Who they are
Cigarette smokers in Malaysia are the most male-dominated consumer segment in the study at 79% male. This is a significant finding for any brand targeting this group: the female 21% minority exists but the segment’s consumer profile is overwhelmingly shaped by male attitudes, interests, and behaviours.
47% are Millennials, which puts the segment in its late 20s to early 40s — prime earning and spending years. Another 31% are Gen X. This is not an old segment — it is a working-age cohort with significant consumer purchasing power.
40% have high household income — notably above average. They are not a budget segment. Income is spread across brackets: 31% medium and 29% low, so there is diversity within the segment, but the high-income concentration is significant.
37% live in nuclear family households, which means many are married with children. Another 29% live in couple households without children. They are primarily family-oriented consumers.
Geographically they are urban: 47% in large cities and 10% in cities over 1 million. They are concentrated in urban centres where tobacco retail and social venues are most accessible.
What they care about
A happy relationship leads at 53%, followed by having a good time at 44% and safety and security at 43%. An honest and respectable life scores 49% and making my own decisions 47%. They are relationship-oriented, experience-seeking consumers who value autonomy.
Their interests are male-typical and mobility-focused. Vehicles and mobility leads at 64%, sports at 59%, and food and dining at 59%. Science and technology at 53% and movies, TV, and music at 56% show broad cultural engagement.
Cars and vehicles is their top hobby at 50%, followed by socializing at 43% and traveling at 39%. This is a social, car-oriented leisure profile — they spend time with friends, they drive, and they eat and drink together.
On national concerns, poverty leads at 72%, crime at 71%, and the economic situation at 70%. They are civic-minded consumers concerned about the country’s direction, not just their personal circumstances.
39% manage recurrent orders directly via smartphone or tablet — a notable digital behaviour that suggests they are comfortable with mobile commerce for replenishment categories.
33% have right-leaning political views, consistent with their individualist orientation.
Where to reach them
The channels that work
Daily newspapers are the standout traditional channel: cigarette smokers read daily newspapers more often than the average consumer — a rare above-average performance in a channel that mostly underperforms across segments.
In-store advertising is the strongest channel: above-average ad recall directly in stores. Point-of-sale, retail environments, and physical brand touchpoints are particularly effective for this segment.
Brand websites and apps also perform well: above-average ad recall on brand digital environments. They encounter brands through brand websites and apps and they convert.
Social media is the second-strongest digital channel: they interact with companies on social media more than average. They follow brands, engage with content, and are reachable through social advertising.
The channels that underperform
Video games at 31% and cinema at 30% are below average, though not dramatic vetoes. Gaming environments and theatrical advertising are not primary channels for this segment.
Device reality
Smartphone at 95% is near-universal. Gaming console at 35% is above average. Desktop PC at 59% and laptop at 63% are both slightly above average.
What to do
In-store and point-of-sale remain critical channels for reaching this segment. Above-average in-store ad recall means physical retail environments, shelf placement, and point-of-sale materials are effective for reaching this segment.
Daily newspaper advertising works for this segment. One of the few segments where daily newspaper ad recall is above average. Print campaigns in daily publications will reach this audience.
Deal-seeking behaviour should inform pricing and promotion strategy. 39% manage recurrent orders via smartphone/tablet suggests they are organised consumers who actively manage their purchasing. Loyalty programmes and subscription models will resonate.
Automotive and mobility brands have a natural audience. 64% interest in vehicles and mobility and 50% hobby score for cars means car brands, accessories, and automotive services have a receptive audience.
What not to do
Do not assume cigarette smokers are a low-income or budget segment. 40% high household income means this is a segment with significant disposable income. Premium and mainstream positioning both viable.
Do not invest in gaming or cinema advertising. Below-average ad recall in these channels makes them inefficient for reaching this segment.
Do not ignore the female minority. 21% female cigarette smokers may respond to different angles — health concerns, family impact — rather than the social and lifestyle messaging that resonates with male smokers.