I’ve seen this before, but now I can point to a TechCrunch post about LinkedIn Demographics (actually, about advertising on LinkedIn, but that’s not what my post is about). Check this out:
Average Age: 41
Household Income: $109,703
One of my favorite books is How to Lie With Statistics. After reading that very short book (required reading for my stats class) I came to doubt all reported statistics. These numbers aren’t hard to doubt.
For me, I kind of don’t care about the average age (41?), although I’m hoping it goes down as more younger people who are accustomed to Facebook get a LinkedIn profile as they get more serious about their career management. At the same time, maybe the older people who thought they’d retire by now are realizing they should have a LinkedIn profile also.
I don’t care about the male/female demographics… 64% doesn’t mean anything to me… maybe it does to marketers.
The one that really gets me is the household income. I used to get miffed when I heard LinkedIn claims their average user makes $110k/year. What? They have 28 million signups who are making that much money (on average)? NO WAY! Especially when considering the number of users who are in countries where that income is unheard of.
Today, though, I had two epiphany to help me make sense out of this figure.
First theory this is the demographic for the LinkedIn Professional (see the title on the image?). Perhaps they break down their user descriptions into things like professional, student, slouch, etc. I certainly wouldn’t fall into the “professional” bracket. So, are they only averaging the incomes of a portion of their 28 million signups?
Second theory: … duh, it says HOUSEHOLD income. That makes sense… since there are so many household with two breadwinners. If the man makes $55k a year, and the woman makes $55k a year, that adds up to $110k. That makes a lot more sense.
But it seems deceptive to ME, a NON-marketer. Because for so long I thought LinkedIn was claiming the USER’S average income was $110k, not the user plus spouse.
Okay, I can believe that number now. First impression was way off base.
Do you believe it?