LinkedIn 2013 Annual Report Download - page 53

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The following table presents the average monthly number of unique visitors during the periods
presented:
December 31, December 31,
2013 2012 % Change 2012 2011 % Change
(in millions, except percentages)
Unique visitors(1) ............................ 183 126 45% 126 84 50%
(1) Includes the impact of Slideshare, which was acquired on May 17, 2012, beginning on June 1, 2012.
Excluding the impact of Slideshare, the average monthly number of unique visitors for the year ended
December 31, 2013 and December 31, 2012 was 139 million and 109 million, respectively.
The number of unique visitors increased by 45% in 2013 compared to 2012, and by 50% in 2012
compared to 2011. These increases reflect increased traffic to our website by a growing number of users.
While this increase in unique visitors helped to drive the increase in net revenue that we experienced
during this period, it also provided management with important insights into the ways in which our users
and members were using our website, including how they were coming to our website and which products
and features best promoted brand awareness to attract users to our website.
•Page Views. We report our page views based on data provided by comScore. comScore defines
page views as the number of pages on our desktop website (excluding mobile page views) that users
view during the measurement period. Similar to unique visitors, we believe page views is a key
indicator for gaining insight into whether we are increasing member engagement and whether our
members are deriving value from our solutions. We expect growth in page views will be driven, in
part, by growth in the number of registered members, improvements in products and features that
drive member traffic to our website, and international expansion. However, page views may not
capture all of the value that our members and other users derive from our solutions because part
of the benefit of certain products and features is that the member or user does not need to visit
our website to receive value from our platform. For example, members can respond to emails they
receive from other members without accessing their LinkedIn account or our website.
The following table presents the number of page views during the periods presented:
December 31, December 31,
2013 2012 % Change 2012 2011 % Change
(in millions, except percentages)
Page views(1) .......................... 47,336 38,258 24% 38,258 29,420 30%
(1) Includes the impact of Slideshare, which was acquired on May 17, 2012, beginning on June 1, 2012.
Excluding the impact of Slideshare, the number of page views for the year ended December 31, 2013
and December 31, 2012 was 45 billion and 37 billion, respectively.
The number of page views according to comScore increased 24% in 2013 compared to 2012, and by
30% in 2012 compared to 2011. These increases reflect increased use of the information, products and
features available on our website by our users. While similar to the increase in registered members and
unique visitors, this increase in page views also helped to drive the increase in net revenue that we
experienced during this period. The page views metric also provided management with important insights
into the ways in which our users were utilizing the information, products and features on our website,
which informs management’s decision on how to improve these products and features to provide our users
with compelling reasons for continuing to come back to our website.
•Number of LinkedIn Corporate Solutions Customers. We define the number of LinkedIn Corporate
Solutions customers as the number of enterprises and professional organizations that we have
under active contracts for this product as of the date of measurement. Our LinkedIn Corporate
51