LinkedIn Stats and Trends

Page updated: 05 November 2021

Essential LinkedIn stats for 2021

Marketers could reach 790.4 million users with LinkedIn ads in October 2021,(a) making it one of the world’s largest social media platforms.

What’s more, data published in the company’s self-service advertising tools shows that LinkedIn’s ‘members’ have grown steadily over the past three months.(a)

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The total number of members that marketers can reach with LinkedIn ads increased by roughly 22 million (+2.9%) in the three months leading up to October 2021.(a)

These latest figures indicate that roughly 10.0% of all the people on Earth have a LinkedIn account today.(c)

However, because the company limits use of its platform to people aged 18 and above, LinkedIn’s ‘eligible’ adoption rate will likely be higher than these figures suggest.(b)

Overview of LinkedIn's Global Advertising Audience October 2021 DataReportal

Digging deeper

Want the full story? Scroll down to find all the latest data, insights, and trends you need to understand LinkedIn use all over the world, including:

  • The number of LinkedIn users around the world

  • How quickly LinkedIn is growing

  • LinkedIn’s top countries

  • LinkedIn users by world region

  • LinkedIn’s audience demographics

Towards the bottom of this page, you’ll also find a complete report on LinkedIn’s audience around the world.

You can also learn how LinkedIn compares to other social media platforms on our social media overview page.

Important notes

Unless stated otherwise, all figures are based on Kepios analysis of data sourced directly from LinkedIn’s own tools, resources, and company statements. You’ll find details of individual data sources listed at the bottom of this article.

We update this page on a regular basis, so if you’d like to link to a specific figure (which may change in future updates), you might prefer to link to one of our individual Global Digital Reports instead.

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How many LinkedIn users are there in 2021?

LinkedIn is one of the world’s top social platforms, but just how many people use LinkedIn today?

Based on its global advertising audience reach numbers, LinkedIn has at least 790.4 million members* around the world in October 2021.(a)

This figure suggests that 14.3% of all people aged 18 and above around the world have an account LinkedIn today.(c)

*Notes: The figures shown above are based on LinkedIn’s advertising audience, and represent the platform’s registered member base, rather than its monthly active user base.


How fast is LinkedIn growing in 2021?

Recent data published in the company’s self-service advertising tools show that LinkedIn’s advertising audience reach grew by 8.8% over the past 12 months.(a)

To put that figure in perspective, advertisers can now reach 64 million more members on LinkedIn than they could this time last year.(a)

These numbers indicate that LinkedIn’s advertising reach has grown more quickly than Facebook’s advertising reach has grown over the past 12 months.(b)

For comparison, Facebook’s data show that the global advertising reach of its flagship platform increased by 6.5% (+139 million users) in the 12 months leading up to October 2021.(d)

Note: The figures shown above are based on each platform’s advertising audience only, and may not be representative of respective active user bases.

Change in LinkedIn's Ad Audience Reach Over Time October 2021 DataReportal

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Which countries have the most LinkedIn users in 2021?

Based on the advertising audience reach numbers published in LinkedIn’s self-service tools in October 2021,(a) the latest data show that:

  1. The United States of America has at least 180 million LinkedIn members
  2. India has at least 81 million LinkedIn members
  3. China has at least 54 million LinkedIn members
  4. Brazil has at least 51 million LinkedIn members
  5. The United Kingdom has at least 32 million LinkedIn members
  6. France has at least 23 million LinkedIn members
  7. Canada has at least 19 million LinkedIn members
  8. Indonesia has at least 19 million LinkedIn members
  9. Mexico has at least 17 million LinkedIn members
  10. Italy has at least 16 million LinkedIn members

Note: the figures shown above are based on LinkedIn’s potential advertising reach. These figures represent the platform’s registered member base, and may not correlate with the platform’s active user base.

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How many users does LinkedIn have in each world region in 2021?

The figures below are based on LinkedIn’s advertising audience data* for October 2021.(a)

Note: our regions follow the United Nations Geoscheme. Click here to learn which countries belong to each region.

  • Number of LinkedIn members in Northern America: 199.1 million

  • Number of LinkedIn members in Central America: 22.0 million

  • Number of LinkedIn members in the Caribbean: 4.2 million

  • Number of LinkedIn members in Southern America: 93.3 million

  • Number of LinkedIn members in Western Europe: 55.3 million

  • Number of LinkedIn members in Northern Europe: 46.7 million

  • Number of LinkedIn members in Southern Europe: 40.4 million

  • Number of LinkedIn members in Eastern Europe: 24.1 million

  • Number of LinkedIn members in Northern Africa: 14.1 million

  • Number of LinkedIn members in Western Africa: 11.4 million

  • Number of LinkedIn members in Middle Africa: 2.1 million

  • Number of LinkedIn members in Eastern Africa: 8.4 million

  • Number of LinkedIn members in Southern Africa: 9.8 million

  • Number of LinkedIn members in Western Asia: 32.7 million

  • Number of LinkedIn members in Central Asia: 1.7 million

  • Number of LinkedIn members in Southern Asia: 96.0 million

  • Number of LinkedIn members in Southeastern Asia: 48.4 million

  • Number of LinkedIn members in Eastern Asia: 65.6 million

  • Number of LinkedIn members in Oceania: 15.1 million

*Note: the figures shown above are based on LinkedIn’s potential advertising reach. These figures represent the platform’s registered member base, and may not correlate with the platform’s active user base. Rounding in source data may mean that individual figures do not correlate with totals.

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What do LinkedIn’s audience demographics look like in 2021?

Based on LinkedIn’s advertising audience data* for October 2021:(a)

  • 43.4% of LinkedIn’s global users are female

  • 56.6% of LinkedIn’s global users are male

Want to know what LinkedIn demographics look like in your country? Check out our complete free report library.

*Notes: the figures above are based on LinkedIn’s potential advertising reach. These figures represent the platform’s registered member base, and may not correlate with the platform’s active user base. LinkedIn’s self-service advertising tools only report gender data for ‘female’ and ‘male’.


What’s the average age of LinkedIn’s users in 2021?

LinkedIn’s tools don’t offer a detailed breakdown of the platform’s advertising audience for all ages, so there’s no easy way to calculate the average age of LinkedIn’s active user base.

However, based on the latest available data, members aged 25 to 34 account for the largest share of LinkedIn’s advertising audience.(a)

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How many users does LinkedIn have in each age group in 2021?

Data published in the platform’s self-service advertising tools in October 2021 indicated that marketers could reach the following worldwide audiences using ads on LinkedIn:(a)

  • 160 million users aged 18 to 24 (21.1% of LinkedIn’s total ad audience)

  • 460 million users aged 25 to 34 (60.5% of LinkedIn’s total ad audience)

  • 120 million users aged 35 to 54 (15.8% of LinkedIn’s total ad audience)

  • 20 million users aged 55 and above (2.6% of LinkedIn’s total ad audience)

Want to know more about the age profile of LinkedIn users in your country? Check out our free country report library.

Notes: the figures shown above are based on LinkedIn’s potential advertising reach, and may not correlate with the platform’s total number of monthly active users. Rounding in source data may mean that individual figures do not correlate with totals. In particular, the share figures for each age group shown above may not equate to the sum of each gender’s share shown in the image below.

Profile of LinkedIn's Global Ad Audience by Age and Gender October 2021 DataReportal

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Complete LinkedIn Audience Report

The embed below contains our latest in-depth report exploring LinkedIn’s advertising audience around the world (click here if the embed isn’t showing or working properly).

This report contains global headlines, benchmarks, and overviews, as well as local data for all the countries and territories around the world for which LinkedIn’s self-service advertising tools currently publish advertising audience data.

How does LinkedIn compare with other platforms?

Want to compare these findings with similar data for other social media platforms?

Check out our data and trends for other top platforms via these links:

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Data sources for stats on this page

(a) Kepios analysis of data published in LinkedIn’s advertising tools in October 2021.

(b) Kepios analysis (October 2021).

(c) Kepios analysis of data published in LinkedIn’s advertising tools in October 2021, compared with the latest population data published by the United Nations and the U.S. Census Bureau.

(d) Kepios analysis of data published in Facebook’s advertising tools in October 2021.

Any other data sources have been attributed directly within the article, next to the appropriate data point.


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About the author
Simon is DataReportal’s chief analyst, and CEO of Kepios.
Click here to see all of Simon’s articles, read his bio, and connect with him on social media.