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Consumer panel · Asia-Pacific

Real consumers of Malaysia, profiled by Frequent Research.

Know them by age and gender.

  • CapitalKuala Lumpur
  • CurrencyMalaysian ringgit (MYR)
  • LanguagesMalay
Explore the panel Get the panel book 101,835profiled consumers33profile tablesRMMalaysian ringgit
  • GenderMales52.4% · 53,362
  • Age30-4942% · 42,771
  • Education (highest level completed)Secondary / high school graduate29.7% · 30,245
  • Occupation / Employment StatusFull-Time Employee39.5% · 40,225
  • Marital StatusMarried / Civil Partnership53.3% · 54,278
  • Life Stage / GenerationMillennials (born 1981–1996)33.9% · 34,522
  • Ethnicity / Population BackgroundMalay55% · 56,009
  • State / Federal Territory DistributionSelangor21.4% · 21,793
  • Annual Household Income (gross, MYR)Middle Household Income · RM 50,000 – RM 69,99921.1% · 21,487
  • Annual Personal Income (gross, MYR)Lower-Middle Income · RM 22,000 – RM 30,99918.1% · 18,432
  • Home Category (living arrangement)Own Primary Residence46.8% · 47,659
  • Dwelling TypeDetached House31.7% · 32,282
  • Parents of Children (age of youngest child)7-12 Years24.3% · 24,746
  • AutomotiveMass-Market Car Owners29.3% · 29,838
At a glance

Malaysia in 7 numbers

  • 101,835profiled consumers in Malaysia
  • Gender52.4%Males
  • Age42%30-49
  • Where they live21.4%Selangor
  • Occupation39.5%Full-Time Employee
  • Personal income18.1%Lower-Middle Income · RM 22,000 – RM 30,999
  • Technology25.3%Android Smartphone Users

Who they are

Gender, age, marital status, education and life stage.

Gender

2 groups
  • 52.4%53,362 Males
  • 47.6%48,473 Females

Largest group: Males at 52.4%

Age

5 groups
5.1%5,19413-17 28.3%28,81918-29 42%42,77130-49 16.9%17,21050-64 7.7%7,84165+

Largest group: 30-49 at 42%

Education (highest level completed)

9 groups
  • Less than secondary / high school20.1%20,469
  • Secondary / high school graduate29.7%30,245
  • Post-secondary vocational / technical training16.3%16,599
  • Some college / university – no degree10.5%10,693
  • Associate / short-cycle tertiary diploma2.3%2,342
  • Bachelor's degree11.8%12,017
  • Master's degree (MA, MSc, MBA, etc.)7.1%7,230
  • Professional degree (MD, DDS, LLB, JD, etc.)1.4%1,426
  • Doctorate (PhD, EdD)0.8%815

Largest group: Secondary / high school graduate at 29.7%

Marital Status

5 groups
  • Married / Civil Partnership53.3%54,278
  • Single / Never Married38.1%38,799
  • Divorced2.5%2,546
  • Widowed / Separated4.8%4,888
  • Living with Partner (Cohabiting)1.3%1,324

Largest group: Married / Civil Partnership at 53.3%

Life Stage / Generation

5 groups
  • Millennials (born 1981–1996)33.9%34,522
  • Gen Z (born 1997–2012)32.7%33,300
  • Gen X (born 1965–1980)20.9%21,284
  • Baby Boomers (born 1946–1964)10%10,184
  • Silent Generation (born before 1946)2.5%2,546

Largest group: Millennials (born 1981–1996) at 33.9%

Work & money

What they do, what they earn and how they bank.

Occupation / Employment Status

11 groups
  • Full-Time Employee39.5%40,225
  • Student15.3%15,581
  • Retired10.3%10,489
  • Self-Employed / Contract / Freelance9.1%9,267
  • Homemaker7.5%7,638
  • Part-Time Employee5%5,092
  • Stay-at-Home Parent (full-time childcare)3.4%3,462
  • Disabled / Not Able to Work3.3%3,361
Show all 11

Largest group: Full-Time Employee at 39.5%

Annual Household Income (gross, MYR)

10 groups
6.1%6,212Very Low Household Income · Below RM 23,000 17.5%17,821Low Household Income · RM 23,000 – RM 37,999 16.2%16,497Lower-Middle Household Income · RM 38,000 – RM 49,999 21.1%21,487Middle Household Income · RM 50,000 – RM 69,999 16.3%16,599Upper-Middle Household Income · RM 70,000 – RM 94,999 9.4%9,572Comfortable Household Income · RM 95,000 – RM 119,999 8.4%8,554Affluent Household Income · RM 120,000 – RM 169,999 2.8%2,851High Household Income · RM 170,000 – RM 239,999 1.2%1,222Very High Household Income · RM 240,000 – RM 389,999 1%1,018Top Household Income Tier · RM 390,000 and above

Largest group: Middle Household Income · RM 50,000 – RM 69,999 at 21.1%

Annual Personal Income (gross, MYR)

10 groups
6.7%6,823Very Low Income · Below RM 13,000 17.4%17,719Low Income · RM 13,000 – RM 21,999 18.1%18,432Lower-Middle Income · RM 22,000 – RM 30,999 16.2%16,497Middle Income · RM 31,000 – RM 40,999 15.3%15,581Upper-Middle Income · RM 41,000 – RM 54,999 10%10,184Comfortable Income · RM 55,000 – RM 69,999 9.3%9,471Affluent Income · RM 70,000 – RM 99,999 4.3%4,379High Income · RM 100,000 – RM 139,999 1.7%1,731Very High Income · RM 140,000 – RM 229,999 1%1,018Top Income Tier · RM 230,000 and above

Largest group: Lower-Middle Income · RM 22,000 – RM 30,999 at 18.1%

Banking & Financial Services

12 groups
  • Digital Wallet / Mobile Money Users21.7%22,098
  • Debit Card Users14.9%15,173
  • Online / Mobile Banking Users11.8%12,017
  • Credit Card Holders9.9%10,082
  • Personal Loan Holders8.5%8,656
  • Life Insurance Policy Holders8.5%8,656
  • Home Loan / Mortgage Holders7.4%7,536
  • Stock / Equity Traders4.6%4,684
Show all 12

Largest group: Digital Wallet / Mobile Money Users at 21.7%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence46.8%47,659
  • Rent Primary Residence12.6%12,831
  • Live with Family Member(s) in Their Residence32.9%33,504
  • Live in Student / University Accommodation3.9%3,972
  • Other Living Arrangement3.8%3,870

Largest group: Own Primary Residence at 46.8%

Dwelling Type

11 groups
  • 31.7%32,282Detached House
  • 15.7%15,988Apartment / Flat – with balcony or garden
  • 9.9%10,082Bungalow / Single-Storey House
  • 9.4%9,572Apartment / Flat – no outside space
  • 8.7%8,860Semi-Detached House
  • 8.3%8,452Terraced / Row House / Townhouse
  • 5.1%5,194Condominium / Serviced Apartment
  • 3.6%3,666Cottage / Farmhouse
  • 3.4%3,462Dormitory / Hostel / Group Quarters
  • 2.2%2,240Other Dwelling Type
  • 2%2,037Mobile Home / Caravan

Largest group: Detached House at 31.7%

Parents of Children (age of youngest child)

5 groups
13.7%13,9510-2 Years 17.9%18,2283-6 Years 24.3%24,7467-12 Years 21.3%21,69113-17 Years 22.8%23,21818+ Years (adult children)

Largest group: 7-12 Years at 24.3%

Parenting, Family & Household Roles

12 groups
  • Household Budget Managers14.7%14,970
  • Primary Grocery Shoppers14.3%14,562
  • Household Head / Main Earner14%14,257
  • Dual-Income Households11.3%11,507
  • Multi-Generational Households9.4%9,572
  • Children's Education Decision Makers7.6%7,739
  • New Parents (child under 1 year)5.4%5,499
  • Childcare / Nanny Service Users5.4%5,499
Show all 12

Largest group: Household Budget Managers at 14.7%

Household Services & Maintenance

9 groups
  • Household Service Decision Makers15.8%16,090
  • Air-Conditioning / Cooling Service Customers15.7%15,988
  • Residential Cleaning / Domestic Help Users15.5%15,784
  • Plumbing Service Customers11.7%11,915
  • Home Maintenance & Handyman Service Users10.5%10,693
  • Pest-Control Service Customers9.2%9,369
  • Electrical Repair Service Customers8.5%8,656
  • Laundry / Dry-Cleaning Service Users7.1%7,230
Show all 9

Largest group: Household Service Decision Makers at 15.8%

Where they live

Regions and background across the country.

Ethnicity / Population Background

5 groups
  • Malay55%56,009
  • Chinese22%22,404
  • Indian12%12,220
  • Other Bumiputera (Sabah & Sarawak)8%8,147
  • Other ethnic groups / minorities3%3,055

Largest group: Malay at 55%

State / Federal Territory Distribution

16 groups
  • Selangor21.4%21,793
  • Johor12.1%12,322
  • Sabah9.2%9,369
  • Sarawak7.6%7,739
  • Perak7.5%7,638
  • Kuala Lumpur (FT)7.4%7,536
  • Kedah6.9%7,027
  • Pulau Pinang5.7%5,805
  • Pahang5%5,092
  • Kelantan4.9%4,990
Show all 16

Largest group: Selangor at 21.4%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 29.3%29,838Mass-Market Car Owners
  • 26.4%26,884Motorcycle / Scooter Owners
  • 14%14,257Car Insurance Policy Holders
  • 10.2%10,387Vehicle Service & Repair Decision Makers
All 11 groups

Technology & Digital Usage

  • 25.3%25,764Android Smartphone Users
  • 10.6%10,795Heavy Mobile App Users (3+ hours / day)
  • 10.2%10,387Online Learning / E-Learning Users
  • 9.5%9,674Generative AI & Chatbot Users
All 11 groups

Travel

  • 17.1%17,414Frequent Domestic Travellers (3+ trips a year)
  • 15.4%15,683Family Vacationers
  • 12%12,220Pilgrimage & Religious Travellers
  • 9.3%9,471International Travellers
All 12 groups

Lifestyle & Hobbies

  • 14.1%14,359Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
  • 11.8%12,017Gardeners & Home Growers
  • 10.1%10,285Nightlife & Socialising Enthusiasts
  • 9.4%9,572DIY & Home Improvement Enthusiasts
All 12 groups

Media & Entertainment

  • 19.2%19,552OTT / Subscription Video Streaming Subscribers
  • 14.4%14,664Free Ad-Supported Video Platform Viewers
  • 13.7%13,951Music Streaming Users
  • 10.1%10,285Linear / Pay-TV Viewers
All 10 groups

Tobacco, Nicotine & Alcohol Consumers (adults of legal age)

  • 37.7%38,392Non-Tobacco / Nicotine Users
  • 23.8%24,237Adult Tobacco Product Users
  • 12%12,220Former Tobacco / Nicotine Users
  • 11.3%11,507Adult Vaping / E-Cigarette Users
All 9 groups

Consumer Electronics Ownership & Purchase

  • 15.9%16,192Consumer Electronics Purchase Decision Makers
  • 14.4%14,664Smart TV Owners
  • 13.1%13,340Laptop / Desktop Computer Owners
  • 11.8%12,017Audio / Headphone Device Owners
All 10 groups

Content Creators & Social Media Influence

  • 22.8%23,218Casual Social Media Content Posters
  • 14.7%14,970Short-Form Video Creators
  • 13.6%13,850Photo & Visual Content Creators
  • 11.8%12,017Long-Form Video Creators
All 10 groups

Audience profiles

Ready-made audiences for shopping, sport, gaming, beauty, pets, food and health.

Shopping Behaviour & Consumer Preference Sports Interest & Participation Gaming Beauty, Fashion & Personal Care Pet Ownership & Pet Care Food & Beverages (at home) Health, Disability & Healthcare Luxury & Premium Consumer Restaurant & Food Delivery Consumers

Shopping Behaviour & Consumer Preference

  1. Online Shoppers15.3%15,5812
  2. Value & Discount Seekers15.4%15,6831
  3. In-Store Shoppers11.6%11,8133
  • Value & Discount Seekers15.4%15,683
  • Online Shoppers15.3%15,581
  • In-Store Shoppers11.6%11,813
  • Fashion & Apparel Shoppers9.9%10,082
  • Omnichannel Shoppers7.9%8,045
  • Brand-Loyal Shoppers7.5%7,638
  • Impulse Buyers6.9%7,027
  • Home & Furnishing Shoppers5.9%6,008
  • Social Commerce / Live-Shopping Buyers5.7%5,805
  • Second-Hand & Re-Commerce Shoppers5.1%5,194
Show all 12

Profile distributions are modelled estimates for planning and feasibility, built from public demographic and market patterns. They are not a count of individual panel members; feasibility for your exact audience is confirmed for each project.

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