LinkedIn Demographics 2024: Is The Platform Right For Your Business?

7 mins

Is LinkedIn the right platform to focus on for your business?

To save you a lot of time, the short answer is that, if you work in B2B, yes, it’s very likely that your target audience demographics will be on the platform. So, if you’d like to generate leads and grow your business, it makes sense to focus on the platform.

There are well over 950 million members on the platform.

So, yes, it’s very likely the demographic of your target audience will be there as well.

However, in reality, it’s more nuanced than that.

After all, not everyone on the platform is going to be your target audience.

Because, if you want to get the most out of the platform, you should also know how your target demographic uses LinkedIn, how to target the right people, and what is some other information about them.

So, here’s what we’ll cover below:

  • How to use marketing demographics for your business
  • Top 5 LinkedIn demographics to keep in mind (gender, age, income, location, career and hiring)

PS – Once you DO find your LinkedIn demographic on the platform, you need to know how to reach them afterward. For that, be sure to join our private community called The LinkedIn Outreach Family for proven strategies, templates, and exact sequences to use.

How To Use Marketing Demographics For Your Business

First things first, it’s important to understand how you should actually use LinkedIn demographics as part of your lead generation.

Because, at first glance, knowing the age, gender, or income level of your audience might not seem very important.

But when you’re crafting your ideal customer profile (ICP) in business, this information matters.

Not everyone is your target customer.

Knowing who exactly you’re selling to and how can help position your outreach and close more deals.

7 Reasons to define your LinkedIn demographics

Typically, defining your ICP and LinkedIn demographics can help with your:

  • Focus – So that you’re targeting high-value accounts rather than mediocre ones.
  • Finding relevant leads – Once you’ve defined your ICP, you can filter out irrelevant market segments so that you’re only extracting leads who are capable of increasing your bottom-line revenue.
  • Lead segmentation – Once you have a list of potential leads, you can then segment them further into smaller groups based on criteria such as annual revenue, number of customers, and other demographic information.
  • Choosing the right channel – Most B2B customers use LinkedIn for networking. So, this point is very straightforward. However, keep in mind some people might also prefer email over LinkedIn.
  • Personalization – This is what lets you stand out and leave an impression. With the right personalization and demographic information, you can humanize your cold outreach by adding personal elements to your communication, instead of blanket statements.
  • Defining qualification criteria – Sometimes, interested leads may not be ready to close the sale yet. So, you can move them to a nurturing sequence until they change their minds. 
  • Better performance – Finally, the more well-researched you are about your ICP and buyer personas, the better your sales outreach performance will be. So, knowing your LinkedIn demographics help here as well.

Now, before we cover the actual LinkedIn demographics below, you should also know the difference between ideal customer profile vs buyer personas to get the most out of your outreach.

LinkedIn Gender Demographics

Here’s some of the main info you need to know about LinkedIn gender demographics:

  • According to Statistica, 57.2% of LinkedIn users identify as men.
  • According to Hootsuite, LinkedIn ads reach one-third of men between the ages of 25-34.
  • According to Pew Research, around 1.6% of LinkedIn users are likely to be transgender or nonbinary. Note that this data isn’t specific to LinkedIn, it’s a rough estimate of people on LinkedIn (at least Americans).

From an advertising and marketing perspective, if you’re actively targeting a male audience, then you have a larger spread to look at.

linkedin user demographics

LinkedIn Age Demographics

Here’s what you need to know about LinkedIn user demographics when it comes to their age:

  • According to Statistica, 60% of LinkedIn users are millennials between the ages of 25-34. With people between the ages of 18-24 coming in second place at 21.7%, and the 35-54 age group at 15.4%. Finally, it seems that people over the age of 55+ use LinkedIn the least, at only 2.9%. 
  • According to Hootsuite, LinkedIn ads reach 15.3% of the global 18+ population. Meaning, that’s about 857M LinkedIn users, or just under 1/6th of everyone over 18 worldwide. Additionally, the “minimum age” to start using LinkedIn is 16 years old. Similarly, LinkedIn users between the ages of 16-64 are the most likely to also use Reddit and Facebook, than any other social media users.
  • According to Pew Research, around 40% of people ages 30-49 read news on LinkedIn.

linkedin users demographics

LinkedIn Income Demographics

Income is another important LinkedIn demographic you should know about the people you’re targeting or want to sell to.

  • According to LinkedIn, there are 65M+ business decision makers on LinkedIn and 4/5 members drive those decisions. That’s around 80% of LinkedIn users.
  • According to Statistica, 53% of U.S. LinkedIn users are high-income earners. The Statistica report doesn’t exactly clarify what those income ranges mean. However, a 2021 report by Pew Research shows that:
    • 50% of U.S. LinkedIn users earned over $75,000
    • 21% each earned between $50,000-$74,999 and $30,000-$49,999.
    • And around 12% earned less than $30,000 annually.

linkedin website demographics

  • According to LinkedIn users on the platform have 2x the buying power of the average online audience.
  • And also according to a LInkedIn report, only 45% of recruiting companies have increased salaries to keep up with inflation.

linkedin age demographics

LinkedIn Location Demographics

Knowing your audience’s location demographics can be very important in targeting them through outreach or LinkedIn ads.

This, combined with LinkedIn automation is a great way to start messaging prospects with a certain company position who live in a specific region on autopilot.

  • According to Statistica, 200M Americans use LinkedIn. That said, around 78% of LinkedIn users live outside the U.S. With the next largest country groups being India (99M), China (60M), and Brazil (59M).

linkedin audience demographics

  • Also according to Statistica, 69% of U.S. LinkedIn users are active daily. This is about 138M members in the U.S.

linkedin user demographics

  • According to Statistica, 30% of LinkedIn’s desktop web traffic comes from U.S. users. While the next highest referring country is India with 7.19%.

Overall, there are people in over 200 countries that use LinkedIn. 

And LinkedIn is the 16th most popular website in the world.

So, the main takeaway here is that regardless where your target audience is from, it’s very likely you’ll be able to find them on LinkedIn.

And to take this a step further, you can even use LinkedIn X-ray search filters for an easier way to zoom in on your target audience. This way, you can even target people specifically from a certain city.

linkedin users demographics

LinkedIn Career And Hiring Demographic Insights

Finally, if you’re looking to hire on LinkedIn or find a career position, here are some important demographics to keep in mind.

According to LinkedIn:

  • There are 61M people using LinkedIn to search for and apply for jobs each week.
  • 140 Job applications are submitted every second.
  • 6 people are hired every minute on LinkedIn.
  • 50% of hirers on LinkedIn use skills data to fill their roles.
  • There are 28M people who have added the “open to work” feature on their profiles.

Also according to LinkedIn gender insights reports, women are 16% less likely to apply for a job. But also 16% more likely to be hired for the jobs they do apply for.

Finally, according to the LinkedIn future of recruiting report:

  • 53% of in-house recruiting pros predict their recruiting budget will decrease or stay flat this year.
  • While 60% of in-house recruiting pros predict their employer branding investments will increase this year.
  • Employers are more likely to hire more contract workers as a hedge against uncertainty. Additionally, contract job listings on LinkedIn grew 26% year-over-year.
  • And the most important priorities for candidates include compensation, work-life balance, flexible work arrangements, advancement, and skill development.

According to the same report, the top soft skills recruiters will need in the future include:

  • Communication: 78%
  • Relationship building: 73%
  • Adaptability: 58%
  • Problem-solving: 53%
  • Business acumen: 51%

LinkedIn Demographics Top 7 Main Takeaways And Important Statistics

Now, looking at the above demographics data can be overwhelming.

So, instead, let’s take a look at some of the most important statistics and takeaways you should keep in mind if you’re looking to get the most out of LinkedIn as a platform.

Whether you’re looking to generate leads, gain new clients, or simply grow your network.

  • LinkedIn boasts over 950 million members in more than 200 countries across the globe.
  • Looking at the gender demographics, the platform has around 57.2% male users and 42.8% females. And in case you’re setting up ad campaigns, you should keep in mind that 31% of adult LinkedIn users in the U.S. are between the ages of 30-39.
  • According to Statistica, 1/3 of adult LinkedIn users in the U.S. hold a bachelor’s degree or equivalent.
  • Nearly 25% of all LinkedIn users are senior-level influencers.
  • If you’re looking to generate new business on LinkedIn, keep in mind there are 55M companies listed on the platform. And it is the 2nd most popular platform among B2B marketers, behind Facebook.
  • Around 43.1% of LinkedIn’s traffic is mobile. So, make sure you optimize your ad and outreach text for easy skimming.
  • And finally, 52% of buyers list LinkedIn as the most influential channel during their research process. So, don’t be afraid to do more outreach!

Where To Go From Here

Now, with all this in mind, IS LinkedIn the right platform for your business?

If you work in B2B, yes, it probably is.

However, if you want to get the most out of your outreach and lead generation, it’s important to keep the above demographics information about your target audience.

As you define your ideal customer persona, you should also note down:

  • Where they live.
  • What their company position is.
  • Approximately how much they’re making.
  • And so on.

This, in turn, will make it easier for you to sell and craft your outreach message.

Now, if you need more help preparing for outreach, be sure to check out our guide on defining your ideal customer persona in business. This will help you get the most out of the above LinkedIn demographics.

Then, you can grab the Expandi, free, 7-day trial to set up and automate your outreach messaging now!

With it, you can find your ideal prospects on LinkedIn, scrape leads, set up smart outreach sequences, and start sending messages that book meetings on autopilot!


This eBook is your ticket to never wondering how to promote your LinkedIn event the right way ever again

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  • The exact 1on1 examples we used (many times over) from our content plan (posts, video, polls)
  • How to automatically Invite your network throughout the month
  • 7 ‘Untapped Promotion’ strategies to get over 1000+ people to register for your event
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What works now won’t work again in a few months 😉 So…If you want take the swing and benefits – before it’s too late and before everyone starts using them

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