Key LinkedIn statistics marketers should know from previous years
LinkedIn, known as “the world’s largest professional network,” is a highly popular social media site. Due to its formal and professional image, a LinkedIn strategy may differ significantly from other social media sites. To optimize your LinkedIn marketing strategy, it is essential to understand its demographics, including the number of users, gender distribution, and advertising statistics. In this article, we will present important LinkedIn statistics to consider when launching your brand’s social media marketing strategy. Let’s delve right in!
LinkedIn User Growth
LinkedIn is a globally recognized platform with an impressive user base of over 715.88 million individuals across 200 countries and territories (LinkedIn, 2022). As of 2023, the number of LinkedIn users has continued to grow, reaching an astounding 745.84 million professionals worldwide. This expansion demonstrates the platform’s enduring significance in the job market and its effectiveness as a networking tool. Projections for 2024 suggest that if this growth trajectory maintains its momentum, the number of users could surpass the 770.97 million mark, further solidifying LinkedIn’s position as a leader in professional social networking.
Since its official launch in 2003, LinkedIn has experienced remarkable growth. Within its first two years, it attracted 1.6 million members. However, it was after going public in 2011 that LinkedIn witnessed a significant surge in growth. Over the next five years, its user base nearly tripled from 160 million to 400 million. By 2017, the platform surpassed the milestone of half a billion users.
Currently, the Americas account for approximately one-third of all LinkedIn users, with 210.1 million users located in North America alone. The United States is home to at least 190 million LinkedIn users. Asia Pacific closely follows with 251.3 million users, and Europe has 184.3 million users. In comparison, Africa has 51.37 million LinkedIn users, while the Middle East has 22.61 million users.
LinkedIn’s extensive reach and diverse user base make it an influential platform for professional networking and engagement.
LinkedIn Demographics: Gender Analysis
Examining the demographics of LinkedIn, particularly the gender disparity, the data reveals that the utilization of this professional network is more prevalent among males than females. According to Statista (2023), 53.7 percent of LinkedIn users worldwide identify as male, while 46 percent identify as female. Additionally, LinkedIn statistics indicate notable differences in engagement behaviors between men and women.
Notably, women exhibit a slightly more discerning approach when it comes to job applications, feeling the need to meet 100 percent of the stated requirements before applying, in comparison to just 60 percent of males (LinkedIn Talent Solutions). Interestingly, women also apply to 20 percent fewer positions than men. However, the tables turn after the application process, as women are 16 percent more likely than men to be hired, particularly for more senior positions.
LinkedIn Demographics: Age Insights
When establishing a LinkedIn ad campaign, it is important to consider the age demographic of LinkedIn users. According to Statista, around 31 percent of adult LinkedIn users, which is approximately one out of every three users, fall within the 30 to 39 age range. This age group represents the highest percentage of LinkedIn users. Following closely behind is the 50 to 64 age group, comprising 28 percent of users, and the 40 to 49 age category, accounting for 23 percent. The lowest LinkedIn usage is observed among the 18 to 29 age group, making up just 17 percent of all LinkedIn users.
In terms of global LinkedIn users, the majority, precisely 60 percent, are between 25 and 34 years old (Statista, 2022). Meanwhile, 18 to 24-year-olds make up 21.7 percent of the platform’s total user base, followed by 15.4 percent of users aged 35 to 54. Those aged 55 and above represent only 2.9 percent of the platform’s total user base.
LinkedIn Demographics: Education Insights
When strategizing a LinkedIn ad campaign, it is crucial to take into account other LinkedIn demographics, such as the educational backgrounds of your target audience. This will enable you to personalize your ads or company posts more effectively based on their interests.
It is noteworthy that according to Statista (2022), approximately one-third of LinkedIn users in the US possess a bachelor’s degree or equivalent, making this the largest group in terms of education level. Following closely behind, users with a master’s degree or equivalent makeup nearly one-fourth (23 percent) of the user base. Additionally, users with further education comprise 20 percent, while those with technical or vocational education make up 16 percent.
Furthermore, users with a doctoral degree or equivalent represent six percent of all LinkedIn users, whereas only two percent of users have completed secondary education exclusively. These statistics indicate that all LinkedIn users have completed at least some form of formal secondary education.
LinkedIn Demographics: Job Seniority Analysis
With the vast LinkedIn user base counting hundreds of millions, marketers are presented with abundant interest and targeting options for advertising on the platform. To effectively tap into this potential, it is crucial to not only comprehend your target audience but also gain insights into the overall LinkedIn user demographics.
LinkedIn, being the largest business-oriented social media site, attracts a professionally inclined audience. This signifies that the audience you aim to reach consists of professionals who actively engage on the platform within a business context. Moreover, statistics reveal that an impressive four out of five LinkedIn members possess the authority to influence business decisions.
Given LinkedIn’s capability to facilitate audience research and targeting based on seniority, it becomes paramount for marketers to have a deep understanding of the demographics of professionals present on the site. As per LinkedIn’s data, senior-level influencers make up a substantial portion, accounting for 180 million users, which equates to nearly 25 percent of the total user base.
Furthermore, the platform boasts 63 million decision-makers, representing more than one in eight LinkedIn users, while approximately 10 million users hold the esteemed designation of C-level executives.
LinkedIn for Business
LinkedIn, as a prominent professional network, is highly favored by job seekers and businesses alike. With over 55 million companies listed on the platform (LinkedIn, 2021), it has become an essential resource. It is worth noting that not all of these listings are created and managed directly by the companies themselves. LinkedIn generates business listings automatically when users add experiences from organizations that are not yet listed (LinkedIn, 2021). Nevertheless, this indicates LinkedIn’s progress toward its ambitious goal of having all 70 million companies worldwide represented on its network (Wired, 2014).
The platform boasts millions of job listings from registered companies, and its success is evident as three people are hired through LinkedIn every single minute (LinkedIn, 2021). These statistics undeniably showcase LinkedIn’s dominance in the professional work environment. It is noteworthy that every single Fortune 500 company is represented on the platform by at least one upper-level representative (Techjury, n.d.).
LinkedIn’s Popularity Among B2B Marketers continues to rise steadily, as it remains a preferred platform for professionals in the industry
Among various social media sites, LinkedIn stands as the second-most popular platform for B2B marketers, trailing only behind Facebook (Social Media Examiner, 2019). An impressive four out of five B2B marketers utilize LinkedIn, while 91 percent opt for Facebook. This places LinkedIn ahead of Twitter, Instagram, and YouTube, with usage rates of 67 percent, 66 percent, and 54 percent among B2B marketers, respectively. Despite its popularity, LinkedIn seems to lag behind Facebook as the most important platform for businesses, chosen by only 14 percent of marketers compared to 61 percent for Facebook. However, it’s worth noting that marketing activities on LinkedIn are expected to increase, with 70 percent of B2B marketers planning to enhance their organic presence on the platform. This information should be taken into account when developing your LinkedIn strategy.
In 2022, LinkedIn generated 5.91 billion U.S. dollars in advertising revenue. This figure is expected to further grow to reach 10.35 billion U.S. dollars by 2027. The business platform is responsible for roughly 0.9 percent of the global ad revenue.
Reach of LinkedIn Ads
The previous LinkedIn statistic should come as no surprise, given that LinkedIn is an advertising goldmine that experiences continuous growth. This is particularly significant for brands and companies seeking to connect with professionals worldwide. Understanding LinkedIn advertising requires awareness of its advertising reach potential. According to the latest LinkedIn statistics from January 2020, there are 663.3 million individuals who can be targeted with LinkedIn ads (DataReportal, 2020), representing a 1.6 percent quarterly growth in reach. Among these users, the United States offers the largest LinkedIn advertising audience, with a reach of 160 million users. LinkedIn users in the US have the highest potential reach via advertisements, surpassing India with 62 million users (2.5 times less) and China with 50 million users.
LinkedIn plays a pivotal role in the buyer’s journey, serving as a valuable platform for professional engagement and networking
Given the increasingly widespread use of social media in today’s landscape, it should come as no surprise that social networks hold significant sway over a buyer’s purchase decision. It is estimated that more than seven out of ten buyers are influenced by social media when deciding to purchase a product or service. Among all the social networks, LinkedIn emerges as the frontrunner, with 52 percent of buyers considering it the most influential channel during their research process (Demandbase, 2018). This is closely followed by 42 percent of buyers who attribute the most significant influence to blogs.
In general, buyers who rely on social media for their purchase decisions seek recommendations, opinions, and connections with sellers.
LinkedIn’s Mobile Traffic
With the increasing usage of mobile devices, mobile web traffic has naturally surged in tandem. Overall mobile traffic is projected to experience a more than three-fold growth between 2022 and 2028, as stated by Ericsson. Putting this into perspective, global mobile data traffic reached a staggering 93 exabytes per month by the end of 2022, expected to rise to 329 exabytes per month by 2028.
Currently, mobile usage accounts for a significant portion of global internet activity, including LinkedIn, where 43.1 percent of its traffic originates from mobile devices according to Semrush (2023). Although this figure is comparatively lower than that of Facebook (60.6 percent) and YouTube (86.8 percent), the fact that LinkedIn attracts a considerable amount of mobile traffic should serve as a compelling incentive for e-commerce store owners to incorporate a mobile commerce strategy, particularly in their LinkedIn marketing endeavors.
In summary
These LinkedIn statistics provide valuable insights into the platform and its user base. By leveraging this information, you can maximize its potential to drive traffic from LinkedIn to your website. Whether you incorporate LinkedIn into your sales process or utilize it as a free marketing channel for your e-commerce business, it is a channel that should not be overlooked. If you have not yet joined, it may be worth considering to stay ahead of your competitors who are already utilizing LinkedIn effectively.
Here’s a summary of the LinkedIn statistics you need to know
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