There is no social network more catered to business professionals than LinkedIn. Whether you’re a recruiter looking for top notch prospects, a content creator looking to publish an article, or a marketer hoping to reach the most valuable audience, LinkedIn is a powerful platform.
Before you begin your social strategy, it’s a good idea to familiarize yourself with LinkedIn demographics that could impact your efforts.
You wouldn’t want to invest any time or resources into a social media site that wouldn’t help you achieve your goals. Thankfully, LinkedIn’s huge user base means you won’t have to worry about coming up short here.
Every month, approximately 106 million users log on and engage with content they find on the site. This doesn’t even account for the 414 million total users of LinkedIn.
With such large general user base, the following LinkedIn demographics can help you narrow down your targeting efforts further.
LinkedIn gender demographics
When it comes to the gender of users, LinkedIn doesn’t discriminate. However, there are slightly more male-identified users than female. According to Expanded Ramblings, 44 percent of LinkedIn users are female, compared to 56 percent who are male.
Additionally, the Pew Research Center found that 25 percent of all female internet users are LinkedIn members, while 26 percent of all male Internet users are on the site.
LinkedIn age demographics
Age may only be a number, but it’s one that can have an important impact on your targeting efforts. Different age ranges often have different buying needs, so you’ll need to consider which age group is most valuable to your business.
If you’re looking to target the highly-desired under-30 age bracket, LinkedIn isn’t a bad place to start. Almost a quarter of LinkedIn users are aged 18 to 29. This age group is notoriously sought after by marketers due to their high buying power and stage of life. Many in this age bracket are starting (or looking for) their first real job, establishing their career, getting married or solidifying partnerships, finding a home, and starting families. Whether you’re looking to recruit potential employees or promote a product, the under-30 crowd is one you’ll find on LinkedIn.
Another key age bracket represented on LinkedIn is those aged 30 to 64 years old – 61 percent of LinkedIn users fall within this age group. These individuals typically have more established careers, and have the most buying power out of all the age groups as they’re at the peak of their earning potential.
This group also buys the most consumer goods – an important factor if you’re looking to sell. This isn’t surprising, when we consider the average age of a Fortune 500 CEO is 58-years-old.
If you’re looking to target a more mature audience, 21 percent of LinkedIn users are over the age of 65. Those over 65 have the most work experience, and could be using LinkedIn to not only connect with colleagues, but seek resources (such as articles and education). As for their purchasing power, this group has discerning taste and specific needs. With more leisure time than any of the other age groups, users of this age are open to branded marketing initiatives.
LinkedIn income demographics
As a marketer, this demographic breakdown is probably the most interesting. Most businesses need paying customers to stay afloat, so the fact that over 44 percent of LinkedIn users have incomes over $75,000 is quite the attractive tidbit.
Not only that, but over 75 percent of LinkedIn users have incomes of over $50,000. This means that these are people you want your message to reach. A full 50 percent of B2B buyers use LinkedIn when making purchasing decisions, with 76 percent preferring to use recommendations from their professional networks, the site is essentially “built for social selling.”
Knowing information about the average salary of your target demographic helps you understand their lifestyle and purchasing habits. With this information, you can make better business decisions in the future.
LinkedIn location demographics
If you’re looking for a LinkedIn audience, you might want to target those beyond the United States. LinkedIn users are active in over 200 countries and territories around the world, with 70 percent located outside of the U.S.
What is most interesting about users outside of the U.S. is their dedication to mobile use. Mobile activity accounts for more than 50 percent of all of LinkedIn’s global traffic, where “members in dozens of locations including Costa Rica, Malaysia, Singapore, Sweden, United Arab Emirates, and the United Kingdom, use LinkedIn more on their mobile devices than on their desktop computers.”
LinkedIn sees over 15 million profile views, 1.45 million job views, and 44,000 job applications from over 200 countries around the world every single day on mobile. While the U.S. has the most LinkedIn members, not far behind are India and Brazil. Great Britain and Canada come in at the fourth and fifth spots, respectively. When looking to target LinkedIn members, consider the vast size, reach, and diversity of the global workforce.
Recognizing the ways different groups use LinkedIn is key for your marketing strategy. Once you know information about your audience, and how they use social you’re able to much better understand their needs and find ways to solve their pain points. In understanding your customers on LinkedIn, you’re able to customize your business model to match.