2023 LinkedIn Demographics That Will Form Your Technique


Whether or not you’re making an attempt to get new shoppers, recruit high expertise, or construct up your model consciousness, LinkedIn is the place to be for B2B entrepreneurs. Over 950 million enterprise individuals use LinkedIn, making it the most important skilled social community on this planet.

How does your goal demographic use LinkedIn? How must you tailor your content material to seek out the correct individuals? Is your target market even on LinkedIn?

Solutions to these questions and extra under, plus all of the freshest LinkedIn demographic stats you could know on your 2023 LinkedIn advertising technique.

LinkedIn age demographics

60% of LinkedIn users are between 25 and 34 years previous

Millennials make up nearly all of LinkedIn’s person base worldwide, with the 18-24 age group coming in second at 21.7%, and folks ages 35-54 coming in third at 15.4%. Solely 2.9% of individuals over 55 use LinkedIn.

Supply: Statista

LinkedIn adverts reach 15.3% of the worldwide 18+ inhabitants

That’s about 857 million LinkedIn customers, or simply underneath 1/sixth of everybody over 18 worldwide. Plus, LinkedIn advert attain is rising: up 8.4% in 2022 vs. 2021.

LinkedIn advertising audience overview

Supply: Hootsuite Digital Trends 2022 report

40% of people ages 30-49 learn information on LinkedIn

That’s nearly tied for first spot with Reddit (41%) as the most well-liked social media platform for accessing information content material for individuals ages 30-49.

Whereas it’s not the highest spot for information for Gen Z, LinkedIn ranked increased than Fb and nearly as excessive as YouTube.

demographic profiles and party identification of regular social media news consumers in the U.S.

Supply: Pew Research

LinkedIn customers ages 16-64 are the most likely to also use Reddit and Facebook than different social media customers

25.3% of LinkedIn customers are additionally on Reddit and 87.6% additionally use Fb, the very best proportion out of customers throughout all different social platforms.

LinkedIn members are additionally extremely doubtless to make use of Instagram (82.6%), YouTube (75.5%), and TikTok (50.6%).

social media platform audience overlaps

Supply: Hootsuite Digital Trends 2022 report

LinkedIn gender demographics

57.2% of LinkedIn users determine as males

The choices for this survey had been restricted to these figuring out as both males or ladies, so the remaining 42.8% stated they determine as ladies. Hopefully future surveys will embody information on customers of all gender identities.

LinkedIn gender demographics

Supply: Statista

LinkedIn adverts reach one-third of males ages 25-34

Advert attain by gender is pretty even apart from the 25-34 age class, the place LinkedIn adverts attain considerably extra males than ladies at 33.1% vs. 24.4%.

The survey supply for this information solely supplied choices for “feminine” or “male” genders, subsequently is restricted in representing everybody on LinkedIn, although one thing to bear in mind if this age vary is a part of your target market.

LinkedIn advertising audience profile

Supply: Hootsuite Digital Trends 2022 report

1.6% of LinkedIn users are doubtless transgender or nonbinary

Whereas this stat isn’t particular to LinkedIn, it’s doubtless representational of individuals on LinkedIn, too — not less than People on LinkedIn. A Pew Analysis survey estimates a mean of about 1.6% of U.S. adults are transgender or nonbinary, although 5.1% of individuals ages 18-29 self-described as such.

in U.S. young adults are the most likely to be transgender or nonbinary

Supply: Pew Research

LinkedIn earnings demographics

80% of LinkedIn users drive enterprise choices

There’s a motive so many B2B entrepreneurs use LinkedIn. The place else are you able to attain such a excessive proportion of determination makers or determination influencers along with your natural content material advertising efforts? Or have faith in who your paid adverts are reaching? (Nowhere.)

53% of U.S. LinkedIn users are excessive earnings earners

In the latest information accessible, a survey discovered over half (53%) of U.S.-based LinkedIn customers earned a excessive earnings in 2022, whereas 29% fell into the center earnings class, and 17% into the low earnings class.

distribution of income earners on LinkedIn

Supply: Statista

However what earnings ranges do “excessive, medium, and low” really translate to? That research doesn’t say, however an in-depth report from Pew Analysis in 2021 discovered comparable outcomes.

That research confirmed 50% of U.S. LinkedIn customers earned over $75,000, 21% every earned between $50,000-$74,999 and $30,000-$49,999, and 12% earned lower than $30,000 yearly.

Use of online platforms, apps varies by demographic group

Supply: Pew Research

LinkedIn customers have twice the buying power of the common on-line viewers

Maybe in step with the earnings vary stats above, LinkedIn audiences have roughly twice the shopping for energy of audiences elsewhere. That additionally aligns with the platform’s B2B-focused viewers.

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Best Time to Publish - LinkedIn Heatmap

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98% of LinkedIn users have a post-secondary schooling

That’s not too stunning given LinkedIn is a work-focused platform. The stats break down additional with 33% of customers holding a Bachelor, or equal four-year diploma, 23% having a Grasp’s diploma or equal, and 20% itemizing an unspecified “additional schooling.” Solely 2% of customers report ending their schooling after highschool.

LinkedIn post-secondary education holders 98%

Supply: Statista

LinkedIn location demographics

200 million People use LinkedIn

Whereas individuals in america make up the most important person phase by location, LinkedIn nonetheless has a powerful presence all over the world.

78% of LinkedIn users stay exterior america

Whereas the most important person group lives in america, the following largest nation teams are India (99 million), China (60 million), and Brazil (59 million).

LinkedIn users distribution by country

Supply: Statista

69% of U.S. LinkedIn users are energetic day by day

That’s about 138 million members within the U.S. With a further 15% saying they use LinkedIn a number of instances per week, a complete of 84% of all customers within the U.S. are utilizing LinkedIn day by day or semi-daily.

LinkedIn users post-secondary education holders 98%

Supply: Statista

30% of LinkedIn’s desktop web traffic comes from U.S. customers

For comparability, the following highest referring nation is India with 7.19%. Have to be all these American day by day customers.

LinkedIn’s desktop web traffic American

Supply: Statista

Folks in over 200 countries and territories use LinkedIn

That’s spectacular because the United Nations at present solely acknowledges 193 countries as members. There are approximately 70 further dependent or disputed territories on this planet that aren’t acknowledged by the UN.

Briefly: Folks use LinkedIn all over the place.

LinkedIn is the 16th most popular web site on this planet

And, the seventeenth hottest on this planet. It’s solely two spots behind TikTok at quantity 14, too.

LinkedIn hiring and profession insights

61 million people seek for jobs on LinkedIn each week

LinkedIn is among the high spots for recruiting. LinkedIn additionally studies 8 persons are employed each minute from the platform.

Girls are 16% less likely to use for a job

But in addition, 16% more likely to be employed for the roles they do apply to.

Contract job listings on LinkedIn grew 26% year-over-year

Over the identical time interval, full-time job listings solely grew 6%.

The lasting results of the pandemic on distant work preparations mixed with the worldwide economic system has extra corporations in search of contract employees in comparison with everlasting, full-time employees.

Gen X has the highest internal mobility rate

36% of Gen Xers took a brand new place at their present employer in 2022, in comparison with 31% of Millennials and 27% of Gen Zers.

Whereas that’s fairly shut, the information for Child Boomers is probably going skewed attributable to many leaving for retirement. Regardless, it exhibits there are many inside hiring alternatives for everybody.

Generation X experiences the highest internal mobility rate

Supply: LinkedIn Global Talent Trends

Gen Z values development alternatives 47% more than Gen X

With regards to recruiting, Gen Z prioritizes profession development and abilities improvement 47% and 45% extra, respectively, than Gen X.

75% of LGBTQ+ workers wish to work someplace they really feel snug being their full selves

Whereas this statistic doesn’t separate sexual orientation and gender identification, it nonetheless exhibits clearly that corporations who create a supportive surroundings will profit with regards to recruiting high expertise from the LGBTQ+ group.

The survey additionally discovered that half (49%) of LGBTQ+ professionals won’t work for an organization that doesn’t present inclusive advantages.

Belonging at the Forefront for LGBTQ+ Professionals

Supply: LinkedIn / YouGov

59% of LGBTQ+ workers are at present at corporations that haven’t taken a stand on current U.S. laws

As well as, 33% of LGBTQ+ workers really feel their present employer has not made them really feel supported within the wake of current anti-LGBTQ+ laws in america.

Maybe your organization has a coverage of not making political statements. In that case, think about the impression this can be having in your LGBTQ+ workers: 36% would consider leaving their current employer in the event that they proceed not taking a agency stance.

Solely 45% of companies have elevated salaries to maintain up with inflation

Yikes. On condition that compensation is constantly ranked as the highest precedence for job seekers and that almost all economists agree we’re at present not in a recession (not less than but), I have to repeat: Yikes.

Recession or no, budgets could also be tight at your organization. However understanding that 93% of companies are worried about retention, those who can discover the price range to not less than sustain with inflation will stand a greater probability of holding onto high expertise.

North American workers are 15 times more likely to hunt inside promotions vs. leaving

A current survey from LinkedIn discovered huge discrepancies between geographic areas with regards to recruiting. On common, customers in France had been 15.3 instances extra more likely to search development at a brand new firm than their Canadian, American, or Indian counterparts.

Customers in different international locations had a much less dramatic, although nonetheless important, margin, corresponding to Germany at 4.9 instances, Japan at 5.5 instances, and Brazil at 8.6 instances extra more likely to depart their present employer vs. staying.

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Likelihood employees will consider leaving over internal mobility

Supply: LinkedIn Talent Solutions

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