Online PR specialists may consider using social media platforms when targeting a middle-aged demographic, as people over 35 are joining up to the networks.

This is according to Tom Smith, managing director of Global Web Index, who made the comments at the Internet Advertising Bureau's online branding and social media workshop, held in London on September 28th.

"The biggest growing areas are 35 to 44, 45 to 54 and 55+ age groups," the expert said, describing social media as "very established".

People interested in attracting a Russian audience may try marketing through online clips, as the specialist noted the country's population was a "very video-driven market".

Indeed, the industry professional suggested employing the medium was a good alternative to using news, with many websites offering footage in the nation.

Although social media platforms may be increasingly attractive to people of an older generation, Age UK recently reported 6.4 million individuals over the age of 65 have never been online.

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