Who is on LinkedIn?Although used around the world, LinkedIn finds its largest user base in the United States. In the U.S., there were approximately 190 million LinkedIn users as of April 2022. With 87 million users, India is the second-largest market for the platform, followed by Brazil, with 54 million users.
As members of LinkedIn can conduct job searches and make business connections, it is no surprise that it is popular amongst people seeking to start their professional careers. LinkedIn members are predominantly aged 25 to 34 years, making up almost 60 percent of the platform’s user base. Furthermore, LinkedIn is more popular with men, who accounted for 57.2 percent of worldwide users as of January 2022.
Taking the U.S. market as an example, over half of all LinkedIn users came from high-income households. In terms of education, U.S. users with bachelor's degrees or above made up around 60 percent of the total user base.
How many people pay for LinkedIn Premium accounts?LinkedIn users can sign up for the service for free, but they also have the option of upgrading to a premium account. Premium accounts allow users to see more detailed information about who has visited their LinkedIn profile and to register for LinkedIn learning courses, amongst other things.
In 2021, there were approximately 774 million global LinkedIn users, and around 49 million of these users had premium accounts. It is estimated that LinkedIn generated around 4.45 billion U.S. dollars in 2021 through premium subscribers.
LinkedIn as a marketing toolLinkedIn is considered a key social media site for marketing. In 2021, global marketers selected LinkedIn as the third most important social media platform for marketing. Although the platform fell behind Facebook and Instagram, it ranked ahead of well-established and popular YouTube and Twitter. Furthermore, 35 percent of business-to-business (B2B) marketers said that they thought LinkedIn was the most important social media network.
LinkedIn increased its advertising income from three billion dollars in 2020 to 3.82 billion dollars in 2021. It is estimated that LinkedIn will earn about eight billion dollars in annual ad revenues by 2026. Despite being effective at generating revenue via advertising, the business profits more from premium account subscriptions and other means.