As the world’s largest professional networking site, LinkedIn connects industry professionals and helps those actively seeking employment discover job opportunities. It is a powerful channel for establishing thought leadership, an inevitable part of a marketer’s digital strategy, and a nearly inexhaustible source of long-form, high-quality content. Let’s see how all of this translates into numbers by analyzing the LinkedIn statistics listed below.
The network was launched nine months before Facebook which means it’s the oldest one among social media platforms. Currently, the company has 33 offices globally and over 16,000 employees.
(LinkedIn, LinkedIn, The Guardian)
LinkedIn was launched in 2003 and had only ten members at the time. After the first year, there were 100,000 registered users, and that number grew to 1.6 million by the end of 2005. Following LinkedIn trends, we discovered that the network saw a 962.5% increase in users by 2008 when it reached 17 million users. That number nearly doubled the following year when it reached 32 million.
(Make A Website Hub)
That number jumped to 347 million and 414 million in 2014 and 2015, respectively. By the end of 2016, the network’s user base increased by another 53 million. LinkedIn reached half a billion members in 2017, and in 2018, the platform could boast of being home to more than 575 million professionals worldwide. As mentioned earlier, the current LinkedIn user statistics count over 766 million users. Based on these numbers, a slowdown is unlikely anytime soon.
As the COVID outbreak changed the way the world functions, online engagement increased. A whopping 6.3 million people attended virtual events on the network. Additionally, members created 60% more content compared to 2019, whereas LinkedIn Pages saw 1 billion interactions every month.
LinkedIn statistics confirm that 73% of social media users agree that this is the platform that offers the greatest protection of their privacy and data. Facebook, on the other hand, gained the trust of 53% of respondents.
(LinkedIn, Business Insider)
In 2020, LinkedIn’s revenue was estimated at $8.05 billion, up from $6.75 billion in 2019. In 2017, the company’s net revenue was $2.27 billion and then doubled in 2018, reaching $5.25 billion, as per LinkedIn revenue statistics.
According to LinkedIn financials, in Q1 2021, the company’s revenue climbed by 16% YoY at $2.21 billion and saw record engagement. In Q2 2021, LinkedIn notes a 23% YoY increase, netting $2.58 billion in revenue.
(Business Quant, LinkedIn, LinkedIn)
In 2017, the platform celebrated expanding its user base to half a billion members. Now, the world’s largest professional network has over 722 million members.
(Social Media Today)
The most recent and accurate number of LinkedIn MAU is 310 million. An average user spends around 11 minutes on the network every day. Data on LinkedIn daily active users indicates that 40% of the monthly users are logged in to the platform daily.
(Market.us, Alexa, Foundation.co)
LinkedIn stats reveal that in 2011, there were around 640 million professionals worldwide. LinkedIn, on the other hand, had 135 million members at the time. Based on these figures, roughly one-fifth of all professionals were using the social networking platform. LinkedIn’s user base is four times larger today, and the number of professionals worldwide has undoubtedly seen significant growth as well. With this in mind, it’s safe to assume that the ratio has stayed somewhat constant.
LinkedIn statistics reveal that the platform is home to over 57 million companies. The network is continually growing, as businesses are seeing the great potential to reach B2B prospects, consumers, and potential hires in one place.
LinkedIn is the leading social media platform of choice for Fortune 500 companies (92%). However, it shared the lead position with Facebook (92%). Twitter dropped to third place (79%), while the least popular network among Fortune 500 companies was YouTube (38%).
Social media marketing firms need to know that the LinkedIn audience is quite different from other social media platforms, with more than one-third of its members in upper management positions. As per LinkedIn stats, the platform counts 61 million senior-level influencers, 65 million decision-makers, and another 6 million decision-makers from the IT sector.
Data from Q3 2020 shows that the majority of LinkedIn users (87%) are accessing the platform monthly. 63% of users said they log in on LinkedIn once a week, whereas only 22% do so daily.
Statistics on LinkedIn confirm the platform’s huge reach — it gets 20x more unique monthly visits than any competitor. Over the years, the network has also expanded the base of qualified candidates. Currently, there are more than 80 million hourly workers, 12 million contractors, and 46 million students and recent graduates.
The times when social media users had only one account are long gone. Today, the average internet user has 8.9 active social media accounts. The highest percentage of LinkedIn members use YouTube (94%). The second most popular network among LinkedIn users is Facebook (90%), followed by Instagram (57%), and Pinterest (49%).
(Influencer Marketing Hub)
Once they set up a LinkedIn account, every new member must decide whether they’ll use one of the platform’s four premium plans. In 2016, the vast majority of users—i.e., 79% of members—used a free account, while only one-fifth paid for a premium membership. Today, LinkedIn Premium statistics reveal the number of LinkedIn users with Premium membership stands at 39%, while 61% of members are still satisfied with a free account.
More than one-quarter of US adults use LinkedIn, while YouTube has the largest audience in the country with 28% of Americans using it, whereas 69% of US adults are using Facebook. LinkedIn members outside the US account for 76% of the platform’s user base. This includes 198 million users in Europe, 206 million in the Asia Pacific, and 114 million in Latin America.
(Pew Research, LinkedIn, Hootsuite)
LinkedIn ranks third among social media networks with the most educated audiences according to LinkedIn user demographics data from the Pew Research Center. 51% of all US adults that use LinkedIn have a college degree, and another 26% have some college. In contrast, only 9% have a high school education or less. LinkedIn users are an educated bunch, which is not that much of a surprise since the network enjoys the greatest popularity among college students.
The most popular social media channel among millionaires is Facebook (58%). LinkedIn ranks second, followed by YouTube (30%). Twitter isn’t that interesting to millionaires—only 11% use this network. Nevertheless, Twitter performs better compared to Instagram and Snapchat with only 9% and 2% of millionaires using these social networks, respectively.
(The B2B House)
Apart from being highly educated, LinkedIn income demographics reveal that the network’s users are also high-income earners. 49% of LinkedIn’s user base has an annual income of $75,000, and another 26% of users have an income between $50,000 and $74,999 per year.
When looking at LinkedIn users by country, India makes for the second-largest base counting 74 million users. China ranks third, with 53 million users, while the fourth place goes to Brazil, with 47 million. The last country among the top five is the United Kingdom, with over 30 million users.
While there are slightly more male users overall, LinkedIn gender demographics that men and women more or less equally use LinkedIn. About the same goes for social media in general.
(We Are Social)
According to LinkedIn age demographics, the largest portion of the platform’s user base falls into the 25 to 34 age group. As for people between the ages of 18 and 24, they make up 19.2% of LinkedIn’s user base. 35-54-year-olds account for 17.5% of LinkedIn’s global audience. Finally, aged 55 and older (3.3%) use LinkedIn the least.
According to current LinkedIn stats, the platform’s highest percentage of desktop traffic is coming from the US (31.79%). 6.58% of all traffic to LinkedIn came from the UK, 6.37% from India, and 4.45% from France.
This stat proves that LinkedIn is more than just a powerful job search tool. The network is also responsible for generating nearly half of all social media traffic to B2B sites. Additionally, LinkedIn provides different tools for audience targeting, which is why website visits originating from LinkedIn are more likely to increase conversion rates on B2B sites.
SimilarWeb LinkedIn statistics show that the vast majority of the platform’s traffic (71.14%) is direct traffic. A significantly smaller portion, 23.75% comes from search, and 2.08% comes from the mail, and only 2.08% from referrals.
As much as 57% of LinkedIn members use a mobile device to access the site. This stat explains why the LinkedIn app has 500+ million downloads from the Google Play store.
(LinkedIn, Google Play)
LinkedIn usage statistics by Alexa estimate the time spent on LinkedIn to be 11 minutes, with users looking at an average of 9 pages. According to the same source, LinkedIn ranks 52nd for global internet engagement. SimilarWeb, on the other hand, estimates the average LinkedIn session to be about 7-minutes-long during which around 6.71 pages are visited.
(Alexa, Similar Web)
LinkedIn provides its users with some fascinating tools to help them connect with like-minded professionals, find and apply for job positions, and much more. One of the features that LinkedIn members like the most are Who’s Viewed Your Profile, with 72% of users ranking it as one of the most helpful features. People You May Know also ranks as one of the network’s most useful features (56%).
The average number of connections on LinkedIn is 930. LinkedIn profile statistics show that the highest percentage of members, at 28%, had between 0 and 300 first-level connections. Those with 301 to 499 connections stood at 15%, and 27% of survey participants said they had between 500 and 999 connections. Only 1% of respondents identified themselves as Super Connectors with more than 10,000 connections, while 10% of LinkedIn users said they have more than 3,000 connections.
LinkedIn industry statistics reveal staffing and recruiting tops the platform’s list of the most connected industries. LinkedIn members from the venture capital and private equity sector have 423 connections on average, while the third most connected industry is human resources, with 380 connections.
The co-founder of Microsoft, Bill Gates is LinkedIn’s most-followed member, with 32.85 million followers. Richard Branson of the Virgin Group was the first LinkedIn influencer to reach a million followers. He currently has over 18 million. Mohamed El-Erian, Chief Economic Advisor at Allianz is the third-most-popular LinkedIn influencer and counts 2.4 million followers.
The number of open jobs on LinkedIn is estimated at over 15 million. Out of those job openings, there are 300 million remote job postings in the US, following a 6x increase in the number of such listings between March and December 2020.
Unlike the average LinkedIn user, those looking for a new position spend anywhere from 20 minutes to half an hour on this professional network every month. These LinkedIn statistics only prove that LinkedIn is a powerful job searching tool among heavy, moderate, and casual job seekers alike.
On a weekly basis, 40 million users are using the platform to search for jobs on LinkedIn and 3 million members are taking advantage of the #OpenToWork photo frame. LinkedIn job search statistics also show that the platform sees over 100 million applications every month. Many of them note success as 3 people are hired every minute.
The COVID-19 pandemic changed the way people work. Many businesses turned to work from home, making the online connection more important than ever. As a result, many job-seekers searched for remote work to get through the rough times.
Linkedin recruiting statistics show that 122 million people have received an interview via LinkedIn. Another 35.5 million were hired by a person they have connected with on LinkedIn.
The majority of people choose LinkedIn for their social media-based recruitment efforts. A somewhat lower percentage of recruiters have turned to Facebook (55%). What’s interesting is that LinkedIn’s popularity among job recruiters has decreased from 2017, when 92% of them used it.
B2B marketers rely heavily on LinkedIn for distributing their content. It’s no wonder, considering that the platform drives half of the social traffic to B2B sites. Twitter is the second most popular platform for content distribution (89%), followed by Facebook (77%) and YouTube (77%).
Other social media networks rank significantly lower as sources of high-quality content. Only 29% of executives see Twitter as a leading platform in this area, while Facebook has an even smaller audience among content distributors (27%). These other social platforms represent quite a contrast, considering LinkedIn stats like these.
If we look at social media channels only, Facebook, Twitter, and LinkedIn are the top three choices for staying up-to-date with the latest news. The majority of internet users (76%) rely on their Facebook feeds for news. Twitter is the second most popular option among social media users (41%), while for 36% of users, LinkedIn is the place to go for the most recent news.
LinkedIn has established itself as one of the leading platforms for publishing and finding top-quality content. The network is also known for featuring long-form content, and over the years, LinkedIn members have become more active in producing it. This particular set of LinkedIn statistics showed impressive growth in just a few years. In 2014, LinkedIn users generated around 1,000 articles per month. The following year, the same number skyrocketed to 80,000 articles. The latest figures reveal that the LinkedIn feed sees more than 2 million posts, articles, and videos every day.
The number of members who publish their content weekly sits at 3 million, indicating that the publishing rate on LinkedIn is rather low. This translates into 0.01% of the monthly LinkedIn number of users. With all the potential publishing tools and the platform’s wide audience base, there aren’t many reasons, if any, not to post on the top professional network.
On LinkedIn, video is shared over 20x more than other forms of content. LinkedIn video stats reveal this is also the preferred method for consuming content — if the content is found in video and written format, 59% of executives would choose the first to consume it.
(Digital Information World, Hootsuite)
LinkedIn statistics show that “how-to” and list articles perform best on LinkedIn. Posts with titles that contain 40-49 characters see a performance boost. Further findings show that posts that have five headings gather the most views. The survey also revealed that long-form content of around 2,000 words and at least eight images performs better.
Both companies and individual members generated 60% more content compared to 2019 in an attempt to stay in touch with colleagues and contacts after the coronavirus outbreak. Also, the audiences were very engaged and the conversations between connections climbed by 55%.
LinkedIn posts with images see 2x higher engagement rates. Larger images further boost the posts’ performance, driving 38% higher click-through rates. Facts about LinkedIn say custom collages that include 3-4 images note great performance for organizations.
LinkedIn engagement skyrocketed in 2020. Not only content sharing went up by 50% but LinkedIn Live streams climbed by 89% since March. Data shows that professionals watched 4x LinkedIn Learning content in June 2020 compared to the same period in 2019.
LinkedIn Pages and Elevate allow companies to convert their employees into brand advocates. Statistics show that when an admin posts something, employees are 14x more inclined to share that content than other content types. Also, they drive 30% of the total engagement.
The three most effective organic social media networks for content marketers are LinkedIn, Twitter, and Facebook. LinkedIn is the preference for 95% of B2B marketers, whereas a smaller percentage of marketers turn to Twitter (86%) and Facebook (83%) for achieving their content marketing goals.
(Content Marketing Institute)
76% of B2B marketers reported LinkedIn is their primary paid social media channel. 66% of B2B marketers said they are using Facebook for the same purposes, whereas only 29% are using Twitter.
(Content Marketing Institute)
One of the essential LinkedIn statistics for businesses is this platform’s conversion rate. With LinkedIn’s rate standing at 2.74%, Facebook and Twitter trail behind. Facebook’s visitor-to-lead conversion rate is 0.77%, and Twitter has an even lower one, at 0.69%.
Lead generation experts agree that LinkedIn is one of the leading social media channels for generating leads. Out of the 89% of B2B marketers using LinkedIn for marketing purposes, 62% reported generating leads through this network. In contrast, of the 30% of marketers using Instagram as part of their lead generation strategy, only 5% saw results. Additionally, of LinkedIn’s 89% of B2B marketers, 43% said this social networking platform had generated revenue for them.
Social media is one of the most important aspects of digital marketing, and LinkedIn is once again best in class here. A staggering 96% of B2B digital marketing specialists include LinkedIn in their strategies. LinkedIn stats show that the network had a bigger advantage in the past, but due to Instagram’s increasing popularity among B2B marketers, LinkedIn’s dominance has seen a slight drop. However, the decrease is not significant enough to take LinkedIn off its digital marketing throne.
Not only does LinkedIn have a high visitor-to-lead conversion rate, but this network also attracts 80% of all B2B social media leads. Twitter ranks second, drawing 12.73% of all social media leads, while the percentage of social media leads coming from Facebook is 6.73%.
LinkedIn Ads have a high return on investment, according to 58% of B2B marketers. The LinkedIn stats from Emarketer show that the most effective social media platforms delivering value from paid ads are Facebook and LinkedIn. Twitter takes third place, with 39% of marketers seeing a high return on their investment, while the effectiveness of YouTube’s ads is four times lower than that of LinkedIn, according to the research.
Running ads on LinkedIn can help you reach 13% of the adult population. While this number might not be high compared to other social media platforms, keep in mind that you’ll advertise to a laser-focused user base that cares about what you have to offer.
(We Are Social)
LinkedIn user statistics show that the platform currently counts over 722 million members and 310 million monthly active users. 40% of LinkedIn MAUs are using the platform daily.
The networking site is used the most in the US where it counts 178 million users. India follows with 74 million members.
79.3% of LinkedIn users are younger than 34. Only 20.7% of users fall within the 35-55+ age bracket.
As per the latest LinkedIn statistics, users aged 25-34 are the largest demographic. They account for 60.1% of the platform’s user base.
Bill Gates is the most followed person on LinkedIn with 32.85 million followers. Next comes the Virgin Group’s Richard Branson with 18 million followers. He was also the first to reach a million followers. LinkedIn’s CEO, Jeff Wiener, has 10.7 million followers.
As much as 87% of recruiters are using LinkedIn to discover top talent to join their firm. LinkedIn recruiting statistics confirm that the recruiter platform counts over 1.6 million talent professionals. The unique platform helps them find, connect, and manage new team additions.
LinkedIn has over 16,000 employees across 30+ cities globally. Women make for 42% of LinkedIn’s leadership. The number of women in technical leadership roles increased by 79% over the past five years. Also, the company doubled the number of veteran employees since 2019.
Microsoft acquired LinkedIn for $196 a share totaling $26.2 billion. LinkedIn notes the largest Microsoft acquisition ever. LinkedIn growth in net revenue is evident—in 2020, it was estimated at $8.05 billion.
LinkedIn allows businesses to build a meaningful network, establish credibility, and gather insider industry expertise. Also, LinkedIn is the top network for hiring top-notch talent. LinkedIn statistics reveal that 30 million companies are already on the platform so there isn’t a reason why not join the largest professional network.