Linkedin user statistics: Get to know your audience
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From job applications to employee engagement, building brand awareness and finding new clients, LinkedIn is the most powerful (and popular) professional social network in the world, with over 1 billion users since its launch in 2003.
Each second, two new members join the platform. Each minute, seven people are hired into a new role, and each week over 49 million users use the platform to look for jobs.
With so much activity and a growing increase in engagement, it can be quite a minefield for marketers to understand exactly who is using LinkedIn, and what exactly they’re doing on it.
How old are LinkedIn users?
Content on Linkedin is typically not as visual or as ‘fun’ as its counterpart social media platforms of TikTok and Instagram, therefore giving the perception that it’s for an older demographic.
However, data from Hootsuite tells a different story…
- 47% of users on LinkedIn are Millennials, born between 1981 and 1996.
- 29% of users on LinkedIn are Gen X.
- 15% of users on LinkedIn are Gen Z.
- 10% of users on LinkedIn are Baby Boomers.
Location of LinkedIn Users
LinkedIn users can be found in over 200 countries worldwide, perfect for advertisers wanting to target a wide variety of geographical locations, Surprisingly for some, data by Apollotechnical shows that the United Kingdom isn’t even in the top three countries by volume of members…
- United States: 206m+ members
- India: 99m+ members
- China: 60m+ members
- Brazil: 59m+
- United Kingdom: 35m+
What do people use LinkedIn for?
With so many different people from different industries on Linkedin, content across the platform differs. 16.2% of users are active daily on the platform, all for a variety of different reasons…
- Job Applications
- Around 50 million people use LinkedIn weekly for job hunting.
- Since the pandemic, remote job postings have increased by 2.5 times, and it’s predicted we’ll see a further 150% increase by 2025.
- Company Engagement
- With over 67 million companies having profiles on Linkedin, and 136k schools, common posts on LinkedIn are either professional career achievements or company updates, with a third of engagement on company posts being made up by employees.
- News Updates
- It isn’t just work-related content or jobs that people use LinkedIn for, as 38% of users aged 30-49 say the platform is their number one source for the latest news.
- Content Creation
- Particularly since the pandemic, LinkedIn users have moved over from platforms like Facebook and Instagram as well as on-site blogs, to use the platform for content creation. Now known as EGC (employee-generated content), posts around industry updates and thought leadership have seen a 49% increase, with more people using the platform to get their name, or company, out there.
It’s evident that LinkedIn is a key growing platform for any employee or company, and with a prediction of 171.9 million users on the platform by 2028, it’s becoming harder for advertisers to understand exactly who their audience is, how to find them, and how to speak to them.
If you’re looking for support and guidance on advertising on Linkedin, get in touch with our Paid Social team today.
