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LinkedIn users: Educated, older and relatively wealthy

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LinkedIn is the only major social media service attracting more 30- to 49-year-olds than 18- to 29-year-olds.

Perhaps unsurprisingly, a Pew Research Center survey found that the career-oriented social media platform skews older than such rivals as Facebook, Instagram, Pinterest and Twitter. Thirty-two percent of Internet users age 30 to 49 participate in LinkedIn. Its second largest cohort of users consists of 50- to 64-year-olds.

Age isn’t all that marks LinkedIn as a different kind of online territory. Almost half of Internet users with college degrees use LinkedIn, while only 9% of those with high school degrees or less do.

Overall, LinkedIn is the smallest of the major social media platforms, attracting 25% of adult Internet users. In contrast, Facebook claims a 72% share.

But, LinkedIn snags a wealthier cadre of users than any other social media platform.

LinkedIn’s lure for wealthier Web users

% of Internet users in each income bracket who use LinkedIn

Less than $30K/year:  17%

$30,000 - $49,999:   21%

$50,000 - $74,999:   32%

$75,000:+   41%

Source: Pew Research Center survey, August 2015

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