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LinkedIn Audiences Highly Engaged, Active in Groups


LinkedIn continues to dominate the executive corner of the social media universe with a highly-engaged member base: 61% of registered LinkedIn users say LinkedIn is the social site they use most for professional networking, and 35% check the site daily, according to a survey from Lab42.

Another 32% of registered LinkedIn users check the site several times a week, and 16% check it a few times a month.

Some 8% of LinkedIn users log in whenever they get an email from LinkedIn.

LinkedIn users appear to be active in other social channels. Even though few LinkedIn users rely on Twitter and Facebook as their primary professional networking tool (4% and 22%, respectively), nearly one-half (46%) say they have a Twitter account and more than three-quarters (79%) have a Facebook account.

Below, additional findings from Lab42's survey of 503 LinkedIn users.

Most Users Keep Profiles Up to Date

Most LinkedIn users (42%) say they update their profile information regularly and 38% say they change it every now and then; only 7% have never updated their information.

LinkedIn Groups: Industry-Specific Most Popular

Most (81%) LinkedIn users say they belong to at least one group; among them 52% participate in group discussions.

Industry-specific groups are the most popular (45%), followed by employer-specific groups (33%), and groups related to educational connections (22%).

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How People Use LinkedIn

Nine in ten LinkedIn users (90%) say the site is useful to them. Asked how they use the site most, LinkedIn members cite the following top 5 activities:

  1. Keeping up with old friends and contacts: 21%
  2. Networking with industry professionals: 20%
  3. Networking with co-workers: 19%
  4. Job hunting: 15%
  5. Business promotion: 12%

Professionals' priorities do tend to vary by job level. For example, entry-level professionals use LinkedIn for job hunting most (24%), whereas fewer top-level (9%) and middle-management (8%) professionals do. Industry networking, however, appears to be a top priority for roughly 20% of LinkedIn professionals, regardless of job level. 

Updating Profile Photos

Only 18% of LinkedIn users say they don't have a profile picture.

Roughly one-third of LinkedIn users (37%) say they have a picture and update it frequently; another third (33%) rarely update their picture and 12% have never updated it.

Ads on LinkedIn

More than eight in ten (82%) LinkedIn users are aware of ads. Some 20% of user ssays they click on ads often, 40% click on them rarely, and 40% have never clicked on an ad.

Premium Services

Most (61%) LinkedIn users don't pay for a premium LinkedIn account. However, 26% do have a Business account (priced at $19.95/month), 8% have a Business-Plus account ($39.95/mo.), and 4% have an Executive account ($74.95/mo.).

About the data: Findings from a survey of 503 registered LinkedIn users, conducted by in July 2011.

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  • by Nick Stamoulis Thu Aug 11, 2011 via web

    LinkedIn is often overshadowed by Twitter and Facebook (and now Google+) because it isn't as "flashy" as other social networks. But clearly LinkedIn is important to it's members. If you are a B2B company, LinkedIn is where you've got to be!

  • by Maria Marsala Sat Aug 13, 2011 via web

    Linkedin is a great place to "be" IF your ideal clients are there. Their new policy, to market to schools, is in my opinion diluting it's brand and bringing on a new level of "freebie seekers".

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