LinkedIn Statistics: Company, Users, Demographics

LinkedIn is one of the largest networking platforms in the world. It helps job seekers find employment based on their area of expertise, and businesses hire new talent. The latest LinkedIn statistics reveal that the platform is used by millions of people worldwide, making it an ideal place to create new networking connections, raise your business’s credibility, and promote your brand.

If you wish to find out more, we’ve prepared a list of the latest statistics to help you create and optimize your digital marketing strategy and elevate your business

Top Linkedin Statistics: Editor’s Choice

  • LinkedIn is the 24th most visited website worldwide.
  • LinkedIn has 738 million users.
  • Around 80% of LinkedIn members drive business decisions.
  • More than 176 million people from the US are on LinkedIn.
  • Approximately 13% of adults can be reached using LinkedIn advertising.
  • About 96% of B2B content marketers use LinkedIn for organic social marketing.
  • Job seekers with a comprehensive LinkedIn profile have a 71% higher chance of getting a job interview.
  • The number of remote job postings on LinkedIn increased 6x during the pandemic.

General LinkedIn Facts and Company Information

On May 5, 2003, LinkedIn officially launched to create an economic opportunity for every global workforce member. Microsoft acquired the company in 2016, and today it is the largest online professional network with millions of registered users worldwide.

1. LinkedIn generated $8.05 billion in revenue in 2020.

LinkedIn revenue has skyrocketed ever since Microsoft acquired the company in 2016. Even though the company had already been successful, its revenue significantly increased. A year later, LinkedIn had generated $2.27 billion in revenue, which quickly increased to $5.25 the following year.

2. LinkedIn is available in 24 different languages.

LinkedIn is used worldwide, so it makes sense that the platform comes in various languages. According to the latest information about LinkedIn, the platform is available in Dutch, German, Italian, Japanese, Russian, Chinese, and many other languages.

This presents an excellent opportunity for small and local businesses to promote their brand in their native language and reach local audiences.

3. 52% of respondents proclaimed LinkedIn the most trusted social media platform.

Based on the latest facts about LinkedIn, the network was declared the most trusted digital platform online. According to a survey by eMarketers, most people agree that LinkedIn protects their privacy and data, and 20% of respondents strongly agree on the same. Trust-wise, Pinterest was rated second, and Facebook was the least trusted platform.

Protecting users’ personal information and providing a safe online environment are some of the essential qualities of a social media platform. They might impact LinkedIn ad revenue and how users interact with ads on the platform.

4. LinkedIn is the 24th most visited website worldwide.

The majority of LinkedIn’s traffic comes from the United States, and the website is ranked the 19th most visited site in the country. Additionally, LinkedIn is 6th in the Social Networks and Online Communities category, right behind Facebook, Twitter, Instagram, VK, Reddit, and Discord.

LinkedIn User Statistics

LinkedIn has users from more than 200 countries.

By learning more about LinkedIn’s user base, small businesses and recruiters can get a better insight into the platform and learn how to take advantage of what LinkedIn has to offer.

5. LinkedIn has 738 million users.

According to the latest LinkedIn growth rate data, the platform is continuously expanding. In fact, the number of users has been increasing ever since Q1 of 2009.

In the past decade, the platform got approximately 641 million new users.

Moreover, it now has more than 55 million companies from the whole world.

6. LinkedIn users spend approximately seven minutes on the website.

Based on the latest LinkedIn stats from SimilarWeb, most of the platform’s traffic is organic, and nearly 72% of the platform’s visitors directly come to the website.

In fact, referrals account for only 2.10% of LinkedIn’s traffic. Regarding the time spent on the website, visitors spend 00:07:25 on average and browse 6.51 pages during their stay.

7. LinkedIn members are 20x more likely to share a video than other types of posts.

While social media platforms present users with an easy opportunity to share content, knowing how to optimize it and produce relevant and engaging posts is extremely important.

According to the latest LinkedIn trends, page updates with links have a 45% higher follower engagement rate than updates without links.

Additionally, posts with images have a 2X higher engagement rate and 38% higher click-through rates than regular posts.

8. Around 80% of LinkedIn members drive business decisions.

One of the most significant benefits of LinkedIn is that the platform allows marketers to target an audience by their job rather than just demographics. As a result, LinkedIn user statistics like these can help B2B marketers identify their target group and easily reach senior-level influencers, decision-makers, or executives who act on new opportunities and make buying decisions.

9. LinkedIn has 310 million monthly active users.

Finding the exact number of active users is not an easy task, and several different surveys try to estimate the precise number of LinkedIn monthly active users. These surveys agree that the number ranges between 40% and 50%. Considering that LinkedIn has 722 million users worldwide, it’s safe to assume that more than 300 million people visit LinkedIn at least once a month.

10. Approximately 39% of LinkedIn members use LinkedIn Premium.

While LinkedIn is entirely free to use, the platform offers several different plans with additional features that can help job searchers, recruiters, or businesses. The cost of LinkedIn Premium varies from $30 to $120 a month, and it offers four different subscription plans such as LinkedIn Career ($30/month), LinkedIn Business ($60/month), LinkedIn Sales ($80/month), and LinkedIn Hiring ($120/month).

11. Melinda Gates is LinkedIn’s top influencer in the US.

Earlier this year, the platform compiled a list of top influencers on LinkedIn who are worth following. The list is based on engagement, such as reactions, shares, comments, follower growth, and posting cadence. It is composed of leaders, innovators, and thinkers who discuss different topics. Apart from Melinda Gates, the list also includes names like Daymond John, Mark Cuban, and Sara Blakely.

12.  45% of US Linkedin users make over $75,000 annually.

The majority of LinkedIn users in the US earn at least $75K per year.
Conversely, 13% of users earn $30,000 or less.

Another 24% earn anywhere between $50,000-$75,000, with 20% making $30,000 to $50,000.

The Latest LinkedIn Demographics

Demographics play a crucial role in creating a marketing strategy.

By knowing who, when, and how uses LinkedIn, businesses and digital marketers can tailor their marketing strategy and ensure that their marketing efforts reach the targeted audience.

13. More than 176 million people from the US are on LinkedIn.

Even though North America has more than 194 million LinkedIn users, most of them are from the US, and only 17 million users come from Canada. Asia has the most LinkedIn members with 201 million, and Europe ranks third with 166 million users.

When it comes to the number of LinkedIn users by country, India has 74 million, China 52 million, and Brazil 47 million users.

14. Approximately 59.9% of users on LinkedIn are 25 to 34 years old.

The majority of users on LinkedIn are millennials. Moreover, 19.6% of LinkedIn users are adults aged 18–24, while 17.5% of members are aged 35–54. In terms of gender, the latest LinkedIn stats show that 59.9% of LinkedIn users are male, and 43.1% are female.

15. Approximately 50% of LinkedIn users have a college education.

According to the latest LinkedIn demographics, most US adults who use LinkedIn have a college degree. Furthermore, 22% of American adults on LinkedIn have some form of college education, and only 9% have a high-school education or less.

LinkedIn Advertising Statistics

Advertising is one of the primary sources of income for any social media platform. It is also one of the best ways for marketers to reach the targeted audience.

When it comes to LinkedIn, digital marketers can use the platform’s vast reach and deliver the brand’s message through sponsored posts and ads.

16. Approximately 13% of adults can be reached using LinkedIn advertising.

This data relates to people older than 13. Apart from reaching a large audience, the latest LinkedIn trends reveal that the platform offers hundreds of different targeting characteristics, which is extremely important for businesses, both big and small.

This helps B2B and B2C marketers optimize their strategy and ensure that ads reach many people and are delivered to the business’ targeted audience.

17. About 96% of B2B content marketers use LinkedIn for organic social marketing.

Approximately 89% of digital marketers use social media platforms for organic content distribution. The majority of them used LinkedIn in 2020, making it the number one platform for B2B lead generation. In contrast, 82% of marketers used Twitter and Facebook.

Based on the latest LinkedIn statistics, the platform is also the top paid social media network, and 80% of B2B content marketers used LinkedIn for sponsored posts, ads, and similar. Around 67% of them used Facebook, while only 27% of marketers used Twitter.

18. LinkedIn has more than 10,000 product pages in the B2B software category.

According to the latest LinkedIn post stats, thousands of product pages are posted in the B2B software category alone. These pages are a new feature introduced in 2020, and they can help highlight products with ratings, reviews, or custom call-to-action buttons. Moreover, product pages are an excellent way to increase engagement and generate leads while also nurturing conversation and improving brand affinity with your customers.

19. Around 50.3% of US marketers use LinkedIn in 2021.

According to the latest figures for businesses on LinkedIn and eMarketer’s own estimate, more than half of all US marketers use LinkedIn in 2021. The number of marketers who opt to use LinkedIn gradually increases each year. In 2017, 46.3% of marketers in the US used LinkedIn, and the number grew to 49.6% in 2020.

LinkedIn Statistics for Job Seekers

One of the best LinkedIn features is that it allows job seekers to find employment online. Unlike other social media, your LinkedIn profile is your resume, allowing recruiters to connect with you.

At the same time, job seekers can easily reach out to hiring managers and learn more about companies and jobs.

20. More than 55 million companies are listed on LinkedIn.

Numerous companies already use LinkedIn to hire top talent. According to the latest LinkedIn statistics for job seekers, LinkedIn has more than 14 million job openings. However, businesses use LinkedIn for many other reasons, such as promoting their brand, reaching the target audience, creating new network connections, and much more.

21. Job seekers with a comprehensive LinkedIn profile have a 71% higher chance of getting a job interview.

Based on an experiment conducted by ResumeGo, job applicants who included a link leading to a comprehensive LinkedIn profile were 13.5% more likely to receive a callback than applicants who had minimum information on their LinkedIn profile.

Surprisingly, these LinkedIn profile statistics also revealed that applicants with bare-bones LinkedIn profiles received even fewer callbacks than applicants without LinkedIn in the first place.

22. The number of remote job postings on LinkedIn increased by 6X during the pandemic.

It goes without saying that the global pandemic affected the world’s economy. Many industries have had to adapt and change the way they operate, and one of the solutions was to allow employees to work remotely. The same rule applied to new job positions.

According to the latest LinkedIn recruiting statistics, the number of remote jobs on LinkedIn between March 2020 and December 2020 was six times bigger than before that period.

23. Approximately 40 million people search for jobs on LinkedIn every week.

According to the latest LinkedIn facts, millions of people worldwide use LinkedIn each week to look for a job. Quite a few of those searches are successful since approximately three people get hired every minute on LinkedIn.

24. Creativity is the most sought-after skill on LinkedIn.

Soft skills are essential in recruiting top talent, and the latest business networking statistics reveal that creativity has been at the top of the list for years. It’s followed by collaboration, persuasion, adaptability, and emotional intelligence. As far as hard skills go, blockchain, cloud computing, and analytical reasoning are in high demand.

LinkedIn Networking Statistics

Networking is a crucial process for job seekers and businesses alike. By growing their connections network, job seekers can find employment more easily, get access to new job opportunities, or gain more knowledge from industry seniors.

On the other hand, organizations can create new business opportunities and extend their reach.

25. Conversation between connections on LinkedIn increased by 48% compared to last year.

LinkedIn network statistics show that this growth happened in the Q2 fiscal year 2021. While we cannot deny the platform’s continuous growth and the fact that the audience is more engaged than ever, the global pandemic is one of the main reasons for increased conversations.

Namely, with connections unable to meet in person and so many remote job postings, we rely on social media platforms for communication, so statistics like these should be taken with a grain of salt.

26. There are 61 million senior-level top influencers on LinkedIn.

However, don’t let the term influencer confuse you, as these are not regular marketing influencers but rather primary decision impactors within organizations. Besides, the platform has more than 65 million decision-makers who have the final say in company purchases.

27. Approximately 28% of users have 0–300 LinkedIn connections.

According to the latest available data, most LinkedIn users have only a small number of connections. Around 27% of LinkedIn members have between 500 and 999 connections, which is considered the average number of LinkedIn connections on the platform.

Additionally, 10% of LinkedIn members are so-called “superconnectors” with more than 3,000 connections, while some of the most connected LinkedIn users (1%) have more than 10,000 connections.

LinkedIn Usage Statistics

Usage statistics can help businesses learn more about how LinkedIn members use the platform. They also reveal how much new content is produced on LinkedIn and what content best engages the audience. Additionally, usage statistics can show businesses what type of content is most sought after and how to adapt to the latest industry trends.

28. Content sharing increased by 50% on LinkedIn.

LinkedIn is much more than just a job searching platform, and millions of users continuously turn to it to learn from seasoned industry veterans. Based on the latest LinkedIn usage statistics, the number of videos watched in the Learning category experienced a 2X year-over-year increase in Q2 FY21. The platform also offers LinkedIn Learning as a platform to upgrade your skills.

29. Learning content doubled in popularity in Q2 of the fiscal year 2021.

LinkedIn is much more than just a job searching platform, and millions of users continuously turn to it to learn from seasoned industry veterans. Based on the latest LinkedIn usage statistics, the number of videos watched in the Learning category experienced a 2X year-over-year increase in Q2 FY21.

30. LinkedIn Live videos get seven times more reactions than native videos.

To see how they fare compared to the rest of the industry, businesses and digital marketers often ask — what is the average engagement rate on LinkedIn?. However, a better approach is simply worrying about improving your engagement rate, and that’s where LinkedIn Live comes into play.

Not only does LinkedIn live receive more reactions than a native video, but this form of content also receives 24 times more comments than videos produced by the same broadcasters. In other words, LinkedIn Live is one of the best ways to engage your audience on the platform.

31. Approximately 62% of companies plan to adopt live broadcasting.

Based on the latest LinkedIn post statistics analysis, content creators aren’t the only ones who use LinkedIn Live. Many businesses already experience the benefits of live broadcasts. In fact, about 73% of B2B marketers have reported that videos positively impact marketing ROI.

32. LinkedIn has 15 times more content impressions than job postings.

Content impressions refer to the number of times your content is displayed, no matter if users viewed it or clicked on it. Based on the most recent LinkedIn post stats, there are more than 9 billion content impressions. One of the main reasons this information is relevant is because the content is a big part of LinkedIn, as is the case with other social media platforms.

33. About 30% of the company’s engagement comes from its employees.

It shouldn’t come as a surprise that a good portion of the company’s engagement comes from its employees. After all, they are most familiar with your brand and inclined to share the message the company is conveying. Based on the latest LinkedIn user statistics, company employees are 14 times more likely to share content, which is just one reason having a healthy company policy is essential for business.

LinkedIn Statistics: The Takeaway

Statistics like these are an excellent starting point for any small business owner. They can provide you with a better insight into LinkedIn and show you why the platform is already used by millions of recruiters and businesses worldwide.

By analyzing data and creating optimized content, business owners can learn how to create a digital marketing strategy that uses LinkedIn to its full potential. In return, a well-planned strategy can help ensure that the brand’s message reaches the right audience.

Frequently Asked Questions

How many users does LinkedIn have?

According to the latest data, LinkedIn has 738 million unique users. The number of users on the platform has grown since Q1 2009 when there were only 37 million users. LinkedIn is the 24th most visited website globally and the 19th most visited website in the US.

How much does LinkedIn Premium cost?

There are four different tiers of LinkedIn Premium, all of which come with a new set of features and cater to job seekers, businesses, B2B companies, and recruiters. LinkedIn Career is the cheapest plan, and it costs $30 per month. LinkedIn Business is $60 per month, LinkedIn Sales is $80 per month, and LinkedIn hiring is $120 per month.

How is LinkedIn different from most social networking sites?

What makes LinkedIn different is that it is designed and used as a professional networking site. While you may find an occasional cat video or two, the purpose of LinkedIn is to help job hunters find employment, businesses engage their audience and drive sales, and recruiters hire top talent. Furthermore, LinkedIn is an excellent platform for marketing and learning about the latest industry trends.

How much is LinkedIn worth?

According to Statista, LinkedIn was among the 100 most valuable brands in 2019. Today, the platform’s estimated worth is around $4.84 billion. On the other hand, LinkedIn’s parent company, Microsoft, is worth $108.85 billion.

How many recruiters use LinkedIn?

Based on the latest data, about 87% of recruiters regularly use LinkedIn. At the time of writing, there are more than 14 million open positions on LinkedIn Jobs and as many as 50K remote jobs available in the US alone.

Who has the most followers on LinkedIn in 2021?

Bill Gates, the co-founder of Microsoft, has the most LinkedIn followers—30,866.167. The second most-followed person on LinkedIn is Richard Branson, with 18,051,334 followers. Additionally, the most followed companies are Google, TED Conferences, Amazon, and LinkedIn. As far as connections go, Steven Burda is listed as the person with the most LinkedIn connections.

What is the average engagement rate on LinkedIn?

A study by Forrester found that LinkedIn boasts an average engagement rate of 0.54%, which is higher than Twitter’s 0.3% but lower than Facebook’s 0.73%. Of course, you should always take information like this with a grain of salt, as the engagement rate can vary significantly from one user or business to another. According to Aamplify, a 2% engagement rate on LinkedIn is considered good, while anything above 2% is excellent.

Who uses LinkedIn the most?

LinkedIn is most often used by job hunters and recruiters aiming to hire top talent. When it comes to demographics, approximately 60.1% of LinkedIn users are 25 to 34 years old, based on the latest data from early 2021.

Furthermore, 19.2% of LinkedIn users are aged 18 to 24, and 17.5% are 35 to 54 years old. Regarding gender, the latest LinkedIn statistics show that nearly 60% of LinkedIn users are male, while 40% are female.


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