LinkedIn Demographics That Matter To Marketers in 2025

Are you a B2B marketer, business owner, or sales executive? Then you’ve definitely considered LinkedIn for growing your network, outreach, and building your personal brand. 

With more than one billion users across 200 countries, LinkedIn offers seemingly endless opportunities for business growth. However, to make your marketing strategy effective, you need to know and understand the audience of this platform. And this is where demographic data comes in handy.

In this article, I will share crucial LinkedIn demographics so you can target the right leads in 2025. Leverage this data to sharpen your marketing strategy and harness LinkedIn’s power to reach your business goals.

Let’s start!

What is LinkedIn demographic data?

LinkedIn demographic data is the information about the platform’s users, such as their age, gender, location, career level, etc. By analyzing LinkedIn user stats, you can get insights into the preferences and behavior patterns of specific audience segments. LinkedIn demographics lets you make data-driven decisions, ensuring your messages and posts always reach your target leads.

💡 Expert tip Boost your marketing and sales outreach on LinkedIn using automation: With a professional LinkedIn automation tool, you can expand your network and enhance outreach with minimum effort.  For example, Snov.io covers every stage of cold outreach on LinkedIn — from creating contact lists to engaging prospects. With this tool, you can:  Add automated LinkedIn actions to your email campaigns (profile visits, likes, connection requests, messages, or InMails). Set triggers to automated campaigns based on your recipients’ engagement. Get comprehensive analytics on your LinkedIn performance and create detailed custom reports in a user-friendly interface. Send LinkedIn messages in bulk without worrying about safety measures. Snov.io automatically applies daily limits to LinkedIn activities that mimic human behavior. In addition, you get a built-in proxy for each LinkedIn account you connect.

Why defining LinkedIn demographics is important

Here are the main benefits of  LinkedIn demographics for B2B marketers:

• In-depth audience insights
• More precise segmentation and targeting
• Enhanced ad performance
• Improved lead generation
• Personalization
• Data-driven strategy development
• Competitive advantage

In-depth audience insights

The demographics of LinkedIn users who engage with your content can help you better understand your target audience. You can use this information to create your ideal customer profile.

More precise segmentation and targeting

By analyzing LinkedIn demographic data, you can segment your audience more effectively. This allows you to target prospects more thoroughly based on job title, industry, seniority, company size, and other criteria. 

Enhanced ad performance

Better segmentation helps you adjust your ads more precisely to make them relevant to each target segment. Such an approach drives higher engagement rates. Plus, it improves ROI, helping reduce ad costs spent on audiences that don’t align with the campaign’s goals.

Improved lead generation

Knowing a prospect’s LinkedIn demographics, such as company size and industry, helps B2B marketers prioritize those leads who are most likely to convert. Such an approach improves lead generation and grows sales results in the long run.

Personalization

B2B marketers can use LinkedIn user statistics to create posts that address their target audience’s pain points and needs. Besides, this data can also help them add some human touch to their LinkedIn messages, making their outreach more personalized. This, in turn, allows for building trustful relationships with potential customers.

Data-driven strategy development

Access to valuable insights into the target audience of LinkedIn favors data-driven decision-making. It allows B2B marketers to develop strategies based on audience behavior and engagement patterns. Understanding what works best for the LinkedIn target market gives an opportunity to improve marketing approaches and drive more results.

Competitive advantage

Can you imagine that over 13,000 connections are made on LinkedIn per minute? Standing out on this platform looks challenging, but what if not all of your competitors leverage LinkedIn demographics? Be the one who does! You’ll gain a solid advantage if you operate on the platform with targeting precision.

🖊️ Key takeaways: By understanding LinkedIn demographics, B2B marketers can establish brand presence in targeted industries, generate more leads, personalize their outreach, and stay beyond the competition.

Now, it’s time to delve deeper into the LinkedIn user statistics by category and see what you can learn from this data.

Types of LinkedIn demographics: current data and solutions

• Linkedin age demographics
• Gender demographics of LinkedIn users
• Linkedin income demographics
• LinkedIn career level demographics
• Geographic demographics of LinkedIn users

LinkedIn age demographics

According to recent statistics, the LinkedIn age demographics show that the platform primarily comprises younger to middle-aged users. Here are the key stats marketers should know to develop effective strategies:

• The latest 2024 Statista report shows that 50.6% of LinkedIn users globally are between the ages of 25 and 34. This largest demographic is often represented by early to mid-career specialists actively engaged in professional networking.

Only 3.8% of LinkedIn users are 55 and older, while the 35-54 age group makes up roughly 21.2% of the platform’s users. Meanwhile, the 18-24 age group comprises about 24.5% of LinkedIn’s user base.

In the USA, millennials make up 47% of LinkedIn users. Generation Z users represent 29%, showing that young professionals and recent graduates actively leverage LinkedIn to build careers. Baby boomers comprise nearly 10% of LinkedIn’s U.S. audience.

🖊️ Key takeaways on LinkedIn age demographics: As millennials and Gen Z comprise much of the platform’s audience, I recommend considering this when planning your content strategy. These generations are digital-savvy and engage most with visually dynamic and shareable content. In my experience, formats like videos, infographics, and interactive posts best capture their attention. Millennials also value authenticity, which suggests you can add storytelling aspects or testimonials to your strategy.

Gender demographics of LinkedIn users

Now, let’s have a quick look at LinkedIn’s gender demographics for an overview of user engagement on the platform:

According to the same Statista survey, as of January 2024, over 43% of LinkedIn users worldwide are women. Meanwhile, over 56% of the audience is represented by male users*.

*Please note that we at Snov.io acknowledge gender beyond male and female. In this article, I only present the LinkedIn user stats, which only allow for male or female choices.

According to a report by DataReportal, LinkedIn’s gender demographics across different age groups are the following:

• For the 18-24 age group, the male-to-female ratio is 9.4% male and 11.7% female.
• Among 25-34-year-olds, the split is 24.5% male and 31.3% female.
• In the 35-54 range, men make up 8.4% and women 11.7%.
• The 55 + age group split is 1.9% male and 1% female.
• “She/they” is marked as the third most popular сustom pronoun on LinkedIn, after the standard platform selections (“He/him,” “She/her,” and “They/them”).

🖊️ Key takeaways on LinkedIn gender demographics: The stats show that the difference in the number of male and female LinkedIn users is not that big. I recommend balancing male and female voices in your content to appeal broadly, reflect the diversity of LinkedIn’s professional network, and build a solid brand image. Besides, gender inclusivity is now crucial for a strong positioning on LinkedIn. Use gender-neutral language (like “they/them”) in your campaigns, posts, and other content.

LinkedIn income demographics

LinkedIn attracts people with various income levels. However, statistics show that high-income households have a more significant presence on the platform. Some additional LinkedIn audience demographics include:

• 53% of U.S. users belong to high-income households, 29% to middle-income ones, and 16% are in the low-income category (Source: Statista).
• While the previous study didn’t specify income ranges for high, middle, and low categories, a recent Pew Research did and found similar trends. It showed the percentage of LinkedIn users in each income category:
  • 53% of individuals earning over $100,000
  • 34% of those earning between $70,000 and $99,999
  • 19% of people making between $30,000 and $69,999
  • 13% of those earning under $30,000

🖊️ Key takeaways on LinkedIn income demographics: With millions of users having high incomes, LinkedIn is a great place for B2B marketers to reach customers with great purchasing power. If you want to target this group of top-tier users, communicate the values of your product or services.  Focus on ROI and reinforce your advantages with data. I recommend sharing case studies and success stories to sound professional, trustworthy, and persuasive. With Snov.io, you can reach out to prospects both on LinkedIn and by email. Snov.io offers LinkedIn Prospect Finder — an extension that lets you run an email search on LinkedIn and save prospects enriched with their profile details. Then, you can create customized multichannel email campaigns with automated LinkedIn actions. Snov.io allows you to add automated touches such as LinkedIn profile visits, invitation requests, InMails, etc. As soon as you create your sequence and set the sending options, launch it! The multichannel campaign will automatically be sent to your prospects’ lists.

LinkedIn career level demographics

Did you know that LinkedIn is the home to over 67 million companies that hire 7 people every minute? However, LinkedIn is not the only one of the most popular recruiting platforms. It is also an excellent place for seeking new career opportunities. It’s not a surprise more than 9 thousand members post job applications every minute and potential clients or partners.

I’ve found some exciting stats for you to get the latest LinkedIn career level demographic insights:

• 10 million users comprise C-level executives
• 180 million members are senior-level influencers
• 67 million LinkedIn users are business decision-makers

🖊️ Key takeaways on LinkedIn career level demographics: Encourage your employees to share information about your company on their LinkedIn profiles. Ask them to share the open vacancies, company news, achievements, etc. Highlight opportunities for professional career growth and post success stories of your employees who have been promoted to higher positions.

→ Learn how to create an astounding LinkedIn summary with expert tips and examples!

Geographic demographics of LinkedIn users

LinkedIn boasts of a strong regional presence. It has over 323 million members in the Asia-Pacific region, 296+ million across Europe, and more than 255 million in North America.

So, how do LinkedIn’s location demographics look today?

• The largest number of LinkedIn users is in the U.S. (230 million) and India (130 million respectively).

• Brazil, China, and the United Kingdom are the top countries by number of LinkedIn users. 
• If we count, most of the 1 billion LinkedIn users live outside the U.S. So, this platform is perfect for networking and business development worldwide.

• The highest audience reach of LinkedIn in 2024 was in the Cayman Islands. The rate reached 115.6%, followed closely by Bermuda at 111.6%.

🖊️ Key takeaways on LinkedIn location demographics: If you want to target audiences globally, focus on local lead generation by adjusting content for different regions: Translate your content into the local languages of your LinkedIn target market. Complement your messaging with culturally relevant visuals. Consider local time zones and holidays when scheduling your posts.

How to use LinkedIn analytics to find audience demographics

To explore your LinkedIn target audience demographics, you should leverage the LinkedIn native analytics tool for pages and profiles. 

It tracks users by industry, job function, seniority, company size, and location. You can also monitor publication performance, including views, clicks, reactions, comments, shares, and content preferences.

LinkedIn Campaign Manager

Go to the LinkedIn Campaign Manager and enter your credentials (account and company name) to log in.

Here, you can find audience insights that help sharpen your strategy for better engagement.  

To do so, find and click on the Plan drop-down menu on the left menu of the Campaign Manager, then choose Audiences.

You can use LinkedIn Audience insights in two ways:

Matched Audiences: this option means pre-built audience selection based on your website visitors or uploaded data.

Saved Audiences: here, you can build custom audiences using specific criteria, such as job title, location, company title, etc.

I recommend using the Saved audience option because creating custom audience lists enables more precise targeting. To create one, you just need to click on the respective button:

Once you’ve set up an audience, click “Generate insights” (found next to the audience name):

This enables you to explore key metrics: demographics, content preferences, companies, groups, and education.

Adjust targeting with the “Edit” option at the top right corner to refine audience focus. 

You can switch demographic details, such as company, demographics, education, job experience, interests, and traits, to view a detailed audience breakdown.

Linkedin company page

Your company profile also contains demographic information about your audience. To access the data, go to your LinkedIn company page and select the “Analytics” tab at the left menu.

Choose “Followers” or “Visitors” from the dropdown in the Analytics tab:

Scroll down to view demographic insights. This data includes details such as the location, industry, company size, job function, and seniority level of your followers or visitors:

→ Additional analytics software can also provide additional insights. Discover the top LinkedIn analytics tools for 2025 in our blog post.

Plus, if you scale your activity and messaging with LinkedIn automation tools, you may find helpful reports on your audience there.

⚠️ Security is the top priority Before choosing software for your marketing efforts on LinkedIn, make sure it meets all the necessary safety standards and ensures complete security.  For example, Snov.io uses the highest security standards to protect your business data and guarantees completely safe operation on LinkedIn: A location-based proxy is provided for each account, making it impossible to detect automated actions. Cloud-based servers ensure the security of authentification procedures. Safe daily limits for LinkedIn activities. Unanswered pending connections may negatively affect your SSI score. With Snov.io, you can automatically withdraw all pending requests.

Your next steps

Building a compelling LinkedIn strategy may seem complicated, especially with so many things to consider for a high reach and engagement rate. The good news is that now you know a lot about LinkedIn demographics and how to find your audience stats on the platform. 

Snov.io is there to help you with the rest!

Get rid of time-consuming tasks and put your marketing on autopilot with automated LinkedIn campaigns. Use a built-in AI Writer to personalize your messaging, track your performance, and keep all prospects’ information in a free CRM system.