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My iPhone is synced to Twitter, Facebook and Instagram. Within seconds I know what my friends are doing as I update my networks, and play a word in Words with Friends. My generation is connected, which is not entirely our fault since playing Oregon Trail in elementary school was educational.
In this digital age it is hard to not be connected, everything and everyone is online. A single social interaction is amplified through Twitter and employers Google your name only to know an exact digital footprint. Even though digital natives are always online and with more and more of us joining the workforce, LinkedIn still seems to be an untapped market for the digitally savvy 20-sometings.
Looking at Compete.com we can see that LinkedIn receives approximately 25 million users.
When compared to Facebook, which sees more than 150 million visitors, each month, and Twitter with just fewer than 40 million LinkedIn sees far fewer visitors to their site.
Looking at the breakdown of demographics we can see that only 12% of 18-24 year olds are using Linkedin, the lowest demographic, while 22% of 45-54 year olds are using Linkedin.
While LinkedIn is in no way Facebook, I have to wonder if the reason LinkedIn has less appeal for 20-somethings is because they do not see the appeal of connecting with professionals online. Do 20-somethings not understand how to differentiate between a social network and a professional network? Or are 20-somethings too connected and sitting this one out?
Maybe it is time for a social campaign to draw in 20-something Twitter users?
Alyssa is on the Inside Sales team here at Millward Brown Digital, working within the Financial Services and Technology & Entertainment industries delivering digital intelligence that helps clients improve their marketing based on the online behavior of millions of consumers. Find Alyssa on Twitter at @alyssamaine or connect with her on Linkedin.