Research Summary. LinkedIn has firmly established itself in the social media universe, especially where job searches and B2B marketing is concerned. Here are some statistics about LinkedIn:
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It’s estimated that there are 900 million LinkedIn members worldwide.
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There are about 66.8 million monthly active LinkedIn users in the U.S.
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LinkedIn has users across over 200 countries.
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More than 58 million businesses have LinkedIn accounts.
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16.2% of LinkedIn users use LinkedIn daily.
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More than 65 million decision-makers are on LinkedIn.
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87% of recruiters find LinkedIn the most effective platform for vetting job candidates.
For further analysis, we broke down the data in the following ways:
User Demographics | User Behavior |
Marketing | Sales | Trends and Projections | Job Searching
General LinkedIn Statistics
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In 2022, LinkedIn earned $13.8 billion in revenue.
This is an increase of about $3.5 billion from the year before, when it earned $10.3 billion.
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There are about 200 million LinkedIn users in the U.S.
That means that almost 77.5% of U.S. adults have LinkedIn accounts.
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There are about 66.8 million monthly active LinkedIn users in the U.S.
About 48.5% of LinkedIn users are active each month, and 16.2% are active daily.
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The U.S. and India are the two countries with the highest number of LinkedIn users.
The remaining three of the top five include China, Brazil, and the United Kingdom.
Here is the breakdown of how many LinkedIn users each country has:
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U.S. – 200 million
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India – 99 million
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China – 60 million
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Brazil – 59 million
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United Kingdom – 35 million
France, Indonesia, Canada, Mexico, and Italy round out the top ten list.
LinkedIn Users By Country
Country Number of LinkedIn Users in 2023 United States 200M India 99M China 60M Brazil 59M United Kingdom 35M France 26M Indonesia 23M Canada 21M Mexico 19M Italy 17M -
LinkedIn Statistics by User Demographics
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There are over 65 million company decision-makers on LinkedIn.
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51% of U.S. college graduates are on LinkedIn.
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59.1% of LinkedIn users are between 25 and 34 years old.
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20.4% of LinkedIn users are between 18 and 24 years old.
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17.7% of LinkedIn users are between the ages of 35 and 54.
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2.9% of LinkedIn users are age 55 or older.
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42.8% of LinkedIn users are female, and 57.2% are male.
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More than 57 million LinkedIn accounts belong to businesses, and 120,000 belong to schools.
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Four out of five LinkedIn users drive business decisions at their place of employment.
LinkedIn Statistics by User Behavior
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Most LinkedIn users have less than 500 connections.
More specifically, 54% have less than 500. This is by far the majority of users, as 27% have 501-999, 12% have 1,000-1,999, and 3% have 2,000-2,999 connections.
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About 39% of LinkedIn users have paid Premium subscriptions.
There are a few different versions of this subscription designed to fit several groups of people: Employees looking for jobs, business owners, sales and marketing teams, and recruiters.
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LinkedIn was voted the number one most trustworthy social media platform by users.
50% of survey respondents said they agreed or strongly agreed that LinkedIn protects their privacy and data. The next-highest ranking was Pinterest, with 43% saying the same. Facebook ranked last, with just 30% saying that they felt the platform protects users’ privacy and data.
LinkedIn Statistics by Marketing
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Ads run on LinkedIn can reach 160 million users in the U.S.
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LinkedIn posts that include at least one link see 45% more engagement than those that don’t have a link.
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Marketers see conversion rates that are twice as high on LinkedIn as they are on other platforms.
LinkedIn Statistics by Sales
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40% of B2B marketers consider LinkedIn to be the most effective channel for high-quality leads.
In addition, LinkedIn was rated the number one platform for lead generation by B2B marketers in general.
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Ad exposure on LinkedIn results in a 33% increase in purchase intent.
This means that when brands’ potential customers see ads on LinkedIn, their intent to make a purchase from those brands has been shown to go up by as much as 33%.
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Customers who see brand messages on LinkedIn are six times more likely to convert.
This means that when companies advertise on LinkedIn, the customers that see those ads are six times more likely to make a purchase, sign up for an email update, or visit a website – whatever the marketer’s goal is in running the ad.
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52% of B2B buyers said that LinkedIn had the biggest impact on their research and buying process.
Blogs were ranked as the second-strongest influence in the B2B buying process, with 42% saying that they had the biggest impact on their research.
LinkedIn Trends and Projections
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The number of monthly active LinkedIn users in the U.S. has increased from 53.8 million in 2018 to 66.8 million in 2022.
The year-by-year breakdown is as follows:
LinkedIn Number of Monthly Active Users
Year Number of Monthly Active Users 2022 66.8 million 2021 64.7 million 2020 62.1 million 2019 58.5 million 2018 53.8 million -
LinkedIn’s annual revenue has grown from about $243 million in 2010 to about $13.8 billion in 2022.
Here is the breakdown of the revenue LinkedIn has earned each year during this ten year span:
LinkedIn Annual Revenue (2010 – 2022)
Year Revenue 2022 $13.8 billion 2021 $10.3 billion 2020 $8 billion 2019 $6.7 billion 2018 $5.2 billion 2017 $4.5 billion 2016 $3.7 billion 2015 $2.9 billion 2014 $2.2 billion 2013 $1.5 billion 2012 $972 million 2011 $522 million 2010 $243 million -
LinkedIn saw a 34% year-on-year increase in revenue from 2021 to 2022.
During this time, the company’s revenue grew from $10.3 billion in 2021 to $13.8 billion in 2022, an increase of about $3.5 billion.
LinkedIn Statistics by Job Searching
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There are 77 job applications submitted on LinkedIn every second.
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49 million people search for jobs on LinkedIn each week.
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There are six people hired on LinkedIn every second.
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75% of workers who recently changed jobs used LinkedIn to research their job and career options.
LinkedIn Statistics FAQ
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Yes, LinkedIn is still relevant. While its status as the guaranteed solution for finding a job or job candidates varies for each user, LinkedIn is still a relevant part of the hiring process.
87% of recruiters say that LinkedIn is the most effective method of vetting job candidates, and 75% of workers who have recently changed jobs used LinkedIn during their career research process, showing that LinkedIn is still a valuable resource for both recruiters and jobseekers.
In addition, every second, there are 77 job applications submitted and six people hired on LinkedIn, with 49 million people searching for jobs on the platform every week.
Not only are professionals using LinkedIn to find jobs and job candidates, but LinkedIn has also become a valuable tool for B2B marketers and buyers: 52% of B2B buyers say that LinkedIn has the biggest impact on their research process, and 40% of B2B marketers say that LinkedIn is the most effective channel for finding high-quality leads.
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About 900 million people use LinkedIn around the world, and 180 million use it in the U.S. The U.S. accounts for the greatest share of LinkedIn users, with India coming in second place with 83 million users. China comes after that with 60 million, then Brazil with 52 million, and the United Kingdom with 34 million.
France, Indonesia, Canada, Mexico, and Italy follow behind the previous five, rounding out the top ten list.
The U.S. has about 66.8 million monthly active LinkedIn users, which means that about 48.5% of the country’s LinkedIn users log in at least once a month. 16.2% are active on the platform on a daily basis.
Worldwide, about 39% of LinkedIn users have paid Premium subscriptions, whether they’re job-hunters, business owners, sales and marketing professionals, or recruiters.
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How many connections does the average LinkedIn user have?
Most LinkedIn users have less than 500 connections. This is true of 54% of LinkedIn users, which is by far the largest segment. The next-largest is the 27% that have between 501 and 999 connections, followed by 12% who have 1,000 to 1,999, and 3% with 2,000 to 2,999.
The number of connections LinkedIn users have depends on their experience level and how many professional connections they’ve made over the years, but also their goal in making those connections.
Those who simply want to use LinkedIn to stay in touch with people they actually know or want to reach out to potential employers will likely have fewer connections than those who are trying to create as large of a network as they can in order to create as many opportunities for themselves as possible.
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What is LinkedIn’s annual revenue?
LinkedIn’s annual revenue is $13.8 billion. This was their total revenue earned in 2022, and it had grown from 2021’s annual revenue of $10.3 billion, which was a year-on-year increase of 34%.
LinkedIn’s annual revenue has increased every year from 2010 to 2022, growing from $243 million in 2010 to the $13.8 billion the company earned in 2022.
In 2016, 13 years after LinkedIn’s launch, Microsoft acquired the company for $27 million, so now it’s enjoying LinkedIn’s continuous growth as a part of its bottom line.
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LinkedIn makes money from paid subscriptions, advertisements, and recruitment services. Individual users can make a free account, or they can pay for a Premium subscription that unlocks additional features that will help them find a job or get found by recruiters more easily.
Many businesses also pay to advertise on LinkedIn using the company’s built-in advertising platform that allows them to target specific LinkedIn audiences with ads. Many salespeople also pay LinkedIn to help them generate leads.
Since LinkedIn is primarily designed as a way for people to find jobs and market their professional skills, many recruiters pay for LinkedIn’s Talent Solutions offerings to help them recruit and hire candidates more effectively. LinkedIn also offers paid professional training services as well.
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Who is LinkedIn’s target audience?
LinkedIn’s target audience is mainly 25- to 34-year-olds who are already in or looking to enter a professional career. 59.1% of LinkedIn users are between 25 and 34 years of age, 20.4% are between 18 and 24 years old, and 17.7% are between 35 and 54 years old. An additional 2.9% are 55 or older.
In addition to these age groups, a significant number of college graduates (51%) are on LinkedIn, as are business leaders (four out of five LinkedIn users drive business decisions).
Men also make up the majority of LinkedIn users, with 57.2% of users being male and 42.8% being female.
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Who are LinkedIn’s competitors?
LinkedIn’s competitors include Indeed, ZipRecruiter, Monster, Google, and Meta. While Indeed, ZipRecruiter, Monster, and Google don’t offer much in the way of social networking, they do have a significant number of recruiters and job-seekers utilizing their services.
In addition, Meta has several networking options under its umbrella, and there are many other small professional networking sites looking for a piece of the pie as well.
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What industry uses LinkedIn the most?
Information Technology and Services use LinkedIn the most. This has been true for several years, and in 2021, 4.8% of all LinkedIn profiles listed this as the industry they work in.
LinkedIn provides a list of 148 industries for users to choose from when they’re creating their profiles, which recruiters can then search by as well.
The second-most-popular industry on LinkedIn is Hospital Health Care, followed by Construction, Retail, and Education Management. These top five are usually at the top from year to year.
However, Marketing/Advertising saw a 30% increase in popularity from 2019 to 2021, and STEM Jobs/Education and Health Care Administration were also up 19% and 13%, respectively, during this time frame.
Conclusion
LinkedIn is an often-overlooked powerhouse of the social media universe, and with 900 million members worldwide and annual revenue of $13.8 billion, it isn’t anything to laugh at.
In the U.S., LinkedIn has about 66.8 million monthly active users, and 16.2% of all LinkedIn users log in daily. Most LinkedIn users are individuals looking to expand their professional networks, find jobs, or recruit employees, but there are 57 million business accounts as well.
LinkedIn is popular with recruiters, as 87% say they find LinkedIn the most effective method for vetting potential employees. Marketers and B2B salespeople find the platform helpful as well, as conversion rates on LinkedIn are twice as high as on other platforms, and 40% of B2B marketers say they find LinkedIn the most effective channel for finding high-quality leads.
References
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Jobvite. “Jobvite Recruiter Nation Report 2016.” Accessed on April 5, 2022.
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Statista. “Annual Revenue of LinkedIn From 2017 to 2020.” Accessed on April 5, 2022.
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Statista. “Leading Countries Based on LinkedIn Audience Size as of January 2022.” Accessed on April 5, 2022.
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Statista. “Number of LinkedIn Users in the United States From 2018 to 2022.” Accessed on April 5, 2022.
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Statista. “Share of Active LinkedIn App Users in the United States as of March 2021.” Accessed on April 5, 2022.
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LinkedIn Business. “Professionals Worldwide Gather on LinkedIn to Stay Connected and Informed, Advance Their Careers, and Work Smarter.” Accessed on April 5, 2022.
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Pew Research Center. “Social Media Use in 2021.” Accessed on April 5, 2022.
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Statista. “Distribution of LinkedIn Users Worldwide as of January 2022, by Age Group.” Accessed on April 5, 2022.
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Statista. “Distribution of LinkedIn Users Worldwide as of January 2022, by Gender.” Accessed on April 5, 2022.
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LinkedIn. “How Many LinkedIn Connections Should I Have (2021 Updated).” Accessed on April 5, 2022.
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eMarketer. “Facebook Ranks Last in Digital Trust Among Users.” Accessed on April 5, 2022.
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Oberlo. “10 LinkedIn Statistics.” Accessed on April 5, 2022.
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LinkedIn Marketing Blog. “How to Grow Your Brand’s Organic Following on LinkedIn.” Accessed on April 5, 2022.
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Demand Gen. “2018 B2B Buyers Survey Report.” Accessed on April 5, 2022.
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LinkedIn Pressroom. “Statistics.” Accessed on April 5, 2022.
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LinkedIn Business. “The Ultimate List of Hiring Statistics For Hiring Managers, HR Professionals, and Recruiters.” Accessed on April 5, 2022.
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Sage Exchange. “LinkedIn Industries List and Rankings (2021).” Accessed on April 6, 2022.
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Author
Abby is a writer who is passionate about the power of story. Whether it’s communicating complicated topics in a clear way or helping readers connect with another person or place from the comfort of their couch. Abby attended Oral Roberts University in Tulsa, Oklahoma, where she earned a degree in writing with concentrations in journalism and business.
