What the data tells us
- LinkedIn’s user base is professional, affluent, and global. With over half of US users in high-income brackets and a significant presence outside the US, the platform is uniquely positioned for brands targeting decision-makers and executive audiences worldwide.
- Millennials dominate, but there’s multigenerational appeal. While 25–34-year-olds make up the largest slice of the LinkedIn pie, Gen Z and Gen X users aren’t far behind. Smart marketers should tailor their content to resonate with a broad age range, especially when aiming for both reach and relevance.
- Demographics aren’t one-size-fits-all, so dig into your own data. Public stats provide a solid benchmark, but the real magic happens when you combine those with your own LinkedIn Page and ad demographics to fine-tune both your organic and paid strategies.
As a social media platform designed for professional networking, LinkedIn offers a unique environment for brands. While people use other social platforms for entertainment and personal connection, they head to LinkedIn for work, brand research, and professional discussion.
Perhaps that’s why social marketers have more ROI confidence in LinkedIn than they do in any other social network. After all, 40% of LinkedIn visitors organically engage with a Business Page every week.
The thing brands need to remember is that all social content has to appeal to people, not just to other brands. Updated LinkedIn demographics information can help you understand who’s using the platform right now so you can develop a content strategy that speaks to the right people.
At the end of this post, we’ll also show you how to find the LinkedIn demographics of your own followers, so you can create effective paid and organic LinkedIn marketing strategies and boost your ROI confidence even more.
LinkedIn age demographics
1. 35.8% of U.S. LinkedIn users are millennials
Millennials are the largest generation of U.S. users on LinkedIn, with 35.8% falling into this generation. The Millennial generation includes those born between 1981 and 1996, making them between ages 29 and 44 in 2025.
Source: eMarketer
Comparatively, 26.2% of LinkedIn users are Gen Z (aged 13 to 28), 27.2% are Gen X (aged 45 to 60), and 9.2% are Baby Boomers (aged 61 to 79). The remaining 1.6% are either 80+ or 12 and under.
2. Worldwide, 47.3% of LinkedIn users are aged 25-34
It’s important to keep this largest age group in mind when planning your LinkedIn content strategy (along with your own audience targeting research, of course).
The next largest age group is 18-24 (28.7%), followed by 35-54 (20.7%). Only 3.3% of LinkedIn users worldwide are 55 or older.
Source: Statista
3. 32% of U.S. adults use LinkedIn
That’s about the same as TikTok, with 33% of American adults using that platform. LinkedIn doesn’t get talked about as much as trend darling TikTok, but this stat shows how powerful the platform can be for reaching your target audience.
Source: Pew Research
4. 42% of those who regularly get news on LinkedIn are aged 30 to 49
25% are aged 18 to 28, and another 25% are aged 50 to 64. Just 8% of regular news consumers on LinkedIn are aged 65+.
LinkedIn gender demographics
5. 55% of U.S. LinkedIn users are male
The survey only allowed for choices of male or female, but 55% of survey respondents identify as male and 45% female.
For regular news consumers on the platform, 53% are male and 46% are female.
Source: Pew Research
6. Globally, 56.9% of users are male
And 43.1% are female. This means the global audience is fairly closely aligned with the U.S. audience, but with a slightly higher percentage of men compared to women.
Source: Statista
7. 35% of U.S. male adults use LinkedIn
And 30% of female U.S. adults use the platform. This makes LinkedIn the fourth-most popular social platform for U.S. men and the eighth-most popular for U.S. women.
8. Globally, 49% of LinkedIn’s leadership roles are held by women
This is great to see, as LinkedIn’s 2025 State of Women in Leadership Report found that based on LinkedIn member data from 74 countries, only 30.6% of global leadership roles are held by women – a figure that has increased only 0.2 percentage points in the last three years.
Source: LinkedIn State of Women in Leadership Report 2025
Among LinkedIn’s overall workforce, 47.6% are women, and 51.7% are men. There’s a very interesting split between tech and non-tech roles though. Women hold only 29.9% of tech jobs at LinkedIn, but they have 57.6% of the non-tech jobs.
LinkedIn income demographics
9. 53% of U.S. adults who earn more than $100,000 per year use LinkedIn
That’s the largest percentage of any income group. YouTube (90%) and Facebook (70%) are the only platforms this group uses more.
By contrast, 34% of people earning between $70,000 and $99,000 use LinkedIn, along with 22% of people earning between $30,000 and $69,000 and 16% of people earning under $30,000.
10. 53% of U.S LinkedIn users have a high income
This stat looks at things from a slightly different angle than the previous one breaking down the percentage of U.S. LinkedIn users who fall into each income category, rather than the percentage of people in each income category who use LinkedIn.
So, 53% of U.S. LinkedIn users are high-income, 29% fall into the middle-income group, and just 18% have a low income.
11. 54% of U.S. college graduates use LinkedIn
That’s the largest percentage of any educational group. LinkedIn also has the largest educational differences for any social platform: 31% of those with some college use the platform, along with just 12% of those who have a high school education or less.
12. There are 10 million C-level executives on LinkedIn
In addition, there are 180 million senior-level influencers and 63 million decision makers. The people who make company decisions are on this platform.
13. Executives from every Fortune 500 company are on LinkedIn
Executives from all of the largest firms in the United States are on the platform, skewing income demographics significantly upward.
14. LinkedIn members earn 15% more than users of other social platforms
That, of course, gives them greater spending power. They also have 64% more assets.
LinkedIn location demographics
15. 234 million people in the U.S. use LinkedIn
That makes the United States the largest user base for LinkedIn by a significant margin. However…
16. More than 75% of LinkedIn users live outside the United States
With over a billion users, LinkedIn is a global leader in professional networking. Whether you’re trying to target audiences in the U.S. or elsewhere in the world, LinkedIn is the place to be for B2B.
17. LinkedIn has users in 200 countries worldwide
Source: LinkedIn
That includes 1 billion people, as well as more than 69 million companies and 139,000 schools.
LinkedIn says more than 260 million users are in North America, 304 million in Europe, 326 million in the Asia-Pacific region, 188 million in Latin America, and 74 million in the Middle East and Africa.
18. LinkedIn has offices in 30 countries
And the platform is available in 36 languages: Arabic, Bangla, Simplified Chinese, Traditional Chinese, Czech, Danish, Dutch, English, Finnish, French, German, Greek, Hindi, Hebrew, Hungarian Indonesian, Italian, Japanese, Korean, Malay, Marathi, Norwegian, Persian, Polish, Portuguese, Punjabi, Romanian, Russian, Spanish, Swedish, Tagalog, Telugu, Thai, Turkish, Ukrainian, and Vietnamese.
This shows that LinkedIn truly is an international platform. If you’re marketing internationally, consider creating localized content in regional languages to best connect with your global audience.
19. 148 million people in India use LinkedIn
After the U.S., India comes in second with 148 million users.
That’s followed by Brazil with 83 million LinkedIn users, the United Kingdom with 42 million users, France with 33 million users, and Indonesia with 32 million users.
20. In the Cayman Islands, LinkedIn has an audience reach of 115.6%
The United Arab Emirates also has higher than 100% penetration, at 102.8%. According to Statista, “Values may exceed 100% due to user age misstatements, duplicate and fake accounts, differing research dates, and changes in resident populations.”
Source: Statista
21. Australian LinkedIn users are most active on Wednesdays
Pretty much any time on Wednesday is a good time to post on LinkedIn to reach users in any of Australia’s time zones. The heatmaps below indicate when Australians are most likely to be active and engaged on the platform.
For comparison, the overall most engaged time on LinkedIn across all time zones is a little different.
22. People spend the most time on the LinkedIn mobile app in Austria (1h 36m/month)
That’s followed by Pakistan (1h 26 m), New Zealand (1h 08m), Peru (1h 08 m), and Australia (1h 06m). The worldwide average is 48 minutes per month.
However, note that these LinkedIn statistics refer specifically to the amount of time people spend on the LinkedIn app on Android devices. It’s not surprising, then, that the United States is below the average usage at 44 minutes per month, since Americans tend to use more iOS devices.
23. 39% of suburban Americans use LinkedIn
That’s the largest percentage of any group by community type. 32% of urban Americans use the platform, and 19% of those who live in rural areas.
Where can you find information about your audience demographics?
While the demographic information above provides a good starting point for you to understand the LinkedIn audience, your content will resonate the best when you understand exactly who your own audience is on the platform. Here are a couple of methods to find your audience demographics on LinkedIn.
1. Find your LinkedIn Page demographics
Head to your LinkedIn Company Page and click Analytics in the left hand menu. Then, in the top menu, click Followers.
Source: LinkedIn
Then scroll down to the Follower demographics section. You can see your specific LinkedIn audience demographics based on:
- Location
- Job function
- Company size
- Industry
- Seniority
For more details, check out our full post on how to use LinkedIn Analytics.
2. Find your LinkedIn Profile demographics
You can also use LinkedIn Analytics to see the audience demographics for a LinkedIn Profile, rather than a Page. This is important information for brands whose executive figures are involved in thought leadership. It’s particularly interesting to compare the demographics of your exec team’s profiles to the corporate Page. Don’t assume the demographics are the same!
Head to the LinkedIn profile you want to see audience demographics for, then scroll down to the Analytics section.
Click Show all analytics, then click on Followers. You’ll see an overview section called Top demographics of followers. Click Show all to bring up the full demographic profile of your audience. Here, you’ll see similar demographics as those available for a LinkedIn Page:
- Job title
- Location
- Industry
- Seniority
- Company size
You’ll also see the top five companies from which people follow you.
Note that these audience demographics include both your connections and your non-connection followers.
3. Find out when your audience is online with Hootsuite
Above you saw the details for when Australian LInkedIn users are most likely to be online, as well as the overall most active times for engagement on LinkedIn. To see the best time to reach your specific LinkedIn audience based on your own goals, head to your Hootsuite dashboard and click the Analytics icon, then Best time to publish.
Choose the LinkedIn Page or Profile you want to research from the list of social profiles, and you’ll get a custom heatmap of the best days and time to publish. You can choose whether to focus on awareness, engagement, or driving traffic.
4. Find the demographics of the people interacting with your LinkedIn ads in LinkedIn Campaign Manager
If you’re running LinkedIn ads, you can also get insights into the demographics of the people who are interacting with your paid content. You can check these demographics for your overall ad account, for a campaign group, for a specific campaign, or even an individual ad. The demographics available are basically the same as for organic reporting:
- Job function
- Job title
- Company
- Company industry
- Job seniority
- Company size
- Location
- Country
The difference is that you can see exactly how people in each demographic category interacted with your LinkedIn advertising, with metrics like average CTR and conversion rate per demographic group.
Source: LinkedIn
It should be interesting to compare these demographics to those of your existing audience. Look for differences in the demographic details between your existing followers and the audience that’s engaging with your paid content to see what lessons you can learn.
If you have different teams working on paid and organic content, make sure you encourage them to share their demographics reporting data to identify potential untapped organic audiences.
Here’s how to find the demographics of the people who interact with your LinkedIn ads:
Head to Campaign Manager, then click Advertise. Click Professional Demographics on this screen to, or click into a specific campaign group to find the relevant Professional Demographics there.
Source: LinkedIn Campaign Manager
Choose the demographic trait and time range you want to focus on to see the relevant performance statistics.
Easily manage your LinkedIn Page and all your other social channels using Hootsuite. From a single dashboard, you can schedule and share content (including video), reply to comments and engage your network. Try it free today.
