LinkedIn Demographic Data Jun08

The LinkedIn Professional At A Glance

Average Age 41

Household Income $109,703

Male 64%

Comp Index Rank

HHI $100K+ 53.5% 210 1

Own Smartphone/PDA 34% 430 1

College Grad/Post Grad

80.1% 156 2

Business Decision Maker

49% 185 13

EVP/SVP/VP 6.5% 317 4

Source: @plan Summer 2008

The LinkedIn Audience: The New Influencers

A Younger, More Affluent, More Influential And Harder-To-Find Audience Than The Leading Business Sites

PropertyAverage

AgeAverage

HHI

%Comp Co Size <100

% Comp Business Decision Makers

% Comp That Read Business Magazine Last 30 Days

LinkedIn 41$109,70

326% 49% 29%

WSJ.com 48 $101,701 18% 40% 45%

Forbes.com 47 $93,896 18% 38% 47%

BusinessWeek.com

48 $95,668 18% 42% 51%


LinkedIn Members: Educated & Affluent

95% Are College Educated- 37% Are Post-Grads

LinkedIn Is Ranked #1 For Comp of A25-54 HHI $150K+ (Index 338)- Average HHI is $110K

24% Have A Portfolio Value of $250K+


Financial Profile

Average HHI $109,780 24% Have A Portfolio Value of $250K+

- 56% Have An Account With An Online Brokerage

- 60% Have An Account With An Offline Brokerage

85% Viewed/Paid Bills Online in Last 30 Days 53% Monitored/Viewed Stocks Online in Last 30 Days Types of Securities Owned:

- Money Market Funds: 35%

- Shares of Stock: 30%

- Self-directed IRA: 26%

- Mutual Fund (Stock) 20%

- Mutual Fund (Index) 15%

Credit Card Ownership- American Express: 38%

- Visa: 67%

- MasterCard: 53%

- Discover: 20%


Business Decision Makers

Job Titles:- C-Level Executives 7.8%- EVP/SVP 6.5%- Senior Management: 16%- Middle Management: 18%

50% Are Business Decision Makers In Their Companies- Computer Software DM/Influencer: 32%- Computer Hardware DM/Influencer: 22%- Business Consulting Services: 18%- IT Consulting DM/Influencer: 17%- Office Supplies DM/Influencer: 17%- Business Equipment DM/Influencer: 20%- Printing DM/Influencer: 12%- Travel Services DM/Influencer: 12%

Purchased in The Last Year For Their Business:- Computer Hardware 30%- Software 22%


LinkedIn Delivers Small Business

Percent of Audience In Companies with Fewer Than 50 Employees

0

5

10

15

20

25

LinkedIn Forbes WSJ BusinessWeek CNNMoney


LinkedIn Delivers Business Decision Makers

Percent of Audience Who Are Business Decision Makers

0

10

20

30

40

50

60

LinkedIn BusinessWeek WSJ Forbes CNNMoney


LinkedIn Delivers Software Decision Makers

Percent of Audience Who Are Software Decision Makers

0

5

10

15

20

25

30

35

LinkedIn WSJ BusinessWeek Forbes CNNMoney


LinkedIn Delivers Hardware Decision Makers

Percent of Audience Who Are Hardware Decision Makers

0

5

10

15

20

25



LinkedIn Delivers Business Consulting Decision Makers

Percent of Audience Who Are Business Consulting Services Decision Makers

0

5

10

15

20



LinkedIn Delivers IT Consulting Decision Makers

Percent of Audience Who Are IT Consulting Services Decision Makers

0

5

10

15

20



LinkedIn Delivers Marketing Services Decision Makers

Percent of Audience Who Are Marketing Services Decision Makers

0

2

4

6

8

10

12

14



LinkedIn Delivers Travel Services Decision Makers

Percent of Audience Who Are Travel Services Decision Makers

0

2

4

6

8

10

12

14



LinkedIn Delivers iTunes Fans

Percent of Audience Who Used iTunes In The Last 30 Days

0

10

20

30

40

50

60

70

LinkedIn CNET WSJ Forbes CNNMoney


Over 3,000,000 LinkedIn Members Used iTunes in the Last 30 Days

LinkedIn Delivers PC Buyers

Percent of Audience With More Than 3 PCs In Their Home

0

10

20

30

40

50



Over 2,300,000 LinkedIn Members Have More Than 3 PCs In Their Home

LinkedIn Delivers Mobile Professionals

Percent of Audience Who Own A PDA/ Smartphone (Blackberry, Treo, etc)

05

10152025303540



Over 1,800,000 LinkedIn Members Own A PDA/Smartphone (Blackberry, Treo, etc)

LinkedIn is the #1 site for composition of PDA/Smartphone Owners (Index 430)

LinkedIn Members Are In The Groundswell

Online Activity: Seek/ Post Product Reviews Last 30 Days

0

10

20

30

40

50

60

LinkedIn BusinessWeek WSJ CNNMoney Forbes


Over 2,500,000 LinkedIn Members Researched/Reviewed Products Online Last Month

LinkedIn Members Are In The Groundswell

Online Activity: Seek/ Give Advice Last 30 Days

05

10152025303540

LinkedIn BusinessWeek Forbes CNNMoney WSJ


Over 1,900,000 LinkedIn Members Looked For or Gave Advice Online Last Month

LinkedIn Delivers C-Levels At Small Businesses

Composition of C-Level Execs in Companies With <10 Employees

012345678

LinkedIn WSJ CNNMoney BusinessWeek Forbes


LinkedIn Ranks #14 and Indexes 215 for Comp of C-Level Executives At Businesses With <10 Employees

LinkedIn Delivers More Corporate C-Level Executives

Reach of Corporate C-Level Executives

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

LinkedIn Forbes WSJ CNNMoney BusinessWeek


LinkedIn Ranks #8 and Indexes 483 for Comp of Corporate C-Level Executives

LinkedIn Delivers More C-Level Executives

Reach of C-Level Executives (Any)

0

100,000

200,000

300,000

400,000

500,000

600,000

LinkedIn WSJ BusinessWeek


LinkedIn Delivers More VPs

Reach of EVP/ SVP/ VP Level Executives

050,000

100,000150,000200,000250,000300,000350,000400,000

LinkedIn WSJ BusinessWeek


LinkedIn Ranks #4 And Indexes 317 In Reaching VPs

LinkedIn Delivers Business Travelers

%Comp Traveled for Business - Last 3 Months

0

10

20

30

40

50



LinkedIn Ranks #2 and Indexes 224 against “Traveled for Business in Last 3 Months”

LinkedIn Delivers Heavy Tech Spenders

%Comp "Heavy Spending" for Computer Hardware Last 6 Months

0

1

2

3

4

5

LinkedIn CNNMoney WSJ BusinessWeek Forbes


LinkedIn Ranks #1 In The Competitive Set and Indexes 534 against “Computer Hardware – Heavy Spending (Last 6 mos)”

LinkedIn Members Are Well-Read

%Comp "Heavy Spending" for Books Last 6 Months

0

5

10

15

20

25

30

LinkedIn WSJ BusinessWeek CNNMoney Forbes


Over 1,360,000 LinkedIn Members Report “Heavy Spending” For Books in the Past 6 Months LinkedIn Ranks #1 In The Competitive Set and Indexes 240 against “Books – Heavy Spending (Last 6 mos)”

LinkedIn Delivers Female Professionals

%Comp Employed Women

0

5

10

15

20

25

30

35

LinkedIn BusinessWeek CNNMoney WSJ Forbes


LinkedIn Ranks #1 In The Competitive Set against “Employed Women”

LinkedIn Delivers Car Renters

%Comp 1+ Car Rentals For Business Last 30 Days

0

5

10

15

20

LinkedIn Forbes WSJ CNNMoney BusinessWeek


LinkedIn Ranks #1 In The Competitive Set and #15 overall against “1+ Car Rentals for Business” Last 30 Days

LinkedIn Delivers The Next Generation of Luxury Car Buyers

%Comp Car/ Truck Segment = Entry Luxury

0

2

4

6

8

10

12

14



LinkedIn Ranks #1 In The Competitive Set and #5 overall against “Car/Truck Segment: Entry Luxury”

LinkedIn Delivers Affluent Individuals

%Comp HHI = $100K+

0

10

20

30

40

50

60



LinkedIn Ranks #1 Overall And Indexes 210 in “Household Income $100K+” LinkedIn Delivers More than 2,850,000 Individuals With HHI $100K+

LinkedIn Delivers Affluent Individuals

%Comp HHI = $150K+

0

5

10

15

20

25

30



LinkedIn Ranks #2 Overall and Indexes 258 in “Household Income $150K+” LinkedIn Delivers More than 1,350,000 Individuals With HHI $150K+

LinkedIn Delivers Frequent Business Fliers

% Comp - Any Airline Last 30 Days % Comp 3+ Flights Last 30 Days

29

2220 20 20

6.7 5.8 5.54.2 3.9

0

5

10

15

20

25

30

35



LinkedIn Ranks #1 and Indexes 285 against “Traveled for Business in Last 3 Months – Any Airline”

LinkedIn Ranks #1 and Indexes 256 against “1+ Round Trip Flight For Business in Last 30 Days”

LinkedIn Ranks #1 in Competitive Set and Indexes 345 for “3+ Flights For Business in Last 30 Days”