.5% |
| United States | 4.3% |
| Brazil | 4.1% |
Where the WhatsApp audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Putrajaya | ~80K | 1.38× | |
| 02 | Sarawak | ~1M | 1.29× | |
| 03 | Selangor | ~4M | 1.27× | |
| 04 | Kuala Lumpur | ~2.5M | 1.27× | |
| 05 | Penang | ~800K | 1.23× | |
| 06 | Johor | ~1.5M | 1.17× | |
| 07 | Sabah | ~1M | 1.10× | |
| 08 | Perak | ~900K | 0.99× | |
| 09 | Kedah | ~700K | 0.94× | |
| 10 | Negeri Sembilan | ~500K | 0.94× | |
| 11 | Malacca | ~400K | 0.92× | |
| 12 | Pahang | ~500K | 0.86× | |
| 13 | Kelantan | ~400K | 0.77× | |
| 14 | Terengganu | ~400K | 0.76× | |
| 15 | Perlis | ~90K | 0.56× | |
| 16 | Labuan | ~50K | 0.56× |
The strongest cross-interests of the WhatsApp audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Jabong.com | Fashion & Accessoires | 1.98× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 0.59× | |
| Individualism | JOY | 0.53× | |
| Social Media Usage | JOY | 0.53× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.20× | |
| Travelling | THRILL | 0.28× | |
| Early Adopter Mentality | POWER | 0.43× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Malaysia who actively search for WhatsApp. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.