Over the last couple of years, LinkedIn has become a very popular and powerful social media platform for business professionals. It allows you to recruit new employees, connect with business partners and colleagues, and market your business by creating content and communicating with your audience.
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So if you want to maximize your marketing efforts on LinkedIn and create a strong social media strategy, you should first get familiar with LinkedIn demographics. This platform has a very unique user base and it’s important that you know who exactly you’re targeting. There’s no point in spending time and money on your LinkedIn social media strategy without reaching the right audience.
So if you’re a social media marketer and want to understand the ins and outs of LinkedIn audience demographics, keep on reading. We’re going to go through the most important LinkedIn user demographics which will help you target the right audience and narrow it down even further.
LinkedIn User Demographics
There are a couple of LinkedIn website demographics that you should definitely get familiar with if you’re a social media marketer. Most important of them are LinkedIn gender demographics, age demographics, income demographics, and location demographics.
Let’s take a look at each one.
Gender Demographics
If you’re wondering who uses LinkedIn more, men or women, the numbers are pretty close. There are only slightly more male users on LinkedIn (54%) while 44% of all users are female.
So when it comes to LinkedIn sex demographics, the audience is quite diverse and you can find almost equal numbers of male and female professionals.
Age Demographics
The age of your target audience is quite important regardless of what kind of product or service you’re marketing. Different age groups have different buying needs and interests so that’s something you should definitely consider if you’re a social media marketer.
More than 60 percent of users on Linked fall into the 30-65 age group which is quite significant. These users are affluent professionals with established careers who are often experts in their niche and industry. This group is at the peak of their buying power so definitely take that into consideration when promoting your products on LinkedIn or even recruiting new employees.
Another big age group on LinkedIn is people under 30. These are the users who are starting or establishing their career and they make out 25% of the total LinkedIn user demographics. This is another age bracket with a high buying power so if your target audience is people who are younger than 30, LinkedIn is definitely the place to be.
When it comes to LinkedIn age demographics, another age group that should be mentioned is people over 65, which is 21% of all LinkedIn users. So if you want to target older generations, LinkedIn is a great place for that. People in this age group have a lot of work experience and expertise in their field. They also have unique tastes and needs so keep that in mind if that’s your target audience.
Income Demographics
When you’re a social media marketer, how much your target audience earns is an important variable. Their income can tell you a lot about their lifestyle, their habits, and even tastes.
There’s no point in marketing a luxurious expensive product or a service to a low-income audience. That’s why LinkedIn income demographics breakdown is particularly interesting, valuable, and it will help you make much better business decisions.
So if you’re looking to market and sell your products successfully, you’ll be thrilled to find out that over 40 percent of all LinkedIn users have incomes of $75,000 and more. That means those users have a very high buying power.
If we go even further, more than 70 percent of LinkedIn users earn more than $50,000.
So you definitely want to put a lot of effort into marketing on LinkedIn. It influences purchasing decisions of a lot of B2B buyers since people trust recommendations from their LinkedIn network. It is the perfect place for social selling.
Location Demographics
Another great aspect of LinkedIn is that it’s not used only in the US. It actually has users in more than 200 countries and 70 percent of users live outside of the United States. So if you’re looking to expand and target an international audience, LinkedIn is the place to be since the location demographics are very diverse.
However, it should be noted that the greatest number of users do come from the United States. Countries that come close are India, Brazil, England, and Canada.
Another interesting fact that might be helpful is that LinkedIn users outside of the US access the platform through their mobile phones more than the desktop version. So take that into consideration as well when creating your social media marketing strategy.
Number of LinkedIn Users
LinkedIn has more then 1 billion users in over 200 countries worldwide (LinkedIn, 2024).
LinkedIn’s development was nothing short of amazing since its official launch in 2003. It grew to 1.6 million subscribers in just two years.
Nonetheless, LinkedIn’s first growth pace was humble. The burst experienced after becoming public in 2011 was comparatively huge. LinkedIn’s user population nearly tripled in the five years that followed, from 160 million to 400 million. Only a year later, in 2017, did it reach the half-billion milestones.
Today, nearly half of its consumers (48.4 percent) are from North America and Europe.
There are 194 million in North America and 166 million in Europe. However, the region with the most LinkedIn users is the Asia Pacific, with more than 201 million users. LinkedIn has 110 million Latin American users and 65 million in the Middle East and Africa.
Education Demographics
When building a LinkedIn marketing campaign, it’s essential to consider LinkedIn demographics, such as your target audience’s academic backgrounds.
It may surprise you that half of all college-educated people in the United States use LinkedIn (Pew Research Center, 2018). In comparison, only 42%, 39%, and 32% of all college graduates in the United States use Instagram, Pinterest, and Twitter.
However, LinkedIn usage among recent college graduates in the United States is far lower than on YouTube and Facebook. In the United States, 85 percent of college-educated people use YouTube, while 77 percent use Facebook.
Job Seniority Demographics
Marketers wishing to advertise on LinkedIn have a wealth of interest and targeting options thanks to millions of LinkedIn members. Firstly, you should determine the type of audience you want to reach out to on LinkedIn.
LinkedIn is the most popular site for corporate social media. It signifies that the target audience entails professionals who use the site for business purposes. Furthermore, studies show that four out of every five LinkedIn members have the power to influence company decisions.
Because LinkedIn allows you to investigate and target your audience based on seniority, marketers must grasp the demographics of those professionals that use the site.
According to LinkedIn, 180 million of its users are senior-level influencers.
It accounts for approximately a quarter of its total user base. With 63 million users, one in every eight is a decision-maker, and about 10 million are C-level executives.
LinkedIn Mobile Traffic
Mobile web traffic has logically increased in tandem with the rising use of mobile devices. Overall mobile traffic will likely grow between 2018 and 2024.
To put things into perspective, the average smartphone user in the United States currently utilizes 8.6GB of data each month. It will likely reach 50GB by 2024.
Currently, mobile devices account for the bulk of global internet usage, and LinkedIn is no exception: 57 percent of LinkedIn traffic originates from mobile devices (LinkedIn, 2018).
Even though this is a lower figure when compared to Facebook (88 percent) and YouTube (70 percent), the fact that LinkedIn receives the majority of its traffic from mobile devices should be enough of a motivator for eCommerce store owners to consider a mobile commerce strategy – at least for their LinkedIn marketing efforts.
LinkedIn Desktop Traffic
Almost half of its users come from desktops, as LinkedIn is most popularly used for long-form content. Secondly, nearly 45% of those reading articles on LinkedIn are key decision-makers; therefore, every brand and business needs to reach the right audience to monetize the lead.
LinkedIn Ads
The prior LinkedIn statistic should come as no surprise, given that LinkedIn is a developing advertising goldmine. It is essential for brands and businesses attempting to engage with professionals worldwide to be aware of it.
To comprehend LinkedIn advertising, you must first understand the potential reach of your advertisement. According to the most recent LinkedIn statistics, marketers can target up to 663.3 million users with LinkedIn advertising as of January 2020. It equates to a 1.6 percent quarterly increase in LinkedIn’s reach.
LinkedIn for Business
LinkedIn is a famous professional network among job seekers and businesses, with over 55 million listed firms.
However, this does not imply that the companies create and handle all of the 55+ million company listings. LinkedIn generates business listings automatically when a user adds experiences from organizations.
LinkedIn is well on its way to reaching its objective of having all 70 million firms globally have a profile on its network.
Related articles:
Top LinkedIn Tools for Business You Should Start Using Today
Best LinkedIn Automation Tools
LinkedIn in B2B Marketing
LinkedIn is a leading social networking platform among B2B marketers who majorly use it for content marketing. The platform is ahead of Twitter, Instagram, and YouTube, used by 67%, 66%, and 54% of B2B marketers, respectively.
Despite its popularity among B2B marketers, LinkedIn does not appear to be as popular as a business marketing platform as its rival, Facebook. Only 14% of marketers ranked LinkedIn as the most crucial platform for their firm, while 61% ranked Facebook as the most important.
Related article: Best LinkedIn Marketing Strategies For Your Business
Conclusion
LinkedIn is undoubtedly the most powerful social media platform that B2B marketers should not overlook. Its users are business professionals which makes it unique and different from other social media platforms like Facebook, Instagram or Twitter. So it’s no wonder that business owners and marketing professionals are taking advantage of everything LinkedIn has to effort.
And as you can see, LinkedIn demographics can reveal so many important things about your audience. It allows you to get a better understanding of what age groups are most represented on LinkedIn, what’s the gender ratio, how much LinkedIn users earn, what are their purchasing habits and lifestyle, and where they come from.
Knowing and understanding these demographics can help you make better decisions as a social media marketer and reach your target audience. So when you’re creating your social media strategy for LinkedIn, take all of this into consideration.
Hopefully, you have learned a lot about LinkedIn demographics in this article and you’ll be able to successfully utilize LinkedIn marketing.