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Have you fallen prey to the myths circulating about who is and who isn’t using LinkedIn? From “they’re all 20-somethings looking for jobs” to “you should only connect with people you know”, there are a lot of false assumptions about LinkedIn users. So we’ve gathered actual statistics to help you make informed decisions about what is myth and what is reality.
True or False? LinkedIn is used mostly by 20-somethings looking for jobs.
False!
While demographic information does show that around a quarter of LinkedIn users are between the ages of 18 and 29, they are not the highest populated age segment of the social network’s platform. Recent research shows that 61% of LinkedIn users range between 30 and 64 years old.
What does this mean for you? The myth that LinkedIn only has data on early career job-hunters doesn’t hold water. The largest age demographic on the platform is made up of established professionals that are in their prime earning years and are therefore potential prospective donors for any nonprofit.
True or False? Using LinkedIn at work is a sure sign that you’re job-hunting.
False.
With 3 million LinkedIn users sharing their content on a weekly basis, this social network has become the go-to platform for individuals to prove themselves as leaders within their industry. Contributors are encouraged to publish articles on LinkedIn and interact with their social networks. Companies know that having industry experts on their team makes their company stronger.
Content sharing on LinkedIn is rarely about finding a new employer. Instead, it’s about individuals who are looking to gain and share information that is pertinent to their industry and job performance. Users are posting and reading about information relating to their work and the philanthropic causes that inspire them. Many of the people who are using LinkedIn this way are on their way to becoming LinkedIn Influencers.
What does this mean for you? If you focus on engaging with someone who has built their own network and tends to share their experiences, it expands your reach. You’re not only reaching one person, you’re reaching the people they are connected with too.
True or False? Most LinkedIn users have discretionary income.
True.
Nearly 75% of LinkedIn users have an individual income of over $50K per year, while 44% of users earn over $75K. These statistics completely dispel the myth that LinkedIn is flooded with unemployed or underemployed job-hunters.
The majority of today’s LinkedIn users earn well-above the US national individual income average of $32K per year.
The income demographics of LinkedIn users plays a significant role in the way that salespeople, marketers and investors are utilizing the social network to build revenue.
Fundraisers would be wise to follow suit. With average annual incomes well above the national average, many LinkedIn users have enough discretionary income to make meaningful contributions to the nonprofits that can capture their interest and support.
True or False? LinkedIn users should only connect with the people that they know.
This one is both True and False!
What? How can this be a myth and a solid piece of advice?
The truth is that it’s not possible to build a useful social network (or the expand the reach of a message), without expanding your contacts beyond just the people you already know.
So, while issues such as spam and identity theft do need to be monitored, fundraisers should certainly be proactively seeking and connecting with key prospects using data from LinkedIn. Just make sure to do a little research before you connect.
In Conclusion: Let the Statistics Be Your Guide
The demographic information about LinkedIn users and applications is readily available. So don’t let yourself miss out on an opportunity to expand your fundraising efforts because of an unverified LinkedIn myth.
Sources & Additional Reading
1.) Demographics, linkedin.com
2.) 3 Million LinkedIn Users, expandedramblings.com
3.) LinkedIn influencers, linkedin.com
4.) 75% of LinkedIn users, blog.hootsuite.com
5.) 44% of users, linkedin.com
6.) National individual income average, thebalance.com
7.) Demographic information, marketing-mojo.com