Whether you’re searching for your next career move, connecting with industry leaders, or building your professional brand, LinkedIn offers unparalleled opportunities.
With more than 1 billion users worldwide, LinkedIn has become the 6th most popular social media platform. This has helped LinkedIn solidify its position as the premier professional networking platform.
But the numbers don’t stop there; 77% of recruiters use the platform regularly, and 61 million people search for jobs on the platform every week.
With that, Let’s take a detailed look into the usage of LinkedIn, revenue, user count, and more in this article.
LinkedIn Statistics In 2024 (Top Picks)
- LinkedIn has more than 1 billion users globally.
- 3 new members sign up on LinkedIn every second.
- LinkedIn registered an annual revenue of over $15 billion in the 1st quarter of fiscal year 2024.
- People aged 25 to 34 account for 60% of LinkedIn’s user base.
- LinkedIn InMail open rates are around 10%-25%.
- LinkedIn has 36 offices globally and is available in 200 countries and territories.
- Video content receives 5x more engagement on LinkedIn, while images and infographics receive twice the average engagement rates.
- The average LinkedIn user spends 7 minutes and 42 seconds on the platform.
About LinkedIn
| Launch In | 2003 |
| Headquarters | Sunnyvale, California |
| Parent Company | Microsoft |
| Number of Users | Over 1 billion |
| Revenue | Over 15 billion (Fiscal year 2023) |
| Available across | 200 countries. |
| Available in | 26 languages |
| Number of Employees | 19,400 |
How many LinkedIn users are there?
With 1 billion users globally, LinkedIn is the biggest social platform for professionals; 12.5% of the world’s population uses LinkedIn to connect with like-minded professionals around the world.
Let us shed additional light on LinkedIn’s user base in the section below.
LinkedIn has 1 billion Active users As Of 2024
LinkedIn adds 3 new members to the platform every second; as a result, LinkedIn witnessed a growth of 125 million users in 2023.
Here is a table showing the number of LinkedIn active users over the years:
| Year | Active Users |
|---|---|
| 2023 | 1 billion |
| 2022 | 875 million |
| 2021 | 810 million |
| 2020 | 722 million |
| 2019 | 643 million |
| 2018 | 582 million |
| 2017 | 528 million |
Source: LinkedIn.
LinkedIn Demographics
LinkedIn’s user base is truly global, with members from 200 countries and regions worldwide. The majority of LinkedIn users belong to the age group of 25 to 34 years.
60% of LinkedIn users belong to the age group of 25 to 34 years
Most LinkedIn users are aged between 25 and 34 years. The second majority of the users are aged 18 to 24 years, with a share of 21.7% of users.
At the same time, 21.7% of LinkedIn users are 18 to 24 years old. Meanwhile, 2.9% of users aged more than 55 years contribute to the professional network of LinkedIn.
Source: Statista.
42.8% of the LinkedIn users are women, while 57.2% are men.
LinkedIn ads reach one-third of men aged 25 to 34. The gender share of LinkedIn users affects the ad audience as well.
Most of the ad engagement and reach (33.1%) can be seen among LinkedIn male users aged between 25 and 34. At the same time, female users from the same age group displayed an engagement rate of 24.4%.
Source: Hootsuite.
LinkedIn Users by Country
1 in 5 LinkedIn users are from the United States. Meanwhile, 1 in 10 are from India.
Besides, the Highest number of LinkedIn users are from the Asia-Pacific region.
Here is a further breakdown of LinkedIn users from different countries and regions.
LinkedIn Users Are Spread over 200 countries and territories worldwide
With 200 million users, the United States has the highest number of LinkedIn users among countries. The US is followed by India, with 99 million users.
China stands in third place with 60 million users, and the United Kingdom is in 5th place with 35 million users.
The platform is also popular in countries like Germany, Australia, the Philippines, Turkey, Columbia, and South Africa, all of which have over 10 million users.
The following table shows the countries with the most LinkedIn users:
| Country | LinkedIn Active users |
|---|---|
| United States | 200 million |
| India | 99 million |
| China | 59 million |
| Brazil | 63 million |
| United Kingdom | 35 million |
| France | 26 million |
| Indonesia | 23 million |
| Canada | 21 million |
| Mexico | 19 million |
| Italy | 17 million |
Source: World population review.
More than 277 million LinkedIn members are located in the Asia Pacific region
The highest number of LinkedIn members comes from this region. The second-highest LinkedIn members are located in the European region.
Here are further details about the number of LinkedIn members located globally.
Source: LinkedIn
LinkedIn Usage Statistics
Users spend an average of nearly 8 minutes every day on the platform. Hence, LinkedIn is preferred by businesses and brands to hire new employees, share content, attract B2B clients through content marketing, and more.
Let’s take a look at some cool LinkedIn usage facts.
140 job applications are submitted every second on LinkedIn
Besides, 28 million people worldwide have added #OpentoWork frames to their profiles.
61 million people use LinkedIn to search for jobs each week. At the same time, 6 people are hired every minute.
On the other hand, 50% of the hires on the platform use skills data to fill their job roles.
Source: LinkedIn.
LinkedIn users spend 7 minutes and 42 seconds on the Platform
According to Similarweb, the average visit duration of a LinkedIn user is more than 7 minutes. The pages per visit are recorded to be 7.98.
Further, 1.7 billion visits were recorded on ‘linkedin.com’ as of November 2023, and the website had a bounce rate of 24.59%.
Source: Similarweb.
Other LinkedIn Usage Statistics
- 30% of a company’s LinkedIn post engagement comes via their employees.
- Employees have a 14x more chance of sharing a post from their employer or admin.
- In the US, 16.2% of LinkedIn users log in daily, while 48.5% do so monthly.
- A LinkedIn post with an image gets 2x the engagement rate.
- Further, video posts on LinkedIn get five times more engagement.
- 84% of LinkedIn users in the United States claim that they use the platform to strengthen their professional network.
Sources: LinkedIn, Hootsuite, Influencer Marketing Hub, Statista, Business of Apps
LinkedIn Revenue
LinkedIn revenue witnessed an increase of almost 3 billion between 2019 and 2021. Meanwhile, in 2022, LinkedIn’s revenue increased by more than 3 billion.
Let us take a closer look at the platform’s revenue and other details.
LinkedIn’s revenue increased by 8% year-over-year in the fiscal year 2024
Comparatively, LinkedIn’s revenue grew by 5% year-over-year in Q3 2023.
The platform’s revenue crossed $15 billion for the first time in the Fiscal year 2023.
Further, the Talent Solutions business surpassed $7 billion in revenue for the first time over the past 12 months.
The following table displays further details about the revenue generated by LinkedIn over the past years.
| Fiscal Year | Revenue generated By LinkedIn |
|---|---|
| 2023 | $15 billion |
| 2022 | $13.81 billion |
| 2021 | $10.28 billion |
| 2020 | $8.07 billion |
| 2019 | $7.13 billion |
| 2018 | $6.02 billion |
Source: Business of Apps, LinkedIn.
LinkedIn generated a revenue of $6.44 billion through the LinkedIn premium accounts in 2023
This was a nearly $0.7 billion growth compared to the previous year. In 2022, LinkedIn generated $5.7 billion through the premium accounts.
The revenue of premium accounts increased rapidly between 2019 to 2022. The revenue almost doubled in 2023 compared to that recorded in 2019.
Here are further details about the revenue generated by premium accounts on LinkedIn.
| Financial year | LinkedIn premium accounts’ revenue |
|---|---|
| 2023 | $6.44 billion |
| 2022 | $5.7 billion |
| 2021 | $4.95 billion |
| 2020 | $4.21 billion |
| 2019 | $3.47 billion |
Source: Statista.
LinkedIn Business Statistics
LinkedIn is used by millions of B2B business users worldwide, making the platform a great place to generate leads and expand your B2B business.
Here are further details about how B2B businesses can use LinkedIn to elevate their sales.
There are 65 million decision-makers on LinkedIn
This means 10% of LinkedIn members have decision-making authority at their workplace.
Even without high-level decision-makers, human resource employees can influence decisions considerably.
Furthermore, 73% of buyers are more interested in salespeople who contact them via LinkedIn.
Source: Neal Schaffer.
45% of those who read articles on LinkedIn are management-level employees
This means almost half of the content readers on LinkedIn are managers, VPs, CEOs, and other high-ranking corporate executives.
Hence, make sure to plan out your content accordingly.
Source: Simply. Coach.
Among B2B websites, including blogs, more than 50% of social media-related clicks are from LinkedIn
Further, 80.33% of social media-related quality leads come from LinkedIn for B2B sales.
According to 40% of B2B marketers polled, LinkedIn is the most powerful channel for generating high-quality leads. Besides, 35% of marketers use retargeting on LinkedIn.
As so many executives use LinkedIn for research, these numbers are unsurprising.
Source: Neal Schaffer.
Additional LinkedIn Business Statistics
- Over 41K skills are listed on LinkedIn.
- More than 133K schools are listed on the platform.
- Over 67 million companies are listed on LinkedIn.
- LinkedIn saw an 88% increase in confirmed hires as of Q4 2022.
- There are over 10,000 business-to-business software product pages on LinkedIn.
- Remote work searches on LinkedIn increased by a 3x mark following the start of the coronavirus.
- LinkedIn Live streams generate seven times more reactions and 24 times more comments for businesses than regular videos.
- When it comes to closing deals, LinkedIn Sales Navigator results in a +7% higher win rate and provides a +18% pipeline in finding customers.
Sources: LinkedIn, Hootsuite, BusinessNewsDaily, Hubspot, Niel Patel, User Growth, Business of Apps.
LinkedIn Content Marketing Statistics
Content is the King on LinkedIn. Good quality content helps businesses and companies to attract genuine and high-level leads.
This section highlights how businesses use LinkedIn for content marketing.
97% of B2B marketers use LinkedIn for content marketing.
LinkedIn has an audience reach of 199 million users in the United States alone.
LinkedIn’s cost per lead is 28% lower than Google AdWords, making it a better place for content marketing.
Further, 35% of B2B marketers ranked LinkedIn as the most important social media network overall in 2021.
80% of B2B leads come from LinkedIn, compared to 13% on X and 7% on Facebook.
Source: Social Sprout, Kinsta, LinkedIn.
The best time to post on LinkedIn is between 9 am and 10 Am and then between 12 pm and 1 pm on Tuesdays
You can also post on Wednesdays between 8 am and 10 am and then at 12 pm.
However, make sure that you donot post on Mondays and Weekends. As LinkedIn is a professional platform, it has low engagement rates on weekends and Mondays.
LinkedIn is used by 93% of B2B content marketers for organic social marketing
According to 77% of content marketers, LinkedIn delivers the highest organic results.
Besides, 75% of B2B content marketers make use of LinkedIn ads.
According to 79% of content marketers, LinkedIn Ads deliver the highest results.
LinkedIn Posts with 1900-2000 words have the best performance and engagement rate
This means that long-form content is the king on LinkedIn.
Besides, posts with titles of 40-50 characters have the best performance rate.
Additional Content marketing statistics on LinkedIn
- 60% of LinkedIn users actively seek industry insights.
- Every year, LinkedIn users view 280 billion feed updates.
- LinkedIn has 15 times more content impressions than job postings.
- Over 1 million LinkedIn members publish weekly content.
- Businesses with an active LinkedIn Page receive 5 times more page views, 7 times more impressions, and 11 times more clicks per follower.
- Businesses that post weekly on LinkedIn see a 2 times growth in engagement.
- Images with a size of 1200×627 pixels are ideal for LinkedIn posts.
Source: Content Marketing Institute, Hootsuite, LinkedIn, Influencer marketing hub, sprout social, biteable.
LinkedIn Advertising Statistics
LinkedIn ads generate high ROIs, as most B2B businesses use LinkedIn for research and business purposes.
Let’s look closer at the reach and other facts and figures related to LinkedIn ads.
LinkedIn ads reach 15.3% of the global 18+ population
This is over one-sixth of the global population aged 18 plus and almost 857 million LinkedIn users.
Additionally, the LinkedIn ads reach grew by 8.4% in 2022.
Source: Hootsuite.
LinkedIn is expected to generate $6.79 billion through advertising in 2024
In 2022, the platform generated $5.13 billion in revenue through ads.
LinkedIn ads revenue is further expected to reach $10.35 billion by the end of 2027.
According to the calculations done by Statista, LinkedIn is responsible for roughly 0.9% of the global ad revenue.
Source: Statista.
Additional LinkedIn Advertising Statistics
- In Q1 2022, LinkedIn’s ad reach increased by 22 million people. This was a growth of 8.4% compared to 2021.
- LinkedIn is the most successful for 82% of B2B marketers compared to other social media platforms.
- Users on LinkedIn who are exposed to business and acquisition messages are 6 times more likely to convert.
- Over 50% of LinkedIn marketers claim they want to run product and demand campaigns simultaneously.
- LinkedIn says if the B2B marketing budget is invested 46% in the product and 54% in demand marketing. There is a high chance of effectively creating, capturing and converting demand into revenue.
- According to 69% of marketers, hyper-targeting is more successful than a wider approach.
- 54% of marketers already use Account-Based Marketing, and 80% plan to increase their budget to it.
- Adding a lead generation form to your messaging ads will result in 4 times more leads.
- LinkedIn generated 2 to 5 times the ROAS (Return on Ad Spend) of other social media platforms in terms of technology.
Sources: LinkedIn, Hootsuite, Influencer Marketing Hub, Statista, Business of Apps
LinkedIn Employee Statistics
LinkedIn employees increased rapidly between 2010 and 2023, crossing a milestone of 20,000 employees worldwide.
However, in May 2023, LinkedIn laid off more than 700 employees worldwide to cut costs and streamline other operations.
This section sheds light on the number of employees and other details about the LinkedIn Workforce.
LinkedIn has more than 19,400 employees as of 2023
Comparatively, in 2010, the company had 500 employees. LinkedIn cut 716 positions from its workforce to streamline operations in May 2023.
LinkedIn today has 36 offices globally. 10 of them are in the USA.
Further, the platform is available in 26 languages.
Source: LinkedIn.
Women represent nearly 42% of LinkedIn’s leadership roles
LinkedIn has committed to creating an inclusive environment for all its users.
Plus, the company has been actively addressing gender inequality, with women representing nearly 42% of the company’s leadership. This is a huge improvement compared to the previous year.
Source: LinkedIn.
LinkedIn Learning Statistics
LinkedIn Learning is an online learning platform that offers various courses on various topics, such as business, technology, creative skills, and personal development. It was previously known as Lynda.com before being acquired by LinkedIn in 2015.
Here are some statistics associated with LinkedIn Learning:
- LinkedIn Learning has 20,800 courses on the platform available in 11 different languages.
- The platform releases around 50 new courses every week.
- Over 27 million users access LinkedIn Learning.
- LinkedIn Learning offers the first month for free.
Sources: LinkedIn.
