LinkedIn is a social media platform for business and professional networking. There are over 500 million registered users worldwide with 21 million in the UK.

According to The London School of Economics and Political Science, there are 40 million students and recent college graduates on LinkedIn. According to the report, graduates are the platform’s fastest-growing demographic.

Citing a HootSuite report, The London School of Economics and Political Science says that roughly 25% of LinkedIn’s users are aged between 18 and 29, while 61% are aged 30 to 64.

Roughly 44% of LinkedIn users are female, and 56% are male.

According to sproutsocial.com LinkedIn users tend to be highly educated and top earners. This suggests that LinkedIn would be the best area to promote big-ticket items such as higher-priced reports and ebooks.

LinkedIn is also likely to have the largest population of people who commute on a daily basis. Thus one marketing approach for authors may be to position yourself as the ideal “tube read” – a book to pass the time while travelling.

HootSuite on the subject of LinkedIn

According to HootSuite, if you’re looking to target the highly-desired under-30 age bracket, LinkedIn isn’t a bad place to start. Almost a quarter of LinkedIn users are aged 18 to 29.

Another key age bracket represented on LinkedIn is those aged 30 to 64 years old—61 percent of LinkedIn users fall within this age group. These individuals typically have more established careers, and have the most buying power out of all the age groups as they’re at the peak of their earning potential.

HootSuite, LinkedIn demographics

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