As midlife audiences turn to digital media, the 55 to 64 age bracket is an increasingly important demographic

In 2022, Caroline Idiens was on holiday halfway up an Italian mountain when her brother called to tell her to check her Instagram account. “I said, ‘I haven’t got any wifi. And he said: ‘Every time you refresh, it’s adding 500 followers.’ So I had to try to get to the top of the hill with the phone to check for myself.”

A personal trainer from Berkshire who began posting her fitness classes online at the start of lockdown in 2020, Idiens, 53, had already built a respectable following.