LinkedIn Demographics Statistics That Matter Most to Marketers in 2024

The success of any channel-specific campaign hinges on one crucial element: your understanding of the target audience using that platform. When it comes to LinkedIn — the world's largest professional networking site — understanding LinkedIn demographics is essential for effective marketing. 

Whether you're a beginner planning to leverage LinkedIn as a marketing channel or a seasoned professional looking to sharpen your LinkedIn marketing strategy, this blog is your go-to resource. We'll delve into crucial LinkedIn demographics stats and provide actionable pro tips on crafting campaigns that resonate with each segment. Let's roll.   

Why are LinkedIn demographics important for B2B marketers? 

LinkedIn demographics offer a detailed breakdown of the platform’s user base, providing insights into characteristics such as age, gender, location, and profession. This user-based analytics helps marketers understand their audience granularly, enabling more effective and targeted advertising campaigns.   

According to LinkedIn, enterprises using LinkedIn advertising see twice the engagement rate, up to 13.5% lower cost per acquisition and up to twice the conversion rates compared to other platforms.  

Here are more ways how LinkedIn demographics knowledge helps your LinkedIn marketing campaigns:   

Impeccable customer segmentation: Knowing LinkedIn demographics helps you segment customers more effectively, resulting in highly personalized and relevant engagement that resonates with your audience.   

Better targeting: By categorizing LinkedIn demographics into different segments, you can identify high-intent and high-value accounts worthy of your engagement efforts.   

Personalization: When did you last read a message or email that didn’t address you by name? And how quickly did you delete it? Understanding LinkedIn demographics helps you maintain a human touch in your outreach, making your messages more engaging and personalized.  

Trend forecasting: LinkedIn demographic data keeps you updated on your audience’s evolving tastes and preferences. This ensures your outreach activities remain timely and relevant, regardless of shifting trends.   

Efficient outreach: Clearly defined ideal customer profiles (ICPs) and personalized outreach are almost always worth the investment. Understanding LinkedIn demographics enables you to craft outreach campaigns that reflect positively on your campaign dashboard. 

Overview of LinkedIn’s global reach 

LinkedIn's global reach spans industries, connecting professionals from every corner of the globe. Over time, this number has grown exponentially.  

• In 2022 LinkedIn had 571 million users globally, with 174 million premium subscriptions. In the US only, there are 200 million users. (Source: Statista) 
    
• The platform's user base is expected to grow by 22.3% between 2024 and 2028, reaching an estimated 942.84 million users by 2028. (Source: Statista) 

LinkedIn's global user base, which has now surpassed 1 billion members across 200 countries, is a testament to the platform's diversity and inclusivity. This active user base and the growing number of premium subscribers reflect robust followership and engagement.  
 While this vast user base unlocks a wealth of opportunities, navigating such a large pool of users necessitates a deep understanding of demographics. These demographics serve as the filters, allowing marketers to reach their target audience precisely.  

Age distribution Stats on LinkedIn  

LinkedIn continues to be dominated by young professionals. Here are some key stats from Statista.  

• Millennials make up a significant portion of LinkedIn's user base in the United States at 47%, Generation Z users are comparatively lower at 29%. Additionally, almost one in ten U.S. users were Baby boomers. (Source: Statista)  
• In April 2024, a staggering 50.6% of LinkedIn users globally were aged between 25 and 34, with those over 55 making up just 3.8% of the audience. The 18 to 24-year age group represented 24.5% of the user base in 2024.  (Source: Statista) 

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Read More: Social Media Demographics Every Marketer Must Know in 2023 and Beyond 

Gender composition on LinkedIn  

LinkedIn fosters professional connections across all industries. Understanding the platform's gender makeup is crucial for B2B social media marketing.   

According to Statista, as of January 2024, over 43% of LinkedIn users worldwide were women. The professional social networking platform, which had an audience of over 220 million users in the United States, reported that over 56 percent of its audience was composed of male users in the examined period.    

Also, as per a report by DataReportal,   

• For the 18-24-year-old LinkedIn advertising audience, the male-to-female ratio is 9.4% to 11.7%.  
• For the 25-34-year-old LinkedIn advertising audience, the male-to-female ratio is 24.5% to 31.3%.  
• For the 35-54-year-old LinkedIn advertising audience, the male-to-female ratio is 8.4% to 11.7%.  
• Statista also reports that "she/they" and "he/they" are the most common pronouns on LinkedIn, followed by other pronouns. 

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📌 What does it mean for marketers 

Inclusive campaigns: Statista's report on pronouns highlights the growing importance of gender-inclusive language on LinkedIn. 

• Use gender-neutral language (they/them, themself) whenever possible. 
• Avoid assuming someone's gender based on their name. 
• Consider offering pronoun selection options in your LinkedIn lead forms. 

Diversifying your content strategy: 

• Feature success stories and thought leadership content from women in your industry. 
• Showcase company culture and initiatives that promote gender equality. 
• Consider using a mix of male and female voices in your LinkedIn content. 

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Geographic distribution of LinkedIn users 

LinkedIn has 298 million members in the Asia-Pacific region, followed by Europe with 278 million and North America with 244 million plus memberships. With established US and European markets, the platform has seen rapid growth in the Asia-Pacific region with rising activity in Latin America, UAE and South Africa.     

• The platform has the highest audience reach in the US at 230 million, followed by India at 130 million. (Source: Statista)   
• The top 5 countries in terms of audience are the US, India, China, Brazil and the UK.   
• In 2024, LinkedIn advertising had the highest audience reach in the Cayman Islands, at 115.6% and in Bermuda, at 111.6%. (Source: Statista) 

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LinkedIn income demographics   

LinkedIn attracts users across different income levels. However, data suggests a more significant representation of high-income and high-education households. A few additional LinkedIn audience demographics show:  

• In the US region, 53% of users are in the high-income category, 29% in middle-income households and 16% in low-income ones. (Source: Statista)  
• LinkedIn is a bustling business hub, with a staggering 65 million making their mark on the platform. 
• 44% of LinkedIn users take home more than $75,000 per year.  

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📌 What does it mean for marketers 

Targeting high-value customers: LinkedIn offers a rich pool of professionals with high purchasing power. This presents a significant opportunity for B2B marketers to target high-value customers.   

• Focus on ROI: Highlight the return on investment (ROI) your products or services can deliver.  
• Premium content & features: Consider offering premium content or features that cater to the needs of decision-makers and influencers.  
• Showcase success stories: Feature success stories with clients in high-growth industries or those dealing with similar challenges your target audience faces.   

Content strategy tailored for professionals: Since LinkedIn users are predominantly professionals, tailor your content strategy to resonate with their needs and interests.  

• Professional tone: Maintain a professional tone and brand image in all your LinkedIn communications.  
• Data-driven content: To enhance credibility, back up your claims with data and statistics.  
• Thought leadership content: Establish your brand as a thought leader on LinkedIn by sharing valuable insights and expertise.  

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Bonus Read: How to Create a Content Marketing Strategy (+ Additional Tips) 

Career level demographics of LinkedIn users 

LinkedIn has become one of the most popular platforms for recruiters and headhunters to hire the right candidates for their companies over the years. Here are a few stats that justify the trend.     

• 49 million people search for jobs on LinkedIn each week.  
• LinkedIn boasts three million members with MBAs, 10 million C-level executives, 17 million thought leaders, 63 million decision-makers and over 90 million senior-level executives. (Source: FinancesOnline)   
• There are over 63 million decision-makers on LinkedIn. 10 million are C-level executives, with 180 million senior-level influencers. (Source: LinkedIn)  

💡 Pro Tip: Have you considered leveraging the power of LinkedIn groups to establish yourself as a thought leader in your industry? Search for active groups in your industry on the platform and participate by sharing valuable content and answering questions. Engage with interested members through direct messages and offer pro bono consultations.   

📌 What does it mean for marketers 

Leverage employee advocacy: The platform has a large pool of senior-level professionals, making employee advocacy a powerful tool.   

• Encourage employee sharing: Encourage your employees to share company content and news on their LinkedIn profiles.   
• Employee recognition programs: Implement employee recognition programs that incentivize sharing company achievements and thought leadership content.  

Showcase company culture: LinkedIn is a great platform to showcase your company culture and attract top talent.   

• Post employee testimonials: Share positive employee testimonials about your company culture and work environment.   
• Highlight career growth opportunities: Showcase opportunities for professional development and career growth within your organization. 

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How can you use LinkedIn analytics to find your audience demographics 

Now that you understand the LinkedIn landscape, what's next? Let's delve into using LinkedIn analytics to discover your audience's demographics.  

LinkedIn audience insights are available through Campaign Manager: 

• Head over to LinkedIn Campaign Manager and sign in using your credentials. 
• There are two ways to leverage LinkedIn Audience Insights: 
• Matched Audiences: These are pre-built audiences based on your uploaded data (e.g., email lists) or website visitors. 
• Saved Audiences: Here, you can build customized audiences using various targeting criteria (e.g., job titles, companies).  
• Once your audience is created (matched or saved), find the three dots next to its name and click "Insights."  
• Dive into five key categories: demographics, content, companies, groups and education. 
• Use your insight to refine your audience targeting using "Edit" and reach the right group.  
• Toggle over the demographic information, such as job title, location, industry, seniority and company size, to see the breakdown of your audience. The top five results will be displayed for each category.  

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On your company page:  

• Go to your LinkedIn company page. 
• Click on the "Analytics" tab at the top of your company page. 
• Select "Followers" or "Visitors" from the dropdown menu under the Analytics tab to view demographics.  
• Analyze information such as location, industry, company size, job function and seniority of your followers or visitors. 

Use the insights to tailor your content and customer engagement strategies better to match the interests and needs of your audience. For example, if you notice a significant portion of your audience is from a particular industry, consider creating content that is relevant to that sector. Also, keep track of the LinkedIn demographics to analyze the impact of your content and continuously improve your ROI.    

💡Pro Tip: Look beyond basic demographics! Explore the "Skills" section of your 'Saved Audience' to identify the most coveted skills within your target segment. This provides valuable clues about their pain points and expertise, allowing you to craft more relevant content and outreach strategies. Beyond LinkedIn campaign manager, here’s one know-it-all article on audience analysis you may find useful.   

Know your audience, master your LinkedIn marketing  

LinkedIn demographics are here to supercharge your marketing strategies. These insights empower you to personalize experiences, make smarter ad investments and connect directly with your target audience. 

But let’s face it – diving into data and translating it into action can be a headache. That’s where powerful tools like Sprinklr Social step in. 

Sprinklr Social empowers you to handle your LinkedIn posts like a pro, track audience sentiment and transform data into actionable insights displayed neatly on a unified dashboard for easy understanding. 

Take a free trial of Sprinklr Social today and experience how it helps you drive meaningful engagement on LinkedIn and beyond.