Linkedin by the Numbers: Stats, Demographics & Fun Facts

Company Info

URL: https://www.linkedin.com/

Founded: May 5, 2003

Founder: Reid Hoffman

CEO: Ryan Roslansky

Parent company: Microsoft Corporation

Headquarters: Sunnyvale, California, United States

Employees: 16,000 (source)

Quick LinkedIn Statistics

Total Number of Linkedin Users:

756 million (source) 

Last updated: 29/06/21

Total Number of Monthly Active Linkedin Users:

310 million (source)

Last updated: 29/06/21

Total Number of Active LinkedIn Users in North America:

196M+ (Source) 

Last updated: 29/06/21

Total Number of Active LinkedIn Users in Europe:

198M+ (Source)

Last updated: 29/06/21

Total Number of Active LinkedIn Users in the Asia Pacific:

206M+ (Source) 

Last updated: 29/06/21

Total Number of Active LinkedIn Users in Latin America:

114M+ (Source) 

Last updated: 29/06/21

Total Number of Active LinkedIn Users in Middle East & Africa:

39M+ (Source)  

Last updated: 29/06/21

Total Number of Open Jobs on LinkedIn:

15M+ (Source) 

Last updated: 29/06/21

Total Number of Remote Job Postings in the U.S. on LinkedIn:

300K+ (Source) 

Last updated: 29/06/21

Total Number of Professionals on LinkedIn:

690M+ (Source) 

Last updated: 29/06/21

Total Number of Schools Listed on LinkedIn:

120K+ (Source) 

Last updated: 29/06/21

LinkedIn’s 2020 Annual Revenue

8.05B (Source) 

Last updated: 29/06/21

Linkedin Demographics

• More than 74% of Linkedin users are from outside the US.
• Females account for 43.1% of the total LinkedIn users, while 56.9% of LinkedIn users are male. 
• 48.5% of US LinkedIn users are Monthly Active Users 
• There are 326 million female users on LinkedIn and 430 million male users. 
• After the U.S. with 178m+ LinkedIn users, India (76m+), Mainland China (53m+), Brazil (49m+), and the U.K. (30m+) are the countries with the most LinkedIn users. 
• 19.2% of Millennials (18-24 years old) use LinkedIn. 
• The age group with the most LinkedIn users is between the ages of 25 and 34 at 60.1%
• 50% of internet users with a college degree or higher use LinkedIn.
• The average income of a LinkedIn user currently stands at $46,644 per year.
• 51% of US College Graduates use LinkedIn.
• There are 61 million senior-level influencers and 65 million decision-makers on LinkedIn. 
• An estimated 34% of young millennials (19-25) and 41% of older millennials (26-35) have decision-making responsibilities.
• There are 17 million opinion leaders and 10 million C-Level executives on LinkedIn.
• 37 percent of US adults use LinkedIn. 

Number of LinkedIn users per year

LinkedIn Usage Statistics 

•  40 million people use LinkedIn to search for jobs each week 
•  There are three people hired every minute on LinkedIn. 
•  There was a 55% increase in conversations on LinkedIn in 2020 
•  57% of LinkedIn’s total traffic comes from mobile devices 
•  80% of engagement on content comes from Mobile. 
•  A company’s employees account for 30% of its total engagement.  
•  Employees are 14x more likely to share content from their employers than any other type of content on LinkedIn. 

LinkedIn Business Statistics 

• There are 57M+ companies listed on LinkedIn 
•  80% of people on LinkedIn drive business decisions 
•  There are more than 10,000 B2B software product pages on LinkedIn. 
•  LinkedIn is the top network for B2B content marketers for organic social marketing at 96% 
•  80% of B2B leads come from LinkedIn 

Number of companies listed on LinkedIn per year

LinkedIn Content Marketing

• 6 out of 10 users actively look for industry insights on LinkedIn. 
• 280 billion feed updates are viewed annually.
• LinkedIn makes up more than 50% of all social traffic to B2B websites & blogs.
• 92% of B2B marketers include LinkedIn in their digital marketing mix.
• Content creation on LinkedIn increased 60% in 2020 
• LinkedIn Live streams increased by 437% in 2020 
• There are 2 million active publishers on LinkedIn. 
•  Long-form content (1,900+ words) performs better on LinkedIn 
•  LinkedIn has 15x more content impressions than job postings. 
•  1M+ LinkedIn members publish content weekly 
•  45% of content readers on LinkedIn fall under upper management in companies. 
•  LinkedIn posts with images get 2x higher engagement. 
•  LinkedIn users are 20x more likely to re-share a video post. 

• Only 3 million LinkedIn users share content on a weekly basis.
• How-to & list posts perform the best on LinkedIn.
• Posts split into 5, 7, or 9 headings perform the best.
• Articles with titles between 40-49 characters perform the best on LinkedIn.
• Articles without video perform better than those with video. It is best to upload videos natively on LinkedIn.
• 97% of B2B marketers use it for their content marketing efforts.

LinkedIn Advertising Statistics 

• LinkedIn ads can potentially reach 13% of the world’s population. 
•  LinkedIn ad reach increased by 3.5% to 25 million in Q4 2020 
•  Ad exposure on LinkedIn increases the purchase intent by 33% 
•  97% of B2B marketers use LinkedIn for their content marketing efforts 
•  LinkedIn Cost Per Lead is 28% lower than Google Ads. 

LinkedIn annual revenue per year

Fun Facts

• LinkedIn turns 18 years old in 2021 
• Microsoft paid $26 billion for LinkedIn. 
• LinkedIn has 33 offices. 
• The average LinkedIn post reaches 21 industries and nine countries 
• Executives rate LinkedIn as their best choice for professionally relevant content 
• LinkedIn is rated as the most trusted social media platform.  
• You are 7x more likely to be found if you have a profile picture on LinkedIn. 
• You are 12x more likely to be found on LinkedIn if you include at least two past working experiences.  
• A complete LinkedIn profile will get you 21x more profile views and 36x more messages. 
• There are 35,000 skills listed on LinkedIn.
• LinkedIn is currently available in 24 languages.
• The top soft skill that companies need the most on LinkedIn is creativity and the top hard skill required is Blockchain followed by Cloud computing.
• There are 100 million job applications on LinkedIn every month.
• 2 million posts, articles, and videos are published on LinkedIn every day.
• There are 6 million IT decision-makers on LinkedIn.
• There have been 11 billion endorsements on LinkedIn.
• The average CEO has 930 connections.
• More than 95% of recruiters use LinkedIn regularly.
• LinkedIn Message Ads deliver a 40% conversion rate.

LinkedIn Statistics (Editor’s choice) 

1. LinkedIn User Statistics 

LinkedIn boasts over 756 million users in more than 200 countries and territories worldwide (LinkedIn, 2021). 

Although these figures seem considerably low compared to the likes of Instagram with over 1 billion users and Facebook at 2.85 billion users, the numbers are quite impressive, noting that LinkedIn targets a specific group of users ‒ the professional community. 

Having been officially launched in 2003, LinkedIn has enjoyed a phenomenal gradual growth rate without experiencing any dips, as would be the case for other social media platforms like Twitter.  

In just two years after its launch, LinkedIn had already amassed 1.6 million members and crossed the 100-million mark in Q1 2011 after going public. 

 
The number of LinkedIn users more than tripled from 160 million to over 400 million members within the next five years, and just a year later, in 2017, the platform crossed its half-a-billion mark. 

Over the years, LinkedIn became the go-to network for all professionals globally, and not just in the United States alone. Out of the 756 million LinkedIn users, there are only 178 million members from the U.S. (LinkedIn, 2021). 

Source: LinkedIn 

More than half of LinkedIn users (52% to be precise) are from North America and Europe. At a whopping 48%, the international usage of the platform is quite impressive. Asia Pacific is the leading region with the highest number of LinkedIn users with 206M+ members.  

2. LinkedIn Demographics: Gender 

LinkedIn’s latest demographics stats indicate that the professional network is more popular among males than females. 56.9% of all LinkedIn members are male, while females take up 43.1% of the total users (Statista, 2021). 

In the United States, however, the gender divide seems to narrow as 49% of LinkedIn users are female. 51% of LinkedIn users in the U.S. are male.  

While the platform remains more popular among males, LinkedIn’s Gender Insight Report tells a different story regarding usage behaviors and engagement habits. According to the report, women are 16% more likely than men to get hired after applying for a job. 

3. LinkedIn Demographics: Age 

37% of U.S. adults (at least one in every three) – use LinkedIn (Pew Research, 2019).  

When broken further, the age group with the most number of LinkedIn users is between 25 and 34 years, taking up 60.1% of the total. 

LinkedIn is a platform mainly built for working professionals and those looking to build their network. For this matter, it would make a lot of sense to notice a huge number of users from the ages of 25 to 35, as these are individuals looking to network and scout for better work opportunities.  

The second most popular age group on LinkedIn ranges between 18 and 24, taking up 19.2% of the total. Most of the people in this age are in (or done with) college and would like to connect with other professionals whom they could use as mentors to grow their careers.  

By the mere fact that LinkedIn is a platform for those working, scouting for newer professional opportunities, or looking to network, there are very few members (only 3.3% of the total) above 55.  

4. LinkedIn usage statistics 

With the world moving towards the mobile-first ideology, it is no surprise to learn that 57% of all LinkedIn traffic is from mobile devices (LinkedIn, 2021). However, these figures haven’t changed since 2018, but there was a prediction that the numbers would increase five-fold by 2024. 

The same report from LinkedIn also claims that 80% of engagement on content comes from mobile devices. This means that if you wish to market any content on the platform, it must be optimized for mobile.  

According to Similarweb, members on this platform review an average of six pages per visit, spending approximately 7 minutes on the platform. 

5. LinkedIn’s popularity among marketers 

LinkedIn is the most popular social media platform B2B marketers use for content marketing purposes (Content Marketing Institute, 2018). Its popularity is at 97%, just ahead of Twitter and Facebook, at 87% and 86%, respectively. 

 
One of the key reasons behind this success is the fact that LinkedIn is the most trusted social platform in the world, according to Business Insider. In its annual reports, LinkedIn has been shown to lead consistently as the most trusted social media platform amidst the surge of fake news.  

In a study conducted by Hubspot, LinkedIn leads in terms of lead conversion rates. Traffic from the platform generates the highest visitor-to-lead conversion rate at 2.74%, which is 277% higher than Facebook and Twitter. This is an impressive figure, more so since 80% of B2B leads come from LinkedIn. 

Image credit: Hubspot 

While it is quite popular among B2B content marketers, LinkedIn treks behind Facebook and Instagram as the most popular social media platform for marketers ‒ and for obvious reasons (Hootsuite, 2021).  

With billions of users on both Instagram and Facebook, they are a marketer’s go-to place as you can easily reach many people in an instance. However, due to its trustworthiness rating and high lead conversion rates, LinkedIn comfortably follows closely by, ahead of other platforms like Twitter and YouTube. 

6. Recruitment stats on LinkedIn 

There are over 57 million companies listed on LinkedIn, with more than 15 million open job listings (LinkedIn, 2021).  

These figures make it no surprise to learn that 87% of recruiters use or engage LinkedIn at some point in their recruitment process. According to LinkedIn, over 40 million people use the platform to search for jobs every week, and in every minute, three people get hired on LinkedIn.  

A study found that 122 million received interview letters for a job they applied for via LinkedIn. Over 35 million people were hired by someone they connected with on the platform. 

At the dawn of the Coronavirus pandemic, LinkedIn saw a 6x increase in the number of remote job postings in the U.S. There are 300K+ active remote job listings on the social media site at the moment.  

7. Stats on key decision-makers on LinkedIn 

LinkedIn is arguably the world’s largest gathering of decision-makers and professionals. According to the platform, 4 out of 5 LinkedIn members drive business decisions in some form. These numbers showcase to marketers the quality of LinkedIn’s audience, which is .ideal for exploring if quality leads are the key to your business.  

In terms of absolute numbers, there are 61 million senior-level influencers and 65 million decision-makers on LinkedIn. This makes LinkedIn the best place you can go to if you need a direct connection with key decision-makers of your target market.  

For marketers whose target audience is the millennials, you’d be glad to learn that out of the 87 million millennials on LinkedIn, more than 11 million of them are key decision-makers.  

Content marketing has had its fair share on LinkedIn, with a 60% rise in content creation within the last year. You can be sure to reach key decision-makers of the industries you’re targeting for your brand.  

According to LinkedIn, 45% of content readers are managers, CEOs, VPs, and other upper ranks in companies. You can help them discover your brand or product through a well-planned content marketing strategy. 

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