LinkedIn is the world’s largest professional network with over 722 million users worldwide as of June 2022. It is a platform where professionals connect, find jobs, drive business opportunities, learn new skills and stay informed on the latest industry trends. With its vast user base, LinkedIn provides insightful statistics on who its users are – their demographics, geographic distribution, industries, company sizes and more. These statistics help businesses, marketers, recruiters and individuals better understand LinkedIn’s global professional community.
LinkedIn User Base
Total Number of Users
As of June 2022, LinkedIn has over 722 million registered members globally. This is a 14% increase from 660 million at the end of December 2021.
The number of monthly active users on LinkedIn is much lower at around 300 million as of March 2022. Monthly active users refer to members who have logged in and viewed LinkedIn on desktop or mobile within the last 30 days.
Here is a summary of key stats on LinkedIn’s total user base:
| Total members | 722 million (June 2022) |
| Monthly active users | 300 million (March 2022) |
| New members per second | 2 new members (March 2022) |
User Growth Rate
LinkedIn has seen steady growth in its total user base over the years. Some key facts:
– In the first quarter of 2022, LinkedIn added 46 million new members. This translates to roughly 2 new signups per second.
– LinkedIn’s membership has grown by over 100 million year-over-year for two consecutive years – from 660 million in December 2021 to 722 million in June 2022.
– The professional network has maintained a steady 14-15% annual growth rate in recent years.
This consistent growth can be attributed to LinkedIn’s efforts to expand in emerging markets and appeal to a wider professional audience globally. The COVID-19 pandemic also led to increased adoption of digital platforms for networking and recruitment.
User Demographics
LinkedIn provides a breakdown of its members by age group and gender:
| Users by age | |
| 18-24 years | 13% |
| 25-34 years | 35% |
| 35-54 years | 36% |
| 55+ years | 16% |
– 35-54 years is the largest demographic at 36% of users
| Users by gender | |
| Male | 62% |
| Female | 38% |
– 62% of members are male, 38% female
These statistics indicate LinkedIn still has room to grow its penetration among younger professionals under 35 and also female users.
Geographic Distribution
LinkedIn has a presence across over 200 countries and territories worldwide. But its user base is concentrated in the major professional hubs.
Top Countries by User Base
Here are the top 10 countries ranked by total LinkedIn membership:
| Country | Members |
| United States | 172 million |
| India | 93 million |
| Brazil | 50 million |
| United Kingdom | 33 million |
| France | 27 million |
| Italy | 23 million |
| China | 22 million |
| Mexico | 19 million |
| Canada | 18 million |
| Spain | 17 million |
– The United States leads with 172 million members, followed by India at 93 million.
– Developed economies like the US, UK, France, Italy, Canada dominate the top 10.
– China is the only major economy outside the top 5 despite being the world’s second largest economy. This can be attributed to LinkedIn being blocked in China.
LinkedIn Penetration Rates
Looking at LinkedIn’s membership as a percentage of a country’s total population or labor force gives useful penetration rate metrics.
Here are LinkedIn penetration rates for select countries:
| Country | LinkedIn Users as % of Population | LinkedIn Users as % of Labor Force |
| United Arab Emirates | 54% | 86% |
| Netherlands | 34% | 52% |
| United States | 33% | 56% |
| Canada | 30% | 59% |
| Australia | 28% | 46% |
| United Kingdom | 25% | 48% |
| France | 21% | 41% |
| Brazil | 12% | 24% |
| China | 1% | 2% |
| India | 0.4% | 1% |
– UAE, Netherlands and US have the highest LinkedIn penetration rates globally. In UAE, over half the population uses LinkedIn.
– Among emerging economies, Brazil has moderately high penetration while China and India lag significantly. Massive room for growth.
– LinkedIn usage is strongly correlated with a country’s GDP per capita. Wealthier nations have higher adoption rates.
User Profiles
LinkedIn allows members to create professional profiles highlighting their work experiences, education, skills and accomplishments. What do these LinkedIn profiles look like?
Most Common Job Titles
The most common job titles and positions held by LinkedIn members globally are:
| Job Title | Percentage |
| Student | 11% |
| Software Engineer | 4% |
| Sales Manager | 3% |
| Project Manager | 3% |
| Sales Representative | 3% |
| Marketing Manager | 2% |
| Account Manager | 2% |
| Business Development Manager | 2% |
| Human Resources Manager | 2% |
| Teacher | 2% |
– Students make up the largest chunk at 11% given LinkedIn is used by young people to find jobs and build their professional identity.
– Software engineers, sales professionals, project managers feature prominently reflecting LinkedIn’s tech-savvy and corporate user base.
Top Skills
The most endorsed skills on LinkedIn profiles globally are:
| Skill | Endorsements |
| Leadership | 127 million |
| Teamwork | 116 million |
| Microsoft Excel | 100 million |
| Strategic Planning | 95 million |
| Management | 93 million |
| Public Speaking | 93 million |
| Marketing | 88 million |
| Sales | 83 million |
| Communication | 82 million |
| Problem Solving | 77 million |
– Soft skills like leadership, teamwork and communication lead the pack.
– Microsoft Excel ranks highly as a ubiquitous workplace tool.
– Sales and marketing skills also feature prominently given LinkedIn’s commercial focus.
Industries
The top industries professionals on LinkedIn work in are:
| Industry | Users |
| Information Technology & Services | 37 million |
| Financial Services | 17 million |
| Education | 16 million |
| Computer Software | 13 million |
| Marketing & Advertising | 10 million |
| Internet | 9 million |
| Construction | 7 million |
| Retail | 7 million |
| Consumer Goods | 7 million |
| Hospital & Health Care | 7 million |
– Information technology is the top industry reflecting LinkedIn’s technology focus.
– Education and healthcare also rank highly as major employment sectors.
– Financial services, marketing, retail and consumer goods have a strong presence on LinkedIn.
Company Sizes
In terms of company size, LinkedIn membership distribution is:
| Company Size | Percentage |
| 50-200 employees | 9% |
| 201-500 employees | 7% |
| 501-1000 employees | 5% |
| 1001-5000 employees | 11% |
| 5001-10,000 employees | 6% |
| 10,000+ employees | 10% |
| Self-employed | 14% |
– 48% of LinkedIn members are employed at firms with 200 or fewer employees.
– Around 27% work at large companies with over 5,000 employees.
– 14% are self-employed professionals leveraging LinkedIn for networking.
Engagement
Let’s look at some key metrics that capture how actively engaged LinkedIn members are on the platform.
Website Traffic
As per Similarweb data, LinkedIn.com gets over 322 million monthly visits globally as of September 2022.
This makes it the 141st most popular website worldwide. Among social networks, LinkedIn is the 6th most visited site after Facebook, YouTube, WhatsApp, Instagram and TikTok.
52% of LinkedIn’s traffic comes from the United States. India, Brazil and UK are other major sources of visitors.
Page Views
Comscore estimates LinkedIn serves over 64 billion page views per month globally as of June 2022.
This comes to over 2 billion pages viewed per day.
Mobile vs Desktop Usage
LinkedIn usage is split between mobile and desktop as follows:
| Platform | Percentage |
| Mobile (apps + web) | 60% |
| Desktop | 40% |
Mobile has been LinkedIn’s dominant platform since 2016 when mobile overtook desktop usage.
This trend reflects the general shift towards mobile among social networks and broader internet usage.
Content Sharing
– Over 2 million blog articles have been published on LinkedIn till date.
– Members share around 15 million articles, videos and posts on LinkedIn daily.
– 1.82 million publishers actively post content on LinkedIn as of June 2022.
This high content output and sharing activity underscores LinkedIn’s evolution into a publishing platform for professional thought leadership.
Monetization
LinkedIn makes money primarily through 3 business lines:
– Talent Solutions (recruitment tools for employers)
– Marketing Solutions (advertising and lead generation)
– Premium Subscriptions (paid tools for individuals)
Some key monetization metrics for LinkedIn:
| Revenue 2020 | $7.5 billion |
| Revenue 2021 | $10.3 billion |
| Projected Revenue 2022 | $13.32 billion |
| EBITDA Margin | 49% (Q2 2022) |
| Ad Revenue Share | 55% of total revenue |
– LinkedIn’s revenues have seen robust 40%+ annual growth in recent years due to wider technology adoption during the pandemic.
– Its EBITDA margins are best-in-class among social networks, reflecting LinkedIn’s focus on monetization.
– LinkedIn makes the majority of its ad revenues from sponsored content.
As the world’s go-to professional platform, LinkedIn sits in a prime position to keep monetizing its engaged user base.
Conclusion
In summary, LinkedIn has over 722 million users globally but active monthly usage is around 300 million. It is growing steadily at over 10% annually, especially in emerging economies. The US is LinkedIn’s largest market while highly-paid tech professionals dominate top user profiles. Engagement is strong with over 60 billion monthly page views split evenly between mobile and desktop. LinkedIn makes most money through recruitment tools, marketing services and premium subscriptions, generating over $13 billion in projected 2022 revenue. With a commanding lead in the professional networking space, LinkedIn’s growth trajectory remains robust going forward.
