A data profile of the people who buy, follow and care about LinkedIn in United Kingdom — modelled from more than twelve digital signal sources. LinkedIn has an estimated audience of 3,494,099 people in United Kingdom.
The average LinkedIn fan in United Kingdom is 44.0 years old, more female, and lives primarily in England.
The audience is concentrated in England, Greater London, South East.
Top brand affinities include Google Docs, Google Drive, Professional network service, with strongest over-indexing on Google Docs (4.08× the country average).
Demographically, the LinkedIn audience skews more female with an average age of 44.0, and over-indexes on personality traits such as Career Orientation, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical LinkedIn fan in United Kingdom is more female, around 44.0 years old, with strong Career Orientation tendencies and a notable affinity for Google Docs.
The key figures that characterise the LinkedIn profile in United Kingdom.
56.4% are female, 43.6% are male, average age 44.0.
| Metric | Value |
|---|---|
| Female | 56.4% |
| Male | 43.6% |
| Average age | 44.0 |
| Estimated audience size | 3,494,099 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 18% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 30% |
of the worldwide LinkedIn audience comes from United Kingdom.
| Country | Share |
|---|---|
| China | 34.9% |
| United States | 5.6% |
| India | 2.2% |
Where the LinkedIn audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~11M | 3.75× | |
| 02 | Greater London | ~3M | 1.52× | |
| 03 | North West | ~2M | 1.21× | |
| 04 | South East | ~2.5M | 1.19× | |
| 05 | East of England | ~1.5M | 1.16× | |
| 06 | East Midlands | ~1M | 0.99× | |
| 07 | South West | ~1M | 0.92× | |
| 08 | Yorkshire and the Humber | ~800K | 0.69× | |
| 09 | North East | ~400K | 0.67× | |
| 10 | West Midlands | ~400K | 0.64× | |
| 11 | Northern Ireland | ~60K | 0.13× | |
| 12 | Wales | ~90K | 0.11× | |
| 13 | Scotland | ~100K | 0.10× |
The strongest cross-interests of the LinkedIn audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Professional network service | Technology & Electronics | 11.00× | ||
| 02 | Application for employment | Business & Career | 7.00× | ||
| 03 | Microsoft Teams | Technology & Electronics | 5.76× | ||
| 04 | Google Calendar | Internet & Social Media | 5.22× | ||
| 05 | Professional development | Business & Career | 4.12× | ||
| 06 | Google Docs | Internet & Social Media | 4.08× | ||
| 07 | Recruitment | Business & Career | 3.93× | ||
| 08 | Google Drive | Technology & Electronics | 3.84× | ||
| 09 | Job | Business & Career | 3.25× | ||
| 10 | Claude | Technology & Electronics | 2.71× | ||
| 11 | Digital marketing | Business & Career | 2.69× | ||
| 12 | Scottish Widows | Business & Career | 2.63× | ||
| 13 | Educational technology | Business & Career | 2.60× | ||
| 14 | Gmail | Internet & Social Media | 2.55× | ||
| 15 | Indeed.com | Business & Career | 2.20× | ||
| 16 | Octopus Energy | Home & Garden | 2.15× | ||
| 17 | Companies House | Politics & Society | 2.12× | ||
| 18 | Training | Sports | 1.71× | ||
| 19 | Business | Business & Career | 1.59× | ||
| 20 | London | Travel & Leisure | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 2.95× | |
| Need for Security | CONSERVATISM | 1.76× | |
| Quality Awareness | PREMIUM | 1.55× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.75× | |
| Pet Ownership | JOY | 0.83× | |
| Price Sensitivity | PREMIUM | 0.99× |
LinkedIn has an estimated audience of 3,494,099 people in United Kingdom, concentrated in England and Greater London.
56.4% of LinkedIn fans are female, 43.6% are male, with an average age of 44.0 years.
LinkedIn fans show strongest brand affinity for Google Docs (4.08×), Google Drive (3.84×), and Professional network service (11×) over the country average.
LinkedIn fans in United Kingdom are most concentrated in England (reach ~11M), Greater London (reach ~3M), and South East (reach ~2.5M). These three regions account for the largest share of the active audience.
Beyond LinkedIn itself, the audience over-indexes on Google Drive (3.84×), Professional network service (11×), Microsoft Teams (5.76×), and Recruitment (3.93×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for LinkedIn. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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