In the last few years, LinkedIn has become an essential platform for all types of professional matters. Following a boom in its user base and the services it has to offer, LinkedIn has seen many changes in a short time. Among them, changes in their demographics.
Whether you are a business, an individual, or a company looking for employees, in order to offer the best targeting for your campaigns or content, it is essential to know the users who inhabit the platform. This is what we know from LinkedIn users in 2020.
Let’s start with general statistics:
– LinkedIn has more than 675 million users worldwide.
– Among them, 303 million are monthly active users.
– 30+ million companies have a LinkedIn profile.
– There are more than 20 million job openings posted on the platform.
– LinkedIn is the second most popular platform for B2B marketing.
If you think that the majority of LinkedIn users are of older age, you are not wrong. But this is about to change as younger generations begin to enter the workplace sooner, rather than later.
These are the latest global statistics:
– 38%, and the majority of users are 25 to 34 years old.
– 30% of users are 35 to 54 years old.
– 24% of users are 18 to 24 years old.
Here’s how they compare to United States statistics:
– 16% of users are 15 to 26 years old.
– 27% of users are 26 to 35 years old.
– 34% of users are 36 to 45 years old.
– 37% are 46 to 55 years old.
In this case, 15 to 34 years old is the age group that is growing the fastest within the platform.
Globally, 57% of users are men while 43% are women.
The majority of the advertising audience also consists of men:
11% from 18 to 24 years old
35% from 25 to 24 years old
10% from 35 to 54 years old.
In general, women send 20% fewer job applications compared to men, but tend to get hired more often.
The statistics of the female advertising audience is as follows:
8.1% from 18 to 24 years old,
26% from 25 to 34 years old
6.7% from 35 to 54 years old.
According to Hootsuite, 70% of LinkedIn users live outside of the United States. In total, more than 200 million countries are represented within the platform, demonstrating the great geographic reach and diversity that LinkedIn has.
The countries with the highest user density are the United States, India, China, Brazil, Great Britain and France. There are more than 167 million users in the United States alone.
Considering that LinkedIn is a professional network, an important aspect to take into account when creating your LinkedIn audience target is the level of education of the users.
Most LinkedIn users usually have a college degree. 9% only have a high school certificate, while 22 percent have completed part of a university degree.