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%
Source: Pew Research Center survey, August 2015