Study Id21600 Linkedin-Statista-Dossier

COMPANIES & PRODUCTS
LinkedIn
Table of Contents
01 Overview LinkedIn: global users 2019-2023, by subscription type 21

Gender distribution of social media audiences worldwide 2024, by platform 22
Global social network penetration 2019-2028 04
LinkedIn: distribution of global audiences 2024, by age group 23
Most valuable brands worldwide 2023 05
LinkedIn: distribution of global audiences 2024, by gender 24
Countries with the most LinkedIn users 2024 06
LinkedIn: number of users in the United States 2018-2022 25
LinkedIn: countries with the highest audience reach 2024 07
LinkedIn: U.S. users 2023, by generation 26
LinkedIn: U.S. users 2023, by gender 27
02 Financials
LinkedIn: U.S. users 2023, by income 28
LinkedIn: annual revenue FY 2017-2024 09
LinkedIn: U.S. users 2023, by education 29
LinkedIn: annual revenue 2023, by segment 10
LinkedIn: most frequently used member defined pronouns 2023 30
LinkedIn: annual EBITDA 2019-2023 11
LinkedIn annual ad revenue 2017-2027 12
05 Traffic
LinkedIn: annual premium accounts revenue 2019-2023 13
Web traffic referrers to LinkedIn.com 2023 32
LinkedIn: costs and expenses 2019-2023 14
Distribution of LinkedIn.com traffic 2023, by country 33
Total global visitor traffic to LinkedIn.com 2023 34
03 Benchmark
Social media traffic referrers to LinkedIn.com 2023 35
Most used social media platforms by type in the U.S. 2023 16
Social network usage by brand in the U.S. 2024 17
06 Advertising
ACSI - U.S. customer satisfaction with online platforms 2022-2023 18
Most important social media platforms for marketers worldwide 2023 37
Social media used to research new companies and employers in the U.S. 2022 19
Most important social media platforms for global B2B & B2C marketers 2023 38
Social media platforms used by marketers worldwide 2023 39
04 Demographics
1
Table of Contents
Social media platforms used by marketers worldwide 2022, by target group 40

Benefits of social media marketing worldwide 2023 41
Future use of social media among marketers worldwide 2023, by platform 42
07 Employees
LinkedIn: global employees 2019-2023 44
Global LinkedIn employees 2019-2023, by gender 45
Global LinkedIn employees in leadership 2019-2023, by gender 46
Global LinkedIn employees in technical roles 2023, by gender 47
U.S. LinkedIn employees 2023, by race/ethnicity 48
U.S. LinkedIn employees in leadership 2023, by ethnicity 49
2
CHAPTER 01
Overview
Social network penetration worldwide from 2019 to 2028
Global social network penetration 2019-2028
4 Description: The global social media penetration rate in was forecast to continuously increase between 2024 and 2028 by in total 11.6 (+18.19 percent). After the ninth consecutive increasing year, the penetration rate is estimated to reach 75.31 and therefore a
new peak in 2028. Notably, the social media penetration rate of was continuously increasing over the past years. Read more
Note(s): Worldwide; 2019 to 2028; * Forecast. Internet users who use a social network site via any device at least once per month Read more
Source(s): Statista
Leading brands worldwide in 2023, by brand value (in billion U.S. dollars)
Most valuable brands worldwide 2023
Brand value in billion U.S. dollars
5 Description: Tech companies ranked as the most valuable brands in the world in 2023, covering the five top spots in the source’s ranking. Apple led the list with a brand value of around 502 billion U.S. dollars, followed by Microsoft, Amazon, and Google – each with
brand values of over 250 billion dollars. Samsung closed the top five, at roughly 91 billion dollars in brand value. Read more
Note(s): Worldwide; 2023
Source(s): Interbrand
Leading countries based on LinkedIn audience size as of April 2024 (in
millions)
Countries with the most LinkedIn users 2024
Audience in millions
6 Description: As of April 2024, LinkedIn had an audience reach of 230 million users in the United States. The country was by far the leading market of the professional job networking service, with runner-up India having an audience of 130 million. Read more
Note(s): Worldwide; April 2024; 18 years and older; based on addressable ad audience
Source(s): DataReportal; LinkedIn; Meltwater; We Are Social
Countries with the highest LinkedIn audience reach as of April 2024
LinkedIn: countries with the highest audience reach 2024
Reach
7 Description: As of April 2024, professional social networking platform LinkedIn had an addressable advertising audience reach of 115.6 percent in the Cayman Islands and 111.6 percent in Bermuda. Overall, the United States ranked seventh and the United
Kingdom ranked 11th, with 85.8 percent and 76.1 percent, respectively. Read more
Note(s): Worldwide; April 2024; 18 years and older
CHAPTER 02
Financials
Annual revenue generated by LinkedIn from fiscal year 2017 to 2024 (in
million U.S. dollars)
LinkedIn: annual revenue FY 2017-2024
9 Description: In the fiscal year 2024, LinkedIn's annual revenue amounted to more than 16.37 billion U.S. dollars, up from 14.9 billion U.S. years during the 2022 fiscal period. The social networking site, which focuses on business contacts, was acquired by Microsoft
in 2016. LinkedIn offers a job search board and a social media-style news feed. Read more
Note(s): Worldwide; 2017 to 2023; fiscal year end June 30
Source(s): Microsoft
Annual revenue generated by LinkedIn from 2019 to 2023, by segment (in
billion U.S. dollars)
LinkedIn: annual revenue 2023, by segment
10 Description: LinkedIn is a business and employment focused social networking site that was launched in 2002 and is owned by Microsoft. According to estimates, LinkedIn generated over 6.44 billion U.S. dollars in revenue from users who subscribed to premium
accounts, as well as 3.95 billion U.S. dollars in other revenues, and 5.93 billion USD in revenues from advertising. Read more
Note(s): Worldwide; 2019 to 2023; figures are estimates; *Estimates Read more
Source(s): Statista
Annual EBITDA generated by LinkedIn worldwide from 2019 to 2023 (in
million U.S. dollars)
LinkedIn: annual EBITDA 2019-2023
11 Description: LinkedIn is a social networking platform with a focus on business and employment that was founded in 2002 and is owned by Microsoft. According to estimates, LinkedIn's EBITDA increased to 1.184 billion US dollars in 2023, up from 898 million US
dollars in the previous year. Read more
Source(s): Statista
Annual advertising revenue generated by LinkedIn worldwide from 2017 to
2027 (in billion U.S. dollars)
LinkedIn annual ad revenue 2017-2027
12 Description: In 2022, LinkedIn generated 5.91 billion U.S. dollars in advertising revenue. This figure is expected to further grow to reach 10.35 billion U.S. dollars by 2027. The business platform is responsible for roughly 0.9 percent of the global ad revenue. Read
more
Note(s): Worldwide; 2017 to 2022; * Forecast. Read more
Source(s): Business Insider; Microsoft; Statista
Annual premium accounts revenue generated by LinkedIn worldwide from
2019 to 2023 (in billion U.S. dollars)
LinkedIn: annual premium accounts revenue 2019-2023
13 Description: LinkedIn, owned by Microsoft and founded in 2002, is a business and employment-based social networking platform. Although the service is free, LinkedIn users have the option to become premium members. In 2023, the social network for
professionals made about 6.44 billion U.S. dollars from paying for premium memberships. This was an increase of about 13 percent from 2022. Read more
Source(s): Statista
Annual costs and expenses generated by LinkedIn worldwide from 2019 to
2023 (in billion U.S. dollars)
LinkedIn: costs and expenses 2019-2023
14 Description: LinkedIn, owned by Microsoft and founded in 2002, is a social networking site with an emphasis on business and employment. Estimates place LinkedIn's costs and expenses for 2023 at about 15.13 billion U.S. dollars, up from an estimated 12.91
billion in 2022. Read more
Note(s): Worldwide; 2019 to 2023; figures are estimates; *Estimates Including general, administrative, marketing, sales, R&D, and equity depreciation costs Read more
Source(s): Statista
CHAPTER 03
Benchmark
Most used social media platforms by type in the U.S. as of December 2023
Most used social media platforms by type in the U.S. 2023
Share of respondents
16 Description: 65 percent of U.S. respondents answer our survey on "Most used social media platforms by type" with "Social networks (e.g., Facebook)". The survey was conducted in 2023, among 60,267 consumers. Read more
Note(s): United States; January to December 2023; 60267 respondents; 18-64 years
Source(s): Statista Consumer Insights
Social network usage by brand in the U.S. as of June 2024
Social network usage by brand in the U.S. 2024
17 Description: We asked U.S. consumers about "Social network usage by brand" and found that "Facebook" takes the top spot, while "MeWe" is at the other end of the ranking. Read more
Note(s): United States; July 2023 to June 2024; 30420 respondents; 18-64 years
American Customer Satisfaction Index (ACSI) of selected online networks
from July 2022 to June 2023 (index score)
ACSI - U.S. customer satisfaction with online platforms 2022-2023
18 Description: As of 2023, the online network with the highest score according to the American Customer Satisfaction Index (ACSI) was YouTube with 73 out of 100 points, this is a year on year change of three percent. Overall, Wikipedia and TikTok each held a ACSI
score of 77 points. Reddit saw the greatest change in customer satisfaction, reaching a ACSI score of 75 in 2023, up from 68 in 2022. Read more
Note(s): United States; July 2022 to June 2023; 7,979 respondents; respondents chosen at random and contacted via email
Source(s): ACSI®
Leading social media used by prospect employees to research companies in
the U.S. as of March 2022
Social media used to research new companies and employers in the U.S. 2022
19 Description: LinkedIn remains the most prominent employment-related social media in the United States with Glassdoor following closely behind. Other mediums for job search are used less frequently, though anything reflecting an employer's image is a viable
tool for those seeking new employment. The image a company reflects is likely to be significant as the wave of resignation in the United States continues and people seek more favorable employment. Read more
Note(s): United States; 2022; 1,251 respondents; 21-72 years
Source(s): Capitalize
CHAPTER 04
Demographics
Number of LinkedIn users worldwide from 2019 to 2023, by subscription
type (in millions)
LinkedIn: global users 2019-2023, by subscription type
21 Description: A social networking site focused on business and jobs, LinkedIn was established in 2002 and is owned by Microsoft. Users of LinkedIn have the opportunity to upgrade to premium accounts, and it is estimated that there were 175.5 million premium
users on the platform in 2023, up from around 154.4 million in 2022. Read more
Source(s): Statista
Gender distribution of social media audiences worldwide as of April 2024, by
platform
Gender distribution of social media audiences worldwide 2024, by platform
Share of users
22 Description: As of April 2024, 49.2 percent of Instagram's global audience were women, giving this platform the highest share of female audiences from all the selected social media platforms. Photo-based Snapchat followed, with 49.1 percent of users identifying
as women. X (Twitter) was by far the platform with the highest share of male users, accounting for 60.3 percent of its worldwide audience base. Read more
Note(s): Worldwide; April 2024; 18 years and older
Source(s): DataReportal; Facebook; Instagram; LinkedIn; Meltwater; Pinterest; Snap Inc.; Twitter; We Are Social
Distribution of LinkedIn users worldwide as of April 2024, by age group
LinkedIn: distribution of global audiences 2024, by age group
23 Description: As of April 2024, 50.6 percent of LinkedIn users worldwide were between the ages of 25 and 34 years old. In comparison, users older than 55 years old made up only 3.8 percent of the social platform's audience. Additionally, users belonging to the 18
to 24 year age group made up 24.5 percent of the professional social network's user base. Read more
Note(s): Worldwide; April 2024; 18 years and older; based on addressable ad audience
Distribution of LinkedIn users worldwide as of January 2024, by gender
LinkedIn: distribution of global audiences 2024, by gender
24 Description: As of January 2024, over 43 percent of LinkedIn users worldwide were women. The professional social networking platform, which saw an audience of over 220 million users in the United States, reported that over 56 percent of its audience was
composed by male users in the examined period. Read more
Note(s): Worldwide; January 2024; 18 years and older; refers to addressable ad audience
Number of LinkedIn users in the United States from 2018 to 2022 (in
millions)
LinkedIn: number of users in the United States 2018-2022
25 Description: In 2022, professional networking platform LinkedIn is projected to reach 66.8 million monthly active users in the United States, up from 58.5 million users in 2018. LinkedIn is one of the biggest online career platforms worldwide and the majority of
users access LinkedIn to strengthen their professional social network. Read more
Note(s): United States; 2018 to 2019; *Forecast Read more
Source(s): eMarketer; Marketing Land
Distribution of LinkedIn users in the United States as of September 2023, by
generation
LinkedIn: U.S. users 2023, by generation
Share of users
26 Description: As of September 2023, 47 percent of LinkedIn users in the United States were Millennials, whilst 29 percent were belonged to Generation Z. Additionally, almost one in ten U.S. users were Baby boomers. Read more
Note(s): United States; September 2023; 31,276 respondents; 18-64 years
gender
LinkedIn: U.S. users 2023, by gender
27 Description: According to an online survey conducted in September 2023 in the United States, 57 percent of LinkedIn users in the country were men and 43 percent of users were women. Additionally, almost half of all LinkedIn users in the United States were
Millennials. Read more
Note(s): United States; September 2023; 1,702 respondents; 18-64 years; LinkedIn users
income
LinkedIn: U.S. users 2023, by income
28 Description: According to an online survey conducted in September 2023 in the United States, the majority of LinkedIn users had a high monthly household income, accounting for 53 percent of users. Additionally, 29 percent of users belonged to middle-income
households, and 16 percent of LinkedIn users belonged to low-income households. Read more
education
LinkedIn: U.S. users 2023, by education
29 Description: According to an online survey conducted in 2023 in the United States, one third of LinkedIn users held a bachelor degree or equivalent. Additionally, 26 percent of LinkedIn users in the U.S. held a masters degree or equivalent. Overall, just two percent
of users had secondary level education. Read more
Most used custom made pronouns on LinkedIn worldwide as of 2023
LinkedIn: most frequently used member defined pronouns 2023
Rank
She/they 1
He/they 2
They/she 3
Any pronouns* 4
They/he 5
30 Description: In 2023, the most common custom-made pronouns on LinkedIn, after the standard platform selections of "He/him", "She/her", and "They/them", were "She/they". Overall, "He/they" were the next most frequently used custom pronoun, followed by
"They/she." Another selection was "They/he," and some LinkedIn members wrote "any" or "any pronouns." Read more
Note(s): Worldwide; 2023; LinkedIn users with customized pronouns; Most often used following "she/her", "he/him", and "they/them"; *LinkedIn members who wrote "any" or "any pronouns" Read more
Source(s): LinkedIn
CHAPTER 05
Traffic
Leading traffic referrers to LinkedIn.com worldwide as of December 2023
Web traffic referrers to LinkedIn.com 2023
32 Description: As of December 2023, statics.teams.cdn.office.net accounted for over nine percent of referral traffic to LinkedIn.com. LinkedIn's second-largest referral traffic driver was click.appcast.io, which generated over eight percent of referral traffic to the
professional networking platform. Read more
Note(s): Worldwide; 6 months ending December 2023
Source(s): SimilarWeb
Regional distribution of desktop traffic to LinkedIn.com as of December
2023, by country
Distribution of LinkedIn.com traffic 2023, by country
Share of traffic
33 Description: In the six months ending December 2023, the United Kingdom accounted for over six percent of traffic to the professional networking website LinkedIn.com. The United States was ranked first, accounting for 30.84 percent of web visits to the platform.
Read more
Note(s): Worldwide; 6 months ending December 2023; all traffic
Worldwide visits to LinkedIn.com from July to December 2023 (in billions)
Total global visitor traffic to LinkedIn.com 2023
34 Description: In December 2023, close to 1.6 billion unique global visitors had visited LinkedIn.com, down from 1.7 billion visitors in in the previous month. LinkedIn is an employment-oriented online service and social network. The platform was acquired by
Microsoft in December 2016. Read more
Note(s): Worldwide; July to December 2023; combined desktop & mobile web; excluding apps
Leading social media traffic referrers to LinkedIn.com worldwide as of
December 2023
Social media traffic referrers to LinkedIn.com 2023
35 Description: As of December 2023, youtube.com accounted for over 37.9 percent of social media referral traffic to LinkedIn.com. LinkedIn's second-largest social media traffic driver was twitter.com, which generated more than 16 percent of social media traffic to
the professional networking platform. Overall, social media accounted for 0.8 percent of traffic to LinkedIn.com. Read more
Note(s): Worldwide; 6 months ending December 2023; all traffic
CHAPTER 06
Advertising
Most important social media platforms for marketers worldwide as of
January 2023
Most important social media platforms for marketers worldwide 2023
37 Description: In early 2023, when asked to indicate the most important social media platform for their business, the vast majority of global marketers selected Facebook. Instagram and LinkedIn followed at second and third place, however Instagram started seeing
a growing importance only since 2019. 2021 was the first year when Pinterest was not named in this context. Read more
Note(s): Worldwide; January 2023; 2,100 marketers
Source(s): Social Media Examiner
Most important social media platforms for B2B and B2C marketers
worldwide as of January 2023
Most important social media platforms for global B2B & B2C marketers 2023
38 Description: As per results of a January 2023 survey of global marketers, 25 percent of B2C and 15 percent of B2B respondents stated Instagram was the most important social platform for their business. Facebook remained the leading most important platform
for B2C professionals, while LinkedIn took the lead for B2B marketers, with 48 percent that year. Read more
Note(s): Worldwide; January 2023; 2,133 respondents
Leading social media platforms used by marketers worldwide as of January
2023
Social media platforms used by marketers worldwide 2023
39 Description: As of January 2023, Facebook was the most commonly used social media platform among marketers worldwide. According to a global survey, 89 percent of responding social media marketers used the network to promote their business, while another
80 percent did so via Instagram. Read more
Note(s): Worldwide; January 2023; 2,133 respondents
Source(s): Frankwatching; Social Media Examiner
Leading social media platforms used by B2B and B2C marketers worldwide
as of January 2022
Social media platforms used by marketers worldwide 2022, by target group
40 Description: In early 2023, a survey was conducted on social media platforms usage by business-to-business and business-to-customer marketers worldwide. During the survey, 84 percent of responding B2B and 54 percent of B2C responding social media
marketers stated they used LinkedIn to market their businesses. Read more
Leading benefits of using social media for marketing purposes worldwide as
of January 2023
Benefits of social media marketing worldwide 2023
41 Description: Increased exposure is the most commonly cited advantage of using social media for marketing purposes among global industry professionals. This is unsurprising given the huge appeal of having billions of active users as a potential advertising
audience. Improved traffic, lead generation and growing fan loyalty are further reasons why marketers see value in employing social networks in their campaigns. Facebook, Instagram and LinkedIn are the top three most used social platforms [...] Read more
Note(s): Worldwide; January 2022; 2,133 respondents; 55% of the participants live in the US, 5% in the UK, 5% in Canada, 4% in India and 3% in Australia. For 43% of marketers surveyed, social media is their primary responsibility. And 63% of marketers work in B2C,
37% in B2B.
Source(s): Frankwatching; Social Media Examiner
Planned changes in use of selected social media for marketing purposes
worldwide as of January 2023
Future use of social media among marketers worldwide 2023, by platform
42 Description: During a global 2023 survey, 66 percent of responding marketers stated they would increase their usage of Instagram in the near future; 43 percent said they would increase the usage of TikTok advertising, but as many as 45 percent were not planning
to use the mobile video sharing app for marketing purposes. Read more
CHAPTER 07
Employees
Number of LinkedIn employees worldwide 2019 to 2023
LinkedIn: global employees 2019-2023
44 Description: In 2023, there were around 19.4 thousand LinkedIn employees worldwide, down from an estimated 21 thousand in 2022, indicating an year-on-year decrease in employees of over seven percent. Microsoft owns the business focused social media
platform, which was established in 2002. Read more
Note(s): Worldwide; 2019 to 2023; 2019, 2020, 2021 figures are estimates; *LinkedIn company data Read more
Source(s): LinkedIn; Statista
Distribution of LinkedIn employees worldwide from 2019 to 2023, by gender
Global LinkedIn employees 2019-2023, by gender
Share of employees
45 Description: In 2023, 47.3 percent of global employees working for LinkedIn identified as women, and 0.8 percent of employees chose not to disclose their gender. Overall, 51.9 percent of LinkedIn employees were men, down from 52.1 percent in 2022. There were
an estimated 19.4 thousand people working for LinkedIn in 2023. Read more
Note(s): Worldwide; 2019 to 2023; LinkedIn employees
Source(s): LinkedIn
Distribution of LinkedIn employees in leadership roles worldwide from 2019
to 2023, by gender
Global LinkedIn employees in leadership 2019-2023, by gender
46 Description: In 2023, 46 percent of global LinkedIn employees in leadership positions were women, and 53.7 percent were men. Overall, 0.3 percent of LinkedIn workers in leadership roles did not disclose their gender. Overall, women account for 47.3 percent of
LinkedIn's global workforce. Read more
Note(s): Worldwide; 2019 to 2023; LinkedIn employees
Source(s): LinkedIn
Distribution of LinkedIn employees in technical roles worldwide as of June
2023, by gender
Global LinkedIn employees in technical roles 2023, by gender
47 Description: In 2023, women accounted for 29.3 percent of technical roles at LinkedIn, whilst men accounted for 69.4 percent of all tech roles at the company. Overall, 1.3 percent of employees did not disclose their gender. Additionally, women account for around
46 percent of all leadership roles at the company. Read more
Note(s): Worldwide; June 2023; LinkedIn employees
Source(s): LinkedIn
Distribution of LinkedIn employees in the United States as of June 2023, by
race/ethnicity
U.S. LinkedIn employees 2023, by race/ethnicity
48 Description: In 2023, 40.7 percent of LinkedIn's global workforce were Asian, and 36.4 percent were white. Overall, 7.6 percent of employees were Latino, and 6.8 percent were Black. In addition, 5.7 percent of LinkedIn workers did not disclose their ethnicity or race.
Read more
Note(s): United States; June 2023; LinkedIn employees
Source(s): LinkedIn
Distribution of LinkedIn employees in leadership roles in the United States
as of June 2023, by ethnicity
U.S. LinkedIn employees in leadership 2023, by ethnicity
49 Description: In 2023, 47.3 percent of LinkedIn employees in leadership positions were white, whilst 32.8 percent were Asian. Overall, 6.5 percent of leadership positions at LinkedIn were Black employees, and 5.4 percent chose not to disclose their race or ethnicity.
LinkedIn employs around 19.4 thousand people, worldwide. Read more
Note(s): United States; June 2023; LinkedIn employees
Source(s): LinkedIn
Sources
ACSI®
Business Insider
Capitalize
DataReportal
eMarketer
Facebook
Frankwatching
Instagram
Interbrand
LinkedIn
Marketing Land
Meltwater
Microsoft
Pinterest
SimilarWeb
Snap Inc.
Social Media Examiner
Statista
Statista Consumer Insights
Twitter
We Are Social
50

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COMPANIES & PRODUCTS

01 Overview LinkedIn: global users 2019-2023, by subscription type 21

Social media platforms used by marketers worldwide 2022, by target group 40

Brand value in billion U.S. dollars

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