LinkedIn is the largest social platform that caters directly to business professionals. It doesn’t matter to share great content for your brand, seek talent or reach a new audience; this is a powerful platform. Understanding the LinkedIn demographic will help you understand who you are targeting and create engaging messages for them.
Read on to find the most important LinkedIn demographics. Use them to refine your targeting efforts and increase your social impact.
LinkedIn general demographic
LinkedIn age demographic
LinkedIn gender demographics
LinkedIn location demographics
LinkedIn revenue demographic
LinkedIn education demographics
LinkedIn general demographic
LinkedIn was launched in 2002 to help business professionals network and connect. It has since become the Internet hub for brands, companies, and professionals of all kinds to connect, find talent, and share ideas.
A few important numbers to keep in mind for context:
- 675+ million users worldwide. That’s more than twice the population of the United States!
- 303 million monthly active users
- 9% of US users visit the site multiple times a day
- 12% of US users visit the site every day
- More than 30 million companies use LinkedIn
- There are over 20 million vacancies on LinkedIn
- 2+ new members join LinkedIn every second
- More than 154 million American workers have LinkedIn profiles
Another very important thing to consider is How Your LinkedIn users are accessing the site. 57% of LinkedIn users access the site using mobile devices. While this number is actually low compared to Facebook (88%) or YouTube (70%), it’s still important for marketers to make sure their content (e.g. links, forms, video) is optimized for mobile devices.
LinkedIn age demographic
Given LinkedIn’s goal of bringing business professionals together, it’s not surprising that users of the platform are older. In fact, US Internet users over the age of 35 are more likely to use the platform than younger users.
Distribution of US Internet users using LinkedIn by age (source):
- 15-25 years old: 16%
- 26-35 years old: %27
- 36-45 years: 34%
- 46-55 years: 37%
- 56+ age: 29%
Some points to note: LinkedIn is most popular with older users, likely using the site by 46-55 year olds. That’s not surprising when you consider that the average age of a Fortune 500 CEO is 58.
However, millennials are rapidly increasing their presence on LinkedIn. They are also a prime market due to their high purchasing power and early career status. Globally, 25-34 year olds are the largest cohort of LinkedIn’s advertising audience.
It’s also worth noting that it’s still a few years before Gen Z needs to be targeted on LinkedIn – so set aside all your Fortnite memes and TikTok lip-sync videos (for now, at least).
LinkedIn gender demographics
When it comes to gender, US men and women are equally represented on the platform – 25% of US men and women say they use LinkedIn.
Globally, it’s a different story. If we take into account all LinkedIn users worldwide, 57% of users are male and 43% of users are female.
A more detailed breakdown of LinkedIn’s 2020 digital report on social media by age group and gender of its advertising audience can be found here.
Note: Much of the research and data provided by LinkedIn and other survey organizations is presented on a gender binary system. Therefore, there is currently no more detailed breakdown than “men and women”.
Hopefully, however, this will change in the future.
LinkedIn location demographics
LinkedIn users live in over 200 countries and regions around the world. About 70% of users are outside the United States.
However, 167+ million LinkedIn users live in the United States – followed by India, China, and Brazil the most among other countries. England and France are in fourth and fifth place respectively. When targeting LinkedIn members, consider the large size, reach, and diversity of the global workforce.
What does this mean for you? When targeting LINKedIn users, consider the large size, reach and diversity of the global workforce. together United States.
When we look more deeply at US users, we see that they primarily live in urban areas. Here’s a full breakdown of US adults who say they use LinkedIn and where they live:
- Urban: 30%
- Suburban: %27
- Rural: 13%
Considering that LinkedIn targets business professionals who tend to work closer to their city centres, there are no real surprises here.
LinkedIn revenue demographic
Most US users of LinkedIn earn more than $75,000, and that tells only part of the story.
Remember: LinkedIn is home to Fortune 500 executives, CEOs, founders of large corporations, and more. In fact, 45% of LinkedIn users are in senior management. This means that the earning potential of people you can target on LinkedIn can be HUGE.
Great news for brands targeting high paying customers.
This is one reason why 58% of B2B marketers prefer LinkedIn ads over other social organizations. Another reason might be that 80% of B2B leads generated on social media come from LinkedIn.
Here’s a full breakdown of US users’ income earnings:
- <$30,000: 13%
- $30,000-$49,999: 20%
- $50,000-74,999: 24%
- $75,000+: 45%
LinkedIn education demographics
More than 46 million students and recent college graduates use LinkedIn. They are the fastest growing demographic of the network site.
50% of Americans with a college degree and only 9% of members with a high school diploma or less use LinkedIn.
This makes sense. LinkedIn is a great place to network and find work. Post-secondary graduates are more likely to use LinkedIn to jumpstart their careers.
- High school or below: 9%
- Some universities: 22%
- College and more: 50%
Understanding how different groups use LinkedIn is crucial to your marketing strategy. Once you learn about your audience and how they use social media, you can better understand their needs and find ways to solve their pain points. By understanding your customers on LinkedIn, you can customize your business model to fit that.
Now that you know more about your potential LinkedIn audience than ever before, take your marketing strategy to the next level by scheduling posts and managing your LinkedIn presence using Moyens I/O.
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