CarGurus Audience in United States

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CarGurus has an estimated audience of 28,656,764 people in United States. 26.2% are female, 73.8% are male, average age 43.1. Top regions: Texas, California, Florida. Top brand affinities: Carvana, Kelley Blue Book, Carfax (company), CarMax, SUVs.

The average CarGurus fan in United States is 43.1 years old, more male, and lives primarily in Texas. The audience is concentrated in Texas, California, Florida. Top brand affinities include Carvana, Kelley Blue Book, Carfax (company), with strongest over-indexing on Carvana (8.7× the country average). Demographically, the CarGurus audience skews more male with an average age of 43.1, and over-indexes on personality traits such as Quality Awareness, Need for Security. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

Demographics of CarGurus fans

Demographic split for CarGurus audience in United States
MetricValue
Female26.2%
Male73.8%
Average age43.1
Estimated audience size28,656,764

Audience persona

The typical CarGurus fan in United States is more male, around 43.1 years old, with strong Quality Awareness tendencies and a notable affinity for Carvana.

Top regions in United States

Top regions ranked by reach for CarGurus in United States
RegionReachAffinity
Texas3,036,8711.23×
California2,956,3150.94×
Florida1,970,0931.02×
Illinois1,356,0081.42×
New York1,217,5780.76×
North Carolina1,217,1091.41×
Georgia1,207,2401.37×
Pennsylvania1,042,9401.08×
Ohio978,5751.11×
Massachusetts840,2741.49×
Virginia831,6931.19×
Tennessee755,8361.31×
New Jersey687,2630.94×
Indiana686,1691.31×
Michigan622,2070.83×
Maryland593,5781.2×
South Carolina545,7651.27×
Missouri543,7081.18×
Alabama514,4961.29×
Wisconsin496,0531.15×
Washington488,1030.85×
Louisiana482,3881.31×
Arizona445,2030.76×
Colorado419,7430.93×
Kentucky400,4611.11×
Minnesota394,6100.96×
Connecticut366,1791.27×
Mississippi333,5701.41×
Oklahoma304,8710.96×
Iowa277,1881.17×
Arkansas267,7531.13×
Kansas237,9981.05×
Oregon232,3000.71×
Nevada189,7310.68×
West Virginia179,0101.34×
Nebraska151,7551.06×
New Hampshire144,5181.28×
Rhode Island115,8901.27×
New Mexico114,9540.8×
Utah102,4800.4×
Idaho87,2870.61×
Maine83,1980.81×
Delaware70,5560.89×
Washington, District of Columbia63,3190.74×
South Dakota53,2210.8×
North Dakota43,1210.73×
Montana40,8890.51×
Vermont34,7610.69×
Hawaii30,5930.25×
Wyoming30,2030.71×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for CarGurus audience
BrandAffinityCategory
Carvana8.7×Cars & Mobility
Kelley Blue Book8.42×Movies & TV
Carfax (company)8.94×Cars & Mobility
CarMax5.11×Cars & Mobility
SUVs2.74×Cars & Mobility
AutoZone2.69×Cars & Mobility
Used car2.94×Cars & Mobility
Kurt Russell6×Movies & TV
Certified Pre-Owned5.39×Cars & Mobility
Edmunds (company)9.67×Cars & Mobility
Machine2.27×Business & Career
Autotrader3.6×Cars & Mobility
Car finance4.83×Cars & Mobility
Wheel2.37×Cars & Mobility
Car dealership3.02×Cars & Mobility
Engine2.71×Cars & Mobility
Advance Auto Parts2.93×Cars & Mobility
General Motors2.87×Cars & Mobility
TrueCar6.71×Cars & Mobility
Internal combustion engine3.06×Cars & Mobility

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by CarGurus audience
TraitClusterScore
Quality AwarenessPREMIUM1.49
Need for SecurityCONSERVATISM1.26
Family OrientationCONSERVATISM1.12
ExtroversionTHRILL1
Price SensitivityPREMIUM0.99
Career OrientationPOWER0.96

Worldwide distribution

Worldwide audience distribution share by country for CarGurus
CountryShare
United States84.7%
United Kingdom6.2%
Canada4.3%

See CarGurus audiences in other countries

More Cars & Mobility audiences in United States

Frequently asked questions

How many fans does CarGurus have in United States?

CarGurus has an estimated audience of 28,656,764 people in United States, concentrated in Texas and California.

What is the gender split and age of CarGurus fans?

26.2% of CarGurus fans are female, 73.8% are male, with an average age of 43.1 years.

Which brands do CarGurus fans like most?

CarGurus fans show strongest brand affinity for Carvana (8.7×), Kelley Blue Book (8.42×), and Carfax (company) (8.94×) over the country average.

Where do CarGurus fans live in United States?

CarGurus fans in United States are most concentrated in Texas (reach 3,036,871), California (reach 2,956,315), and Florida (reach 1,970,093). These three regions account for the largest share of the active audience.

What other brands do CarGurus fans also like?

Beyond CarGurus itself, the audience over-indexes on Kelley Blue Book (8.42×), Carfax (company) (8.94×), CarMax (5.11×), and SUVs (2.74×) compared to the United States average.

How to read this data

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