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70+ LinkedIn Statistics You Should Know in 2024

LinkedIn Stats About Usage, Demographic, Marketing, Sales, Advertising, and Sales Navigator
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LinkedIn has become an indispensable tool for professionals, businesses, and marketers worldwide. 

Whether you're a job seeker, recruiter, or marketer, understanding LinkedIn statistics can help you leverage the platform more effectively. 

Here’s a comprehensive look at the key LinkedIn statistics for 2024.

History of Linkedin

  • LinkedIn was founded in 2003.
  • It was founded by Reid Hoffman and Eric Ly.
  • The current CEO of the company is Ryan Roslansky.
  • In 2016, it was acquired by Microsoft.
  • LinkedIn is available in 27 languages. [Source]
LinkedIn statistics about usage
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LinkedIn Usage Statistics

User Base and Growth

  • As of 2024, LinkedIn boasts over 1 billion members globally, with more than 300 million active users each month. This demonstrates LinkedIn's significant reach and influence in the professional networking space. (LinkedIn)
  • The platform generated $15.7 billion in revenue in 2023, marking a 7.4% year-over-year increase​ (Business of Apps)​.

Usage and Engagement

  • LinkedIn sessions have increased significantly, with over 443 billion feed updates viewed annually​ (SocialPilot)​.
  • On average, users visit 7.9 pages per session​ (SocialPilot)​.
  • Only about 1% of LinkedIn's monthly users share content weekly, but these users generate 9 billion impressions​ (Kinsta)​.
  • LinkedIn Live streams saw a 437% increase in views year-over-year​ (SocialPilot)​.

Content and Engagement

  • Posts with images receive twice the engagement rate, and video posts are 20 times more likely to be shared​ (SocialPilot)​.
  • Long-form content (1,800-2,100 words) performs best, achieving higher engagement rates​ (SocialPilot)​.
  • Businesses that post weekly see a twofold increase in engagement, and active LinkedIn Pages receive five times more page views​ (SocialPilot)​​ (The Social Shepherd)​.

Geographic Reach

LinkedIn is available in over 200 countries and territories, making it a truly global platform. The largest user bases are in the United States, India, and China, followed closely by Brazil and the United Kingdom.

LinkedIn users by country
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LinkedIn User Demographics

Users by Country

  • The USA has the highest number of LinkedIn users at 225M+.
  • Followed by India at 135M+.
  • And Brazil at 78M+.
LinkedIn stats - user by country
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Age Distribution

  • The largest age group on LinkedIn is 25-34 years old, accounting for 59% of the user base.
  • The 18-24 age group makes up 20% of users, while 35-54 year-olds comprise 17%, and users aged 55 and above represent 4%​ (SocialPilot)​.

Gender Distribution

  • LinkedIn users are 57% male and 43% female​ (SocialPilot)​.
Linkedin stats arounds gender, race, and ethinicity
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Education and Professional Level

  • About 40% of LinkedIn users hold a bachelor’s degree, while 35% have a master's degree or higher.
  • Approximately 45% of LinkedIn article readers are in upper-level positions, such as managers, VPs, directors, and C-level executives​ (SocialPilot)​.

Professional Use

  • LinkedIn is predominantly used for professional networking, job searching, and recruiting. Every minute, six people are hired through LinkedIn, and 77% of those who recently changed jobs used LinkedIn to find new opportunities​ (The Social Shepherd)​​ (SocialPilot)​.
LinkedIn race ethnicity and workforce
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Engagement and Content Creation

  • Only 3 million users post content weekly, which is about 1% of the 260 million monthly active users, indicating a high potential for content visibility​ (SocialPilot)​.
  • Posts with images get twice the engagement, and video posts are 20 times more likely to be shared​ (SocialPilot)​.

Hiring and Recruitment on LinkedIn

Hires and Applications

  • 6 people are hired every minute on LinkedIn. This translates to over 3 million new hires annually through the platform​ (The Social Shepherd)​.
  • 77 job applications are submitted every second on LinkedIn, resulting in more than 6.6 million applications daily​ (The Social Shepherd)​.
  • 75% of people who recently changed jobs used LinkedIn to find new job opportunities​ (The Social Shepherd)​.
  • 67% of recruiters believe that professionals hired through LinkedIn are of higher quality compared to those found through other methods​ (The Social Shepherd)​.

Candidate Experience

  • Organizations that invest in a strong candidate experience see a 70% improvement in the quality of their new hires​ (Gohire)​.
  • 59% of candidates have abandoned an online application due to issues or bugs on the website, and 60% have quit filling out an application because of its length or complexity​ (Gohire)​.

Diversity and Inclusion

  • 41% of companies have seen an increase in the percentage of new hires that are minorities and women​ (Gohire)​.
  • Companies with a diverse workforce are 15-35% more likely to have higher financial returns​ (Gohire)​.

Hiring Challenges

LinkedIn for Marketing

  • LinkedIn is the top platform for B2B lead generation, with 40% of B2B marketers indicating it as their most effective channel​ (The Social Shepherd)​.
  • LinkedIn accounts for 46% of social traffic to B2B websites and is considered the most credible source of content​ (Kinsta)​.
  • 96% of B2B marketers use LinkedIn for organic social marketing strategies, and businesses with an active LinkedIn presence see significant boosts in visibility and engagement​ (The Social Shepherd)​.
Most used hashtag on LinkedIn
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Ad Revenue

  • LinkedIn earned nearly $4 billion from ad revenue in 2023. The cost of LinkedIn ads increased by as much as 30% during the year due to heightened demand​ (Metricool)​​ (Foundation Marketing)​.

Posting Frequency

  • Brands on LinkedIn have increased their posting frequency by 10% since 2023. On average, brands post 18 times per month on the platform​ (Metricool)​​ (Foundation Marketing)​.

Conversion Rates

  • Marketing on LinkedIn can generate conversion rates that are two times higher than other platforms. LinkedIn is also noted for having a higher visitor-to-lead conversion rate at 2.74%, nearly three times higher than X (formerly Twitter) and Facebook​ (Metricool)​​ (Cognism)​.

Lead Generation

  • A significant 79% of B2B marketers view LinkedIn as a good source for generating leads, with 59% confirming it generates leads for their business. Additionally, LinkedIn is part of the advertising strategy for 71% of B2B marketers​ (Foundation Marketing)​.
  • LinkedIn generates 277% more leads compared to Facebook and Twitter combined, making it a powerhouse for B2B sales and marketing​ (Charle Agency)​.

Effectiveness and Trust

  • LinkedIn is considered the most trusted platform by brands, with over 70% of marketers having a positive view of the platform in terms of ROI. It generates three times more conversions than Facebook and X combined​ (Metricool)​​ (Foundation Marketing)​.

Professional Perception

  • Brands that advertise on LinkedIn are 92% more likely to be seen as more professional, 74% more intelligent, 59% higher quality, and 59% more respectable​ (Metricool)​.

Engagement

  • Exposure to brand and acquisition messages on LinkedIn results in a six times higher likelihood of conversion compared to other platforms. LinkedIn ads can lead to a 33% increase in purchase intent​ (Metricool)​​ (Foundation Marketing)​.

Lead Gen Forms

  • LinkedIn lead gen forms have helped 90% of B2B marketers reduce their cost per lead​ (Foundation Marketing)​.

LinkedIn Advertising

Ad Reach

Ads on LinkedIn can lead to a 33% increase in purchase intent and provide a 2-3x lift in brand attributes. Furthermore, conversion rates on LinkedIn can be up to twice as high as other platforms​ (Sprout Social)​.

For lead generation, LinkedIn is a top choice for B2B marketers. About 89% of B2B marketers use LinkedIn for lead generation, and 62% of them report that it produces leads for them. Additionally, LinkedIn's cost per lead is 28% lower compared to Google AdWords​ (Sprout Social)​.

Ad Formats and Performance

In terms of advertising formats, LinkedIn offers various options such as Carousel Ads, Conversation Ads, Dynamic Ads, Job Ads, Lead Gen Forms, Message Ads, Single Image Ads, Single Job Ads, Text Ads, and Video Ads. The platform's advertiser demand has increased by 40% year-over-year​ (Digital Third Coast)​.

Cost Efficiency

LinkedIn's lead generation forms are particularly effective, being 227% more efficient than other networks​ (Digital Third Coast)​. Additionally, LinkedIn's advertising revenue reached $15 billion in 2023, highlighting its significant role in the digital marketing landscape​ (Databox)​.

While LinkedIn ads can be pricier than those on other social platforms, their conversion rates often justify the cost. LinkedIn leads tend to convert at 3x the rate of leads from other major ad platforms.

LinkedIn Learning and Development

Courses and Certifications

LinkedIn Learning offers over 16,000 courses across various domains. Professionals using LinkedIn Learning report a 58% higher retention rate in their organizations.

Skill Development

LinkedIn’s data reveals that users who engage in regular learning activities on the platform are 25% more likely to report a positive career impact.

LinkedIn Sales and Sales Navigator

Sales Statistics

LinkedIn has become a pivotal platform for sales professionals. Here are some key stats:

  • Social Selling Index (SSI): Salespeople who use LinkedIn to build relationships and engage with their network have a Social Selling Index (SSI) score that is 45% higher than those who don’t.
  • Lead Generation: LinkedIn is the top-rated platform for B2B lead generation, with over 80% of B2B leads sourced through social media coming from LinkedIn.
  • Sales Success: Salespeople who engage on LinkedIn are 51% more likely to hit their sales quotas than those who don’t.

Sales Navigator

LinkedIn Sales Navigator is a premium tool designed to help sales professionals find, connect, and build relationships with prospects.

  • User Adoption: LinkedIn Sales Navigator is widely used by sales teams across various industries, particularly in mid-sized companies (51-1,000 employees)​ (TrustRadius)​.
  • User Base: Over 700,000 sales professionals use Sales Navigator to enhance their sales efforts.
  • Advanced Search and Filtering: Sales Navigator allows users to perform highly targeted searches with over 30 advanced filters, including company size, industry, job title, and geography. This helps in creating detailed and specific lead lists​ (Salesflow - LinkedIn Automation Platform)​.
  • Lead Recommendations: The tool provides lead recommendations based on saved searches and existing connections, helping users discover new opportunities and expand their reach​ (Salesflow - LinkedIn Automation Platform)​.
  • Integration with CRM: Sales Navigator can integrate with CRM systems, syncing contacts and leads automatically, which streamlines the sales process and ensures data consistency across platforms​ (Salesflow - LinkedIn Automation Platform)​.
  • InMail and Messaging: Users get 50 InMail credits per month, allowing for direct messaging with prospects. This feature is essential for personalized outreach and engagement​ (Salesflow - LinkedIn Automation Platform)​.
  • Sales Insights: The platform offers insights into sales activities, performance metrics, and industry trends, enabling data-driven decision-making and strategy adjustments​ (Salesflow - LinkedIn Automation Platform)​​ (ZeroIn)​.
  • Usage for Lead Generation: LinkedIn Sales Navigator helps in exporting lead data for further marketing efforts, although native exporting options might require additional tools or extensions like ZeroIn for a smooth transfer to formats like CSV​ (ZeroIn)​.
  • ROI: Companies using Sales Navigator report a 17% higher win rate on average.
  • InMail Messages: Sales Navigator users see a 30% higher response rate to InMail messages compared to standard LinkedIn messages.

Conclusion

LinkedIn continues to be a pivotal platform for professionals and businesses alike. Whether you’re looking to network, hire, market, sell, or learn, understanding these statistics can help you make the most of LinkedIn’s powerful tools and features.