LinkedIn is the world’s largest professional network with over 850 million members worldwide. With a majority of LinkedIn’s users based in the United States, the platform connects professionals across industries to find new opportunities, ideas and connections. But exactly who makes up LinkedIn’s massive user base? While people of all ages and backgrounds use LinkedIn, data suggests certain demographics are more likely to have a LinkedIn profile than others.
Gender
Research shows that men are somewhat more likely to use LinkedIn compared to women. According to LinkedIn’s 2022 U.S. Workforce Report, 57% of male professionals have a LinkedIn profile, compared to 51% of female professionals.
This disparity may be partly explained by differing career approaches between men and women. Studies show women are more reluctant to self-promote at work and tend to underestimate their qualifications when applying for jobs or promotions. As LinkedIn is built around creating an online professional profile and networking, some women may feel less comfortable actively marketing themselves in this way.
However, the gender gap on LinkedIn has narrowed over time as more women join the workforce and build their professional online presence. LinkedIn membership among women increased 8% year-over-year globally in 2021, pointing to steady growth in usage among female professionals.
Age
Usage of LinkedIn heavily skews towards younger demographics. According to LinkedIn, 67% of 25-34 year olds have a LinkedIn account globally, the highest of any age group. Usage remains strong but gradually declines in older demographics, with 58% of 35-54 year olds, 44% of 55-64 year olds and 30% of those 65+ on LinkedIn.
Younger generations tend to be more adept at using social platforms and building an online presence. As digital natives, millennials and Gen Z see the value of networking and personal branding on LinkedIn to advance their early-stage careers. Some older professionals may be more hesitant to embrace social media for career purposes or have established networks without needing an online platform.
But while usage is lower among older demographics, the number of 55+ users on LinkedIn is growing rapidly as more senior professionals go online. Adoption by this group increased 17% year-over-year in 2021.
Education Level
The more education someone has, the more likely they are to use LinkedIn. According to LinkedIn, 79% of users have an undergraduate degree or higher. Breaking down usage by education level:
– High school diploma: 47% are LinkedIn users
– Some college: 57%
– Bachelor’s degree: 78%
– Master’s degree: 85%
– Doctorate degree: 90%
Professionals with higher education levels tend to have greater career opportunities where a LinkedIn profile can provide value. Those without college degrees may work in roles such as food service, manufacturing or construction where networking on LinkedIn is less relevant. Having an undergraduate or advanced degree typically leads to management, corporate and technical roles where using LinkedIn to build a professional brand and network is more beneficial.
Income Level
Perhaps unsurprisingly, LinkedIn usage rises steadily alongside income level. According to LinkedIn’s 2022 Workforce Report:
– Under $25k annual household income: 39% are LinkedIn users
– $25k to $49k: 50%
– $50k to $74k: 63%
– $75k to $99k: 73%
– Over $100k: 82%
Those earning higher incomes are more likely to work white collar office jobs where LinkedIn is useful for seeking new opportunities and maintaining professional connections. Lower income individuals often work hourly wage jobs where using LinkedIn provides less value.
The high cost of living and internet access barriers in some regions also make LinkedIn less accessible to lower income demographics. But local programs helping underprivileged groups build online profiles and technology literacy skills can make professional networking more inclusive.
Industry
Usage of LinkedIn is highest among professionals working in the following industries:
Industry | LinkedIn Usage Rate |
Software & IT services | 82% |
Corporate services | 78% |
Financial services | 76% |
Manufacturing | 63% |
Healthcare | 62% |
Education | 58% |
Retail & consumer goods | 53% |
Government | 52% |
Technology and business services sectors like software and finance have some of the highest LinkedIn adoption, given the competitive advantage an online network provides. Healthcare, retail and education also see strong usage by employees seeking to advance their careers.
But some sectors like construction, hospitality and transportation lag in LinkedIn usage, as blue collar workers in these fields derive less direct value from professional online networking.
As the modern economy pushes more roles to build an online presence, LinkedIn may continue growing in previously underrepresented sectors. Shared access to technology and online profiles can help reduce networking disparities between industries.
Job Role
Within individual companies, LinkedIn adoption varies greatly depending on an employee’s role and seniority. According to LinkedIn, usage is highest among the following positions:
– Owners/partners: 84% are LinkedIn users
– VPs and directors: 83%
– Managers: 76%
– Senior associates: 68%
– Associates: 61%
– Entry level professionals: 55%
– Skilled workers: 39%
– Unskilled workers: 32%
Leadership and management roles see very high LinkedIn usage for networking, recruiting talent and promoting their organizations. Junior associates also network extensively at early career stages.
But operational roles like skilled and unskilled workers use LinkedIn much less frequently, likely due to having less time for online activities and finding less utility in a professional network. Some individual contributors avoid LinkedIn to prioritize hands-on work over office politics and self-promotion.
However, expanding access to online profiles, mentors and upskilling tools on LinkedIn can empower more frontline workers to take control of their careers.
Urban vs Suburban vs Rural
Population density also impacts someone’s propensity for using LinkedIn. According to 2021 LinkedIn data:
– Urban professionals: 62% use LinkedIn
– Suburban professionals: 59%
– Rural professionals: 50%
Access to internet and technology infrastructure partially explains this gap between urban and rural users. But differences in workplace culture and employer expectations also drive lower rural adoption of LinkedIn’s networking tools.
Urban professionals at large corporations are often encouraged to cultivate their personal brand and connections online. Rural professionals working for smaller businesses in tight-knit communities may view online networking as less beneficial or relevant to getting ahead locally.
Expanding rural broadband access and talent development programs for smaller employers can help make professional networking inclusive regardless of geography.
Conclusion
While LinkedIn strives to democratize networking opportunities for all professionals, data shows certain groups are more likely to use and benefit from the platform. Younger, highly educated, affluent urban professionals working in technical or business services industries tend to be the most active LinkedIn users.
But the network continues expanding beyond its traditional white-collar demographic as technology becomes more accessible. Providing the tools, training and support people need to build an online professional profile and meaningful connections on LinkedIn can empower more diverse professionals to take control of their careers.