LinkedIn
LINKEDIN
Table of Contents
Table of Contents
01
02
Company
LinkedIn: annual revenue 2017-2020
02
LinkedIn: annual operating income 2017-2018
03
Online jobs market: revenue of the leading firms worldwide 2018
04
Online jobs market: leading firms by market share worldwide 2017
05
Most valuable brands worldwide 2019
06
Brand value change of the largest global brands 2020
07
Largest office leases in the U.S. 2020, by tenant
08
Demographics
Countries with the most LinkedIn users 2021
10
Countries with biggest LinkedIn reach 2021
11
Gender distribution of social media audiences worldwide 2021, by platform
12
LinkedIn: distribution of global audiences 2021, by gender
13
LinkedIn: distribution of global audiences 2021, by age group
14
Table of Contents
03
LinkedIn: number of users in the United States 2018-2022
15
LinkedIn: distribution of U.S. audiences 2021, by gender
16
LinkedIn user share in the U.S. 2021, by age group
17
LinkedIn usage penetration in the United States 2020, by gender
18
LinkedIn usage penetration in the United States 2020, by age group
19
Usage
ACSI - U.S. customer satisfaction with social media 2020
21
Global social networks ranked by number of users 2021
22
U.S. market share of leading social media websites 2021
23
Share of U.S. adults who use selected social networks 2019
24
Social network usage by brand in the U.S. 2020
25
Social media usage by platform type in the U.S. 2020
26
Usage of social networks in the U.S. 2019
27
Leading tools used by college seniors to search for jobs U.S. 2020
28
Table of Contents
U.S. LinkedIn usage reasons 2019
04
05
29
Recruiting
Best sources of candidates in the North American staffing industry 2018
31
Most used candidate outreach channels worldwide 2019
32
Organizations using social media applications worldwide by size 2019
33
Most effective lead sources of U.S. staffing firms 2020
34
How talent developers find the most important skills to train worldwide 2019
35
Leading job boards by share of applicants in the U.S. 2017
36
Leading job boards by share of interviews in the U.S. 2017
37
Leading job boards by share of hires in the U.S. 2017
38
Leading recruitment sources by share of hires in the U.S. 2017
39
Advertising
Social media ad revenue in the U.S. 2019, by platform
41
Table of Contents
Share of U.S marketers using LinkedIn for marketing 2017-2021
42
Most effective ad formats on LinkedIn worldwide 2019
43
Most influential communication platforms according to global PR professionals 2019
44
Benefits of social media marketing worldwide 2020
45
Future use of social media among marketers worldwide by platform 2020
46
Social media platforms used by marketers worldwide 2020
47
Social media platforms used by marketers worldwide 2020, by target group
48
Most important social media platforms for marketers worldwide 2020
49
Most important social media platforms for global B2B and B2C marketers 2020
50
LINKEDIN
Company
Annual revenue of LinkedIn from 2017 to 2020 (in million U.S. dollars)
LinkedIn: annual revenue 2017-2020
9,000
8,050
8,000
6,754
Revenue in million U.S. dollars
7,000
6,000
5,259
5,000
4,000
3,000
2,271
2,000
1,000
0
2017
2
Note(s): Worldwide; 2017 to 2019; fiscal year end June 30
Further information regarding this statistic can be found on page 52.
Source(s): Microsoft; ID 976194
2018
2019e
2020e
Company
Annual operating income of LinkedIn from 2017 to 2018 (in million U.S. dollars)
LinkedIn: annual operating income 2017-2018
0
Operating income in million U.S. dollars
-200
-400
-600
-800
-1,000
-924
-987
-1,200
2017
3
Note(s): Worldwide; 2017 and 2018; Microsoft fiscal year ends June 30
Further information regarding this statistic can be found on page 53.
Source(s): Microsoft; ID 976208
2018
Company
Revenue of the leading online job advertising firms worldwide in 2018 (in billion U.S. dollars)
Online jobs market: revenue of the leading firms worldwide 2018
Revenue in billion U.S. dollars
0
1,000
2,000
3,000
4,000
5,000
7,000
5,982
Linkedin (United States)
Recruit Holdings (Japan)
4,396
SEEK (Australia)
951
Careerbuilder (United States)
746
Axel Springer (Germany)
724
4
6,000
Note(s): Worldwide; 2018
Further information regarding this statistic can be found on page 54.
Source(s): Staffing Industry Analysts; ID 967713
Company
Global market share of the leading online job advertising firms in 2017
Online jobs market: leading firms by market share worldwide 2017
Market share
0%
5%
10%
15%
20%
25%
35%
24%
Recruit Holdings (Japan)
21%
Linkedin (United States)
SEEK (Australia)
6%
Careerbuilder (United States)
4%
Axel Springer (Germany)
4%
Monster (United States)
4%
Craigslist (United States)
2%
Dip Corp (Japan)
2%
51Job (China)
2%
ZipRecruiter (United States)
2%
Rest of the market
5
30%
Note(s): Worldwide; 2017
Further information regarding this statistic can be found on page 55.
Source(s): Staffing Industry Analysts; ID 967741
29%
Company
Most valuable brands worldwide in 2019, by brand value (in billion U.S. dollars)
Most valuable brands worldwide 2019
Percentage change 2018 vs. 2017
Brand value (in billion U.S. dollars)
Apple
9
234.24
Google
8
167.71
Amazon
24
124.26
Microsoft
17
108.85
Coca-Cola
-4
63.37
Samsung
2
61.1
Toyota
5
56.25
Mercendes-Benz
5
50.83
McDonald's
4
45.36
11
44.35
1
41.44
IBM
-6
40.38
Intel
-7
40.2
-12
39.86
3
35.56
Disney
BMW
Facebook
Cisco
6
Note(s): Worldwide; 2019
Further information regarding this statistic can be found on page 56.
Source(s): Interbrand; ID 264826
Company
Largest brand value change of the leading brands in the world in 2020
Brand value change of the largest global brands 2020
Brand value change (2020 vs. 2019)
0%
10%
20%
30%
40%
50%
Moutai
47%
lululemon
40%
Costco
35%
Netflix
34%
Amazon
32%
Linkedin
31%
Microsoft
30%
Adobe
29%
Meituan
27%
Target
27%
Walmart
24%
JD.com
24%
Tesla
7
70%
58%
Instagram
Xbox
60%
22%
18%
Note(s): Worldwide; 2020
Further information regarding this statistic can be found on page 57.
Source(s): Kantar; BrandZ; Bloomberg; ID 268007
Company
Largest office leases in the United States in the 2nd quarter of 2020, by tenant (in 1,000 square
feet)
Largest office leases in the U.S. 2020, by tenant
Size in thousand square feet
0
100
200
300
400
Microsoft (Washington D.C.)
800
366.97
Comcast/NBC Universal (New York)
8
700
396.74
Microsoft (Atlanta)
Note(s): United States; Q2 2020
Further information regarding this statistic can be found on page 58.
Source(s): Colliers International; CoStar; ID 605049
600
801.97
Occidental Petroleum (Houston)
U.S. Department of Education (Washington D.C.)
500
339.83
282.24
Company
900
LINKEDIN
Demographics
Leading countries based on LinkedIn audience size as of January 2021 (in millions)
Countries with the most LinkedIn users 2021
Audience in millions
0
20
40
60
80
United States
120
140
160
180
170
India
71
China
50
Brazil
45
United Kingdom
30
France
21
Canada
18
Indonesia
17
Mexico
16
Italy
15
Spain
10
100
14
Australia
12
Germany
12
Turkey
9.8
Philippines
9.6
Note(s): Worldwide; January 2021; based on addressable ad audience
Further information regarding this statistic can be found on page 59.
Source(s): LinkedIn; We Are Social; Hootsuite; DataReportal; ID 272783
Demographics
Countries with the highest LinkedIn audience reach as of January 2021
Countries with biggest LinkedIn reach 2021
Reach
0%
20%
40%
60%
80%
100%
American Samoa
103%
Bermuda
100.6%
Iceland
91.2%
Cayman Islands
84.3%
Andorra
80.3%
U.S. Virgin Islands
65.8%
Netherlands
65.6%
61.5%
Australia
60.7%
Aruba
60.6%
Singapore
60%
Malta
60%
New Zealand
59.1%
Canada
11
73.5%
United States
Ireland
Note(s): Worldwide; January 2021; 18 years and older
Further information regarding this statistic can be found on page 60.
Source(s): Hootsuite; We Are Social; DataReportal; LinkedIn; ID 214707
120%
58.5%
Demographics
Gender distribution of social media audiences worldwide as of January 2021, by platform
Gender distribution of social media audiences worldwide 2021, by platform
Share of users
Female
0%
20%
40%
Snapchat
Male
60%
80%
57.4%
Instagram
50.8%
49.2%
44%
56%
LinkedIn
43.1%
56.9%
12
31.5%
120%
40.9%
Facebook
Twitter
100%
68.5%
Note(s): Worldwide; January 2021; 13 years and older
Further information regarding this statistic can be found on page 61.
Source(s): DataReportal; We Are Social; Hootsuite; LinkedIn; Pinterest; Facebook; Twitter; Instagram; Snap Inc.; ID 274828
Demographics
Distribution of LinkedIn users worldwide as of January 20210, by gender
LinkedIn: distribution of global audiences 2021, by gender
60%
56.9%
50%
Percentage of users
43.1%
40%
30%
20%
10%
0%
Female
13
Note(s): Worldwide; January 2021; refers to addressable ad audience
Further information regarding this statistic can be found on page 62.
Source(s): We Are Social; LinkedIn; Hootsuite; DataReportal; ID 933964
Male
Demographics
Distribution of LinkedIn users worldwide as of January 2021, by age group
LinkedIn: distribution of global audiences 2021, by age group
70%
60.1%
60%
Share of users
50%
40%
30%
20%
19.2%
17.5%
10%
3.3%
0%
18-24
14
25-34
Note(s): Worldwide; January 2021; 18 years and older; based on addressable ad audience
Further information regarding this statistic can be found on page 63.
Source(s): DataReportal; Hootsuite; We Are Social; LinkedIn; ID 273505
35-54
55+
Demographics
Number of LinkedIn users in the United States from 2018 to 2022 (in millions)
LinkedIn: number of users in the United States 2018-2022
80
70
62.1
Number of users in millions
60
64.7
66.8
58.5
53.8
50
40
30
20
10
0
2018
15
2019
Note(s): United States; 2018 to 2019
Further information regarding this statistic can be found on page 64.
Source(s): Marketing Land; eMarketer; ID 194471
2020*
2021*
2022*
Demographics
Distribution of LinkedIn users in the United States as of January 2021, by gender
LinkedIn: distribution of U.S. audiences 2021, by gender
60%
Percentage of users
50%
40%
30%
49%
51%
Female
Male
20%
10%
0%
16
Note(s): United States; January 2020; 13 years and older; based on addressable ad audience
Further information regarding this statistic can be found on page 65.
Source(s): DataReportal; We Are Social; Hootsuite; ID 545216
Demographics
Distribution of LinkedIn users in the United States as of January 2021, by age group
LinkedIn user share in the U.S. 2021, by age group
70%
59%
60%
Share of users
50%
40%
30%
21.8%
20%
13.6%
10%
5.5%
0%
18-24
17
Note(s): United States; January 2021
Further information regarding this statistic can be found on page 66.
Source(s): NapoleonCat; ID 192700
25-34
35-54
55+
Demographics
Percentage of U.S. internet users who use LinkedIn as of 3rd quarter 2020, by gender
LinkedIn usage penetration in the United States 2020, by gender
40%
36%
35%
30%
28%
Reach
25%
20%
15%
10%
5%
0%
Male
18
Note(s): United States; Q3 2020; 15 years and older
Further information regarding this statistic can be found on page 67.
Source(s): AudienceProject; ID 246169
Female
Demographics
Percentage of U.S. internet users who use LinkedIn as of 3rd quarter 2020, by age group
LinkedIn usage penetration in the United States 2020, by age group
45%
40%
40%
40%
46-55 years
56+ years
38%
36%
35%
Reach
30%
25%
20%
19%
15%
10%
5%
0%
15-25 years
19
26-35 years
Note(s): United States; Q3 2020; 15 years and older
Further information regarding this statistic can be found on page 68.
Source(s): AudienceProject; ID 246172
36-45 years
Age group
Demographics
LINKEDIN
Usage
U.S. customer satisfaction with social media in 2020 (index score)
ACSI - U.S. customer satisfaction with social media 2020
ACSI score (100-point scale)
0
10
20
30
40
50
60
70
80
Pinterest
77
YouTube
75
Wikipedia
75
Snapchat
72
Instagram
71
Twitter
68
LinkedIn
67
Tumblr
Facebook
21
Note(s): United States; July 2019 to June 2020; 16,487 respondents
Further information regarding this statistic can be found on page 69.
Source(s): ACSI; ID 236726
90
66
64
Usage
Most popular social networks worldwide as of January 2021, ranked by number of active users (in
millions)
Global social networks ranked by number of users 2021
Number of active users in millions
Facebook
2,740
YouTube
2,291
WhatsApp
2,000
Facebook Messenger*
1,300
Instagram
1,221
Weixin / WeChat
1,213
TikTok
689
QQ
617
Douyin
600
Sina Weibo
Telegram
500
Snapchat
498
Kuaishou
Pinterest
Reddit*
22
511
481
442
430
Note(s): Worldwide; January, 2021; social networks and messenger/chat app/voip included; figures for TikTok does not include Douyin
Further information regarding this statistic can be found on page 70.
Source(s): We Are Social; Various sources (Company data); Hootsuite; DataReportal; ID 272014
Usage
Leading social media websites in the United States in January 2021, based on share of visits
U.S. market share of leading social media websites 2021
Market share in percent
60.68%
Facebook
Pinterest
20.02%
Twitter
14.47%
YouTube
1.56%
Instagram
1.56%
Tumblr
0.56%
reddit
0.65%
Other
0.5%
23
Note(s): United States; January 2021; desktop, mobile & tablet combined
Further information regarding this statistic can be found on page 71.
Source(s): StatCounter; ID 265773
Usage
Percentage of adults in the United States who use selected social networks as of February 2019
Share of U.S. adults who use selected social networks 2019
Share of U.S. adults who have ever used
0%
10%
20%
30%
40%
50%
60%
70%
80%
YouTube
Facebook
Instagram
Pinterest
LinkedIn
Snapchat
Twitter
WhatsApp
Reddit
24
Note(s): United States; January 8 to February 7, 2019; 18 years and older; 2019 n=1,502
Further information regarding this statistic can be found on page 72.
Source(s): Pew Research Center; ID 246230
Usage
Which social networks do you use regularly?
Social network usage by brand in the U.S. 2020
Share of respondents
0%
10%
20%
30%
40%
50%
60%
70%
80%
Facebook
100%
82%
YouTube
72%
Instagram
53%
Twitter
35%
Pinterest
34%
Snapchat
30%
LinkedIn
21%
Reddit
21%
TikTok
15%
Yelp
11%
Tumblr
6%
Flickr
2%
Foursquare
2%
WeChat
2%
Other
2%
25
90%
Note(s): United States; 13 Jul to 21 Aug 2020 and 5 Feb to 19 Mar 2020; 18-64 years; 3777 respondents; respondents who use any kind of social media (except instant
messengers) regularly
Further information regarding this statistic can be found on page 73.
Source(s): Statista Global Consumer Survey; ID 997135
Usage
What kinds of social media do you use regularly?
Social media usage by platform type in the U.S. 2020
Share of respondents
0%
10%
20%
30%
40%
50%
60%
70%
Social networks (e.g. Facebook)
74%
Media sharing (e.g. Snapchat, Instagram, YouTube, Pinterest)
65%
Instant messengers (e.g. WhatsApp, Facebook Messenger, WeChat)
57%
(micro-)blogging (e.g. Twitter, Tumblr, WordPress)
26%
Discussion forums (e.g. Reddit, Quora)
21%
Consumer review networks (e.g. Yelp, TripAdvisor)
20%
Business networks (e.g. LinkedIn)
19%
I do not use social media regularly
Other
26
80%
8%
2%
Note(s): United States; 13 Jul to 21 Aug 2020 and 5 Feb to 19 Mar 2020; 18-64 years; 4184 respondents
Further information regarding this statistic can be found on page 74.
Source(s): Statista Global Consumer Survey; ID 997190
Usage
Which of the following social networks have you used within the last two weeks? Usage simply
means spending time on a social network, regardless of whether you create posts yourself or not.
Usage of social networks in the U.S. 2019
Share of respondents
0%
10%
20%
30%
40%
50%
60%
70%
Facebook
79%
YouTube
68%
Instagram
48%
Twitter
36%
Pinterest
32%
Snapchat
29%
Reddit
20%
LinkedIn
19%
Discord
10%
Tumblr
DeviantArt
9%
6%
Blogger
5%
Flickr
5%
27
80%
Note(s): United States; May 21 to May 27, 2019; 16 years and older; 1009 respondents; American internet users who have used social networking within the past two weeks
Further information regarding this statistic can be found on page 75.
Source(s): Statista Survey; ID 1088802
Usage
Leading tools used to search for jobs used by college seniors in the United States in 2020
Leading tools used by college seniors to search for jobs U.S. 2020
70%
64%
64%
60%
57%
57%
57%
Career fairs
Company career pages
Online job boards, such as Indeed
or CareerBuilder
Share of respondents
50%
40%
30%
20%
10%
0%
Social media/job board hybrids,
such as LinkedIn
28
Google
Note(s): United States; March 10 to 23, 2020; 500 respondents
Further information regarding this statistic can be found on page 76.
Source(s): iCIMS; ID 1052785
Usage
Leading LinkedIn usage reasons according to users in the United States as of 3rd quarter 2019
U.S. LinkedIn usage reasons 2019
Share of respondents
0%
10%
20%
To strengthen professional network
50%
60%
70%
80%
90%
20%
To keep contact with friends and family
15%
To get news
11%
Other purposes
29
40%
84%
To follow brands / companies
To get entertainment
30%
6%
3%
Note(s): United States; Q3 2019; 15 years and older; 2,100 respondents; among LinkedIn users
Further information regarding this statistic can be found on page 77.
Source(s): AudienceProject; ID 276593
Usage
LINKEDIN
Recruiting
Opinion of staffing firm employees about the best sources of candidates in North America in 2018
Best sources of candidates in the North American staffing industry 2018
70%
62%
60%
58%
58%
Existing candidates from your ATS and/or CRM
Social media (LinkedIn, Twitter, Facebook)
Share of respondents
50%
40%
30%
20%
10%
0%
Referrals from successful placements
31
Note(s): Canada, Puerto Rico, United States, U.S. Virgin Islands; September 17, 2017 to October 7, 2017; 925 respondents; staffing firm employees working for companies with
headquarters in the U.S., Puerto Rico, U.S. Virgin Islands, or Canada.
Further information regarding this statistic can be found on page 78.
Source(s): Bullhorn; ID 808058
Recruiting
Candidate outreach channels talent teams use most worldwide in 2019
Most used candidate outreach channels worldwide 2019
Chat messaging 5.2%
Other 2.4%
In-Person 12.2%
Email 37.2%
LinkedIn InMails 15.1%
Phone/ text 27.9%
32
Note(s): Worldwide; December 2019 to January 2020; talent acquisition professionals
Further information regarding this statistic can be found on page 79.
Source(s): Entelo; ID 880923
Recruiting
Share of organizations using social media applications worldwide in 2019, by organization size
Organizations using social media applications worldwide by size 2019
Share of respondents
Large
0%
10%
20%
30%
Medium
40%
Small
50%
60%
70%
80%
90%
LinkedIn
Facebook
Collaboration tools
Twitter
Corporate network
YouTube
Instagram
WhatsApp
Snapchat
Pinterest
WeChat
33
Note(s): Worldwide; April 9 to June 10, 2019; 1,892 respondents; organizations representing a total workforce of 22.2 million employees and contingent workers.
Further information regarding this statistic can be found on page 80.
Source(s): Sierra-Cedar; ID 1086175
Recruiting
Most effective lead sources of staffing firms in the United States in 2020
Most effective lead sources of U.S. staffing firms 2020
Share of respondents
0%
10%
20%
30%
40%
50%
LinkedIn
61.54%
Indeed
49.45%
Own website
36.26%
Facebook
24.18%
CareerBuilder
19.78%
12.09%
Monster
Google Jobs
Wanderly
34
70%
62.64%
Referrals
AdWords
60%
9.89%
3.3%
2.2%
Note(s): United States; January 2020; 200 respondents; professionals in the staffing industry.
Further information regarding this statistic can be found on page 81.
Source(s): StaffingHub; TextUs; Staffing Referrals; Various sources (Avionte, Great recruiters, WurkNow); ID 892636
Recruiting
How talent developers find the most important skills to train worldwide in 2019
How talent developers find the most important skills to train worldwide 2019
Share of respondents
0%
10%
20%
30%
40%
50%
60%
70%
Perform internal skills gaps assessments
74%
Monitor business KPIs/ key metrics
66%
Attend meetings with executives/ senior managers
61%
Rely on manager input
59%
Look to industry trends to prevent skills gaps
Monitor complaints
35
Note(s): Worldwide; 2019; 1,200 respondents
Further information regarding this statistic can be found on page 82.
Source(s): LinkedIn; ID 986296
80%
51%
45%
Recruiting
Leading job boards in the United States in 2017, by share of applicants
Leading job boards by share of applicants in the U.S. 2017
Share of applicants
0%
10%
20%
30%
LinkedIn
60%
70%
24%
Glassdoor
5%
CareerBuilder
36
50%
66%
Indeed
HigherEd Jobs
40%
3%
1%
Note(s): United States; 2017; 1,000 respondents; companies ranging from 100 employees to large enterprise organizations.
Further information regarding this statistic can be found on page 83.
Source(s): SilkRoad; ID 951382
Recruiting
Leading job boards in the United States in 2017, by share of applicants interviewed
Leading job boards by share of interviews in the U.S. 2017
Share of interviews
0%
10%
20%
30%
LinkedIn
60%
70%
20%
HigherEd Jobs
13%
Glassdoor
37
50%
61%
Indeed
CareerBuilder
40%
4%
2%
Note(s): United States; 2017; 1,000 respondents; companies ranging from 100 employees to large enterprise organizations.
Further information regarding this statistic can be found on page 84.
Source(s): SilkRoad; ID 951408
Recruiting
Leading job boards in the United States in 2017, by share of applicants hired
Leading job boards by share of hires in the U.S. 2017
70%
60%
Share of hires
50%
40%
30%
20%
10%
0%
Indeed
38
LinkedIn
CareerBuilder
Note(s): United States; 2017; 1,000 respondents; companies ranging from 100 employees to large enterprise organizations.
Further information regarding this statistic can be found on page 85.
Source(s): SilkRoad; ID 951416
Glassdoor
HigherEd Jobs
Recruiting
Leading recruitment sources in the United States in 2017, by share of applicants hired
Leading recruitment sources by share of hires in the U.S. 2017
Share of hires
0%
5%
10%
15%
20%
25%
Internal
40%
45%
19%
LinkedIn
13%
HotJobs
10%
Monster
39
35%
45%
Recruiting agency
Employee referral
30%
7%
6%
Note(s): United States; 2017; 1,000 respondents; companies ranging from 100 employees to large enterprise organizations.
Further information regarding this statistic can be found on page 86.
Source(s): SilkRoad; ID 951452
Recruiting
50%
LINKEDIN
Advertising
Social network advertising revenue in the United States in 2019, by company (in billion U.S. dollars)
Social media ad revenue in the U.S. 2019, by platform
35
Revenue in billion U.S. dollars
30
29.92
25
20
15
9.45
10
5
1.39
1
0.92
LinkedIn
Pinterest
Snapchat
1.57
1.23
Twitter
Other social venues
0
Facebook
41
Instagram
Note(s): United States; October 2019
Further information regarding this statistic can be found on page 87.
Source(s): Ignite Social Media; eMarketer; ID 1103339
Advertising
Share of marketers using LinkedIn for marketing purposes in the United States from 2017 to 2021
Share of U.S marketers using LinkedIn for marketing 2017-2021
60%
Share of marketers
50%
46.3%
47.6%
48.8%
49.6%
50.3%
2019
2020*
2021*
40%
30%
20%
10%
0%
2017
42
2018
Note(s): United States; 2017 to 2019; based on companies with 100+ employees
Further information regarding this statistic can be found on page 88.
Source(s): eMarketer; ID 1094105
Advertising
Most effective advertising formats on LinkedIn according to marketing professionals worldwide as
of May 2019
Most effective ad formats on LinkedIn worldwide 2019
35%
30%
29%
Share of respondents
25%
19%
20%
15%
10%
5%
5%
4%
1%
0%
Sponsored posts
43
Lead gen ads
Note(s): Worldwide; May 2019
Further information regarding this statistic can be found on page 89.
Source(s): eMarketer; Hanapin; ID 1102740
Sponsored InMail ads
Text ads
Dynamic ads
Advertising
Leading digital communication platforms believed to enhance future communications according to
public relations (PR) agency professionals worldwide as of February 2019
Most influential communication platforms according to global PR professionals 2019
Share of respondents
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
YouTube
48%
Instagram
46%
Google
42%
LinkedIn
35%
Twitter
31%
Facebook
30%
WhatsApp
14%
WeChat
6%
Medium
5%
Other
5%
Reddit
4%
Weibo
4%
Snapchat
44
3%
Note(s): Worldwide; January 7 to February 15, 2019; 1,563 respondents; among PR professionals
Further information regarding this statistic can be found on page 90.
Source(s): University of Southern California (Annenberg Center for Public Relations); The Holmes Report; ID 1057871
Advertising
55%
Leading benefits of using social media for marketing purposes worldwide as of January 2020
Benefits of social media marketing worldwide 2020
Share of respondents
0%
10%
20%
30%
40%
50%
60%
70%
80%
Increased exposure
86%
Increased traffic
78%
Generated leads
67%
Developed loyal fans
60%
Improved sales
59%
Provided marketplace insight
49%
Grew business partnerships
49%
Increased thought leadership
45
Note(s): Worldwide; January 2020; 5,243 respondents; among marketers
Further information regarding this statistic can be found on page 91.
Source(s): Social Media Examiner; ID 188447
90%
46%
Advertising
100%
Planned changes in future use of selected social media for marketing purposes worldwide as of
January 2020
Future use of social media among marketers worldwide by platform 2020
Share of respondents
Increase
0%
20%
40%
Stay the same
Decrease
60%
No plans to utilize
80%
100%
120%
Instagram
Youtube
LinkedIn
Facebook
Twitter
Pinterest
Messenger bots
TikTok
Snapchat
46
Note(s): Worldwide; January 2020; 5,243 respondents; marketers
Further information regarding this statistic can be found on page 92.
Source(s): Social Media Examiner; ID 258974
Advertising
Leading social media platforms used by marketers worldwide as of January 2020
Social media platforms used by marketers worldwide 2020
Share of respondents
0%
10%
20%
30%
40%
50%
60%
70%
80%
Facebook
100%
94%
Instagram
76%
LinkedIn
59%
Twitter
53%
YouTube
53%
Pinterest
25%
Messenger bots
47
90%
13%
Snapchat
5%
TikTok
5%
Note(s): Worldwide; January 2020; 5,243 respondents; marketers
Further information regarding this statistic can be found on page 93.
Source(s): Social Media Examiner; ID 259379
Advertising
Leading social media platforms used by B2B and B2C marketers worldwide as of January 2020
Social media platforms used by marketers worldwide 2020, by target group
Share of respondents
B2C
0%
10%
20%
30%
40%
B2B
50%
60%
70%
80%
90%
96%
Facebook
91%
50%
LinkedIn
81%
82%
Instagram
71%
53%
Twitter
59%
53%
YouTube
56%
28%
Pinterest
22%
13%
15%
Messenger bots
Snapchat
TikTok
48
100%
6%
4%
5%
4%
Note(s): Worldwide; January 2020; 5,243 respondents; marketers
Further information regarding this statistic can be found on page 94.
Source(s): Social Media Examiner; ID 259382
Advertising
110%
Most important social media platforms for marketers worldwide as of January 2020
Most important social media platforms for marketers worldwide 2020
70%
60%
59%
Share of respondents
50%
40%
30%
20%
17%
14%
10%
5%
3%
1%
1%
Pinterest
Facebook Messenger
bots
0%
Facebook
49
Instagram
Note(s): Worldwide; January 2020; 5,243 respondents; marketers
Further information regarding this statistic can be found on page 95.
Source(s): Social Media Examiner; ID 259390
LinkedIn
YouTube
Twitter
Advertising
Most important social media platforms for B2B and B2C marketers worldwide as of January 2020
Most important social media platforms for global B2B and B2C marketers 2020
B2B
B2C
80%
67%
70%
Share of respondents
60%
50%
46%
40%
33%
30%
19%
20%
12%
10%
4%
4%
4%
3%
3%
2%
1%
0%
Facebook
50
LinkedIn
Note(s): Worldwide; January 2020; 5,243 respondents; marketers
Further information regarding this statistic can be found on page 96.
Source(s): Social Media Examiner; ID 259404
Instagram
YouTube
Twitter
Messenger bots
Pinterest
Advertising
LINKEDIN
References
Annual revenue of LinkedIn from 2017 to 2020 (in million U.S. dollars)
LinkedIn: annual revenue 2017-2020
Source and methodology information
Source(s)
Microsoft
Conducted by
Microsoft; Statista estimates
Survey period
2017 to 2019
Region(s)
Worldwide
Number of respondents
n.a.
Age group
n.a.
Special characteristics
fiscal year end June 30
Published by
Microsoft
Publication date
July 2020
Original source
Microsoft 10-K FY 2020, page 40
Website URL
visit the website
Notes:
*2019 data is a Statista estimate based on Microsoft's 2019 10K: "
LinkedIn revenue increased 28% " *2020 data is a Statista estimate:
"LinkedIn revenue increased $1.3 billion or 20%" In December 2016,
Microsoft finalized its $26 billion acquisition of LinkedIn. LinkedIn results
are now part of Micr [...] For more information visit our Website
Description
In the fiscal year 2020, LinkedIn's annual revenue amounted to more than 8.05 billion U.S. dollars, up from 5.26
billion U.S. years during the 2018 fiscal period. The social networking site which focuses on business contacts
generated was acquired by Microsoft in 2016.
Back to statistic
52
References
Annual operating income of LinkedIn from 2017 to 2018 (in million U.S. dollars)
LinkedIn: annual operating income 2017-2018
Source and methodology information
Source(s)
Microsoft
Conducted by
Microsoft
Survey period
2017 and 2018
Region(s)
Worldwide
Number of respondents
n.a.
Age group
n.a.
Special characteristics
Microsoft fiscal year ends June 30
Published by
Microsoft
Publication date
August 2018
Original source
Microsoft 10-K FY 2018, page 34 and 76
Website URL
visit the website
Notes:
In December 2016, Microsoft finalized its $26 billion acquisition of
LinkedIn. LinkedIn results are now part of Microsoft's Product Revenue
and Service and Other Revenue segment. Microsoft did not publish
information regarding LinkedIn's operating income/loss in the company's
fiscal year 2019 10-k r [...] For more information visit our Website
Description
This statistic gives information on LinkedIn's annual operating income from 2017 to 2018. In 2018, the social
networking site which focuses on business contacts generated operating loss of 987 million U.S. dollars.
Back to statistic
53
References
Revenue of the leading online job advertising firms worldwide in 2018 (in billion U.S. dollars)
Online jobs market: revenue of the leading firms worldwide 2018
Source and methodology information
Source(s)
Staffing Industry Analysts
Conducted by
Staffing Industry Analysts
Survey period
2018
Region(s)
Worldwide
Number of respondents
n.a.
Age group
n.a.
Special characteristics
n.a.
Published by
Staffing Industry Analysts
Publication date
July 2019
Original source
staffingindustry.com
Website URL
visit the website
Notes:
n.a.
Description
This statistic depicts the revenue of the leading online job advertising firms worldwide in 2018. In that year, the
Japanese online recruiter, Recruit Holdings, generated close to 4.4 billion U.S. dollars in revenue, making it the
second leading online job advertising firms.
Back to statistic
54
References
Global market share of the leading online job advertising firms in 2017
Online jobs market: leading firms by market share worldwide 2017
Source and methodology information
Source(s)
Staffing Industry Analysts
Conducted by
Staffing Industry Analysts
Survey period
2017
Region(s)
Worldwide
Number of respondents
n.a.
Age group
n.a.
Special characteristics
n.a.
Published by
Staffing Industry Analysts
Publication date
January 2019
Original source
Staffing Industry Report Webinar January 2019, page 32
Website URL
visit the website
Notes:
n.a.
Description
This statistic illustrates the market share of the leading online job advertising firms worldwide in 2017. In that
year, the Japanese online recruiter, Recruit Holdings, had 24 percent of the online jobs market worldwide.
Back to statistic
55
References
Most valuable brands worldwide in 2019, by brand value (in billion U.S. dollars)
Most valuable brands worldwide 2019
Source and methodology information
Source(s)
Interbrand
Conducted by
Interbrand
Survey period
2019
Region(s)
Worldwide
Number of respondents
n.a.
Age group
n.a.
Special characteristics
n.a.
Published by
Interbrand
Publication date
October 2019
Original source
interbrand.com
Website URL
visit the website
Notes:
*These brands are new in the ranking list and therefore have no
percentage change difference from the previous year. Empty fields in
"Percent change to previous year" = first time among the top 100 or no
change from previous year. Figures have been rounded.
Description
U.S. tech companies are currently the most valuable brands in the world, covering the four top spots in 2019.
Apple led the list with a brand value of around 234 billion U.S. dollars, followed by Google, Amazon and
Microsoft. The highest-ranked non-tech company was Coca-Cola in fifth place, and the highest non-U.S.
company was Samsung in sixth. ´Brand value` Brand value is determined by the source using a combination of
financial information, the role the brand plays in determining consumer choice (independent of other factors such
as price and convenience), and a qualitative assessment of the brand`s overall strength. If only financial data is
taken into account then the same four companies are at the top, with Apple, Amazon, Alphabet (Google`s parent
company) and Microsoft having the highest global market capitalizations . However, if only the qualitative factors
regarding brand strength are considered the list looks very different, with Italian carmaker Ferrari being the
strongest brand in 2019 . ´Brand value vs. profitability` Brand value does not always translate into profitability.
While Apple also happens to be the second most profitable company in the world , other companies with a
strong brand such as Google and Amazon rank lower in terms of net income. This phenomenon does not only
apply to tech companies - Coca-Cola also does not feature on the list of the most profitable companies
worldwide. This is likely due to their franchised distribution structure, whereby manufacturing operations are
handed by separate companies, each of which operates independently with an exclusive license to manufacture
Coca Cola beverages in their territory.
Back to statistic
56
References
Largest brand value change of the leading brands in the world in 2020
Brand value change of the largest global brands 2020
Source and methodology information
Source(s)
Kantar; BrandZ; Bloomberg
Conducted by
Kantar; BrandZ; Bloomberg
Survey period
2020
Region(s)
Worldwide
Number of respondents
n.a.
Age group
n.a.
Special characteristics
n.a.
Published by
Kantar; BrandZ
Publication date
June 2020
Original source
Brandz - Top 100 most valuable global brands 2020, page 79
Website URL
visit the website
Notes:
n.a.
Description
The statistic shows the the largest brand value change of the biggest brands in the world in 2020 compared to
2019. The brand value of Instagram increased 47 percent in 2020, when compared to the previous year. Brand
value Brand valuation is the estimation of a brands total value. This is achieved by following the International
Organization for Standardization's ISO 10668 standard which maps out the appropriate process of valuing
brands by adhering to six key requirements: transparency, validity, reliability, sufficiency, objectivity and financial,
behavioral and legal parameters. A brand is an intangible asset (name, term, design, symbol or any other
feature) identifies one seller's product from another and is often a corporation's most valued asset. In 2020,
Amazon was the most valuable brand in the world with a brand value of around to 220.8 billion U.S. dollars.
Strong brands enhance business performance primarily through their influence on three key stakeholder groups:
(current and prospective) customers, employees and investors. They influence customer choice and create
loyalty; attract, retain, and motivate talent; and lower the cost of financing. The influence of brands often through
social media on current and prospective customers is a significant driver of economic value. By expressing their
proposition consistently across all touchpoints, brands help shape perceptions and, therefore, purchasing
behavior, making products and service less substitutable. Brands, therefore, create economic value by
generating higher returns and growth, and by mitigating risk.
Back to statistic
57
References
Largest office leases in the United States in the 2nd quarter of 2020, by tenant (in 1,000 square
feet)
Largest office leases in the U.S. 2020, by tenant
Source and methodology information
Source(s)
Colliers International; CoStar
Conducted by
Colliers International; CoStar
Survey period
Q2 2020
Region(s)
United States
Number of respondents
n.a.
Age group
n.a.
Special characteristics
n.a.
Published by
Colliers International
Publication date
September 2020
Original source
United States Research Report: Office Market Outlook Q2 2020, page 4
Website URL
visit the website
Notes:
n.a.
Description
This statistic shows the largest office leases in the United States in the second quarter of 2020, by tenant.
Occidental Petroleum leased approximately 802 thousand square feet of office space in Houston, which was the
largest office lease in that quarter.
Back to statistic
58
References
Leading countries based on LinkedIn audience size as of January 2021 (in millions)
Countries with the most LinkedIn users 2021
Source and methodology information
Source(s)
LinkedIn; We Are Social; Hootsuite; DataReportal
Conducted by
LinkedIn; DataReportal
Survey period
January 2021
Region(s)
Worldwide
Number of respondents
n.a.
Age group
n.a.
Special characteristics
based on addressable ad audience
Published by
We Are Social; DataReportal; Hootsuite
Publication date
January 2021
Original source
Digital 2021: Global digital overview, page 156
Website URL
visit the website
Notes:
n.a.
Description
As of Global 2021, LinkedIn had an audience reach of 170 million users in the United States. The country is by
far the leading market of the professional job networking service, with runner-up India only accounting for an
audience of 71 million. LinkedIn: the company Launched in 2003, LinkedIn is a professional networking service
where job seekers can post their CVs, and employers or recruiters can post job ads and search for prospective
candidates. In December 2016, Microsoft acquired LinkedIn, making it a wholly owned subsidiary. In 2020, the
platform generated over eight billion U.S. dollars in revenue . Despite its great success, the company has not
always seen positive numbers only, and in 2018, LinkedIn reported an operating loss of 987 million U.S. dollars .
LinkedIn marketing Greater exposure, lead generation and increased thought leadership are all key benefits of
social media marketing , and LinkedIn is a popular marketing tool in the B2B segment. Whereas the company
predominantly generates revenue by selling access to member information to professional parties, LinkedIn is
the second-most popular social media platform used by B2B marketers , ranking only behind Facebook.
Back to statistic
59
References
Countries with the highest LinkedIn audience reach as of January 2021
Countries with biggest LinkedIn reach 2021
Source and methodology information
Source(s)
Hootsuite; We Are Social; DataReportal; LinkedIn
Conducted by
DataReportal; LinkedIn
Survey period
January 2021
Region(s)
Worldwide
Number of respondents
n.a.
Age group
18 years and older
Special characteristics
n.a.
Published by
Hootsuite; We Are Social; DataReportal
Publication date
January 2021
Original source
Digital 2021: Global digital overview, page 158
Website URL
visit the website
Notes:
"Reach" may not represent unique individuals, or monthly active users.
"%18+" values should not technically exceed 100%, but data are shown
"as-is", to enable readers to make their own judgements. Figures include
only countries and territories with total population of 50,000 or more.
Description
This statistic shows the countries with the highest rate of LinkedIn audience reach as of January 2021. As of the
measured period, the social network had an addressable ad audience reach of 103 percent in American Samoa.
Back to statistic
60
References
Gender distribution of social media audiences worldwide as of January 2021, by platform
Gender distribution of social media audiences worldwide 2021, by platform
Source and methodology information
Source(s)
DataReportal; We Are Social; Hootsuite; LinkedIn; Pinterest; Facebook;
Twitter; Instagram; Snap Inc.
Conducted by
DataReportal; LinkedIn; Pinterest; Facebook; Twitter; Instagram; Snap
Inc.
Survey period
January 2021
Region(s)
Worldwide
Number of respondents
n.a.
Age group
13 years and older
Special characteristics
n.a.
Published by
DataReportal; We Are Social; Hootsuite
Publication date
January 2021
Original source
Digital 2021: Global digital overview, page 105, 129, 154, 160, 167
Website URL
visit the website
Notes:
Figures represent addressable ad audiences, and may not totally reflect
active users of member bases
Description
This statistic shows the gender distribution of social media audiences worldwide as of January 2021, sorted by
platform. During the survey period, it was found that only 31.5 percent of Twitter users were female.
Back to statistic
61
References
Distribution of LinkedIn users worldwide as of January 20210, by gender
LinkedIn: distribution of global audiences 2021, by gender
Source and methodology information
Source(s)
We Are Social; LinkedIn; Hootsuite; DataReportal
Conducted by
LinkedIn; DataReportal
Survey period
January 2021
Region(s)
Worldwide
Number of respondents
n.a.
Age group
n.a.
Special characteristics
refers to addressable ad audience
Published by
We Are Social; Hootsuite; DataReportal
Publication date
January 2021
Original source
Digital 2021: Global digital overview, page 154
Website URL
visit the website
Notes:
n.a.
Description
This statistic gives information on the distribution of LinkedIn users worldwide as of January 2021, sorted by
gender. During the survey period, 43.1 percent of LinkedIn audiences were female and 56.9 percent were male.
Back to statistic
62
References
Distribution of LinkedIn users worldwide as of January 2021, by age group
LinkedIn: distribution of global audiences 2021, by age group
Source and methodology information
Source(s)
DataReportal; Hootsuite; We Are Social; LinkedIn
Conducted by
DataReportal; LinkedIn
Survey period
January 2021
Region(s)
Worldwide
Number of respondents
n.a.
Age group
18 years and older
Special characteristics
based on addressable ad audience
Published by
DataReportal; Hootsuite; We Are Social
Publication date
January 2021
Original source
Digital 2021: Global digital overview, page 155
Website URL
visit the website
Notes:
Values may not sum up to 100 percent due to rounding.
Description
This statistic provides information on the distribution of LinkedIn users worldwide as of January 2021, sorted by
age group. During the survey period it was found that 60.1 percent of global LinkedIn audiences were between
25 and 34 years old.
Back to statistic
63
References
Number of LinkedIn users in the United States from 2018 to 2022 (in millions)
LinkedIn: number of users in the United States 2018-2022
Source and methodology information
Source(s)
Marketing Land; eMarketer
Conducted by
eMarketer
Survey period
2018 to 2019
Region(s)
United States
Number of respondents
n.a.
Age group
n.a.
Special characteristics
n.a.
Published by
Marketing Land; eMarketer
Publication date
January 2020
Original source
marketingland.com
Website URL
visit the website
Notes:
*Forecast
Description
In 2022, professional networking platform LinkedIn is projected to reach 66.8 million monthly active users in the
United States, up from 58.5 million users in 2018. LinkedIn is one of the biggest online career platforms
worldwide and the majority of users access LinkedIn to strengthen their professional social network .
Back to statistic
64
References
Distribution of LinkedIn users in the United States as of January 2021, by gender
LinkedIn: distribution of U.S. audiences 2021, by gender
Source and methodology information
Source(s)
DataReportal; We Are Social; Hootsuite
Conducted by
DataReportal; LinkedIn
Survey period
January 2020
Region(s)
United States
Number of respondents
n.a.
Age group
13 years and older
Special characteristics
based on addressable ad audience
Published by
DataReportal; We Are Social; Hootsuite
Publication date
February 2021
Original source
Digital 2021: The United States of America, page 57
Website URL
visit the website
Notes:
n.a.
Description
As of January 2021, 49 percent of LinkedIn audiences were female and 51 percent were male in the United
States.
Back to statistic
65
References
Distribution of LinkedIn users in the United States as of January 2021, by age group
LinkedIn user share in the U.S. 2021, by age group
Source and methodology information
Source(s)
NapoleonCat
Conducted by
NapoleonCat
Survey period
January 2021
Region(s)
United States
Number of respondents
n.a.
Age group
n.a.
Special characteristics
n.a.
Published by
NapoleonCat
Publication date
February 2021
Original source
napoleoncat.com
Website URL
visit the website
Notes:
n.a.
Description
This statistic shows the distribution of LinkedIn users in the United States in as of January 2021, sorted by age
group. During that period, 59 percent of LinkedIn users were between 25 and 34 years old.
Back to statistic
66
References
Percentage of U.S. internet users who use LinkedIn as of 3rd quarter 2020, by gender
LinkedIn usage penetration in the United States 2020, by gender
Source and methodology information
Source(s)
AudienceProject
Conducted by
AudienceProject
Survey period
Q3 2020
Region(s)
United States
Number of respondents
2,000+
Age group
15 years and older
Special characteristics
n.a.
Published by
AudienceProject
Publication date
September 2020
Original source
Insights 2020 - Apps & social media usage in the US, UK, & Nordics, page
25
Website URL
visit the website
Notes:
n.a.
Description
According to a third quarter 2020 survey, 36 percent of male internet users in the United States used LinkedIn.
The professional network had a usage reach of 28 percent among female U.S. internet users. Overall, 84
percent of U.S. LinkedIn users stated that they used the platform to strengthen their professional network .
Back to statistic
67
References
Percentage of U.S. internet users who use LinkedIn as of 3rd quarter 2020, by age group
LinkedIn usage penetration in the United States 2020, by age group
Source and methodology information
Source(s)
AudienceProject
Conducted by
AudienceProject
Survey period
Q3 2020
Region(s)
United States
Number of respondents
2,000+
Age group
15 years and older
Special characteristics
n.a.
Published by
AudienceProject
Publication date
September 2020
Original source
Insights 2020 - Apps & social media usage in the US, UK, & Nordics, page
26
Website URL
visit the website
Notes:
n.a.
Description
As of the third quarter of 2020, 40 percent of U.S. internet users aged 46 to 55 years used the professional
networking platform LinkedIn. Only 19 percent of internet users aged 15 to 25 years did the same.
Back to statistic
68
References
U.S. customer satisfaction with social media in 2020 (index score)
ACSI - U.S. customer satisfaction with social media 2020
Source and methodology information
Source(s)
ACSI
Conducted by
ACSI
Survey period
July 2019 to June 2020
Region(s)
United States
Number of respondents
16,487
Age group
n.a.
Special characteristics
n.a.
Published by
ACSI
Publication date
August 2020
Original source
theacsi.org
Website URL
visit the website
Notes:
Data from interviews with approximately 70,000 customers annually are
used as inputs into an econometric model to measure satisfaction with
more than 200 companies in 44 industries and 10 economic sectors, as
well as more than 130 federal government departments, agencies, and
websites. Results are r [...] For more information visit our Website
Description
This graph shows the American Customer Satisfaction Index (ACSI) of customer satisfaction with social media
websites in 2020. Overall, Pinterest scored the highest level of customer satisfaction with 77 index points.
Facebook was ranked last with an index score rating of 64 / 100 index points.
Back to statistic
69
References
Most popular social networks worldwide as of January 2021, ranked by number of active users (in
millions)
Global social networks ranked by number of users 2021
Source and methodology information
Source(s)
We Are Social; Various sources (Company data); Hootsuite; DataReportal
Conducted by
Various sources (Company data); DataReportal
Survey period
January, 2021
Region(s)
Worldwide
Number of respondents
n.a.
Age group
n.a.
Special characteristics
social networks and messenger/chat app/voip included; figures for TikTok
does not include Douyin
Published by
We Are Social; Hootsuite; DataReportal
Publication date
January 2021
Original source
Digital 2021: Global digital overview, page 93
Website URL
visit the website
Notes:
*Platforms have not published updated user figures in the past 12 months,
figures may be out of date and less reliable
Description
What is the most popular social media platform worldwide? Market leader Facebook was the first social network
to surpass one billion registered accounts and currently sits at more than 2.74 billion monthly active users. The
company currently also owns four of the biggest social media platforms, all with over one billion monthly active
users each: Facebook (core platform), WhatsApp, Facebook Messenger, and Instagram. In the fourth quarter of
2020, Facebook reported over 3.3 billion monthly core Family product users . The United States and China
account for the most high-profile social platforms Most top ranked social networks with more than 100 million
users originated in the United States, but European services like VK, Japanese platform LINE, or Chinese social
networks WeChat, QQ or video sharing app Douyin have also garnered mainstream appeal in their respective
regions due to local context and content. Douyin`s popularity has led to the platform releasing an international
version of its network: a little app called TikTok . How many people use social media? The leading social
networks are usually available in multiple languages and enable users to connect with friends or people across
geographical, political, or economic borders. Social networking sites are now estimated to have 3.6 billion users
and these figures are still expected to grow as mobile device usage and mobile social networks increasingly gain
traction in previously underserved markets.
Back to statistic
70
References
Leading social media websites in the United States in January 2021, based on share of visits
U.S. market share of leading social media websites 2021
Source and methodology information
Source(s)
StatCounter
Conducted by
StatCounter
Survey period
January 2021
Region(s)
United States
Number of respondents
n.a.
Age group
n.a.
Special characteristics
desktop, mobile & tablet combined
Published by
StatCounter
Publication date
February 2021
Original source
statcounter.com
Website URL
visit the website
Notes:
n.a.
Description
Market leader Facebook accounted for 60.68 percent of all social media site visits in the United States in
January 2021. Pinterest was ranked second with 20.02 percent of all U.S. social media site visits. Social
networking is one of the most popular internet activities in North America , particularly in the United States. A
total of 79 percent of internet users in the United States have a social network profile . The number of social
network users in the United States is projected to increase from 223 million in 2020 to over 243 million users in
2025. Facebook is, by far, the most popular social media site.
Back to statistic
71
References
Percentage of adults in the United States who use selected social networks as of February 2019
Share of U.S. adults who use selected social networks 2019
Source and methodology information
Source(s)
Pew Research Center
Conducted by
Pew Research Center
Survey period
January 8 to February 7, 2019
Region(s)
United States
Number of respondents
2019 n=1,502
Age group
18 years and older
Special characteristics
n.a.
Published by
Pew Research Center
Publication date
May 2019
Original source
pewresearch.org
Website URL
visit the website
Notes:
% of U.S. adults who say that they ever use the following online platforms
or messaging apps online or on their cellphone
Description
This statistic shows the share of adults in the United States who were ever using selected social networks.
During the February 2019 survey period, 69 percent of respondents stated that they had ever accessed
Facebook, either via desktop or mobile internet connection.
Back to statistic
72
References
Which social networks do you use regularly?
Social network usage by brand in the U.S. 2020
Source and methodology information
Source(s)
Statista Global Consumer Survey
Conducted by
Statista
Survey period
13 Jul to 21 Aug 2020 and 5 Feb to 19 Mar 2020
Region(s)
United States
Number of respondents
3777
Age group
18-64 years
Special characteristics
respondents who use any kind of social media (except instant
messengers) regularly
Published by
Statista
Publication date
November 2020
Original source
Statista Global Consumer Survey
Website URL
visit the website
Notes:
Multiple answers were possible.
Description
The displayed data on social network usage by brand shows results of the Statista Global Consumer Survey
conducted in the United States in 2020. Some 82 percent of respondents answered the question "Which social
networks do you use regularly?" with "Facebook".
Back to statistic
73
References
What kinds of social media do you use regularly?
Social media usage by platform type in the U.S. 2020
Source and methodology information
Source(s)
Statista Global Consumer Survey
Conducted by
Statista
Survey period
13 Jul to 21 Aug 2020 and 5 Feb to 19 Mar 2020
Region(s)
United States
Number of respondents
4184
Age group
18-64 years
Special characteristics
n.a.
Published by
Statista
Publication date
November 2020
Original source
Statista Global Consumer Survey
Website URL
visit the website
Notes:
Multiple answers were possible.
Description
The displayed data on social media usage by platform type shows results of the Statista Global Consumer
Survey conducted in the United States in 2020. Some 74 percent of respondents answered the question "What
kinds of social media do you use regularly?" with "Social networks (e.g. Facebook)".
Back to statistic
74
References
Which of the following social networks have you used within the last two weeks? Usage simply
means spending time on a social network, regardless of whether you create posts yourself or not.
Usage of social networks in the U.S. 2019
Source and methodology information
Source(s)
Statista Survey
Conducted by
Statista
Survey period
May 21 to May 27, 2019
Region(s)
United States
Number of respondents
1009
Age group
16 years and older
Special characteristics
American internet users who have used social networking within the past
two weeks
Published by
Statista
Publication date
January 2020
Original source
Social Media Advertising in the U.S. 2019
Website URL
visit the website
Notes:
Multiple answers were possible.
Description
This statistic shows the usage of social networks among american internet users. During the online survey,
conducted in May 2019, 48 percent of respondents had used Instagram within the last two weeks.
Back to statistic
75
References
Leading tools used to search for jobs used by college seniors in the United States in 2020
Leading tools used by college seniors to search for jobs U.S. 2020
Source and methodology information
Source(s)
iCIMS
Conducted by
iCIMS
Survey period
March 10 to 23, 2020
Region(s)
United States
Number of respondents
500
Age group
n.a.
Special characteristics
college seniors
Published by
iCIMS
Publication date
April 2020
Original source
The Class of 2020 Report, page 11
Website URL
visit the website
Notes:
n.a.
Description
In 2020, the most popular way college seniors looked for jobs tied between Google and social media/job boards
hybrids (such as linked in). That year, 64 percent of college seniors in the United States said that they used
these two tools to search for jobs.
Back to statistic
76
References
Leading LinkedIn usage reasons according to users in the United States as of 3rd quarter 2019
U.S. LinkedIn usage reasons 2019
Source and methodology information
Source(s)
AudienceProject
Conducted by
AudienceProject
Survey period
Q3 2019
Region(s)
United States
Number of respondents
2,100
Age group
15 years and older
Special characteristics
among LinkedIn users
Published by
AudienceProject
Publication date
October 2019
Original source
Insights 2019 - Apps & social media usage in the US, UK, & Nordics
Website URL
visit the website
Notes:
n.a.
Description
This statistic presents the reasons for being on LinkedIn according to users in the United States as of the third
quarter of 2019. According to the findings, 84 percent of respondents stated that they used LinkedIn to
strengthen their professional network.
Back to statistic
77
References
Opinion of staffing firm employees about the best sources of candidates in North America in 2018
Best sources of candidates in the North American staffing industry 2018
Source and methodology information
Source(s)
Bullhorn
Conducted by
Bullhorn
Survey period
September 17, 2017 to October 7, 2017
Region(s)
Canada, Puerto Rico, United States, U.S. Virgin Islands
Number of respondents
925
Age group
n.a.
Special characteristics
staffing firm employees working for companies with headquarters in the
U.S., Puerto Rico, U.S. Virgin Islands, or Canada.
Published by
Bullhorn
Publication date
January 2018
Original source
2018 North American Staffing Recruiting Trends Report, page 20
Website URL
visit the website
Notes:
Multiple answers were possible.
Description
The statistic shows the opinion of staffing firm employees about the best sources of candidates in North America
in 2018. During the survey, 62 percent of the respondents stated that the best sources of candidates are through
referrals from successful placements.
Back to statistic
78
References
Candidate outreach channels talent teams use most worldwide in 2019
Most used candidate outreach channels worldwide 2019
Source and methodology information
Source(s)
Entelo
Conducted by
Entelo
Survey period
December 2019 to January 2020
Region(s)
Worldwide
Number of respondents
n.a.
Age group
n.a.
Special characteristics
talent acquisition professionals
Published by
Entelo
Publication date
January 2020
Original source
2020 Recruiting Trends Report, page VI
Website URL
visit the website
Notes:
The source doesn't provide the total number of respondents.
Description
This statistic displays the candidate outreach channel which talent teams use most worldwide in 2019. During
the survey, 37.2 percent of respondents stated that they used email the most, making it the most popular
candidate outreach channel.
Back to statistic
79
References
Share of organizations using social media applications worldwide in 2019, by organization size
Organizations using social media applications worldwide by size 2019
Source and methodology information
Source(s)
Sierra-Cedar
Conducted by
Sierra-Cedar
Survey period
April 9 to June 10, 2019
Region(s)
Worldwide
Number of respondents
1,892
Age group
n.a.
Special characteristics
organizations representing a total workforce of 22.2 million employees and
contingent workers.
Published by
Sierra-Cedar
Publication date
August 2019
Original source
Sierra-Cedar 2019-2020 HR Systems Survey: 22nd Annual Edition, page
116-117
Website URL
visit the website
Notes:
Survey method not stated by the source. Multiple answers were possible.
Description
In 2019, 81 percent of medium-sized organizations expressed that they use LinkedIn as a social media
application. During the same survey, large-sized enterprises stated that they use on average three social media
applications within their human resources (HR) processes .
Back to statistic
80
References
Most effective lead sources of staffing firms in the United States in 2020
Most effective lead sources of U.S. staffing firms 2020
Source and methodology information
Source(s)
StaffingHub; TextUs; Staffing Referrals; Various sources (Avionte, Great
recruiters, WurkNow)
Conducted by
StaffingHub
Survey period
January 2020
Region(s)
United States
Number of respondents
200
Age group
n.a.
Special characteristics
professionals in the staffing industry.
Published by
StaffingHub
Publication date
May 2020
Original source
State of Staffing Industry Growth 2020, page 16
Website URL
visit the website
Notes:
The source does not mention the type of survey. Original question: 'What
is your most effective lead source?' Only includes responses from firms
with a "fast-growth" rate as defined by the source.
Description
According to a survey conducted among professionals in the recruitment industry in the United States in 2020,
LinkedIn was indicated as the most effective lead source for staffing firms. In recent years, the social
professional network has become the most important online platform for job seekers and recruiters worldwide.
Back to statistic
81
References
How talent developers find the most important skills to train worldwide in 2019
How talent developers find the most important skills to train worldwide 2019
Source and methodology information
Source(s)
LinkedIn
Conducted by
LinkedIn
Survey period
2019
Region(s)
Worldwide
Number of respondents
1,200
Age group
n.a.
Special characteristics
L&D and HR professionals with L&D responsibilities
Published by
LinkedIn
Publication date
February 2019
Original source
2019 Workplace Learning Report, page 23
Website URL
visit the website
Notes:
The source doesn't mention the type of survey or the age of the
respondents. Multiple answers were possible.
Description
This statistic shows how talent developers find the most important skills to train worldwide in 2019. During the
survey, 75 percent of talent developers said that they perform internal skills gaps assessments.
Back to statistic
82
References
Leading job boards in the United States in 2017, by share of applicants
Leading job boards by share of applicants in the U.S. 2017
Source and methodology information
Source(s)
SilkRoad
Conducted by
SilkRoad
Survey period
2017
Region(s)
United States
Number of respondents
1,000
Age group
n.a.
Special characteristics
companies ranging from 100 employees to large enterprise organizations.
Published by
SilkRoad
Publication date
June 2018
Original source
Sources of Hire 2018: Where the Candidate Journey Begins, page 11
Website URL
visit the website
Notes:
Survey method not stated by the source.
Description
This statistic depicts the leading job boards in the United States in 2017, ranked by the share of applicants.
During the survey, 66 percent of the total applicants from job boards across all respondents were from Indeed.
Back to statistic
83
References
Leading job boards in the United States in 2017, by share of applicants interviewed
Leading job boards by share of interviews in the U.S. 2017
Source and methodology information
Source(s)
SilkRoad
Conducted by
SilkRoad
Survey period
2017
Region(s)
United States
Number of respondents
1,000
Age group
n.a.
Special characteristics
companies ranging from 100 employees to large enterprise organizations.
Published by
SilkRoad
Publication date
June 2018
Original source
Sources of Hire 2018: Where the Candidate Journey Begins, page 11
Website URL
visit the website
Notes:
Survey method not stated by the source.
Description
This statistic depicts the leading job boards in the United States in 2017, ranked by the share of applicants who
were interviewed. During the survey, 61 percent of the total interviews via job boards were from Indeed.
Back to statistic
84
References
Leading job boards in the United States in 2017, by share of applicants hired
Leading job boards by share of hires in the U.S. 2017
Source and methodology information
Source(s)
SilkRoad
Conducted by
SilkRoad
Survey period
2017
Region(s)
United States
Number of respondents
1,000
Age group
n.a.
Special characteristics
companies ranging from 100 employees to large enterprise organizations.
Published by
SilkRoad
Publication date
June 2018
Original source
Sources of Hire 2018: Where the Candidate Journey Begins, page 11
Website URL
visit the website
Notes:
Survey method not stated by the source.
Description
This statistic depicts the leading job boards in the United States in 2017, ranked by the share of applicants who
were hired. During the survey, 66 percent of the total hires via job boards were from Indeed.
Back to statistic
85
References
Leading recruitment sources in the United States in 2017, by share of applicants hired
Leading recruitment sources by share of hires in the U.S. 2017
Source and methodology information
Source(s)
SilkRoad
Conducted by
SilkRoad
Survey period
2017
Region(s)
United States
Number of respondents
1,000
Age group
n.a.
Special characteristics
companies ranging from 100 employees to large enterprise organizations.
Published by
SilkRoad
Publication date
June 2018
Original source
Sources of Hire 2018: Where the Candidate Journey Begins, page 22
Website URL
visit the website
Notes:
Survey method not stated by the source.
Description
This statistic depicts the leading recruitment sources in the United States in 2017, ranked by the share of
applicants hired. During the survey, 45 percent of the total job hires were sourced internally.
Back to statistic
86
References
Social network advertising revenue in the United States in 2019, by company (in billion U.S. dollars)
Social media ad revenue in the U.S. 2019, by platform
Source and methodology information
Source(s)
Ignite Social Media; eMarketer
Conducted by
eMarketer
Survey period
October 2019
Region(s)
United States
Number of respondents
n.a.
Age group
n.a.
Special characteristics
n.a.
Published by
Ignite Social Media
Publication date
February 2020
Original source
ignitesocialmedia.com
Website URL
visit the website
Notes:
n.a.
Description
Indisputably, among other popular social media in the United States, Facebook generates the largest amount in
ad revenue, reaching more than 29.9 billion U.S dollars in 2019 alone. Instagram, a platform also owned by
Facebook, made just under 10 billion dollars in revenue that same year.
Back to statistic
87
References
Share of marketers using LinkedIn for marketing purposes in the United States from 2017 to 2021
Share of U.S marketers using LinkedIn for marketing 2017-2021
Source and methodology information
Source(s)
eMarketer
Conducted by
eMarketer
Survey period
2017 to 2019
Region(s)
United States
Number of respondents
n.a.
Age group
n.a.
Special characteristics
based on companies with 100+ employees
Published by
eMarketer
Publication date
February 2020
Original source
emarketer.com
Website URL
visit the website
Notes:
*Forecast. Includes use of any of the proprietary public-facing tools on
LinkedIn for marketing purposes; includes organic and paid functions;
excludes use solely for employee recruitment purposes.
Description
It was calculated, that in 2019, 48.8 percent of marketing professionals in the United States were using LinkedIn
for marketing purposes. This share is slowly, yet constantly growing, and it is expected to surpass 50 percent by
2021.
Back to statistic
88
References
Most effective advertising formats on LinkedIn according to marketing professionals worldwide as
of May 2019
Most effective ad formats on LinkedIn worldwide 2019
Source and methodology information
Source(s)
eMarketer; Hanapin
Conducted by
Hanapin
Survey period
May 2019
Region(s)
Worldwide
Number of respondents
n.a.
Age group
n.a.
Special characteristics
n.a.
Published by
eMarketer
Publication date
March 2020
Original source
emarketer.com
Website URL
visit the website
Notes:
The source did not provide information on the sample number.
Description
During a mid-2019 survey among global marketing professionals, it was found that sponsored posts on LinkedIn
were considered the most effective ad format on the platform according to 29 percent of respondents. Only one
percent of responding marketers believed that dynamic ads on LinkedIn were effective.
Back to statistic
89
References
Leading digital communication platforms believed to enhance future communications according to
public relations (PR) agency professionals worldwide as of February 2019
Most influential communication platforms according to global PR professionals 2019
Source and methodology information
Source(s)
University of Southern California (Annenberg Center for Public Relations) ;
The Holmes Report
Conducted by
University of Southern California (Annenberg Center for Public Relations) ;
The Holmes Report
Survey period
January 7 to February 15, 2019
Region(s)
Worldwide
Number of respondents
1,563
Age group
n.a.
Special characteristics
among PR professionals
Published by
University of Southern California (Annenberg Center for Public Relations)
Publication date
March 2019
Original source
2019 Global Communications Report, page 30
Website URL
visit the website
Notes:
The source provides the following information: "The sample for this survey
is a "convenience" sample rather than a random sample. Consequently,
we cannot say that the results of this survey are representative of the
respective populations. Nevertheless, we believe this data offers
numerous direction [...] For more information visit our Website
Description
During a 2019 survey of global PR professionals, it was found that 48 percent of respondents believed YouTube
would contribute the most to enhancing the effectiveness of PR communications in the next five years, followed
by Instagram and Google.
Back to statistic
90
References
Leading benefits of using social media for marketing purposes worldwide as of January 2020
Benefits of social media marketing worldwide 2020
Source and methodology information
Source(s)
Social Media Examiner
Conducted by
Social Media Examiner
Survey period
January 2020
Region(s)
Worldwide
Number of respondents
5,243
Age group
n.a.
Special characteristics
among marketers
Published by
Social Media Examiner
Publication date
May 2020
Original source
Social Media Marketing Industry Report 2020, page 7
Website URL
visit the website
Notes:
Question: What are the benefits of using social media for marketing
purposes? Multiple answers were possible.
Description
Increased exposure is the most commonly cited advantage of using social media for marketing purposes among
global industry professionals. This is unsurprising given the huge appeal of having billions of active users as a
potential advertising audience . Improved traffic, lead generation and growing fan loyalty are further reasons why
marketers see value in employing social networks in their campaigns. Facebook, Instagram and Twitter are the
top three most used social platforms among global marketers . How are social media networks used for
marketing? The industry is mostly divided between those who have been using social media marketing for longer
than five years and those who have been doing so for less than 12 months. Yet both veterans and rookies know
that the approach to social media marketing might be either passive or active. The former is based on usergenerated content and allows the flow of natural communication among existing and prospective customers to
serve as organic advertising. The active approach, however, requires deliberate employment of tactics and/or
teams focused on creating and executing actual marketing campaigns. Within this scope, influencer marketing
was born and is proving more and more effective as customers look for knowledgeable, authentic and honest
advertising.
Back to statistic
91
References
Planned changes in future use of selected social media for marketing purposes worldwide as of
January 2020
Future use of social media among marketers worldwide by platform 2020
Source and methodology information
Source(s)
Social Media Examiner
Conducted by
Social Media Examiner
Survey period
January 2020
Region(s)
Worldwide
Number of respondents
5,243
Age group
n.a.
Special characteristics
marketers
Published by
Social Media Examiner
Publication date
May 2020
Original source
Social Media Marketing Industry Report 2020, page 18 to 26
Website URL
visit the website
Notes:
Question: How will your use of the following social media marketing
channels change in the near future?
Description
A study conducted among global marketers in January 2020, evaluated their use of social media and planned
spending changes. During the survey, 67 percent of respondents stated they would increase their usage of
Instagram in the near future.
Back to statistic
92
References
Leading social media platforms used by marketers worldwide as of January 2020
Social media platforms used by marketers worldwide 2020
Source and methodology information
Source(s)
Social Media Examiner
Conducted by
Social Media Examiner
Survey period
January 2020
Region(s)
Worldwide
Number of respondents
5,243
Age group
n.a.
Special characteristics
marketers
Published by
Social Media Examiner
Publication date
May 2020
Original source
Social Media Marketing Industry Report 2020, page 11
Website URL
visit the website
Notes:
Question: Which social media platform(s) do you use to market your
business?
Description
As of January 2020, Facebook was the most commonly used social media platform among marketers worldwide.
According to a global survey, 94 percent of responding social media marketers used the network to promote
their business, while another 76 percent did so via Instagram. What are the benefits of social media marketing?
Over the past few years, social media marketing has become one of the most popular and successful forms of
digital marketing. Thanks to the massive userbases of networks like Facebook and Instagram, advertisers can
reach billions of potential customers at the click of a mouse. Among the many benefits of using social media
platforms for business purposes , industry professionals particularly value the increased exposure for their
brands and products, as well as the increased traffic on their websites. Facebook remains the most important
social media platform for many marketers With an active user count of close to 2.5 billion, Facebook is the most
popular social network worldwide . Therefore, the market leader also remains the most important social media
platform among marketers on the B2B and B2C spectrum . However, as the social media landscape is quickly
evolving and new players are fighting for attention from audiences and marketers alike, Facebook is facing
increasing competition. With Instagram and YouTube gaining momentum, many advertisers are planning to
reduce their activity on Facebook in the future .
Back to statistic
93
References
Leading social media platforms used by B2B and B2C marketers worldwide as of January 2020
Social media platforms used by marketers worldwide 2020, by target group
Source and methodology information
Source(s)
Social Media Examiner
Conducted by
Social Media Examiner
Survey period
January 2020
Region(s)
Worldwide
Number of respondents
5,243
Age group
n.a.
Special characteristics
marketers
Published by
Social Media Examiner
Publication date
May 2020
Original source
Social Media Marketing Industry Report 2020, page 13 and 14
Website URL
visit the website
Notes:
Question: Which social media platform(s) do you use to market your
business?
Description
In early 2020, a study was conducted on social media platforms usage by business-to-business and business-tocustomer marketers worldwide. During the survey, 22 percent of responding B2B and 28 percent of B2C
responding social media marketers stated they used Pinterest to market their businesses.
Back to statistic
94
References
Most important social media platforms for marketers worldwide as of January 2020
Most important social media platforms for marketers worldwide 2020
Source and methodology information
Source(s)
Social Media Examiner
Conducted by
Social Media Examiner
Survey period
January 2020
Region(s)
Worldwide
Number of respondents
5,243
Age group
n.a.
Special characteristics
marketers
Published by
Social Media Examiner
Publication date
May 2020
Original source
Social Media Marketing Industry Report 2020, page 15
Website URL
visit the website
Notes:
Question: What is the single, most important social platform for your
business?
Description
In early 2020, when asked to indicate the most important social media platform for their business, the vast
majority of global marketers selected Facebook. Instagram and LinkedIn followed close at second and third
place, however Instagram started seeing a growing importance only since 2019. Chat bots appeared on the list
for the first time in 2019. Social media usage among marketers Marketers are divided on the length of time they
have been using social media for promotional purposes . Close to a quarter of them have been utilizing social
media marketing for either less than a year or more than five years, while another 26 percent have been using
the channel for two to four years. When it comes to specific media Instagram is gaining momentum, with close to
70 percent of marketers planning to increase organic posting on the platform, in turn reducing their activity on
Facebook. YouTube and LinkedIn will also see enhanced usage in the near future . Conversely, Snapchat along
with Pinterest and messenger bots are not planned to be used at all in 2020 by many marketers. All in all,
industry professionals around the world agree that using social media for marketing purposes is beneficial in
terms of increasing exposure and traffic . New leads and improved sales are also cited as crucial advantages of
social media marketing.
Back to statistic
95
References
Most important social media platforms for B2B and B2C marketers worldwide as of January 2020
Most important social media platforms for global B2B and B2C marketers 2020
Source and methodology information
Source(s)
Social Media Examiner
Conducted by
Social Media Examiner
Survey period
January 2020
Region(s)
Worldwide
Number of respondents
5,243
Age group
n.a.
Special characteristics
marketers
Published by
Social Media Examiner
Publication date
May 2020
Original source
Social Media Marketing Industry Report 2020, page 16
Website URL
visit the website
Notes:
Question: What is the single, most important social platform for your
business? The source did not provide the missing figures.
Description
As per results of a January 2020 survey of global marketers, 19 percent of B2C and 12 percent of B2B
respondents stated Instagram was the most important social platform for their business. Facebook remianed the
leading most important platform at that time.
Back to statistic
96
References