Both social networks engaged nearly equal user numbers, but analysing the demographics showed that users are from a variety of social grades. Executives (Cadre et Profession Intellectuelle Supérieure) were in the majority for both sites making up 37 percent of LinkedIn’s audience and 29.5 percent of Viadeo’s. The French network, Viadeo, attracted a larger share of the highest social grade (Artisan/commerçant/chef d’enterprise) as well as mid-management (Profession Intermédiaire, Cadre Moyen).