Where is Linkedin actively used in Europe?
LinkedIn is used by more than 756 million people in 200 different countries.
As we expand into export markets, it is important to look into which channels to conduct sales and marketing activities. Therefore, the availability ratios of different channels on a country-by-country basis are examined.
Here is the usability of LinkedIn in European countries (as of April 2021):
| COUNTRY | LINKEDIN USERS | POPULATION | LINKEDIN USERS/ POPULATION |
| Albania | 455 900 | 2 862 000 | 15,93% |
| Andorra | 52 500 | 77 282 | 67,93% |
| Austria | 1 641 000 | 8 859 000 | 18,52% |
| Belgium | 4 250 000 | 11 460 000 | 37,09% |
| Bosnia & Herzegovina | 283 200 | 3 301 000 | 8,58% |
| Bulgaria | 907 000 | 7 000 000 | 12,96% |
| Estonia | 252 700 | 1 325 000 | 19,07% |
| Spain | 14 360 000 | 46 940 000 | 30,59% |
| Netherlands | 9 420 000 | 17 280 000 | 54,51% |
| Croatia | 703 000 | 4 076 000 | 17,25% |
| Ireland | 2 375 000 | 6 572 728 | 36,13% |
| Iceland | 242 700 | 356 991 | 67,98% |
| Italy | 15 430 000 | 60 360 000 | 25,56% |
| Greece | 1 818 000 | 10 700 000 | 16,99% |
| Cyprus | 324 000 | 875 899 | 36,99% |
| Lithuania | 512 100 | 2 794 000 | 18,33% |
| Liechtenstein | 18 660 | 38 896 | 47,97% |
| Luxembourg | 295 000 | 613 894 | 48,05% |
| Latvia | 377 100 | 1 920 000 | 19,64% |
| Macedonia | 278 200 | 2 077 000 | 13,39% |
| Malta | 220 100 | 434 403 | 50,67% |
| Moldova | 267 900 | 2 658 000 | 10,08% |
| Monaco | 40 900 | 38 100 | 107,35% |
| Montenegro | 89 930 | 622 137 | 14,46% |
| Norway | 2 216 000 | 5 328 000 | 41,59% |
| Poland | 4 406 000 | 37 970 000 | 11,60% |
| Portugal | 3 670 000 | 10 280 000 | 35,70% |
| France | 22 330 000 | 67 060 000 | 33,30% |
| Sweden | 4 120 000 | 10 230 000 | 40,27% |
| Romania | 3 139 000 | 19 410 000 | 16,17% |
| Germany | 12 190 000 | 83 020 000 | 14,68% |
| San Marino | 11 480 | 33 627 | 34,14% |
| Serbia | 983 000 | 6 945 000 | 14,15% |
| Slovakia | 638 000 | 5 439 892 | 11,73% |
| Slovenia | 383 200 | 2 081 000 | 18,41% |
| Finland | 1 415 000 | 5 518 000 | 25,64% |
| UK | 31 200 000 | 66 650 000 | 46,81% |
| Switzerland | 3 370 000 | 8 545 000 | 39,44% |
| Denmark | 2 780 000 | 5 806 000 | 47,88% |
| Czech Republic | 1 819 000 | 10 650 000 | 17,08% |
| Turkey | 10 530 000 | 82 000 000 | 12,84% |
| Ukraine | 3 443 000 | 44 390 000 | 7,76% |
| Hungary | 1 164 000 | 9 773 000 | 11,91% |
| Belarus | 653 700 | 9 467 000 | 6,91% |
| Russia | 7 170 000 | 144 400 000 | 4,97% |
Look further than just the number of users
Looking at the ratio, we could say that “there is no point in marketing on the German market through LinkedIn”.
Instead of predicting coffee grounds, I recommend using LinkedIn Search for a better overview.
Try to understand who your customers are in export markets – in what positions do they work, in what groups do they spend their time?
From there, you can get more specific and think about which content posts are of interest to them? How to gain their attention?
Now you need to create content posts. Contact us. Take the time to understand how LinkedIn works.
Only then will you have a complete picture of whether LinkedIn is suitable for your business as a marketing or sales channel.
