60 of the Most Important LinkedIn Statistics for 2025

Ever since its launch in 2003, LinkedIn has remained one of the biggest and most well-known professional networking platforms. Everyone from B2B marketers to job seekers and even businesses knows how critical having a presence on this platform is. 

However, making the most of its potential requires knowing the trends that dictate how people engage with it. To help you market your business or build a personal brand, I list 60 of the most important LinkedIn statistics you should know. 

LinkedIn stats (top picks) 

• LinkedIn’s total user base is 1 billion across 200 different countries.

• As of October 2024, the highest proportion of LinkedIn’s users are between the ages of 25 and 34. They account for a whopping 31.45% of the platform’s user base.  

• Using LinkedIn to advertise gives you the benefit of a 33x increase in purchase intent. 

• Skills over degrees: Recruiters are over five times more likely to search for candidates by skills rather than their degrees. 

• 6 out of 10 marketers say that they plan to use video content more extensively through influencer marketing and case studies. 

LinkedIn usage and growth statistics

The first set of statistics you should be aware of relates to how people use LinkedIn, its user base, and its growth over the years. I offer some crucial insights in the two sections below. 

LinkedIn user base and demographics

What is the platform’s user base like, and what are their demographics? Here are a few important user bases and LinkedIn demographics to know. 

1. In terms of LinkedIn active users, there are 1 billion members spread across 200 countries worldwide. 

2. The largest proportion of LinkedIn’s user base is in the Asia-Pacific, with over 323 million users. This is followed by Europe, with over 296 million users. 

3. About 30% of US adults use LinkedIn. 

4. The US also sends the biggest share of desktop traffic to LinkedIn at 31.25% as of March 2024. 

5. As of October 2024, the highest proportion of LinkedIn users are between 25 and 34 years of age, accounting for 31.45% of the platform’s user base. 

Sources: LinkedIn, Pew Research Center, Statista, SimilarWeb

LinkedIn growth trends in 2025 

What trends can you expect to see regarding LinkedIn’s growth in 2025? Here’s where the platform stands now and how much it’s projected to grow in the future. 

1. LinkedIn's annual revenue was $16.37 billion in fiscal year 2024, a considerable increase from its revenue of $14.9 billion in 2020. 

2. The number of users on LinkedIn is expected to grow by 171.9 million users between 2024 and 2028. 

3. LinkedIn’s US ad revenue was expected to increase from $4.33 billion in 2023 to $5.54 billion in 2024. 

Sources: Statista, Statista, eMarketer

LinkedIn engagement statistics  

What kind of content do people post on LinkedIn, and how much engagement do these formats get? I outline these details and the time spent on the app in the sections below. 

Post engagement rates by content type

1. Photo posts accounted for nearly half of the engagements in 2024, at 47%. Articles accounted for 23% of post volume, whereas video accounted for about 17%. 

2. In terms of engagement rates, documents and collages gained the most engagement compared to other post types, at 18.2% and 14%, respectively. 

Sources: RivalIQ

Time spent on LinkedIn and activity frequency 

1. Regarding the monthly average time spent on the mobile app, Austria topped the charts at 1 hour 39 minutes. The average in the US was 45 minutes, while the worldwide average is 46 minutes. 

2. Austria also leads the way in terms of the number of times the average person opens the LinkedIn mobile app in a month, at 80. Pakistan is a close second, at 77.3 times, whereas the number drops to 35.9 in the US. 

Sources: RivalIQ, Data Reportal

LinkedIn statistics for businesses and brands 

How do brands and businesses use LinkedIn to reach out to their audiences? I offer some key insights in the sections below. 

Company page engagement and follower statistics 

How much engagement do company pages get, and how does their following affect engagement? Here are a few helpful insights: 

1. According to a RivalIQ study, the average brand posts 3.3 posts a week or about 13 monthly. 

2. Nearly 10% of brands post more than 10 times a week, showing that businesses aren’t afraid of being active on this platform. 

3. Larger accounts are more likely to post more often on LinkedIn. For example, those with 2-5K followers average about 2 posts a week, whereas those with 100K+ followers post about 5 times a week. 

4. Ad exposure on LinkedIn results in a 33x increase in purchase intent. 

Sources: RivalIQ, LinkedIn

LinkedIn’s influence on B2B marketing 

What influence has LinkedIn had on B2B marketing? Do marketers agree that LinkedIn is a beneficial channel for them to allocate their resources? Here are a few key insights. 

1. When compared to other social channels, 82% of B2B marketers have seen the greatest success with LinkedIn.  

2. Company pages with completed and active pages see a 5x increase in page views, a 7x increase in impressions per follower, and an 11x increase in clicks per follower. 

3. 70% of marketers say that LinkedIn has resulted in a positive ROI for their organization. 

4. 8 out of 10 B2B marketers worldwide say they use LinkedIn, making it the most popular B2B social media platform. 

Sources: LinkedIn, Hootsuite 

Effortlessly create meeting minutes

With Notta, you can easily generate meeting minutes, turning spoken content into written records with 98.86% accuracy.

Start for Free

LinkedIn advertising statistics 

How successful is LinkedIn for advertisers and in maximizing ROI? The two sections below offer some crucial information. 

LinkedIn ad reach and audience targeting 

1. The biggest share of LinkedIn’s advertising audience is in Northern America, at 23.1%. Southern Asia comes in second place, with its ad audience accounting for 14.6%. 

2. In terms of age group and gender, LinkedIn’s advertising audience consists mainly of people between the ages of 25 and 24. The male share in this range is 27%, while the female share is 20.9%. 

3. The total ad reach is highest in the US at 240,000,000, a 4.3% increase in QoQ. India comes in second place with a total ad reach of 140,000,000, a 7.7% increase in QoQ. 

4. Ads on LinkedIn are 6x more likely to result in a conversion.

Sources: Data Reportal, LinkedIn, LinkedIn

Average ad costs and performance metrics 

What are the average ad costs on LinkedIn and the CTR on the platform? Here are the answers: 

1. Images typically see a 2x higher engagement rate on LinkedIn.

2. Larger images, in particular, get a 38% higher CTR. 

3. According to one source, the average cost per click on LinkedIn is $5.26. 

4. On the other hand, Getuplead estimated the average cost per click on LinkedIn to be $5.39. 

Sources: LinkedIn, LinkedIn Pulse, Getuplead

LinkedIn statistics for job seekers and recruiters 

Besides marketers, LinkedIn also caters to job seekers and recruiters, and understanding this segment is critical. The next two sections dive deeper into these groups and how they use the platform. 

LinkedIn’s impact on job hunting and applications 

1. More than 9K members apply for jobs on LinkedIn every single minute. 

2. An average of 7 people are hired every minute on LinkedIn. 

3. 68% of active job seekers are familiar with LinkedIn, and Indeed is a close second at 67%. 

4. Additionally, 57% say they use LinkedIn to search for jobs. 

Sources: LinkedIn, Westwood One, LinkedIn

LinkedIn as a recruitment tool for companies 

LinkedIn is also a critical recruitment tool for companies. Here are a few things you should know about the platform in this regard. 

1. Recruiters on LinkedIn are usually 5x more likely to search by skills than by degrees. 

2. In 2019, 21% of LinkedIn jobs didn’t require professional degrees, compared to 29% in 2022. 

3. The three industries with the fastest-growing job postings in which professional degrees aren't required are Financial Services, Accommodation and Food Services, and Technology Information and Media. 

Sources: LinkedIn

LinkedIn mobile usage statistics 

How many people use LinkedIn on their mobile phones? According to SimilarWeb, between August and October 2024, 31.42% of the traffic to LinkedIn.com came from mobile web and 68.58% from desktop. 

1. According to Sensor Tower data, the LinkedIn app was downloaded 3 million times in October 2024. 

2. The LinkedIn Recruiter mobile app also offers recruiters a host of features, including messaging, job management, projects, profiles, and search options. 

Sources: SimilarWeb, SensorTower, LinkedIn

LinkedIn statistics for content creators 

How effective a platform is LinkedIn for influencers, thought leaders, and content creators? The two sections below offer a breakdown of the key insights you should be aware of. 

Growth of LinkedIn creator accounts

1. LinkedIn drives 46% of traffic to B2B sites and is considered one of the most credible sources of content. 

2. 98% of content marketers use LinkedIn for content marketing and B2B lead generation. 

3. Influencer content is among the most popular forms of content on LinkedIn today at 10%. 

4. 61% of users say that influencer content on LinkedIn will increase in the future. 

5. Influencer content and case studies will increase as 6 out of 10 marketers say they plan to increase the use of video. 

Sources: LinkedIn, LinkedIn

LinkedIn newsletters and video content 

How popular and effective are newsletters and video content on LinkedIn? Here are some numbers: 

1. Video remains LinkedIn's #1 content format today, with 16% stating it is the most effective. 

2. About two out of three of LinkedIn’s existing video content users say they plan to increase their usage in the next year. 

3. Short-form social videos produce the highest ROI on LinkedIn. 

4. More than 50% stated that video and visual content, such as infographics, are the top forms of content they use in their marketing efforts. 

5. Future video use is set to increase, according to 65% of respondents. 

Remember that this will take time, and you will need to have consistent meetings to analyze conversion data and even engage in webinars. To make this process easy, you can use a tool like Notta to accurately transcribe all your discussions to ensure you have an air-tight plan for what to do. 

Sources: LinkedIn

The bottom line

When it comes to networking, recruiting, and job hunting, no platform beats how effective LinkedIn can be. As someone looking to make the most of its offers, you must know its user base, how people use the platform, what kind of content gets the most engagement, and more. I’ve listed all the key LinkedIn statistics you need to know about this platform so you can create an effective LinkedIn marketing strategy, be it for yourself or your brand.