Rascasse Audience Intelligence

CarGurus Audience in United States

A data profile of the people who buy, follow and care about CarGurus in United States — modelled from more than twelve digital signal sources. CarGurus has an estimated audience of 28,410,616 people in United States.

#29among Website / Newspaper / Magazine in United States#22in Cars & Mobility

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 Need for Security, Patriotism.

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

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

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

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 CarGurus profile in United States.

Audience size
28.4M
in United States
Gender
26.2%♀
73.8% male
Age
43.1
average years
Country rank
#1010
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

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

Audience demographics of CarGurus

26.2% are female, 73.8% are male, average age 43.1.

Fig. 02

Gender split

26.2%
Female
73.8%
Male
Demographic split for CarGurus audience in United States
MetricValue
Female26.2%
Male73.8%
Average age43.1
Estimated audience size28,410,616
Fig. 03

Age distribution

Ø 43.1
average years
Age distribution of the CarGurus audience in United States
Age bracketShare%
16-1911%
20-2914%
30-3922%
40-4927%
50+25%
Fig. 04

Worldwide distribution

84.3%

of the worldwide CarGurus audience comes from United States.

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

Where the CarGurus audience in United States is strongest.

Fig. 05

Top regions by affinity

CarGurus fans by region: top regions in United States
#RegionReachAffinity×
01Mississippi~300K1.47×
02Massachusetts~800K1.45×
03West Virginia~200K1.44×
04North Carolina~1M1.38×
05Illinois~1.5M1.36×
06Louisiana~500K1.35×
07New Hampshire~200K1.33×
08Alabama~500K1.31×
09Georgia~1M1.30×
10Rhode Island~100K1.29×
11Indiana~700K1.28×
12Tennessee~700K1.27×
13South Carolina~500K1.27×
14Connecticut~400K1.26×
15Maryland~600K1.20×
16Texas~3M1.18×
17Virginia~800K1.18×
18Arkansas~300K1.18×
19Iowa~300K1.18×
20Missouri~500K1.16×
21Wisconsin~500K1.14×
22Kentucky~400K1.13×
23Pennsylvania~1M1.08×
24Ohio~900K1.07×
25Nebraska~200K1.06×
26Kansas~200K1.05×
27Florida~2M0.99×
28Minnesota~400K0.93×
29Oklahoma~300K0.93×
30Delaware~70K0.93×
31New Jersey~700K0.92×
32California~3M0.91×
33Colorado~400K0.90×
34South Dakota~60K0.85×
35New Mexico~100K0.84×
36Washington~500K0.82×
37Maine~80K0.82×
38Michigan~600K0.81×
39North Dakota~50K0.78×
40Arizona~400K0.77×
41Wyoming~30K0.77×
42Vermont~40K0.74×
43Washington, District of Columbia~60K0.73×
44New York~1M0.72×
45Oregon~200K0.69×
46Nevada~200K0.67×
47Idaho~90K0.61×
48Montana~40K0.55×
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 entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for CarGurus audience
#·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
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the CarGurus 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 CarGurus audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.67×
PatriotismCONSERVATISM1.65×
DIY MentalityTHRILL1.28×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by CarGurus audience · Rather not
TraitClusterDeviationScore
IndividualismJOY0.69×
Pet OwnershipJOY0.70×
Design AffinityPREMIUM0.71×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does CarGurus have in United States?

CarGurus has an estimated audience of 28,410,616 people in United States, concentrated in Texas and California.

02

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.

03

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.

04

Where do CarGurus fans live in United States?

CarGurus fans in United States are most concentrated in Texas (reach ~3M), California (reach ~3M), and Florida (reach ~2M). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

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

More Cars & Mobility audiences in United States

See CarGurus audiences in other countries

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.

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