Rascasse Audience Intelligence

CarGurus Audience Demographics in United States

CarGurus has an estimated audience of 28.4M people in United States.

#29among websites & media in United States
#22in Cars & Mobility

The average CarGurus fan in United States is 43.8 years old, more male, and lives primarily in California.

Most fans live in California, Texas, Florida.

Top affinities include Edmunds (company), Carfax (company), Carvana, with strongest over-indexing on Edmunds (company) (9.67× the country average).

Demographically, the CarGurus audience skews more male with an average age of 43.8, and over-indexes on personality traits such as Need for Security, Patriotism.

The typical CarGurus fan in United States is more male, around 43.8 years old, with strong Need for Security tendencies and a notable affinity for Edmunds (company).

Category: Cars & Mobility · Type: Website / Newspaper / Magazine

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
28.4M
in United States
Gender
26.2%♀
73.8% male
Age
43.8
average years
Country rank
#988
among all objects in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Audience demographics of CarGurus

26.2% are female, 73.8% are male, average age 43.8.

Fig. 02

Gender split

26.2%
Female
73.8%
Male
Demographic split for CarGurus audience in United States
MetricValue
Female26.2%
Male73.8%
Average age43.8
Estimated audience size28.4M
Fig. 03

Age distribution

Ø 43.8
average years
Age distribution of the CarGurus audience in United States
Age bracketShare%
16-2411%
25-3414%
35-4422%
45-5427%
55+25%
Fig. 04

Worldwide distribution

84.4%

of the worldwide CarGurus audience comes from United States.

Worldwide audience distribution share by country for CarGurus
CountryShare
United States84.4%
United Kingdom6.3%
Canada4.4%
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

Fig. 05

Top regions by affinity

CarGurus fans by region: top regions in United States
#RegionReachAffinity×
01Mississippi~400K1.47×
02Massachusetts~900K1.45×
03West Virginia~200K1.44×
04North Carolina~1.5M1.38×
05Illinois~1.5M1.36×
06Louisiana~500K1.35×
07New Hampshire~100K1.33×
08Alabama~600K1.31×
09Georgia~1M1.30×
10Rhode Island~100K1.29×
11Indiana~700K1.28×
12Tennessee~800K1.27×
13South Carolina~600K1.27×
14Connecticut~400K1.26×
15Maryland~600K1.20×
16Texas~2.5M1.18×
17Virginia~900K1.18×
18Iowa~300K1.18×
19Arkansas~300K1.18×
20Missouri~600K1.16×
21Wisconsin~600K1.14×
22Kentucky~400K1.13×
23Pennsylvania~1M1.08×
24Ohio~1M1.07×
25Nebraska~200K1.06×
26Kansas~300K1.05×
27Florida~2M0.99×
28Minnesota~400K0.93×
29Oklahoma~300K0.93×
30Delaware~80K0.93×
31New Jersey~700K0.92×
32California~3M0.91×
33Colorado~400K0.90×
34South Dakota~60K0.85×
35New Mexico~200K0.84×
36Washington~500K0.82×
37Maine~100K0.82×
38Michigan~700K0.81×
39North Dakota~50K0.78×
40Arizona~500K0.77×
41Wyoming~40K0.77×
42Vermont~40K0.74×
43Washington, District of Columbia~40K0.73×
44New York~1M0.72×
45Oregon~200K0.69×
46Nevada~200K0.67×
47Idaho~90K0.61×
48Montana~50K0.55×
49Utah~100K0.39×
50Hawaii~30K0.26×
Fig. 06

Affinity by region

Affinity by region — CarGurus, United States
0.26×1.00×1.47×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the CarGurus audience vs. the country average
#·InterestCategoryAffinity×
01Edmunds (company)Cars & Mobility9.67×
02Carfax (company)Cars & Mobility8.94×
03CarvanaCars & Mobility8.70×
04Kelley Blue BookMovies & TV8.42×
05TrueCarCars & Mobility6.71×
06Kurt RussellMovies & TV6.00×
07Certified Pre-OwnedCars & Mobility5.39×
08CarMaxCars & Mobility5.11×
09Car financeCars & Mobility4.83×
10AutotraderCars & Mobility3.60×
11Internal combustion engineCars & Mobility3.06×
12Car dealershipCars & Mobility3.02×
13Used carCars & Mobility2.94×
14Advance Auto PartsCars & Mobility2.93×
15General MotorsCars & Mobility2.87×
16SUVsCars & Mobility2.74×
17EngineCars & Mobility2.71×
18AutoZoneCars & Mobility2.69×
19WheelCars & Mobility2.37×
20MachineBusiness & Career2.27×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the CarGurus audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the CarGurus audience vs. the country average · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.67×
PatriotismCONSERVATISM1.65×
DIY MentalityTHRILL1.28×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the CarGurus audience vs. the country average · Rather not
TraitClusterDeviationScore
IndividualismJOY0.69×
Pet OwnershipJOY0.70×
Design AffinityPREMIUM0.71×
0×1.00× baseline2×
Appendix

Explore more audiences

More Cars & Mobility audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in CarGurus over the last 12 months. Modelled, not counted; people interested in several website / newspaper / magazines count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/cargurus-38767” · Methodology