| Category | |
|---|---|
| Awareness | 78.0% |
| Popularity | 22.0% |
| Usage | 21.0% |
| Loyalty | 17.0% |
| Buzz | 17.0% |
Social media brands
LinkedIn brand profile in the U.S.
78 percent of U.S. social media users know LinkedIn. Founded in 2002, the social networking platform with a focus on business and employment is popular among 22 percent of consumers who had used social networks in the past 4 weeks prior to our exclusive survey.
LinkedIn has a usage share of 16 percent among Baby Boomer social media users. Meanwhile, the social network has the biggest potential for growth among Gen Z, with 35 percent of social media users born between 1995-2012 being unaware of the platform.
Find data on the company owning LinkedIn with the Microsoft company profile at ÌÇÐÄÆƽâ°æ Consumer ÌÇÐÄÆƽâ°æ.
Brand KPI profile
Doing it for the Professionals
While reaching a solid brand awareness, LinkedIn has room for improvement when it comes to other metrics in our brand KPI survey. As can be seen, almost 80 percent of social network users in the United States are familiar with LinkedIn. However, it has a brand usage score of just 21 percent, and only 17 percent of respondents had noticed LinkedIn in advertising or on social media in the past 3 months before our survey.
Generations
Usage share of LinkedIn is highest among Millennials
Millennials and Gen X are the biggest LinkedIn fans in the United States. Starting from brand popularity to brand buzz – consumers from both these generations outscore all other age groups in our brand KPIs. For instance, 25 percent of Millennial social media users had used LinkedIn in the past 4 weeks before our survey, and 19 percent of Gen X respondents plan to use the social networking platform for professionals again in the future.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 78.0% | 65.0% | 79.0% | 84.0% | 83.0% |
| Popularity | 22.0% | 17.0% | 26.0% | 23.0% | 19.0% |
| Usage | 21.0% | 16.0% | 25.0% | 22.0% | 16.0% |
| Loyalty | 17.0% | 13.0% | 18.0% | 19.0% | 14.0% |
| Buzz | 17.0% | 13.0% | 21.0% | 17.0% | 13.0% |
Life values
Learning new things is more important to LinkedIn users
Now we know some facts about LinkedIn users in the U.S., it’s time to look at what really matters to them in life. As shown by our survey, 46 percent of LinkedIn users value a happy relationship as one of the three most important aspects of life, followed by 43 percent who prioritize an honest and respectable life. Meanwhile, the most noticeable difference between the life values of LinkedIn users and non-users lies in their rating of advancing their career.
Published July 4, 2023
| Category | Total | LinkedIn user | Non-user |
|---|---|---|---|
| A happy relationship | 48.0% | 46.0% | 48.0% |
| An honest and respectable life | 46.0% | 43.0% | 46.0% |
| Safety and security | 40.0% | 42.0% | 40.0% |
| To be successful | 38.0% | 41.0% | 37.0% |
| Having a good time | 31.0% | 29.0% | 31.0% |
| Making my own decisions | 31.0% | 27.0% | 32.0% |
| Learning new things | 26.0% | 27.0% | 26.0% |
| Advancing my career | 16.0% | 21.0% | 14.0% |
| Traditions | 13.0% | 9.0% | 14.0% |
| Social justice | 12.0% | 15.0% | 12.0% |
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