LinkedIn Audience Demographics: LinkedIn Stats to Know in 2024

Explore the latest LinkedIn audience demographics for 2024. Gain essential stats, trends, and insights to inform and refine your strategy effectively.

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Gone are the days when LinkedIn was solely used as a job search platform. With a staggering user base of over 1 billion from around the globe, LinkedIn has evolved into a comprehensive hub catering to both individuals and companies striving for professional growth.

But how do we know?

We know this because we have the data.

And in this article, we will share all those data and insights with you. Let’s go!

But before diving in, let’s understand why it is important.

Importance of Understanding LinkedIn Audience Demographics

Understanding LinkedIn audience demographics is crucial for businesses and professionals leveraging the platform. It acts as a compass for targeted marketing efforts, ensuring content and ads resonate with specific segments of the audience. Demographic insights enable tailored content strategies, effective recruitment efforts, and strategic networking endeavors.

Also, it provides valuable feedback on brand perception and promotes competitive analysis. Ultimately, grasping the demographics of LinkedIn users allows individuals and organizations to optimize their presence, foster meaningful connections, and achieve their goals in their professional journeys.

General LinkedIn User Demographics - 2024 Stats on Key Metrics

LinkedIn General Statistics

Ready to dive deep into general LinkedIn stats? Let’s go!

LinkedIn boasts a global user base of over 1 billion individuals spanning across 200 countries. Its demographics feature a notable concentration of affluent users, including 65 million decision-makers and 10 million C-level executives.

Source: LinkedIn

Key insights about LinkedIn's demographics and user behavior include:

  • Males constitute 56.3% of LinkedIn users, while females make up 43.7%.
  • The majority, or 60%, of LinkedIn users fall within the 25-34 age range.
  • Over 75% of LinkedIn's user base resides outside the United States.
  • In the U.S., 57% of LinkedIn users are male, and 43% are female.
  • There are over 65M companies listed on LinkedIn.
  • A Q3 2022 study revealed that 40% of internet users aged 46-55 utilize LinkedIn.
  • Millennials represent 21.7% of LinkedIn's global user base.
  • Since its launch in 2021, more than 9 million users have activated creator mode.
  • Opinion leaders and influencers: LinkedIn hosts over 17 million opinion leaders and 180 million senior-level influencers.
  • There are 214 million LinkedIn users in the United States.
  • 60% of LinkedIn users in the United States have an annual income of $100,000 or more.
  • After the United States, India ranks second with 120 million users, followed by Brazil with 71 million users, and China with 60 million users, making them the countries with the highest numbers of LinkedIn users.
Source: Statista

LinkedIn Usage Statistics

LinkedIn serves as a treasure trove of knowledge for professionals seeking insights into the latest industry trends. 

Brands and businesses leverage various LinkedIn content formats to amplify their voice, often relying on employee advocacy to promote their message effectively.

Here are some of the stats related to LinkedIn usage statistics

  • 16.2% of LinkedIn users engage with the platform daily, with 48.5% being active on a monthly basis.
  • LinkedIn receives a staggering 77 job applications per second.
  • 48% of recruiters on LinkedIn utilize skills data to identify potential candidates for job vacancies.
  • Weekly, approximately 65 million individuals utilize LinkedIn for job search purposes.
  • On average, LinkedIn facilitates the hiring of six individuals every minute.
  • 57% of LinkedIn's traffic originates from smartphones.
  • Employee engagement contributes to 30% of a company's LinkedIn post interactions, with employees being 14 times more likely to share content from their employer.
  • 16.2% of users access LinkedIn through its application daily, while 48.5% do so on a monthly basis.
  • In Q3 of 2022, LinkedIn witnessed an impressive 15.4 billion sessions.
  • The United States accounts for 23% of LinkedIn's overall traffic.
  • 41% of millionaires are active LinkedIn members.
  • Over 92% of Fortune 500 companies utilize LinkedIn for various purposes.
  • LinkedIn is the preferred source of professionally relevant content for 91% of executives.
  • 97% of B2B marketers incorporate LinkedIn into their content marketing strategies.
  • LinkedIn feeds amass an astonishing 9 billion content impressions weekly.
  • Daily, LinkedIn hosts 2 million posts, articles, and videos.
  • Approximately 3 million users actively contribute content to LinkedIn every week.
  • However, only 1 million users have published articles on the platform.
  • Around 45% of LinkedIn article readers hold upper-level positions.
  • While 39% of users never share content, 16% regularly share multiple posts each week.
  • On average, users spend 7 minutes and 38 seconds per visit on LinkedIn.
  • Users typically view an average of 7.9 pages on LinkedIn before departing.
  • LinkedIn Live streams have experienced a remarkable 437% year-on-year increase in views.
  • 2% of LinkedIn users have yet to join any groups on the platform.
  • LinkedIn hosts a comprehensive list of 41,000 skills.
  • Approximately 39% of users hold LinkedIn premium accounts.
  • Every minute at least 6 people are hired through LinkedIn.

LinkedIn Engagement Statistics

Did you know that a staggering 99.63% of LinkedIn search traffic comes solely from organic searches? And that's not all; LinkedIn engagement has witnessed significant improvement over the years. 

Here are some of the latest LinkedIn engagement stats:

  • According to 77% of content marketers, LinkedIn is renowned for delivering the highest organic results.
  • Posts on LinkedIn ranging between 1800-2100 words exhibit the highest performance and engagement rates, emphasizing the dominance of long-form content on the platform.
  • Users who activate Creator Mode experience a 50% surge in their follower count.
  • Content crafted by Creator accounts garners a substantial 30% increase in engagement.
  • LinkedIn posts featuring images enjoy double the engagement rate compared to those without.
  • Posts with titles spanning 50-60 characters demonstrate the most optimal performance.
  • A significant 60% of LinkedIn users actively seek out industry insights.
  • Annually, LinkedIn users collectively view a staggering 443 billion feed updates.
  • Content on LinkedIn garners 15 times more impressions than job postings.
  • Over 3 million LinkedIn members consistently publish content on a weekly basis.
  • Businesses maintaining an active LinkedIn Page witness a substantial increase in page views, impressions, and clicks per follower, with figures reaching up to 5 times, 7 times, and 11 times, respectively.
  • Companies that post weekly on LinkedIn observe a doubling in engagement rates.
  • Video posts on LinkedIn have a 20 times higher likelihood of being reshared by users.
  • LinkedIn users possess double the purchasing power compared to the average web audience.
  • Profiles with 'Complete' information receive 30% more weekly views on LinkedIn.
  • Including links in updates leads to a 45% increase in engagement.
  • Approximately 22.04% of LinkedIn traffic originates from search queries alone, with an overwhelming 99.63% stemming from organic searches.
  • 98% of marketers on LinkedIn agree that personalization plays a vital role in enhancing customer relationships.
  • Companies posting 20 times monthly on LinkedIn reach at least 60% of their unique audience.
  • Including links in posts drives twice the engagement compared to posts without links.
  • On average, images result in a 98% higher comment rate on LinkedIn.
  • Links to YouTube videos are directly playable within the LinkedIn feed, typically resulting in a 75% higher share rate.
  • Complete and updated LinkedIn accounts attract 40 times more opportunities.
  • LinkedIn articles featuring 8 images and 5, 7, or 9 headlines are four times more engaging.
  • Messages sent on LinkedIn have witnessed a 35% year-over-year increase.
  • Weekly LinkedIn members who actively engage with content are five times more likely to return daily.
  • Members with 5 or more skills listed on their LinkedIn profiles are connected 33 times more frequently by recruiters and garner up to 17 times more views.

Also read: How to use Authentication, Search & Conversion Linkedin API

LinkedIn Business Statistics

LinkedIn stands out as a powerful platform for businesses, irrespective of their size. Whether it's lead acquisition or traffic generation, LinkedIn excels in meeting the diverse needs of businesses seeking to promote their services or products.

Here are the business-related LinkedIn statistics-

  • 4 out of 5 individuals on LinkedIn hold decision-making authority in business matters.
  • LinkedIn's revenue grew by 9% year-over-year (or 8% adjusted for currency fluctuations) in the second quarter of fiscal year 2024.
  • LinkedIn’s revenue surpassed $15 billion for the first time in Q4 FY23.
  • 40% of B2B marketers surveyed cited LinkedIn as the most effective platform for generating high-quality leads.
  • 93% percent of B2B content marketers use LinkedIn for their organic social marketing strategy.
  • LinkedIn Live streams garner seven times more reactions and 24 times more comments compared to regular video content.
  • Companies maintaining a complete and active LinkedIn Page witness a 5x increase in page views.
  • 73% percent of buyers exhibit more interest in salespeople who engage with them via LinkedIn.
  • LinkedIn hosts over 10,000 business-to-business software product pages.
  • 46% percent of social media traffic directed to company websites originates from LinkedIn.
  • 65% percent of B2B companies have successfully acquired customers through LinkedIn.
  • Lead Gen Forms on LinkedIn can boost conversions by threefold.
  • 89% percent of B2B marketers rely on LinkedIn for lead generation.
  • 62% percent of B2B marketers effectively generate leads on LinkedIn, surpassing the performance of other social channels.
  • InMail messages on LinkedIn boast a 300% higher response rate than traditional email, achieving a hit rate between 10-25%.
  • 80% of B2B leads generated from social media platforms originate from LinkedIn.
  • 97%percent of B2B marketers utilize LinkedIn to support their content marketing strategies.
  • According to LinkedIn, an average of ten content pieces are considered before making a purchase decision.

Also Read: How to get Email Address from LinkedIn API

LinkedIn Advertising Statistics

While LinkedIn boasts exceptional organic reach, marketers continue to use ads for audience segmentation and precise targeting. Brands on LinkedIn have observed a 33% surge in purchase intent as a direct result of ad exposure on the platform.

  • An ad on LinkedIn has the potential to reach 14.6% of the world's population.
  • Brands have experienced a notable 33% increase in purchase intent due to ad exposure on LinkedIn.
  • A staggering 97% of B2B content marketers use LinkedIn ads.
  • A significant 79% of content marketers attest to LinkedIn ads producing the best results.
  • Marketers witness up to a twofold increase in conversion rates on LinkedIn.
  • LinkedIn's cost per lead is 28% lower than that of Google Ads.
  • LinkedIn users exposed to business and acquisition messages are six times more likely to convert.
  • More than half of LinkedIn marketers aim to run product and demand campaigns concurrently.
  • According to 69% of marketers, hyper-targeting yields superior results compared to broader approaches on LinkedIn.
  • The global average click-through rate (CTR) for sponsored content on LinkedIn ranges between 0.44% and 0.65%.
  • Incorporating higher-resolution images results in a 38% higher CTR.
  • Integrating a Lead Generation form into messaging ads can lead to 4x more leads.
  • LinkedIn generates a Return on Ad Spend (ROAS) two to 5x higher than other social media platforms.
  • LinkedIn is two to four times more effective than other display media in the education industry.

How to Access Demographic Data Using the LinkedIn API

Unfortunately, LinkedIn restricted public access to its API in 2015. Currently, access is granted selectively to approved partners. Even with approval, retrieving user data like demographics might require specific permissions and compliance with LinkedIn's terms.


LinkedIn in 2024 has transformed from a job search platform into a powerful ecosystem serving individuals and businesses alike. Understanding LinkedIn user statistics is crucial for targeted marketing and networking. 

The platform's engagement statistics highlight its significance as a hub for professional interaction and content dissemination. Businesses benefit from LinkedIn's powerful advertising features, driving purchase intent and lead generation. LinkedIn's enduring importance lies in its capacity to facilitate growth, connection, and success in the professional world.

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Sreshtha Das

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