27 Important LinkedIn Statistics

Last updated May. 23, 2024

Written by Brian Dean

This is a complete list of up-to-date LinkedIn statistics.

Read on to find the best hand-picked stats about:

Demographics
Video
Engagement
LinkedIn as a Company
Marketing

So let’s drive straight in.

LinkedIn Demographics

LinkedIn is aimed squarely at professionals. But who exactly is using the network? These curated stats give a clear picture of the user base.

LinkedIn has over 1 billion members (LinkedIn)
30% of US adults use LinkedIn (Pew Research)
Asia Pacific has the biggest user base, at roughly 298 million members, followed by Europe (278 million) and North America (244 million) (LinkedIn)
The United States is by far the biggest national source of traffic to LinkedIn, accounting for 30.84% of the total. India ranks second (7.18%), with the United Kingdom third (6.03%) (Statista)
53% of US college graduates are on LinkedIn, compared to just 10% among those without any form of college education (Pew Research)
30-49 is the demographic with the highest percentage of LinkedIn users. 40% of people in the US in this age group are on the professional networking site (Pew Research)

Video on LinkedIn

LinkedIn isn’t traditionally associated with video. But with the addition of live streams in 2019, there has been an increased focus on multimedia. These stats show that video content on LinkedIn should not be neglected.

LinkedIn is the fourth-most popular channel for video marketing, behind only YouTube, Facebook and Instagram (Wyzowl)
Video posted to LinkedIn averages 500% higher engagement than regular text posts (LinkedIn)
59% of video marketers who use LinkedIn describe it as an effective channel (Wyzowl)
Live videos on LinkedIn get 24 times more engagement (LinkedIn)
76% of marketers say they post videos on LinkedIn (Content Marketing Institute)

LinkedIn Engagement

LinkedIn is known for its high engagement levels. These statistics shed some light on how the numbers stack up.

The vast majority of LinkedIn traffic (72.18%) comes directly. Search accounts for a further 22.73% (SimilarWeb)
The average visit duration to the LinkedIn website is 14 minutes and 20 seconds (Semrush)
Mobile devices account for 41.43% of visitors to LinkedIn (Semrush)
Tuesdays and Wednesdays between 10 am and noon are the best times to post to LinkedIn company pages. Thursdays at 10 am is also a peak time (Sprout Social)
More than 65 million people browse job opportunities on LinkedIn each week (LinkedIn)
The most in-demand skills being looked at by recruiters on LinkedIn include communication, customer service, leadership, project management, and management (LinkedIn)

LinkedIn Company Stats

LinkedIn was officially launched in 2003, making it older than both Facebook (2004) and Twitter (2006). The platform has changed a lot since then. Especially after a $26.2 billion acquisition by Microsoft in 2016. These stats tell you about the company today.

LinkedIn has 18,500 employees (LinkedIn)
More than 67 million company profiles are listed on LinkedIn (LinkedIn)
Linkedin annual revenue reached $15.15 billion million in fiscal year 2023 (ended June 30), showing a 9.62% year-over-year increase (Microsoft)
LinkedIn US ad revenue is estimated to reach $5.54 billion in 2024, up from $4.33 billion in 2023 (eMarketer)
LinkedIn brings in $1.7 billion in annual revenue from its paid subscriptions (LinkedIn)

LinkedIn Marketing Stats

LinkedIn is clearly a massive platform. With that comes the potential to leverage it for marketing. Here’s how marketers are utilizing LinkedIn.

8 in 10 B2B marketers worldwide say they use LinkedIn, making it the most popular B2B social media platform (eMarketer)
70% of marketers say that LinkedIn has provided a positive ROI to their organization, more than any other social media platform (Hootsuite)
84% of B2B marketers claim LinkedIn delivered the best value to their company (Content Marketing Institute)
Among B2C marketers, LinkedIn is the second most popular social network for paid content. 56% of marketers posted paid content on LinkedIn within the last year, behind Facebook (84%) (Content Marketing Institute)
64% of enterprise content marketers (at organizations with over 1,000 employees) say they’ve increased the use of LinkedIn in the past year (Content Marketing Institute)