LinkedIn Moves into Mainstream

More than 30 million people have joined the business social network LinkedIn.The first public study of users' demographics and psychographics has just been completed and reveals why people join and how they use the site.

Anderson Analytics, LinkedIn, and text mining company SPSS conducted a study of 70,000 LinkedIn users and have identified four main categories of users:

• Senior Executives


• Those Exploring Options


• Savvy Networkers


• Late Adopters

"(The study) showed us that LinkedIn has really become a tool for all information workers," said Dan Shapero, LinkedIn director-business services. "Some people believe that LinkedIn is a place for job hunters, some believe it's a place for serious networkers and others think it's a way to keep in touch with old colleagues. This study shows those are all true."

Read the article at Advertising Age.

What's next for LinkedIn? Join us at DigitalNow and hear LinkedIn Vice President Ellen Levy speak about what's on the horizon.

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