The average LinkedIn user is male, between 35-54 years old, and works in entrepreneurship as a senior level professional. Specifically, the document analyzes LinkedIn user data based on gender, age, job function, and seniority for several regions including the world overall, USA, Europe, Serbia, Croatia, Germany, and Norway. It finds that males dominate overall but female representation is higher in Serbia and Croatia compared to other regions. Most users are between 35-54 years old and work in entrepreneurship, sales, or engineering functions. Norway and Germany have slightly more senior-level users while Serbia and Croatia have fewer.

1. LinkedIn statistics
USER PERSONA
Who are you, average LinkedIn user?
Sandra Simonovic
info@snajderaj.com
www.snajderaj.com

2. Explain this section in a few sentences concisely and clearly.
Main characteristic of
average user:
Male, 35 – 54 yrs,
Entrepreneurship
(function),
Senior (senority)

3. World
Serbia
Europe
Croatia
Male dominance? Not (that strong) in Serbia and Croatia
Females
Males
No answer

4. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
World USA Europe Serbia Croatia Germany Norway
18 to 24 25 to 34 35 to 54 above 55
AGE STRUCTURE
How old is average LinkedIn user?

5. 0
1
2
3
4
5
6
7
8
World Europe Serbia Croatia Germany Norway
Entrepreneurship
Sales
Engineering
Human Resources
FUNCTION STRUCTURE
What’s your job function, LinkedIn Persona?
Looks like HRs don’t like using LinkedIn.
Shouldn’t social networks be more connections- and not sales-oriented?

6. 0%
5%
10%
15%
20%
25%
World
Europe
USA
SerbiaCroatia
Norway
Germany
Senior
Manager
Owner
AND WHAT ABOUT SENIORITY?
Norway and Germany are slightly above world average percentage, but both
Serbia and Croatia are below
Could that be the difference between highly developed and developing countries?

7. DATA SOURCE:
LinkedIn Ads
DATA COLLECTED
on Oct 10 2012
ATTRIBUTION:
CC BY-NC-ND
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No modifications allowed.
Author: Sandra Simonović
Contact: @SandraKravitz
info@sandrakravitz.com
Data is an approximation
provided by LinkedIn