LinkedIn is the world’s largest professional network with over 850 million members worldwide. With so many users, LinkedIn appeals to a diverse range of professionals. However, research shows there are some common characteristics that define the typical LinkedIn user.
Age of LinkedIn Users
LinkedIn tends to attract an older demographic compared to other social networks. According to LinkedIn’s 2022 demographic data, the largest segment of LinkedIn users worldwide falls into the 25-34 age range, accounting for 33% of users. The second largest segment is 35-54 year olds, representing 31% of users. Only 9% of users are under the age of 25.
Age Range | Percentage of LinkedIn Users |
---|---|
18-24 years old | 9% |
25-34 years old | 33% |
35-54 years old | 31% |
55-64 years old | 18% |
65+ years old | 9% |
The popularity of LinkedIn among older demographics can be attributed to several factors. Older professionals tend to be more established in their careers and thus have a greater need for networking and career development. Younger demographics often prefer social networks like Facebook, Instagram and TikTok for socializing and may not yet be focused on career-building.
Gender Breakdown of LinkedIn Users
LinkedIn membership skews slightly more male than female. According to LinkedIn’s 2022 data, 57% of worldwide members are male and 43% are female. However, the gender gap has been slowly declining over time as more women join the platform.
The gender imbalance on LinkedIn is much less pronounced than on some other tech platforms. For example, Pew Research reports that 71% of Reddit users are men. The more balanced gender ratio on LinkedIn may reflect its universal appeal to all business professionals regardless of gender.
Geographic Distribution of Members
LinkedIn has an international reach, but its membership is concentrated in certain major professional hubs. As of 2022, LinkedIn’s top three markets are:
- United States: 172 million members
- India: 87 million members
- Brazil: 49 million members
Other top countries include the UK, France, Italy, China, Canada, Australia, and Spain. LinkedIn’s popularity in India highlights its growing user base among IT professionals in emerging digital economies.
Within the US, LinkedIn use correlates to areas with high levels of professional employment. The top 5 metro areas for LinkedIn penetration are:
- San Francisco Bay Area
- Austin
- Denver
- Seattle
- Raleigh-Durham
Major metropolitan areas with thriving technology, finance, marketing, and other white-collar industries tend to attract the most LinkedIn users.
Employment Status
Given its career-focused mission, it is no surprise that LinkedIn appeals overwhelmingly to working professionals. According to LinkedIn, 90% of members are employed full time or self-employed. Only 4% identify as unemployed and looking for work, and 6% are students.
In addition, LinkedIn users tend to be highly educated. 79% of members have a college degree or higher level of education. This underscores how LinkedIn caters to white-collar workers and serves more as a career development tool compared to casual social media platforms.
Job Functions
LinkedIn users come from diverse professional backgrounds. According to LinkedIn’s 2022 data, the top 5 job functions among its members are:
- Information Technology – 15%
- Corporate Services – 12%
- Education – 11%
- Marketing – 8%
- Software Development – 8%
Other major fields represented include financial services, healthcare, legal services, manufacturing, retail, government, and nonprofit work.
LinkedIn’s popularity across industries demonstrates its versatility as a networking platform. While tech and marketing professionals were early adopters, membership has expanded to encompass nearly every professional field.
Social Media Behavior
LinkedIn members actively engage with the platform. According to LinkedIn, users sign in 29 times per month on average. This compares to just 5.6 monthly logins for Facebook users.
LinkedIn’s feed elicits steady user engagement. The top types of content members interact with include:
- Thought leadership articles – 61% of users
- Industry news – 60% of users
- Career advice – 57% of users
- Professional events – 49% of users
Users also participate through options like joining groups, posting articles, commenting, and giving recommendations. Active social engagement enables meaningful professional networking.
Reasons for Using LinkedIn
When members were surveyed about their motivations, the top 5 reasons given for using LinkedIn were:
- Connecting with peers and colleagues – 55%
- Accessing industry news and ideas – 54%
- Enhancing professional image – 50%
- Exploring career opportunities – 44%
- Promoting themselves or their work – 41%
These motivations highlight the career-focused nature of LinkedIn as opposed to social media sites used more for entertainment or personal relationships.
Conclusion
While every member has unique reasons for using LinkedIn, data reveals typical patterns. The typical user tends to be college-educated, employed full-time, living in a major metropolitan area, and engaged in white-collar professional work. Members actively use LinkedIn for career development and networking versus casual socializing. These characteristics reflect LinkedIn’s standing as the world’s premier online network for business professionals.