Most people who consume professional content on LinkedIn do so to keep up with industry news (78% of respondents) and to discover new ideas within their business area (73%), according to data from a recent survey conducted by LinkedIn.

A significant number also engage with professional content on LinkedIn in order to build relationships with colleagues/clients (62% of respondents say so), enhance their professional reputations (55%), spark conversations (51%), and improve their current job skills (45%).

Below, additional key findings from the report, which was based on data from a survey of 2,701 LinkedIn members in the United States who actively share and consume professional content (i.e., content that is relevant to their jobs or fields).

Popular Content Types

• 77% of respondents read new industry research posted to LinkedIn, and 72% share these sorts of pieces.
• Other popular content types include breaking industry news (68% read, 61% share), case studies (55%, 52%), and career advice (57%, 38%).