{"id":6575,"date":"2024-02-21T20:25:39","date_gmt":"2024-02-21T20:25:39","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/2024-linkedin-demographics-that-matter-to-marketers\/"},"modified":"2024-02-21T20:25:39","modified_gmt":"2024-02-21T20:25:39","slug":"2024-linkedin-demographics-that-matter-to-marketers","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/2024-linkedin-demographics-that-matter-to-marketers\/","title":{"rendered":"2024 LinkedIn Demographics That Matter to Marketers"},"content":{"rendered":"


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Whether you\u2019re trying to get new clients, get quality job applications, or build brand awareness, LinkedIn is the place to be for B2B marketers. Over 1 billion<\/a> business people use LinkedIn, making it the largest professional social network in the world.<\/p>\n

But how does your target demographic use LinkedIn? Is your target audience even on LinkedIn? How do you effectively reach them?<\/p>\n

Answers to those questions and more below, plus all the freshest LinkedIn demographic stats you need to know for your 2024 LinkedIn marketing efforts \u2014 and how to apply them to your LinkedIn ad campaigns.<\/p>\n

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Bonus:<\/strong> Download a free guide<\/span> that shows the 11 tactics Hootsuite\u2019s social media team used to grow their LinkedIn audience from 0 to 278,000 followers.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

LinkedIn age demographics<\/span><\/h2>\n

1. 47% of LinkedIn users<\/a> are millennials<\/h3>\n

Millennials make up the majority of users on LinkedIn with 47% falling into this generation. The Millennial generation includes those born between 1981-1996<\/a>, making them between ages 28 and 43 in 2024.<\/p>\n

Comparatively, 29% of LinkedIn users are part of Gen X and 15% part of Gen Z, although that will continue growing rapidly in the coming years.<\/p>\n

\"percentage<\/a><\/figure>\n

Source: <\/em>Statista<\/em><\/a><\/p>\n

2. 60% of LinkedIn users<\/a> are between ages 25-34<\/h3>\n

Straddling the line between Gen Z and Millennials, 60% of users are between the ages of 25 and 34. It\u2019s important to keep this majority in mind when planning your LinkedIn content strategy<\/a> (along with your own audience targeting research, of course).<\/p>\n

\"percentage<\/a><\/figure>\n

Source: <\/em>Statista<\/em><\/a><\/p>\n

3. 30% of U.S. adults<\/a> use LinkedIn<\/h3>\n

That\u2019s about the same as TikTok, with 33% of American adults using that platform. LinkedIn doesn\u2019t get talked about as much as trend darling TikTok, but this stat shows how powerful the platform can be for reaching your target audience.<\/p>\n

\"most<\/a><\/figure>\n

Source: <\/em>Pew Research<\/em><\/a><\/p>\n

4. LinkedIn reaches diverse audiences<\/a><\/h3>\n

LinkedIn doesn\u2019t have the most users in any one category compared to other social platforms, but it does reach a wide variety of people from different cultural backgrounds, income levels, age ranges, and more.<\/p>\n

From a professional point of view, LinkedIn is a must-have.<\/p>\n

\"how<\/a><\/figure>\n

Source: <\/em>Pew Research<\/em><\/a><\/p>\n

5. LinkedIn reaches 21% of U.S. adults ages 18-24<\/a><\/h3>\n

LinkedIn definitely isn\u2019t going to be your go-to way to reach Gen Z, except in a professional capacity, but it does show once again that LinkedIn isn\u2019t just for the \u201colder\u201d crowd.<\/p>\n

Hiring managers especially should keep this in mind.<\/p>\n

\"social<\/a><\/figure>\n

Source: <\/em>MarketingCharts<\/em><\/a><\/p>\n

6. 38% of LinkedIn users<\/a> ages 30-49 regularly get news on the platform<\/h3>\n

That\u2019s on par with other top social media platforms like TikTok (40%), YouTube (38%), and Facebook (40%).<\/p>\n

\"demographic<\/a><\/figure>\n

Source: <\/em>Pew Research<\/em><\/a><\/p>\n

7. 30% of users ages 18-29<\/a> also regularly get their news on LinkedIn<\/h3>\n

This is included in the chart above, but it bears stating on its own. While more 18-29 year olds get their news from TikTok (44%) and Reddit (48%), 30% is still a considerable portion of this age demographic.<\/p>\n

If you regularly post about either world or industry events, don\u2019t fall into the trap of assuming your LinkedIn audience skews older. Almost a third of the people seeing your content are likely to be part of Gen Z.<\/p>\n

LinkedIn gender demographics<\/span><\/h2>\n

8. 57% of LinkedIn users<\/a> are male<\/h3>\n

The survey only allowed for choices of male or female, but 57% of survey respondents identify as male.<\/p>\n

\"percentage<\/a><\/figure>\n

Source: <\/em>Statista<\/em><\/a><\/p>\n

9. \u201cShe\/they\u201d is the third most popular pronoun<\/a> used by LinkedIn users<\/h3>\n

While this survey didn\u2019t include actual usage figures, \u201cshe\/they\u201d was found to be the third most popular pronoun after \u201che\/him\u201d and \u201cshe\/her,\u201d and followed by \u201che\/they,\u201d \u201cthey\/she,\u201d and \u201cthey\/he.\u201d<\/p>\n

10. 3.3 million LinkedIn users are likely transgender or non-binary<\/h3>\n

While there are no official LinkedIn statistics for this, a recent study found 1.6 million people<\/a> located in the U.S. over age 13 identify as either transgender or non-binary, which is 0.6% of the population.<\/p>\n

In Canada, the most recent census data available shows 0.33% of Canadians<\/a> identify as transgender or non-binary, about 1 in 300 people.<\/p>\n

If we assume 1 in 300 LinkedIn members also identify as either transgender or non-binary, that would be about 3.3 million people based on LinkedIn\u2019s 1 billion strong user base.<\/p>\n

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11. 42% of LinkedIn\u2019s leadership<\/a> identify as women<\/h3>\n

This is great to see as the global average of women in the C-suite stands at only 28%<\/a>, and 36% for senior management positions, according to McKinsey.<\/p>\n

\"Representation<\/a><\/figure>\n

Source: <\/em>McKinsey<\/em><\/a><\/p>\n

LinkedIn income demographics<\/span><\/h2>\n

12. LinkedIn users have twice the buying power<\/a> of the average online audience<\/h3>\n

Perhaps in line with the income range stats above, LinkedIn audiences have roughly twice the buying power of audiences elsewhere. That also aligns with the platform\u2019s B2B-focused audience.<\/p>\n

How do you reach these decision makers? By knowing when the best time to post on LinkedIn<\/a> is\u2026 which Hootsuite tells you, unique to your specific audience, industry, and analytics results. Plus, auto-schedule your content to publish during your best times with one click.<\/p>\n

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Start free 30-day trial<\/a><\/p>\n

13. 54% of U.S. LinkedIn users<\/a> have a high income<\/h3>\n

LinkedIn is the second most popular social platform among people in the United States with high incomes with 54% of users falling into this income bracket. BeReal is first with 66% of users having a high income.<\/p>\n

29% of LinkedIn users have a middle income and 16% have a low income.<\/p>\n

\"percentage<\/a><\/figure>\n

Source: <\/em>Statista<\/em><\/a><\/p>\n

\u201cHigh,\u201d \u201cmiddle,\u201d and \u201clow\u201d weren\u2019t defined in income ranges in that study, but a recent survey<\/a> by Pew Research found similar results: 53% of respondents earning over $100,000 use LinkedIn, 34% of people earning between $70,000 and $99,000 do, 19% of people earning between $30,000 and $69,000 do, and 13% of people earning under $30,000 do.<\/p>\n

\"How<\/a><\/figure>\n

Source: <\/em>Pew Research<\/em><\/a><\/p>\n

14. 32% of U.S. adults<\/a> would make a purchase from LinkedIn<\/h3>\n

This is slightly up from 30% in 2022, following the trend of people being more familiar and comfortable with social media commerce<\/a> across all major social platforms.<\/p>\n

\"social<\/a><\/figure>\n

Source: <\/em>MarketingCharts<\/em><\/a><\/p>\n

15. 32% of LinkedIn users<\/a> have a Master\u2019s or Doctorate degree<\/h3>\n

Almost a third of LinkedIn users have either a Master\u2019s or Doctorate degree, or equivalent. While not the same thing as income, higher education levels tend to correlate with higher incomes.<\/p>\n

Another third (33%) hold Bachelor\u2019s degrees, while 15% have a technical or vocational training background.<\/p>\n

\"percentage<\/a><\/figure>\n

Source: <\/em>Statista<\/em><\/a><\/p>\n

16. 80% of B2B marketers<\/a> use LinkedIn<\/h3>\n

It shouldn\u2019t be a surprise that B2B marketers love LinkedIn the most of all social platforms. Wondering how to make the most of LinkedIn for your business? Check our complete guide to using LinkedIn for business<\/a>.<\/p>\n

\"social<\/a><\/figure>\n

Source: <\/em>eMarketer\/Inside Intelligence<\/em><\/a><\/p>\n

LinkedIn location demographics<\/span><\/h2>\n

17. LinkedIn ads reach 75% of the U.S. population<\/a><\/h3>\n

LinkedIn ad reach varies around the world, with a total possible ad reach of 75.4% of people in the U.S. By comparison, LinkedIn ads can reach 70% of people in Ireland, 66.9% of Canadians, 65.4% of people in the United Kingdom, just to name a few.<\/p>\n

\"LinkedIn<\/a><\/figure>\n

Source: <\/em>Statista<\/em><\/a><\/p>\n

18. 214 million people<\/a> in the U.S. use LinkedIn<\/h3>\n

The United States has the largest user base for LinkedIn: 214 million members, which is 77.4% of the total U.S. population over age 18, as of the most recent census<\/a>.<\/p>\n

\"global<\/a><\/figure>\n

Source: <\/em>LinkedIn<\/em><\/a><\/p>\n

19. 75% of LinkedIn users<\/a> live outside the United States<\/h3>\n

With over a billion users, LinkedIn is a global leader in professional networking. Whether you\u2019re trying to target audiences in the U.S. or elsewhere in the world, LinkedIn is the place to be for B2B.<\/p>\n

Source: <\/em>LinkedIn<\/em><\/a><\/p>\n

20. LinkedIn has users in 200 countries<\/a> worldwide<\/h3>\n

As said before, that includes 1 billion people, as well as over 67 million companies, and 134,000 schools.<\/p>\n

LinkedIn says 238 million users are in North America, 267 million in Europe, 286 million in the Asia-Pacific region, 160 million in Latin America, and 62 million in the Middle East and Africa.<\/p>\n

21. 99 million LinkedIn users<\/a> live in India<\/h3>\n

The United States has the most LinkedIn users at 200 million (LinkedIn\u2019s own statistics say 214 million), but India comes in second with 99 million users.<\/p>\n

China has 60 million LinkedIn users, Brazil is a close fourth with 59 million, and the United Kingdom rounds out the top five with 35 million.<\/p>\n

\"LinkedIn<\/a><\/figure>\n

Source: <\/em>Statista<\/em><\/a><\/p>\n

22. 7 in 10 people<\/a> in Singapore have a LinkedIn profile<\/h3>\n

Next to the United Arab Emirates and the United States, Singapore has the third highest potential reach rate on LinkedIn, reaching 72% of the population over age 18.<\/p>\n

\"LinkedIn<\/a><\/figure>\n

Source: <\/em>DataReportal<\/em><\/a><\/p>\n

23. Most LinkedIn users (36%) live in the suburbs<\/a><\/h3>\n

36% of LinkedIn users live in a suburban area, compared to 31% in an urban area and only 18% live rurally.<\/p>\n

\"usage<\/a><\/figure>\n

Source: <\/em>Pew Research<\/em><\/a><\/p>\n

24. 84% of U.S. LinkedIn users<\/a> could see 25% of their jobs being automated by AI<\/h3>\n

It seems like everyone is talking about generative AI<\/a> and its impact on our work lives and LinkedIn is no exception. Workers are either excited to use it to free up time or worried it will take their job (or both).<\/p>\n

Since AI will impact most of our work at some point, talking about it on LinkedIn can earn you valuable views and connections.<\/p>\n

\"US<\/a><\/figure>\n

Source: <\/em>LinkedIn<\/em><\/a><\/p>\n

How to pick the right demographics for your LinkedIn ad campaign<\/span><\/h2>\n

You don\u2019t need to be super specific when targeting your LinkedIn ads. If you\u2019re new to LinkedIn advertising<\/a>, it\u2019s often a better idea to keep targeting broad and narrow it down over time as you learn more about your audience.<\/p>\n

The only LinkedIn demographic you need to have to run an ad campaign is location<\/strong>.<\/p>\n

Besides that, you can also target by:<\/p>\n