Campaigns involving social networks should be directed increasingly at older people, new research has indicated.

Forrestor Research’s Broad Reach of Social Networks report revealed that 70 per cent of surfers who are over the age of 55 are using social media pages, with people over 34 being the most prominent visitors to such sites – suggesting that online PR should be aimed more at their demographic.

According to one of Forrester Research’s analysts Sean Corcoran, more than half of those aged between 35 and 44 are part of a social network such as Facebook or Twitter.

"Social applications geared toward older adults will now reach a healthy chunk of their audience," he said.

The data also showed that of the over-55s joining social media sites, 12 per cent of them are creating content such as blogs, story posts and audio and video uploads.

Previous research from Just Retirement found that 65 per cent of those over 50 were using the internet regularly to engage in shopping activities.

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