LinkedIn brand profile U.S. 2024

How high is the brand awareness of LinkedIn in the United States?
When it comes to social media users, brand awareness of LinkedIn is at 76 percent in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is LinkedIn in the United States?
In total, 23 percent of U.S. social media users say they like LinkedIn. However, in actuality, among the 76 percent of U.S. respondents who know LinkedIn, 30 percent of people like the brand.

What is the usage share of LinkedIn in the United States?
All in all, 22 percent of social media users in the United States use LinkedIn. That means, of the 76 percent who know the brand, 29 percent use them.

How loyal are the users of LinkedIn?
Around 18 percent of social media users in the United States say they are likely to use LinkedIn again. Set in relation to the 22 percent usage share of the brand, this means that 82 percent of their users show loyalty to the brand.

What's the buzz around LinkedIn in the United States?
In February 2024, about 18 percent of U.S. social media users had heard about LinkedIn in the media, on social media, or in advertising over the past four weeks. Of the 76 percent who know the brand, that's 24 percent, meaning at the time of the survey there's some buzz around LinkedIn in the United States.

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LinkedIn brand awareness, usage, popularity, loyalty, and buzz among social media users in the United States in 2024

Characteristic	Share of respondents
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Number of respondents

1,191 respondents

Age group

18 to 64 years

Special properties

respondents who use social media

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: "Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left."
Brand popularity: "When it comes to social media, which of the following brands do you like?"
Brand usage: "When it comes to social media, which of the following brands have you used in the past 12 months?"
Brand loyalty: "When it comes to social media, which of the following brands are you likely to use again in the future?"
Brand buzz: "Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising. "

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