Top 5 Countries with the Most LinkedIn Users in 2024

Since its launch in 2003, LinkedIn has become the largest professional networking service in the world, where job seekers, decision-makers, and professionals can connect, network and grow.

With over one billion users, LinkedIn has become THE go to platform for B2B and B2C brands utilise in order to help them grow and generate business. Whether you’re an ambitious start-up or an established business paving the way, a LinkedIn profile will help with your online presence and enable you to engage with audiences around the world.

But in which countries is Linkedin the most popular? Today we will discover the top 5 countries with the most LinkedIn users and explore why these countries utilise the platform so much.

LinkedIn’s Unprecedented Growth

LinkedIn has transformed from a digital job board to a powerful networking platform. With more than 200 countries and territories, and accessible to 36 languages, LinkedIn has become the go-to platform for connecting professionals and generating business.

Marketers can target and attract high-quality decision-makers. 40% of B2B marketers consider LinkedIn the most effective B2B lead generation channel. 96% of B2B marketers use LinkedIn to generate business.

The Top 5 Countries with the most LinkedIn users in 2024

#1 United States

The United States takes the crown when it comes to the largest LinkedIn user base in 2024 with an estimated 230 million users. American professionals across industries like tech finance, healthcare and entertainment actively use the networking and content-sharing platform more than any other country.

Fart leadership and personal branding content has flourished in the US making it the hub of LinkedIn influences and professional content creators.

#2 India

The runner up, and country with the second most Linkedin users is India with 130 million active users. India’s rapidly expanding economy, fueled by a thriving tech industry has driven the huge increase in popularity of Linkedin among the Indian professionals.

From students and fresh graduates to working professionals, the individuals in India leveraging LinkedIn for networking have been critical in growing India’s IT business process outsourcing sector.

LinkedIn has become a crucial resource for Indian startups, entrepreneurs and freelancers seeking to build their networks and attract international clients. The increasing adoption of LinkedIn learning in India reflects the country’s hunger for upskilling and career advancement.

#3 Brazil

In third place we have Brazil with around 77 million LinkedIn users. The platform has seen significant growth in Brazil recently as the country’s economy diversifies in sections like tech finance and creative Industries.

For Brazilian professionals, LinkedIn serves as a vital tool for creative elements and networking. The platform is not only limited to jobseekers, many Brazilian companies use LinkedIn for recruitment and marketing purposes.

Brazil has also seen the rise of LinkedIn Influencers who share professional advice, career tips and industry insights further driving engagement on the platform.

#4 China

In fourth place we have China. Despite LinkedIn facing massive restrictions across mainland China it still remains an essential platform for Chinese professionals working abroad or outside the mainland particularly in Hong Kong.

With an estimated user base of 57 million users, LinkedIn has become a key Bridge for Chinese professionals to network and connect with Global markets, especially in industries like finance, manufacturing and international trading.

Hong Kong’s role as a global financial hub has contributed significantly to the popularity of the platform with many professionals using LinkedIn to remain globally connected while seeking other growth opportunities.

#5 United Kingdom

Lastly, to round up the top five is the United Kingdom with around 42.9 million Linkedin users as of July. As a major global financial centre, the UK has always had a strong LinkedIn presence, particularly in industries like finance, media and technology.

Post-Brexit LinkedIn has become even more valuable for UK professionals seeking to maintain connections with European and international markets. Many UK businesses, big or small use LinkedIn daily to connect with clients, recruit talent and showcase thought leadership through professional content creation.

The growing focus on personal branding has made LinkedIn a crucial platform for UK professionals looking to advance their careers and maintain credibility within their sector.

Other Honourable Mentions

Other countries are catching up fast in terms of LinkedIn user base, such as France, Germany, Australia, Canada, Indonesia, Spain and Italy. Just like our top five, these countries have seen the potential LinkedIn has in contributing to business success. But what exactly contributes to LinkedIn’s Popularity worldwide?

So Why is the Linkedin Platform Growing so Fast?

LinkedIn’s increasing global popularity can be attributed to a number of factors:

• Professional Development: LinkedIn learning has become a vital resource for professionals looking to upscale and stay competitive in the growing market.
• Industry Specific Uses: LinkedIn caters to diverse industries offering specialised content networking opportunities and marketing tools that make it indispensable for professionals in sectors like tech, finance, healthcare, media and more.
• Global Connectivity: The rise of globalisation has increased the need for international networking and cross-border professional relationships which LinkedIn facilitates seamlessly. The platform also supports multiple languages and adapts its services based on regional needs.
• Content and Thought Leadership: LinkedIn has increasingly focused on becoming a platform for professional content, allowing users to share articles, industry news and thought leadership posts, this shift towards becoming a professional content hub along with induction to links in plush has attracted executive industry leaders and the content creators to engage with the platform more effectively and expand professional reach.