Embarking on an ecommerce venture and not quite sure how to begin marketing? Considering the ever-increasing use of social media, this is a great first step when it comes to your internet marketing strategy.
From Facebook and Twitter to YouTube and Snapchat, your target audience can be found across many different social media platforms. But before launching yourself into social media marketing, you should consider the demographics and users of each of these platforms and their potential.
LinkedIn is one of the most popular social media sites in the world today and it calls itself “the world’s largest professional network.” Given its more formal and professional image, a LinkedIn strategy can differ greatly from that of other social media sites.
To understand how to optimize your LinkedIn marketing strategy, you’ll first need to understand the different LinkedIn demographics, including the number of LinkedIn users, its gender divide, LinkedIn’s advertising statistics, the average time spent on LinkedIn, etc.
In this article, we’ll list 10 important LinkedIn statistics you should consider when launching your ecommerce brand’s social media marketing strategy. Let’s jump right in!
- 1. Number of LinkedIn Users
- 2. LinkedIn Demographics: Gender
- 3. LinkedIn Demographics: Age
- 4. LinkedIn Demographics: Education
- 5. Average Time Spent on LinkedIn
- 6. LinkedIn for Business
- 7. LinkedIn’s Popularity Among B2B Marketers
- 8. Largest LinkedIn Audience for Advertising
- 9. LinkedIn’s Role in Buyer’s Journey
- 10. LinkedIn’s Mobile Traffic
- Summary: LinkedIn Statistics
1. Number of LinkedIn Users
LinkedIn boasts over 660 million users in more than 200 countries and territories across the globe (LinkedIn, 2019).
Officially launched in 2003, LinkedIn’s growth has been nothing short of phenomenal. In just two years, it amassed 1.6 million members.
Even so, this initial LinkedIn growth rate was relatively slow compared to the spurt it achieved after going public in 2011. In the five years that followed, LinkedIn nearly tripled its user base from 160 million to 400 million in. Just a year later in 2017, it crossed the half a billion mark.
Today, nearly half of the total number of LinkedIn users are monthly active users. And if that’s not a powerful enough LinkedIn statistic, consider this LinkedIn growth figure: more than two new members sign up for LinkedIn every second. That’s over 172,800 new users per day!
2. LinkedIn Demographics: Gender
Looking at LinkedIn’s demographics, and more specifically at the gender divide, the professional network is more popular among males than females.
57 percent of LinkedIn users worldwide are male, compared to 43 percent of females (Statista, 2019). LinkedIn statistics also suggest very different engagement habits with the platform between men and women.
Women are slightly more selective about their job applications and feel that they have to satisfy 100 percent of the stated requirements before applying (compared to just 60 percent by males). Interestingly, women also apply to 20 percent fewer jobs than men.
The tables turn, however, after the application process: women are 16 percent more likely than men to get hired after applying.
3. LinkedIn Demographics: Age
When setting up a LinkedIn ad campaign, you should also consider the LinkedIn age demographic.
37 percent of US adults – or more than one out of every three – aged between 30 and 49 years old use LinkedIn (Pew Research Center, 2019). This is the largest age group US LinkedIn users fall into, after which is the 18 to 29 years old age group making up 28 percent.
In terms of global usage, the majority of LinkedIn users – or 38 percent, to be exact – are between 25 and 34 years old. 35- to 54-year-olds account for 30 percent of the platform’s total user base, followed by 24 percent of users in the 18- to 24-year-old category.
It is also this latter group in which LinkedIn’s popularity is growing the fastest. As it stands, 18- to 24-year-olds make up a quarter of LinkedIn’s overall advertising audience.
4. LinkedIn Demographics: Education
When planning a LinkedIn ad campaign, it’s also important to consider other LinkedIn demographics such as the academic backgrounds of your target audience.
You may be interested to know that half of all US adults with college degrees use LinkedIn (Pew Research Center, 2018). In comparison, just 42 percent, 39 percent, and 32 percent of all college graduates in the US use Instagram, Pinterest, and Twitter respectively.
The usage of LinkedIn among US college graduates is, however, much lower than that of YouTube and Facebook. 85 percent and 77 percent of US adults who have graduated from college use YouTube and Facebook respectively.
5. Average Time Spent on LinkedIn
An average LinkedIn session lasts six minutes and seven seconds (SimilarWeb, 2019). During these six minutes, users visit an average of 6.17 pages before leaving, and just over a third of leave after having only visited one page.
The platform has 310 million monthly active users a month and the average user spends 17 minutes on the platform per month. The time spent increases, however, for LinkedIn users looking for new jobs, who can spend up to half an hour per day on the platform.
When planning a LinkedIn campaign, it’d be wise to make the most of this limited time window. If you’re wondering, the best time to post on LinkedIn is between 10 a.m. and 11 a.m. on Tuesdays, Wednesdays, and Thursdays.
But keep in mind that this prime slot may not apply to all audiences. In a campaign LinkedIn themselves worked on, the best time to engagement with C-suite level executives is way after regular working hours: 8 p.m. We’d advise conducting market research to better understand your target audience.
6. LinkedIn for Business
As a professional network, LinkedIn is popular not only among job seekers but also businesses, with more than 30 million companies listed on the platform (LinkedIn, 2019).
However, this doesn’t mean that all of these 30+ million businesses listings are created and managed by their respective companies as LinkedIn automatically generates business listings when a user adds experiences from organizations that are yet to be listed.
Even then, this still means that LinkedIn is about halfway to its goal of getting all 70 million companies in the world to have a profile on its network.
As it stands, these registered companies are listing over 20 million jobs on the platform. These LinkedIn statistics only go to show the dominance of the platform in the professional work environment.
In fact, LinkedIn statistics show that every single Fortune 500 company is represented on the platform by at least one upper-level representative.
7. LinkedIn’s Popularity Among B2B Marketers
Four out of every five B2B marketers use LinkedIn, compared to 91 percent of B2B marketers who use Facebook. That puts it ahead of Twitter, Instagram, and YouTube, which are used by 67 percent, 66 percent, and 54 percent of B2B marketers respectively.
Despite its popularity among B2B marketers, the professional network doesn’t seem to be quite as popular as a marketing platform for businesses as its rival, Facebook. Just 14 percent of marketers chose LinkedIn as the most important platform for their business, while 61 percent chose Facebook.
Marketing activities on LinkedIn may, however, be on the rise. 70 percent of B2B marketers are planning on increasing their organic activities on the platform – something to consider for your LinkedIn strategy.
8. Largest LinkedIn Audience for Advertising
With nearly 650 million users, LinkedIn is an advertising goldmine, especially for brands and companies trying to connect with professionals around the globe. To do so, it’s important to know the potential of your advertising reach.
According to the latest LinkedIn advertising statistics, over 600 million LinkedIn users can be reached through advertisements on the professional network. Of these, the US offers the largest group of LinkedIn advertising audience with a reach of 150 million users (DataReportal, 2019).
In fact, LinkedIn users in the US have the most potential to be reached via advertisements, with nearly three times as powerful a reach as second-placed India with 54 million users and third-placed China with 44 million users.
9. LinkedIn’s Role in Buyer’s Journey
Given the increasingly widespread use of social media these days, it should come as no surprise that social networks today have immense influence over a buyer’s purchase decision.
In fact, it is estimated that more than seven out of ten buyers are influenced by social media when deciding to purchase a product or service.
Of all the social networks, LinkedIn seems to have the upper hand. 52 percent of buyers list LinkedIn as the most influential channel during their research process (Demandbase, 2018). This is followed by 42 percent of buyers who list blogs as having the biggest influence on their research.
In general, buyers who rely on social media for their purchase decision do so to get recommendations and opinions and to connect with sellers.
10. LinkedIn’s Mobile Traffic
With the rise of the usage of mobile devices, mobile web traffic has logically increased along with it. As a matter of fact, overall mobile traffic is expected to increase five-fold between 2018 and 2024.
To further put things into perspective, the average smartphone user in the US currently consumes 8.6GB of data per month. This is expected to increase to 50GB come 2024.
Even though this is a relatively low figure compared to Facebook (at 88 percent) and YouTube (at 70 percent), the fact that LinkedIn gets most of its traffic from mobile devices should be a big enough motivation for ecommerce store owners to consider a mobile commerce strategy – at least for their LinkedIn marketing efforts.
These LinkedIn statistics serve to help you better understand the platform and its users. That way, you can mine its potential to the maximum to drive traffic from LinkedIn to your website.
So if you’re not already on it, you might want to consider jumping on the bandwagon and use these LinkedIn statistics to your advantage before your competitors who are already on there get too far ahead.
Summary: LinkedIn Statistics
Here’s a summary of the LinkedIn statistics you need to know in 2020:
- LinkedIn has over 660 million users in more than 200 countries and territories across the globe.
- 57 percent of LinkedIn users are male and 43 percent are female.
- 37 percent of US adults who use LinkedIn are between 30 and 49 years old.
- Half of all US adults with college degrees use LinkedIn.
- The average time spent on LinkedIn is six minutes and seven seconds per session.
- There are more than 30 million companies listed on LinkedIn.
- LinkedIn is the second-most popular social media platform among B2B marketers.
- The US has the largest LinkedIn advertising audience and offers a reach of 150 million users.
- 52 percent of buyers says LinkedIn has the most influence on their research process before purchasing a product.
- 57 percent of LinkedIn’s traffic is mobile.
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Is there anything else you’d like to know about LinkedIn statistics and wish was included in this article? Let us know in the comments below!