LinkedIn Demographic Data Jun08

The LinkedIn Professional At A Glance Source: @plan Summer 2008 Average Age 41 Household Income $109,703 Male 64% Comp Index Rank HHI $100K+ 53.5% 210 1 Own Smartphone/PDA 34% 430 1 College Grad/Post Grad 80.1% 156 2 Business Decision Maker 49% 185 13 EVP/SVP/VP 6.5% 317 4

The LinkedIn Audience: The New In fluencers

A Younger , More Affluent , More Influential And Harder-To-Find Audience Than The Leading Business Sites

Source: @plan Summer 2008 Property Average Age Average HHI %Comp Co Size <100 % Comp Business Decision Makers % Comp That Read Business Magazine Last 30 Days LinkedIn 41 $109,703 26% 49% 29% WSJ.com 48 $101,701 18% 40% 45% Forbes.com 47 $93,896 18% 38% 47% BusinessWeek.com 48 $95,668 18% 42% 51%

LinkedIn Members: Educated & Affluent

95% Are College Educated

37% Are Post-Grads

LinkedIn Is Ranked #1 For Comp of A25-54 HHI $150K+ (Index 338)

Average HHI is $110K

24% Have A Portfolio Value of $250K+

Source: @plan Summer 2008

Financial Profile

Average HHI $109,780

24% Have A Portfolio Value of $250K+

56% Have An Account With An Online Brokerage

60% Have An Account With An Offline Brokerage

85% Viewed/Paid Bills Online in Last 30 Days

53% Monitored/Viewed Stocks Online in Last 30 Days

Types of Securities Owned:

Money Market Funds: 35%

Shares of Stock: 30%

Self-directed IRA: 26%

Mutual Fund (Stock) 20%

Mutual Fund (Index) 15%

Credit Card Ownership

American Express: 38%

Visa: 67%

MasterCard: 53%

Discover: 20%

Business Decision Makers

Job Titles:

C-Level Executives 7.8%

EVP/SVP 6.5%

Senior Management: 16%

Middle Management: 18%

50% Are Business Decision Makers In Their Companies

Computer Software DM/Influencer: 32%

Computer Hardware DM/Influencer: 22%

Business Consulting Services: 18%

IT Consulting DM/Influencer: 17%

Office Supplies DM/Influencer: 17%

Business Equipment DM/Influencer: 20%

Printing DM/Influencer: 12%

Travel Services DM/Influencer: 12%

Purchased in The Last Year For Their Business:

Computer Hardware 30%

Software 22%

LinkedIn Delivers Small Business Source: @plan Summer 2008

LinkedIn Delivers Business Decision Makers Source: @plan Summer 2008

LinkedIn Delivers Software Decision Makers Source: @plan Summer 2008

LinkedIn Delivers Hardware Decision Makers Source: @plan Summer 2008

LinkedIn Delivers Business Consulting Decision Makers Source: @plan Summer 2008

LinkedIn Delivers IT Consulting Decision Makers Source: @plan Summer 2008

LinkedIn Delivers Marketing Services Decision Makers Source: @plan Summer 2008

LinkedIn Delivers Travel Services Decision Makers Source: @plan Summer 2008

LinkedIn Delivers iTunes Fans

Over 3,000,000 LinkedIn Members Used iTunes in the Last 30 Days

LinkedIn Delivers PC Buyers

Over 2,300,000 LinkedIn Members Have More Than 3 PCs In Their Home

LinkedIn Delivers Mobile Professionals

Over 1,800,000 LinkedIn Members Own A PDA/Smartphone (Blackberry, Treo, etc)

LinkedIn is the #1 site for composition of PDA/Smartphone Owners (Index 430)

LinkedIn Members Are In The Groundswell

Over 2,500,000 LinkedIn Members Researched/Reviewed Products Online Last Month

LinkedIn Members Are In The Groundswell

Over 1,900,000 LinkedIn Members Looked For or Gave Advice Online Last Month

LinkedIn Delivers C-Levels At Small Businesses

LinkedIn Ranks #14 and Indexes 215 for Comp of C-Level Executives At Businesses With <10 Employees

LinkedIn Delivers More Corporate C-Level Executives

LinkedIn Ranks #8 and Indexes 483 for Comp of Corporate C-Level Executives

LinkedIn Delivers More C-Level Executives Source: @plan Summer 2008

LinkedIn Delivers More VPs

LinkedIn Ranks #4 And Indexes 317 In Reaching VPs

LinkedIn Delivers Business Travelers

LinkedIn Ranks #2 and Indexes 224 against “Traveled for Business in Last 3 Months”

LinkedIn Delivers Heavy Tech Spenders

LinkedIn Ranks #1 In The Competitive Set and Indexes 534 against “Computer Hardware – Heavy Spending (Last 6 mos)”

LinkedIn Members Are Well-Read

Over 1,360,000 LinkedIn Members Report “Heavy Spending” For Books in the Past 6 Months

LinkedIn Ranks #1 In The Competitive Set and Indexes 240 against “Books – Heavy Spending (Last 6 mos)”

LinkedIn Delivers Female Professionals

LinkedIn Ranks #1 In The Competitive Set against “Employed Women”

LinkedIn Delivers Car Renters

LinkedIn Ranks #1 In The Competitive Set and #15 overall against “1+ Car Rentals for Business” Last 30 Days

LinkedIn Delivers The Next Generation of Luxury Car Buyers

LinkedIn Ranks #1 In The Competitive Set and #5 overall against “Car/Truck Segment: Entry Luxury”

LinkedIn Delivers Affluent Individuals

LinkedIn Ranks #1 Overall And Indexes 210 in “Household Income $100K+”

LinkedIn Delivers More than 2,850,000 Individuals With HHI $100K+

LinkedIn Delivers Affluent Individuals

LinkedIn Ranks #2 Overall and Indexes 258 in “Household Income $150K+”

LinkedIn Delivers More than 1,350,000 Individuals With HHI $150K+

LinkedIn Delivers Frequent Business Fliers

LinkedIn Ranks #1 and Indexes 285 against “Traveled for Business in Last 3 Months – Any Airline”

LinkedIn Ranks #1 and Indexes 256 against “1+ Round Trip Flight For Business in Last 30 Days”

LinkedIn Ranks #1 in Competitive Set and Indexes 345 for “3+ Flights For Business in Last 30 Days”

LinkedIn Demographic Data Jun08

6 comments

Notes on slide 1

58 Favorites & 3 Groups