Aug 2, 2012

LinkedIn European demographics

LinkedIn describes itself as the world’s largest and most powerful community of professionals, with members from over 200 countries and 170 industries.

Some countries more than others, indeed.

Ever wondered about the demographics on LinkedIn? I did, and today I saw all this useful data about usage per country, industry, company size, job function, and members’ age.

LinkedIn is almost 10 years old, and it has reached 147 Million members in 2012. Apparently, 2 new users sign up to LinkedIn every second.

So, if, like me, you’re looking for stats on LinkedIn, here are the sources to rely on: there’s Quantcast service that measures Internet audiences and traffic, and then there’s AppAppeal, that shows the popularity rank of this business networking platform.

So I took a look at the monthly volume of traffic report and saw that top 5 countries using LinkedIn are US, UK, India, Canada and Brazil. The global audience of the website is impressive, with over 100 Million uniques monthly, but I was actually more interested in splitting the traffic between just the countries in Europe [no such option in quantcast].

Extracting data from the global stats published in Jul 2012, it resulted that the European countries generated 38.98 Million unique visits to this site. Obviously, the usage is directly related to the number of members in each country, so the membership distribution should be similar.

The top op 20 countries in Europe in terms of LinkedIn traffic are UK, Netherlands, France, Italy and Spain.

The reason I did this is because I'm mainly interested in my region. Also wanted to point out that there are some countries where you need to look for other [local, regional] professional social networks. Notice how Germany, although one of the largest markets in Europe, is not among the top 5 countries in this chart? You might want to look for the explanation on XING – social platform for professionals founded in 2003 in Hamburg. Also, you might want to check out the Viadeo professional social network founded in Paris in 2004.

P.S. The country with the strongest year-on-year growth in LinkedIn membership was Turkey (+97%). 

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