LinkedIn is the world’s largest professional network, with over 800 million members across more than 200 countries and territories worldwide. With so many users across the globe, LinkedIn usage and engagement varies from country to country. But which countries have the highest number and engagement of LinkedIn users? Let’s take a look at the data to find out.
LinkedIn Usage by Country
According to LinkedIn’s own data from 2022, the country with the most LinkedIn members is the United States, with 187 million members. This gives the US a 22.9% share of LinkedIn’s total member base. India comes second with 82 million members, giving it a 10% member base share. After the US and India, the countries with the next highest number of members are Brazil, the United Kingdom, France, Italy, China, Mexico, Canada, and Spain.
However, looking just at total members doesn’t paint the full picture. We also have to consider LinkedIn penetration rates, which measure the percentage of the total population that are LinkedIn members in each country. By this measure, the countries with the highest LinkedIn penetration are the UAE, the Netherlands, Singapore, Sweden, and Austria. Although these countries have fewer total members than the US and India, a higher percentage of their populations are on LinkedIn.
Top 10 Countries by Total LinkedIn Members
| Country | Members |
|---|---|
| United States | 187 million |
| India | 82 million |
| Brazil | 49 million |
| United Kingdom | 24 million |
| France | 21 million |
| Italy | 16 million |
| China | 16 million |
| Mexico | 14 million |
| Canada | 14 million |
| Spain | 13 million |
Top 10 Countries by LinkedIn Penetration Rate
| Country | Penetration Rate |
|---|---|
| United Arab Emirates | 64.5% |
| Netherlands | 38.8% |
| Singapore | 38.6% |
| Sweden | 35.7% |
| Austria | 35.1% |
| Norway | 34.9% |
| Switzerland | 34.1% |
| Denmark | 33.6% |
| Australia | 33.5% |
| Canada | 33.2% |
As you can see, while the US, India, and Brazil lead in total members, smaller affluent countries like the UAE, Netherlands, and Singapore actually have a higher LinkedIn adoption and usage rates among their populations.
LinkedIn Engagement by Country
Looking beyond just member counts, we also have to consider how actively and deeply members in each country are engaging with LinkedIn. For this, we’ll look at three key engagement metrics – post sharing, commenting, and liking/reacting to posts.
Post Sharing
According to LinkedIn’s 2022 data, members in the United Arab Emirates share the most posts on average, at 47 post shares per member annually. The high sharing activity in the UAE is likely due to the high LinkedIn adoption rates we previously saw. Following the UAE, the countries whose members share the most posts are Qatar, Singapore, Kuwait, and Sweden.
Commenting
For commenting on LinkedIn posts and articles, members from Saudi Arabia are the most active with 67 comments per member annually. The high interaction in Saudi Arabia may be attributed to a more conversational culture on social media. Behind Saudi Arabia are members from the UAE, Qatar, Oman, and Bahrain.
Liking/Reacting
Members from the United Arab Emirates like or react to the most posts annually, averaging 451 likes/reactions per member. As with posting and commenting, the high usage rate contributes to increased engagement. Following the UAE are Qatar, Bahrain, Kuwait, and Oman.
Across all three engagement metrics – sharing, commenting, and reacting – the Gulf Arab countries like the UAE, Qatar, Saudi Arabia, Kuwait, Oman, and Bahrain consistently rank among the top globally. This demonstrates how deeply ingrained LinkedIn is across both personal and professional life in these countries.
Factors Driving High LinkedIn Engagement
Now that we’ve seen which countries have the highest LinkedIn penetration and engagement rates, let’s discuss some of the key factors driving this LinkedIn activity:
Tech-Savvy Populations
Countries like the UAE and other Gulf states known for high LinkedIn usage have very tech-savvy populations with high smart device and internet penetration rates. This translates to broader social media adoption, including professional networks like LinkedIn.
Young Demographics
Many of the top LinkedIn countries also have very youthful populations. In the UAE, nearly 80% of the population is under age 40. Younger demographics are more likely to embrace platforms like LinkedIn as an integral part of their professional lives.
Expat Culture
The UAE and other Gulf countries have huge expatriate populations of professionals from all over the world. For expats, LinkedIn is essential for networking and staying connected globally, fuelling heightened engagement.
Business Culture
Nations like the UAE and Singapore have very business-focused cultures where LinkedIn is seen as a natural extension of professional networking and identity. The platform is ingrained in how business gets done.
Limited Other Social Media
In some Gulf countries, mainstream social networks like Facebook and Instagram can be restricted or regulated. This leaves LinkedIn as the preferred social platform for everyday social networking for some users.
Conclusion
Although the United States has the most LinkedIn members overall, data shows that countries like the UAE, Qatar, and Singapore have the highest LinkedIn penetration rates and member engagement. Factors like tech-savvy and expat populations that embrace LinkedIn as an indispensable business and social tool drive the platform’s popularity in these countries. For businesses and marketers looking to connect with audiences on LinkedIn, these markets offer huge potential due to their active user bases.
Understanding the countries and user demographics where LinkedIn thrives can help brands improve their strategies to engage professionals on LinkedIn. While the US remains the largest market, expanding usage and networking opportunities exist in fast growing regions like Asia and the Middle East.