Rascasse Audience Intelligence

Malaysia Airlines Target Market in United States

A data profile of the people who buy, follow and care about Malaysia Airlines in United States — modelled from more than twelve digital signal sources. Malaysia Airlines has an estimated audience of 1,333,596 people in United States.

#34among Airline in United States#1982among Brand in United States#1467in Travel & Leisure

The average Malaysia Airlines fan in United States is 36.9 years old, balanced, and lives primarily in New York.

The audience is concentrated in New York, California, Texas.

Top brand affinities include Travel Agent (magazine), Hong Kong Airlines, Air Miles, with strongest over-indexing on Travel Agent (magazine) (382.35× the country average).

Demographically, the Malaysia Airlines audience skews balanced with an average age of 36.9, and over-indexes on personality traits such as Quality Awareness, Travelling.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Malaysia Airlines fan in United States is balanced, around 36.9 years old, with strong Quality Awareness tendencies and a notable affinity for Travel Agent (magazine).

Category: Travel & Leisure · Type: Brand · Subtype: Airline

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Malaysia Airlines profile in United States.

Audience size
1.3M
in United States
Gender
50.1%♀
49.9% male
Age
36.9
average years
Country rank
#19353
Brand in United States
Fig. 01

Search interest · 12-month trend

+26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Malaysia Airlines

50.1% are female, 49.9% are male, average age 36.9.

Fig. 02

Gender split

50.1%
Female
49.9%
Male
Demographic split for Malaysia Airlines audience in United States
MetricValue
Female50.1%
Male49.9%
Average age36.9
Estimated audience size1,333,596
Fig. 03

Age distribution

Ø 36.9
average years
Age distribution of the Malaysia Airlines audience in United States
Age bracketShare%
16-1928%
20-2920%
30-3917%
40-4917%
50+18%
Fig. 04

Worldwide distribution

6.5%

of the worldwide Malaysia Airlines audience comes from United States.

Worldwide audience distribution share by country for Malaysia Airlines
CountryShare
Malaysia20.0%
Brazil11.0%
Australia6.7%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Malaysia Airlines audience in United States is strongest.

Fig. 05

Top regions by affinity

Malaysia Airlines customers by region in United States
#RegionReachAffinity×
01New York~400K5.39×
02Virginia~60K2.09×
03Washington, District of Columbia~7K1.74×
04California~200K1.25×
05Massachusetts~30K1.19×
06New Mexico~7K1.17×
07Tennessee~30K1.16×
08Washington~30K1.15×
09New Jersey~40K1.13×
10Illinois~50K1.11×
11Hawaii~6K1.05×
12Texas~100K1.03×
13Oregon~10K1.03×
14Maine~5K1.02×
15Wisconsin~20K1.01×
16Florida~90K0.99×
17Rhode Island~4K0.99×
18Maryland~20K0.97×
19New Hampshire~5K0.93×
20Alaska~3K0.93×
21North Carolina~40K0.92×
22Connecticut~10K0.92×
23Vermont~2K0.91×
24Pennsylvania~40K0.90×
25Colorado~20K0.90×
26Mississippi~9K0.90×
27Georgia~40K0.89×
28Arizona~20K0.89×
29Minnesota~20K0.89×
30Nevada~10K0.88×
31Utah~10K0.85×
32South Carolina~20K0.81×
33Michigan~30K0.78×
34Alabama~10K0.78×
35Indiana~20K0.76×
36Missouri~20K0.76×
37Oklahoma~10K0.76×
38Arkansas~8K0.76×
39Ohio~30K0.75×
40Nebraska~5K0.75×
41Delaware~3K0.75×
42Kansas~7K0.74×
43Iowa~8K0.73×
44Montana~3K0.72×
45Louisiana~10K0.71×
46South Dakota~2K0.71×
47Idaho~4K0.70×
48Kentucky~10K0.69×
49North Dakota~2K0.69×
50West Virginia~4K0.64×
Fig. 06

Affinity by region

Affinity by region — Malaysia Airlines, United States
0.64×1.00×5.39×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Malaysia Airlines audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Malaysia Airlines audience
#·InterestCategoryAffinity×
01Travel Agent (magazine)Website / Newspaper / Magazine382.35×
02Hong Kong AirlinesTravel & Leisure379.34×
03Air MilesTravel & Leisure373.51×
04Kuala Lumpur International AirportTravel & Leisure246.15×
05Garuda IndonesiaTravel & Leisure168.09×
06FinnairTravel & Leisure164.75×
07Austrian AirlinesTravel & Leisure151.73×
08Kuala LumpurTravel & Leisure89.09×
09Korean AirTravel & Leisure68.90×
10Etihad AirwaysTravel & Leisure57.12×
11Loire ValleyTravel & Leisure56.92×
12Qatar AirwaysTravel & Leisure47.27×
13MedanTravel & Leisure44.61×
14EVA AirTravel & Leisure44.34×
15Cathay PacificTravel & Leisure43.64×
16All Nippon AirwaysTravel & Leisure42.49×
17British AirwaysTravel & Leisure30.82×
18SheetzCars & Mobility20.00×
19Final DestinationMovies & TV14.07×
20BurlingtonFashion & Accessoires10.13×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Malaysia Airlines audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Malaysia Airlines audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM4.59×
TravellingTHRILL4.50×
IndulgenceJOY4.27×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Malaysia Airlines audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.79×
DIY MentalityTHRILL0.85×
Pet OwnershipJOY0.86×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Malaysia Airlines's target market in United States?

Malaysia Airlines's target market in United States covers an estimated 1,333,596 people, concentrated in New York and California.

02

What is the gender split and age of Malaysia Airlines customers?

50.1% of the Malaysia Airlines audience are female, 49.9% are male, with an average age of 36.9 years.

03

Which brands do Malaysia Airlines fans like most?

Malaysia Airlines fans show strongest brand affinity for Travel Agent (magazine) (382.35×), Hong Kong Airlines (379.34×), and Air Miles (373.51×) over the country average.

04

Where do Malaysia Airlines fans live in United States?

Malaysia Airlines fans in United States are most concentrated in New York (reach ~400K), California (reach ~200K), and Texas (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Malaysia Airlines fans also like?

Beyond Malaysia Airlines itself, the audience over-indexes on Hong Kong Airlines (379.34×), Air Miles (373.51×), Kuala Lumpur (89.09×), and Finnair (164.75×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Airline audiences in United States

See Malaysia Airlines audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Malaysia Airlines. 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.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. 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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